Youtube Stats - CORRECT ANSWER - First video aired on 4/23/05
- over 1 billion unique visitors/month, 6 billion hours of videos/month
- 25% of
... [Show More] views come from mobile devices
- Second largest search engine behind Google
- 17% of all internet traffic
- 56% of vides are <2mins
Most common videos - CORRECT ANSWER - Explainers
- Product Demos
- How-Tos
- Testimonials
Video Stats - CORRECT ANSWER >4/5 Twitter users watch video content on Twitter
10billion videos/day are watched on Snapchat
500million people/day watch videos on Facebook
85% of videos watched on Facebook are watched without sound
Video Views - CORRECT ANSWER A video is considered a view on Facebook if it runs for at least 3 seconds
Impact on Video on email - CORRECT ANSWER Including video in email increase consumer engagement and has an overall positive impact on the channel
The word "video" in email subject line
- increases open rates by ~20%
- increases CTRs by ~65%
- reduces unsubscribes by 26%
A video included in the email increases CTR by 200-300%
Impact of Video on Websites - CORRECT ANSWER Video has a roughly 100% increase in conversion rates
Online Video Stats - CORRECT ANSWER - online videos will account for 80% of all consumer web traffic by 2020
- 83% of consumers indicate they're willing to share videos they like with their friends and peers
- 85% of the US internet audience watches videos online.
Business goals for using online video - CORRECT ANSWER - Communication
- Sales
- Lead Generation
- Customer Service
- Promotion
Customer preference/behaviors - CORRECT ANSWER - 2/3 consumers prefer watching explainer videos
- 3/4 millennials say video helps them in comparison shopping
- 40% of consumers say videos increases the chance of purchasing a product through their mobile devices
- 69% of users prefer to watch a video to learn a product/service than reading about it
Video Content Tips - CORRECT ANSWER - Capture attention early
- Shorter is typically better (30secs - 2mins)
- Keep it casual
- Maintain relevance
Onsite Video - CORRECT ANSWER Onsite videos are a use of videos on an organizations website
Online Video - CORRECT ANSWER Online videos are videos residing on a third-party site such as YouTube
Benefits of Onsite Video - CORRECT ANSWER - Make Website Stickier: makes customers spend more time on our site
- Capture Customer/Prospect Attention: help pull the customer deeper into the buyer journey
- Create Buzz: create new awareness and interest via viral advocacy
- Disseminate Information More Clearly: easier for a customer to see a product in action
- Build product/service interest: Seeing and hearing a person talk can be a more engaging process
- Entice Conversion/Purchase: help the influence of conversion or purchase
Onsite Video Best Practices - CORRECT ANSWER - Providing Control: make it easy for users to control the video
- Context: think about the overall context to the video and potentially use text, music, imagery and so forth to further enhance the video
- Highlights: make it very easy for users to understand the topic or topics and the length of the video
- Ease of Dissemination: make it super easy for viewers to share our videos
VSEO (Video Search Engine Optimization) Components - CORRECT ANSWER - Keyword Relevance: we want to consider the best keywords to use that correlate with our videos
- Title: specify a title for the video
- Description: Users will see this when video results are returned, and they may show in search engine results as well
- Meta Tags: metadata associated with the video to help the platform better understand what the video is about
- Keep Channel Content Fresh: set up a brand account - Within this account, we can create a channel that's specific to our business or organizationThis is where we want to house our videos
- Encourage Likes and Sharing: This might be done within the video itself, and we can also encourage this behavior in the video description
- HD: Upload videos using a high-definition format
VSEO - Consumer Driven Components - CORRECT ANSWER - Rating: Viewers of videos can rate a video by giving it a thumbs-up or thumbs-down
- Comments: Consumers can also provide comments for the video. Comment count has been shown to strongly correlate with higher rankings
- Views: The total number of video views is also a ranking factor
- Shares: By encouraging users to share the video, we entice advocacy and drive more views. Shares have also been shown to have a strong tie to first page rankings
- Playlist Additions:
- Subscribes: users can subscribe to a channel. There's a moderate level of correlation between subscriber size and rankings
- Flags: Users can flag videos with the report feature
Video on Facebook - CORRECT ANSWER - 8 billion daily video views on Facebook
- 85% of users watch the videos with the sound off
- Videos are in the highest engagement rate despite making up only 3% of content
Facebook Video Best Practices - CORRECT ANSWER - Set the user's expectation: Provide a brief explanation of the video
- Keep the video short: Preferably 60 seconds or less
- Hyper optimize the first 4-5 seconds: Consider ways to capture their curiosity
- Select your thumbnail wisely: select an image that is intriguing and entices the user to press the Play button
- Include CTAs: Encourage deeper engagement when that's the goal.
