reach your audience using video, (and heroes)
TRANSCRIPT
Anna Tong Head of Sales & Marketing, Wooshii.com
…and before that - Google and YouTube
Contact me directly here
http://wooshii.com/enterprise
Video content framework
Building a community on YouTube
Tips and tricks for kick-ass video
Scaling your video
74 million views
Distributed solely online
Most shared video
Most watched automotive ad
More searches than ‘great sex’
50% truck drivers
Online video advertising is growing faster than TV, print, search and display
Source: Interactive Advertising Bureau, BI Intelligence
-‐3%
-‐14% -‐17%
7% 9%
110%
20%
3% 6%
TV Print Radio Other Search Mobile Online Display Other non-digital video ads digital
Annual growth of ad revenue by format (USA, 2013-2016)
There is only so much You can say in 3 lines of text. Online video lets you connect Emotionally.com/withyouraudience
Display ad
Video ad
Text ad
How it works: only pay for engaged views
Not charged Charged
Skipped after 5
seconds
Skipped after 5
seconds
Skipped After 10 seconds
Skipped after 25 seconds
Targeting has become more sophisticated
Interest e.g. target travel
enthusiasts
Location e.g. target users in
New York
Demographic e.g. target males aged
35+
Time e.g. set live 7pm –
midnight
https://www.youtube.com/watch?v=0rr66mPc_oM
Annotations are now external
- Hook in 5 seconds - Made for TrueView instream
- Branding up front - Call to action and annotations
- Hook in 5 seconds - Made for TrueView instream
- Branding up front - Call to action and annotations
Best practices for TrueView instream
https://www.youtube.com/watch?v=koglOBqxuXA https://www.youtube.com/watch?v=8ErTZ9zEbg
TrueView on YouTube. Collect lists of those who
engaged
Display ads
Another video
Use remarketing to keep the conversation going
HERO - Dramatic story-telling
- The hook - Raise awareness - Inspiring content
- Interrupt people in browse mode
HYGIENE - Product/technical videos
- Compelling answers - User in search mode
- Focused content
HUB - Destination
- Keep discovering more - Regularly updated
Winning formula = HERO HUB HYGIENE
Time
Atte
ntio
n
Act like an advertiser. Cut through, disrupt Act like a YouTube
star. Consistent, reliable
HER
O
HYGIENE
HUB
Create a community
….Frosted…….Hench…….Peng…….Snap……
Rituals
Collaborate/invite conversation
Leadership & personality
Language
Accessible – each video standalone
Be sustainable and regular
Film more than you need. Recut and repurpose…behind the scenes,
bloopers etc
Have long ideas
1 event = 10 interviews
HUB: Destination to bring people back. Give people a reason to return
Encourage subscribers = 2 x more likely to watch your video
Invite participation = Ask for feedback
Have a schedule
Sorted food = a YouTube channel
dedicated to recipes, great
food.