Posts Tagged ‘youtube’

YouTube, SEO & Other Video Data

May 15, 2013

My email and LinkedIn group inboxes are constantly flooded with the latest information concerning every aspect of video. While often the information falls into the common sense category, sometimes I see data that piques my interest. Two such summaries came across my screen this week, one focused on YouTube’s algorithm for ranking video and the other containing an infographic with more off-beat statistics concerning the use of video by marketers and advertisers.

Several months ago the Official Youtube Content Partners and Creators blog announced that it would rank videos based on the extent to which viewers actually watch them rather than simply the number of clicks any given video receives. The blog noted that the company wants to “reward engaging videos that keep viewers watching.” This approach is consistent with the SEO focus of Google (which owns Youtube) on substantive content on websites.

This information interlaces with the infographic, posted by Larry Thomas on the Latergy Social Video Channel. According to a recent study by videoexplainers published by visual.ly, videos that are over one minute in length produce more click-through rates than shorter videos, except for videos that are 15 seconds or less. Videos that fall into the category of 16 to 60 seconds in length are 41% less effective than videos that are over a minute.

So putting these pieces of information together: Though it is commonplace today to lament the lack of attention span across wide swathes of the population, it seems that many folks out there are actually interested in more substantive content and are watching it in video form — and Google/Youtube is rewarding those producers.

My advice: Short sound bite videos (particularly those under 15 seconds) containing clear, articulated information are impactful (153% more effective in terms of click-through rates than videos between 16-60 seconds, according to the infographic) and should be included – in multiples – as part of an online video strategy. But they should be anchored to longer, content-filled videos. Of course, “longer” is a relative word, and it does not have the same meaning as “long.” An examination last year of Youtube codes seeking the length of the top 950 viewed videos on Youtube determined that the ideal length in terms of audience engagement (other than for music videos) is 2.5 minutes. That sounds about right to me. If the content is interesting, I think it is okay to stretch the timeline a bit. If there is more to say after that, it is, in my opinion, time for another video.

Two other interesting statistics that came out of the infographic:

  1. 4 in 10 social videos are humorous and viewers of those videos are more than three times as likely to click to a brand’s Facebook page than viewers of non-humorous videos.
  2. Celebrity videos drive 12% fewer visits to brands’ Facebook pages than non-celebrity videos.

My takeaways? Comedy over celebrities, and make sure your video budgets reflect the outcomes you are seeking.

Designing In-House Corporate Video Studios

February 11, 2013

An in-house corporate video studio sans extra hires: the perfect solution for a constant and affordable flow of new video content with a professional look.

A little over a year ago Cisco predicted that within three years (now one and three quarters) all Internet traffic will be video. While that may be an overly ambitious timeline, there is no question that video is overtaking the web as the communication vehicle through which companies are (and increasingly will be) required to express themselves. It is also by now recognized that the DIY videos that seemed acceptable when Youtube first burst on the scene in 2005 are not professional reflections of the entities they represent. These facts are part of the larger shifting landscape of corporate messaging, mandating creative responses and re-created budgetary line items.

Among the most resourceful recent solutions to this conundrum on which we have had the opportunity to work came at the request of our client EisnerAmper, one of the largest accounting firms in the US, with almost 1,300 employees. Working with clients hailing from a broad spectrum of industries and providing a range of services, EisnerAmper has unlimited topics to discuss on a regular basis, for which ever-new online video posts would be a great asset.  When their expansion induced them to move their New Jersey headquarters into a new space subject to complete redesign, they contacted us about helping them build a studio for the purpose of recording simple sound bite videos as frequently as desired, then turning them around for rapid posting to their website and other online sites.

