As you may have been following, a while back we put a call out for people who had web videos produced that were languishing on a few hundred views on YouTube (or worse). We chose a video anonymously (as we didn’t produce it) and applied the Curveball treatment to increase their brands exposure.
By documenting the process, we hope readers interested in increasing their own videos exposure and ranking, will understand how they can apply some of these principals themselves.
Increase your videos exposure and you increase your return on investment.
Firstly, we set about optimising the web video for the right keywords. For more information on this part see ‘How to get the most from your video production’.
We look at bit closer in this blog at paid advertising, which we used to increase the video’s exposure further.
A very cost effective way of increasing your videos exposure, is to run a targeted YouTube ad campaign.
Of course, you’ve also got equally targeted, although slightly more expensive avenues too, such as Facebook and LinkedIn video advertising.
The two key performance indicators we concentrated on were Brand Recognition and Retention.
When advertising on YouTube, we’re looking to get the video in front of as many potentially interested people as possible. The more targeted, the better.
You can drill down very specifically to your target audience within Adwords, so it is worth doing a bit of research before, so you are not chucking your money away.
Without getting into the nitty gritty of YouTube advertising, impressions mean the number of times your ad has been seen (either the thumbnail or played as a pre-roll ad) and views is exactly that, how many people have actually chosen to watch your video.
In this case, by running a small campaign we received 194,653 impressions and 1,718 views. For very little cost, we increased their views significantly and drove traffic through to their website. For any business, YouTube advertising is worth exploring.
This is an equally important factor. Retention essentially means how many people have watched the video until the end. If the video is not engaging or the wrong strategy applied in the first place, the retention will be poor.
The other factor which will affect the retention is where the video is targeted. The better you target your ad campaign, i.e. get it in front of those most interested in the brand, the the higher the retention will be.
In this case, the best retention we managed to achieve was an 11% completion rate, which is quite low even for an ad campaign. Most people watched the film for the first 15 seconds and then stopped watching. We flagged this up with the client at the initial meeting as we felt the video was trying to say too much and thus, not specific and punchy enough for people to stick with it until the end.
The trap many business fall into when creating a video is;
“I’m spending all this money, so I need to get as much about my company into it as possible”
We have found that the old adage “More is Less” is more successful.
For adverts, just concentrate on a few emotive benefits and direct interested people to your website for more information.
For explainer videos/website videos, concentrate on a few key benefits and encourage people to contact you.
You can say more in a video hosted on your website than an advert as people are more engaged in your product/service at this point. They are generally more receptive to watching a longer video.
We’ve found the best strategic approach is to have lots of shorter videos with specific, bite sized information. No doubt your customers will have different needs, so you can be very targeted in your approach.
It’s not all about advertising campaigns – many videos can perform (i.e. get views and generate traffic) without any advertising. You’ll find loads of information within our blogs about how to do keyword research.
Looking under the bonnet in Google Analytics we find that of the visitors directed to the website via the advertising campaign, 77.78% bounced (left the site almost immediately). This suggests that people either aren’t getting the correct message from the advert or they aren’t getting the information they are expecting from website.
The purpose of the Video SEO Challenge was to see if the application of some of the post production optimisation techniques we use on our own clients videos would work on a video we didn’t produce.
The good news is that it is a resounding ‘yes’, so don’t despair if have a video that isn’t performing – you absolutely can apply these principals and improve your video’s exposure. However, the more strategic you are at the start (before you even produce the video), the better the results are at the end.
Feel free to check out our own video productions.
Yes you can keyword a video to get it to rank and pay for advertising to get it watched, but you can only influence how engaging the video is by having the right strategy at the concept stage.