How to get the most from Video Production

We have taken on a film for the Pygmalion Project (our video SEO challenge).

 

Pymalion_project

 

Last month we asked companies who had employed a video production company to produce a film, but isn’t achieving the goals they expected or wanted.

Our goal is to optimise their film so it gets found for relevant search terms and secondly to use YouTube’s advertising platform to drive viewers who might be interested in their service.

 

 

 

All this is designed to increase their Return on Investment (ROI). For example, paying say £1,500 for a video production company to produce a video that only gets 300 views costs a lot per view! The higher the view count (of a relevant audience), the better the ROI.

 

The Project

We put a shout out on Social Networks inviting people who had had films made but weren’t getting a return on them. Then we chose one to work with.  We didn’t make the film and don’t want to mention which film or which video production company produced it, but we will include plenty of stats and our workings so you can apply the same strategies to your own films.

The client will be known as…Elisa Doolittle.

 

Why get a video produced in the first place?

We’re always interested in why companies choose to have a video produced. Elisa’s firm was using traditional forms of marketing before film including print advertising, email marketing etc, but none of these had a significant effect of increasing brand awareness. So, they chose to have an explainer animation made in the hope this rich form of media would increase their brand exposure.

 

“We wanted something different to standard ‘talking heads’ and thought animation might be a short, snappier way of getting across what we perceive to be a relatively simple message. ” Elisa

 

The video was uploaded to YouTube and promoted through social media, added to email signatures and placed to their website. The ultimate aim being…

 

“The more people that talk about us the better!”

 

 

Opening up the bonnet

The analytics tools in YouTube give us a very good insight to how things are performing.

Views:

Screen Shot 2013-02-13 at 20.35.53

 

With any campaign you’d expect an initial burst of views as the company gets the film out there. Over time though, without optimising and/or advertising, their video views reduced – a lot. Not many people were watching their film anymore.

 

 

Screen Shot 2013-02-13 at 20.36.22

The data above illustrates what the analytics look like for many corporate videos that have been uploaded to YouTube. It’s almost always the case that the video hasn’t been optimised or been advertised.

On the plus side, Eilisa’s film has had some views which means that at least some people are finding it on the worlds 2nd largest search engine, YouTube.

 

Demographics:

Unfortunately we cannot give you any data on demographics as the video hasn’t had enough views. However, what we’d be looking out for here is if the film is connecting with the right audience. We’ll monitor this as we go.

 

Playback locations:

Screen Shot 2013-02-13 at 20.36.42

 

Where the film is being played? Overall, many companies find the majority of their views come from their website, not YouTube or other sources. These statistics actually look quite good.

 

Dependant on the type of video, we aim for less than 30% of views to come from the website and 70% coming from YouTube and other sources. This means the film is ‘out there’, increasing brand awareness and ultimately directing traffic to your website.

 

 

Traffic Sources

These statistics are invaluable:

Breakwater_playback

 

Of the 71 views from ‘YouTube search’ only 3 of them have been keyword based. The rest have been based around the company name. This suggests that you need to know about the company before hand (a high proportion of these will have probably been the employees checking out the views on the film).

 

Of the ‘external website’ views, only 12 have come from emails. 2 came from Twitter and 2 from LinkedIn.

 

Socially 

The Holy Grail of a video marketing campaign is getting the film shared and commented on. The video doesn’t directly ask the viewer to interact and it is very corporate, so it is probably no surprise that the video has no comments or shares. The film also didn’t create any new subscribers to their YouTube channel.

 

“We hoped for more views, more people mentioning it/sharing it on Social Media and then in turn more people calling us. [In the end we had] no real measurable ROI, [although] web views crept up slightly.”

 

Conclusion 

Effectively… the film has only had 3 views generated by people searching for keywords relating to the video and the video hasn’t achieved the outcomes they wanted. So lets go about trying to change that.

 

This is a particular challenge to us as we usually plan out videos will the goal in mind, rather than taking someone else’s video and working backwards. We’re looking forward to seeing the results of our labour on this one though!

 

keywords

 

How to optimise the video to get found in YouTube

Initially it’s obvious that one of the main problems lies with the keywords (including the Title and Description).

We need to delve into the keywords that their target audience are searching for. Then, crucially, keep checking the analytics to see what is working.

 

Remember to keep in mind when researching keywords that ones that people are searching for within Google Search (if you’re using your keyword tool) don’t necessarily work as well on YouTube. YouTube is a social area, so take your keywords and have a look at how other films that are using those terms are faring.

 

We talked extensively about optimising films before and you can find more information on this within our How To blog section.

 

YouTube Advertising

YouTube have developed their advertising platform hugely over the last few years and it can be an excellent tool. Not only can it increase exposure of your film (including views), and be incredibly targeted with your approach, but if the film is engaging it can help boost rankings of your film, meaning more organic views.

We’ll be looking at how we target a campaign for their target audience for this film and measure retention and clicks through to their website.

 

Next Steps:

We’ll check-in with some more results this time next month and see how the film is doing.

You can visit our video production page for our latest productions.

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