optimizing video across social media platforms -brightonseo 2016
TRANSCRIPT
![Page 1: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/1.jpg)
Hello
![Page 2: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/2.jpg)
Video strategy circa 2009
![Page 3: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/3.jpg)
![Page 4: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/4.jpg)
All social networks are now video platforms
![Page 5: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/5.jpg)
![Page 6: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/6.jpg)
Video
≠ A Strategy
≠
![Page 7: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/7.jpg)
Aspect Ratio
Silent Autoplay?Supporting Metadata
Thumbnails
Walled garden?
In-stream mobile playback?
![Page 8: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/8.jpg)
Active Browsing
Passive Browsing
Restricted Media Type
Fluid Media Type
![Page 9: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/9.jpg)
Q U E ST I O N I U S E D TO G E T A L L T H E T I M E
“Where should I host my video?”
![Page 10: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/10.jpg)
Platform First
![Page 11: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/11.jpg)
Platform First
1. Work out where your target market are active
2. Choose the platforms to focus on
3. Create content for the platform
![Page 12: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/12.jpg)
![Page 13: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/13.jpg)
![Page 14: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/14.jpg)
Agenda
1. YouTube
2. Facebook
3. Instagram
4. Twitter
5. Periscope
6. SnapChat
![Page 15: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/15.jpg)
1
![Page 16: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/16.jpg)
![Page 17: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/17.jpg)
Video = Aural + Visual
![Page 18: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/18.jpg)
YouTube = Aural + Visual
![Page 19: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/19.jpg)
![Page 20: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/20.jpg)
Clicks > Keywords
![Page 21: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/21.jpg)
![Page 22: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/22.jpg)
“YouTube Suggested” Video Traffic
Operation “Buzzfeed”
![Page 23: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/23.jpg)
Title TextBody Level One
Body Level Two Body Level Three
Body Level Four
![Page 24: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/24.jpg)
![Page 25: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/25.jpg)
– K I E L D E VA L E R A
“Think of your thumbnails like film posters”
![Page 26: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/26.jpg)
![Page 27: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/27.jpg)
Test Before You Invest
![Page 28: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/28.jpg)
Lean Testing for YouTube
1. Upload some generic video content on a dummy account
2. Change titles, description and thumbnail to match proposed creative
3. See how many views you get from search and suggested videos in the first few days
![Page 29: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/29.jpg)
![Page 30: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/30.jpg)
Use playlists to rank for terms you don’t have videos for
![Page 31: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/31.jpg)
NBED DR Dre beats at screenshot
![Page 32: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/32.jpg)
2
![Page 33: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/33.jpg)
![Page 34: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/34.jpg)
![Page 35: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/35.jpg)
Facebook Video
=
Mobile Video
![Page 36: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/36.jpg)
![Page 37: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/37.jpg)
![Page 38: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/38.jpg)
YouTube = Aural + Visual
![Page 39: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/39.jpg)
Facebook = VISUAL + Aural
![Page 40: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/40.jpg)
![Page 41: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/41.jpg)
![Page 42: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/42.jpg)
![Page 43: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/43.jpg)
![Page 44: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/44.jpg)
Emotional State Change
![Page 45: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/45.jpg)
![Page 46: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/46.jpg)
PAY TO P L AY = PAY TO G E T O N T H E WA I T I N G L I S T
![Page 47: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/47.jpg)
Organic Potential
![Page 48: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/48.jpg)
Paid Distribution
![Page 49: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/49.jpg)
![Page 50: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/50.jpg)
3
![Page 51: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/51.jpg)
Video? Image Sequence? Gif?
![Page 52: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/52.jpg)
![Page 53: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/53.jpg)
TL:DW
![Page 54: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/54.jpg)
![Page 55: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/55.jpg)
NBED EXAMPLE FROM JENNY’S POST
![Page 56: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/56.jpg)
Tag all of the hashes
![Page 57: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/57.jpg)
![Page 58: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/58.jpg)
4
![Page 59: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/59.jpg)
Active Browsing
Passive Browsing
Restricted Media Type
Fluid Media Type
![Page 60: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/60.jpg)
![Page 61: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/61.jpg)
![Page 62: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/62.jpg)
0
10
20
30
40
50
Start
0 - 10%
10 - 2
0%
20 - 3
0%
30 - 4
0%
40 - 5
0%
50 - 6
0%
60 - 7
0%
70 - 8
0%
80 - 9
0%
90 -100% En
d
2.3x
4.5x
Turnstile Conversion Rate by Location
![Page 63: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/63.jpg)
5
![Page 64: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/64.jpg)
![Page 65: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/65.jpg)
![Page 66: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/66.jpg)
![Page 67: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/67.jpg)
“Privileged View”
![Page 68: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/68.jpg)
Should you Periscope?
•Exclusive event?
•Interesting manufacturing process?
•Exciting physical spaces?
•Iconoclastic people?
![Page 69: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/69.jpg)
6
![Page 70: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/70.jpg)
![Page 71: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/71.jpg)
Ephemeral
![Page 72: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/72.jpg)
![Page 73: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/73.jpg)
![Page 74: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/74.jpg)
![Page 75: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/75.jpg)
1 - to - 1 Communication
![Page 76: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/76.jpg)
![Page 77: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/77.jpg)
NBED FRAGMENTED
![Page 78: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/78.jpg)
![Page 79: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/79.jpg)
![Page 80: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/80.jpg)
More, Smaller, Lower Quality Videos
![Page 81: Optimizing video across social media platforms -BrightonSEO 2016](https://reader036.vdocuments.site/reader036/viewer/2022070516/58706d401a28ab48378b6c8d/html5/thumbnails/81.jpg)
Thanks!Please feel free to follow me on any/all of the social networks I talked about.