Video on other Social Media sites - CORRECT ANSWER - Consider platform capabilities/constraints:
o Length
o Sound
o Aspect ration
o Optimize (keywords & hashtags)
o CTAs
- Contemplate user behaviors on the platform
Measurement & Reporting - CORRECT ANSWER - Watch time
- Views
- Average view duration
- Likes and dislikes
- Comments
- Shares
- Videos in playlists
- Subscribers
- Audience Retention
- Demographics (Age, gender, and geography)
- Traffic sources
- Playback locations
Media Types - CORRECT ANSWER - Paid Media: This is media where we have to pay for it. We can think about this as advertising.
- Owned Media: This relates to media channels that we own (e.g. websites, social media, blogs)
- Earned Media: This refers to publicity obtained through promotional activities. whenever someone or an organization advocates for our brand without receipt of payment
Paid Video Promotion (Paid Media) - CORRECT ANSWER - Search Ads
- Discovery Ads
- Video Ads
- Overlay Ads
- Bumper Ads
- Sponsored Cards
Search Ads - CORRECT ANSWER These appear at the top of the search results page in YouTube above the organic results and have a yellow ad icon associated with them.
Discovery Ads - CORRECT ANSWER These are thumbnail image ads that appear in the upper right corner of the search and watch pages
Video Ads - CORRECT ANSWER These ads appear at the start of or during regular YouTube videos. With this format, brands can include a small banner ad next to the vide for free
Overlay Ads - CORRECT ANSWER These are ads that are only available on YouTube's desktop platform. The ad can be text or images.
Bumper Ads - CORRECT ANSWER These are non-skippable ads up to 6 seconds long that must be watched before a video can be viewed
Sponsored Cards - CORRECT ANSWER These are cards that appear during your video to display relevant product features within the video
Owned Video Promotion - CORRECT ANSWER Owned videos are housed on our website as well as being housed on our social channels such as Facebook and YouTube.
Earned Video Promotion - CORRECT ANSWER The pinnacle of media is earned media because we want to obtain the greatest exposure possible as efficiently as possible. From a pure earned video promotion standpoint, the key is to create videos that provide tremendous value
Mobile Usage Stats - CORRECT ANSWER - More than 1.2 billion people are connected to the internet via a mobile device
- Annual growth rate is between 50% and 70%
- ~40% of all internet pages being loaded by mobile devices
- 71% of all the internet usage is now on mobile devices
- ~90% of the mobile users' time is spent within applications on their devices
- Average US smartphone user access 27 mobile apps each month
- consumers have a roughly 3 second threshold for webpage load time
- 86% of consumers user their smartphone for shopping purposes
- The average American checks their mobile phone roughly 80 times a day and does so once every 12 minutes
Key Mobile Phone Characteristics - CORRECT ANSWER - Personalization: Mobile phones tend to be personal devices that are used by a single individual
- Proximity:Most consumers keep mobile phones within arm's reach at nearly all times.
- Always On: Most consumers keep their phones on 100% of the time.
- Payment Transaction Capabilities: Payments can be processed through the user's mobile network
- Native Content Creation Functionality: The ability to record video, take pictures, capture audio, draw, etc on a mobile phone
- Measurement: Capturing user analytics across mobile devices can be a huge value for marketers
- Social Connectivity: Each time a consumer has a brand interaction, they can easily share that experience with their social network
- Augmented Reality: This technology allows marketers to augment interactions with embedded content that can enhance the customer experience
- Digital Interface: Consumers are beginning to leverage their mobile phones to control IoT devices
Mobile Application Considerations - CORRECT ANSWER - Goals
- Customer Strategy
- Platform and Buildout
Goals - CORRECT ANSWER it's critical to begin the process of building out a mobile application by thinking about what the business and marketing goals are within the app
Customer Strategy - CORRECT ANSWER We want to leverage all insights we have about our target audience:
- Personas: A great starting point is to reflect upon our user personas
- Social Listening: We can use social listening tools to gather insights from our target audience
- Buyer Journey: What do we know about the process our target audience follows and the various paths taken to purchase our offerings
- User Stories: We can also build out user stories to help clarify the features and functionality within the app
- User Feedback: We can do so through focus groups and surveys to better understand their interests
Platform and Buildout - CORRECT ANSWER - OS & Data
- UX
Mobile Channels - CORRECT ANSWER 1. SMS/MMS: This channel allows for both push messaging (where the brand sends the message to the customer) and the opportunity to receive messages from consumers
2. Proximity/Bluetooth Beacons: When a smartphone with the brand's app installed comes into range, it can receive a notification such as a sales promotion offer, recommendations or any other message the brand wants to transmit. Proximity Marketing
3. AR/VR: This technology can also be location based such that a user in a store can launch an app and see more information about the products around them
4. Applications: There are several distinct advantages of applications:
a. Native Functionality: Easy [Show Less]