where to put your videos: your website vs. social media

Where Should You Put Your Videos?

Video Marketing Strategy

#WistiaFest / @koxendine


Kevin OxendineWistia COO

Former CEO, Marketing/Strategy Consulting Firm

Former Director of Marketing, Comcast


1) Overall Strategy = Location Strategy

2) Social vs. On-Site

3) Specific Goals and Locations

4) Pro Tips & Recap

What’s the goal of a video you’ve recently

made?


Where did you put it?





4) Pro Tips & Recap

Video? Creative Strategy

Location Strategy


We have a great video… now what do we do with it?

Classic Mistake!


Your overall strategy dictates your location

strategy


- Smart Dude

“Build your video content and location strategy

together, based on your overall business goal.”

Business Goal Medium = Video?

Creative Strategy

Location Strategy

Not about putting videos ‘somewhere’Instead - video and location is a key part of your overall strategy





4) Pro Tips & Recap


Your Sitevs.

Social

#WistiaFest / @twitter-handle

Your Site


For our Discussion:On Site = Wistia

Why?

• Customization (get more plays!)

• SEO (get more traffic/viewers)

• Data & Analytics (improve performance!)

• Marketing tools (collect leads)


The three social platforms you should be

considering

#WistiaFest / @twitter-handleYouTube


YouTube

• Huge audience, 1B+ monthly active users

• Tremendous reach


YouTube• Designed for content creators monetizing video

• Useful for organizations investing in brand-building advertising campaigns

• YouTube’s incentive is to get videos with many views and-keep viewers within YouTube so that they can sell ads

• Traffic goes to youtube.com from search and social, so reduces your tracking and traffic - and thereby profitable actions


Using YouTube

• Use YouTube as a part of your strategy - as a social video channel

• Don’t rely on YouTube for your on-site video


But the person down the hall asks why we don’t use YouTube!1. Try using YouTube

2. But check your account for the source of views.

3. YouTube may be valuable if:

• Suggested Videos

• YouTube Search

4. Otherwise, put your videos on your own website Pro Tip

#WistiaFest / @twitter-handleFacebook


Facebook

• Tons of views (4Billion/day)

• Autoplay native videos without audio


Facebook• Can embed natively or using Wistia or YouTube

• Do not get interactive features of Wistia

• Autoplay can capture attention and more views

• 85% of views happen without sound

• Typically communicating with people who already like your page, unless you use advertising and audiences for targeting


Edit for Facebook

• Embed with captions to take advantage of autoplay

• Need to catch attention within a few seconds of autoplay

• Vertical video can work well

Pro Tip

#WistiaFest / @twitter-handleTwitter


Twitter• Can embed natively or using Wistia

• Interactive Wistia features work!

• Typically communicating with your followers

• Can boost with paid spend for a broader audience

• Largely a distribution channel


Pro Tip:Use GIFs on Twitter and

link out to your video





4) Pro Tips & Recap


So, back to your goals…


Four Major Categories

Brand Awareness


Goal:Increase the number of people familiar with your brand

WebsiteTraffic &

Conversions


Goal:Increase visitors to your website or purchases of your product/service.

Relational


Goal:Deliver key content that helps you operate the business, such as training, recruiting, communications, or support.

Brand Affinity/

Nurturing


Goal:Add to the positive feeling or attraction of your brand


Lets look at the location strategy for each of

those goals

Business Goal Medium CreativeLocation Strategy

Brand Awareness


Goal:Increase the number of people familiar with your brand


What are some brand awareness videos

you’ve used?

Where did you place them?


Brand Awareness

Social Platform to Reach Target Audience


Brand Awareness

Key Characteristics:

• Content is relevant to folks who don’t know your brand

• Seeking a new or expanded audience

• KPI is engagement, not website traffic


Other Indicators

• Do most people interact with your brand offline?

• Your site isn’t important to your overall strategy

• You’re undertaking a big branding campaign


Social Video Location Strategy

• Where’s the audience you’re seeking?

• YouTube

• Twitter

• FacebookPro Tip:

Use BuzzSumo to determine where your

audience is


Brand Awareness

Social Platform to Reach Target Audience


Guy in the back row

“What about those other goals for my video.”

WebsiteTraffic &

Conversions


Goal:Increase visitors to your website or purchases of your product/service.


TrafficConversions

On-site, controlledweb presence


Traffic

• SEO

• No competition for views (YouTube could outrank your site)

• Keep traffic on your site (no recommended videos)


Conversions• Prospects viewing video in a high-context page are

2x likely to buy

• Capture leads with Turnstile

• Link to product pages with Annotations or CTAs

• Integrate with your Email, Marketing Automation, or CRM

• A/B Test and CRO effortsHow to 3x Your Video Plays, Engagement, &

Conversion Rates1:15 Tomorrow


“Can I link to my website from YouTube to get traffic

or conversions?”


\

Sure, but expect less than 1% of views to click

through…

Meaning you miss out on 99% of the traffic

Relational


Goal:Deliver key content that helps you operate the business, such as training, recruiting, communications, or support.


RelationalOn-site, controlled

web presence


Relational

• Best used in-context with your own web presence:

• Make business more human

• Help people learn

• Strengthen company/employee/customer relationships


Relational

• Private or gated sharing

• High-context

• Track viewers (training)


RelationalOn-site, controlled

web presence

Brand Affinity/

Nurturing


Goal:Add to the positive feeling or attraction of your brand


Brand Affinity Hybrid Strategy:On site & Social


Brand Affinity• Meet your audience - some on social, others on your

site

• Some cannibalization risk if upload to each platform, but likely not enough to worry

• Hack: Upload to Wistia but embed in Facebook and Twitter rather than native uploads and still get the stats

• But what about YouTube? Could make sense if you have a YouTube channel


Hybrid Strategy: Onsite + Social





4) Pro Tips & Recap

Business Goal Medium = Video?

Creative Strategy

Location Strategy

Not about putting videos ‘somewhere’Instead - video and location is a key part of your overall strategy


YouTube

• Good for brand awareness

• However, not for traffic, conversions, relational

• Pro Tip: Check the source of the traffic you get to any videos you have on YouTube


Facebook• Leverage autoplay to

communicate with your audience and brand affinity

• Boost posts or target advertising for brand awareness

• Edit for Facebook and autoplay: captions and vertical video work!


Twitter

• Largely a distribution channel

• Use BuzzSumo to determine where your audience is (whether Twitter or elsewhere)


On Site / Wistia

• Use for traffic, conversions, and relational videos; brand affinity videos too

• SEO & CRO benefits

• Marketing and lead capture

• Strong feedback loop


TrafficConversions

Relational

On-site, controlledweb presence

Brand Awareness

Brand Affinity

Social Platform to Reach Target

Hybrid Strategy


Kevin OxendineWistia COO

Former CEO, Marketing/Strategy Consulting Firm

Former Director of Marketing, Comcast

I’d love to connect during

WistiaFest!


THANKS!