Basic keys to success of this project included designing the space effectively and efficiently; properly laying out the IT, lighting, audio and other technical needs; identifying high-end equipment on which non-professionals can be trained; and providing the training. The exercise requires a combined knowledge of professional cinematography with relevant engineering and architectural understanding.
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Our VP Curt Fissel met with the EisnerAmper marketing team to determine their wish list of video needs and goals within the context of the available space dimensions. He also spoke with the project manager and architect. Curt is our Director of Photography and Senior Editor. At heart, he is an artist and a complex model builder, so the opportunity to work on the video studio enabled him to combine a lifetime of personal strengths. Curt used a soft polymer clay that hardens when baked to design a model of the room to scale. Even the tiniest details were highlighted in the model he created, such as the precise placement of the electrical outlets on the walls and the track lighting across the ceiling. Curt then photographed the model from many angles, pasting the images into a document onto which he wrote technical explanations of the requirements.

As the project moves forward, Curt will be available for ensuing needs, such as helping EisnerAmper choose appropriate equipment; configure all the studio elements to enable the production of optimum appearance; and teach staff who will be assigned to this job how to use the gear, which is intended to stay locked into place. Upon the conclusion of videotaping, EisnerAmper will have the ability to edit the material in-house or upload it to a cloud accessible by an off-site editor.

The video studio will enable EisnerAmper to produce and post constantly changing, simple and professional-looking talking-head videos responsive to the news of the day or even the hour, as well as a litany of additional information the firm would like to share – all at no extra cost for field (and possibly post) production once the set-up is in place. While their totality of video needs will also undoubtedly require more complex productions utilizing the help of professional corporate video producers, the use of the studio will ensure that EisnerAmper is at the lead of the pack of businesses as the Cisco-like predictions regarding the proliferation of video grow into the reality.

How To Optimize YouTube Videos For SEO

July 30, 2012

According to studies conducted by the marketing research firm Forrester, sites with video are over 50 times more likely to appear on the first page of a Google search results page than those with text alone. Recognition of the value placed on video by Google probably accounts for the popularity of this form of media; a survey conducted by the Association of National Advertisers found that 80% of marketers are using video this year. Yet equally important to the proliferation of professional video is optimizing the productions  for search engine optimization (SEO) purposes.

Above is an example of a YouTube video we uploaded and optimized.

There are several key elements to optimizing marketing videos on YouTube which begin with the file name and description. The title should not only reflect the nature of the video, but it should have keywords that cause Google to pay attention. Additionally, posted videos should contain an accurate description of the content. to ensure that folks searching for this type of information find them.The reason keywords are so important is because Google can’t actually read the content of videos (yet!). Rather, the title and description of the video tell the search engines what it is about. The more accurate, content-rich and keyword-filled, the more information Google will be able to use in its optimization formula. Ever a step ahead, descriptions that are bombarded with random keywords put the videos with which they are associated in jeopardy.Another SEO clue is to provide a URL to a website – preferably the page where the video lives on the website – in the video description, creating a link between two respected sites. Significantly, when there is an increase in the number of locations to which content is uploaded, Google views the video as having more authority and ranks it higher.

The Tags section of the uploading process is where all the keywords that don’t weave smoothly into the description can be highlighted. Prospective clients and customers will search for products or services using specific words, which can be tagged. The tags should be separated with commas, and each should not be more than one or two words.

Finally, the video should be accurately categorized, and the visibility option should be set to “public.” These details may seem obvious, but they are often overlooked and can affect the reach of a video (or lack thereof)..

In addition to Youtube and website postings, videos should be posted across a wide range of social networks. Online communities should be encouraged to share them. Repostings on separate sites increase the authority of the material in the eyes of Google and Bing.

Video SEO Tip

July 25, 2012

This week’s tip comes from our Marketing Director, Lea:lea spencer, voices and visions, new jersey video production, new york video production, video sep, video marketing

In addition to Youtube and website postings, videos should be posted across a wide range of social networks. Online communities should be encouraged to share them. Repostings on separate sites increase the authority of the material in the eyes of Google and Bing.

Tune in Monday for a full discussion on how to properly optimize videos for Search Engine Optimization.

 

See last week’s tip.