If video trends in 2018 are going to teach us anything, it’s that things need to be faster, smaller, and tailored to the right audience. Faster Load Times With the rise of mobile users, the demand for a fast page load is increasing. Pages with embedded videos can sometimes take a while to come up. … Continued
If video trends in 2018 are going to teach us anything, it’s that things need to be faster, smaller, and tailored to the right audience.
Faster Load Times
With the rise of mobile users, the demand for a fast page load is increasing. Pages with embedded videos can sometimes take a while to come up. When a page takes longer than five seconds to appear, many mobile users will bounce rather than refresh or wait to show. The good news is that Google AMP (which stands for Accelerated Mobile Page Project) has HTML code that helps make pages mobile friendly. For those using third-party services, many offer an AMP version of blog pages.
Possible Net Neutrality
The Federal Communications Commission’s decision to eliminate net neutrality means that video-heavy sites will be among the first service providers to notice. This means that videos will need to play well on multiple quality levels.
More Places Competing for More Attention
As more and more people turn to video first, so too are more and more platforms emerging. In particular, Facebook’s recent foray into video means more places will get in on the action. One of the big video trends in 2018 is going to be having to consider cross-platform conversions and cross-device advertisements.
More Emphasis on Quality and Trustworthy Content
Many advertisers have been stung by having their videos appear on content that does not align well with their brand. In what was dubbed as the “Advertiser Exodus,” many companies want more say over where their content goes online. The desire for quality and trustworthy content is one of the biggest video trends in 2018.
Wrap Up on Video Trends in 2018
Whatever the video trends in 2018 bring, know that we’re here to ensure you have an amazing video that works well across all platforms. Feel free to drop us a line to get the conversation started.
When it comes to producing YouTube videos, it might feel like you have to have an entire crew behind you. If you’re a one-person shop or a small operation, YouTube viewers are more likely to let you grow as a content creator. But, when you’re a medium to large business, there are higher expectations for … Continued
When it comes to producing YouTube videos, it might feel like you have to have an entire crew behind you. If you’re a one-person shop or a small operation, YouTube viewers are more likely to let you grow as a content creator. But, when you’re a medium to large business, there are higher expectations for the quality of your content.
Here are some things to keep in mind when you think about producing YouTube videos.
What is the video’s purpose?
If you’re creating a video specifically for YouTube, then you have to consider the interface. First, think about how YouTube got started. YouTube was about people capturing and sharing footage. Many of the folks who uploaded videos didn’t have formal training. What many did have was a webcam. So, they sat directly in front of their computers and looked at the camera.
Many good producers pull at their hair when faced with creating a video for YouTube precisely because the interface is not friendly to aligning the subject to the right of the screen. What makes for a good rule of thirds does not always align with the user interface.
The overall purpose of the video will dictate the framing of the subject matter.
What is the video’s platform?
If the video is meant to live on different platforms such as an embedded video on a website, then the placement of elements within the YouTube platform will matter less.
However, if you want to optimize for producing YouTube videos, then you want to think about where card teasers roll out, end screen elements show up, and subtitles appear. Plan your blocking to avoid those areas if you know you want a video that will appear seamlessly on YouTube.
These days, lots of built-in elements are on the right, which is where professionals like to place subjects for framing. Now, it’s nearly impossible to determine what YouTube’s user interface might look like in the future. However, given its history, the lower third and right third are most often used for overlays.
Quality matters when producing YouTube videos
While everything looks better in high definition (HD), you don’t need to have a RED or Scarlet camera to have a polished-looking video. If you’re on the fence about DIY or professional video production, check out my post on the topic here.
Well-done video takes away a lot of the headache. If you don’t already have an internal marketing arm with video capability, it might make more sense to use professional services rather than trying to spool up a new division.
Good lighting matters when producing YouTube videos
Quality isn’t just about capturing a clear, non-blurry Blair-witch inspired image. The setting and lighting matter as well. If you want YouTube’s official course, check out their Creator Academy series.
For more tips beyond lighting, check out our YouTube playlist with production tips.
Sound quality matters when producing YouTube videos
Sound quality matters. Too much interference with the sound can have viewers bouncing faster than a basketball. One of the easiest ways to improve sound quality is to use a microphone. There are several quality options. Many mics are not as expensive as you’d think. Also, a good microphone is worth the investment. When you can capture good audio the first time, the less time you will have to spend sweetening and mixing in post production.
Use a microphone when filming. Make sure that your subject doesn’t have anything rubbing or brushing up against their lapel mic. Keep boom mics out of the shot.
It doesn’t take much to improve audio quality. The more work you do in pre-production, the fewer things you’ll have to fix later.
For a more detailed description on what type of microphone you should use, check out this Tech Smith article.
Before making more videos, double-check your audience retention
Use data to drive future content choices. Within the Creator Studio in YouTube, you can observe at what point audience retention drops.
See what was going on. Was it a jump cut? Did the speaker imply the video was wrapping up? Maybe the sound quality dropped? Perhaps the setting changed?
When creating new content, keep in mind and plan for the future. Check out our video on the topic.
Think of your thumbnail as part of post-production when producing youtube videos
The thumbnail is a key part when producing YouTube videos. Thumbnails drive eyeballs, which in turn improves views from organic search and suggested video views. When you’re filming, capture images that might not make it into the final cut, but could still be visually compelling for a thumbnail.
One of the biggest misconceptions with thumbnails is that they have to come directly from the video. As long as the thumbnail evokes or references the content, you’ll be fine. Think of it like the cover of a book or DVD. It’s meant to entice viewers to click.
Wrap up on producing YouTube videos like a pro
Think of the video’s purpose. Place your subjects with the YouTube interface in mind. Record the highest quality video you can, and don’t skimp on the sound. Choose your thumbnail carefully and review your audience retention metrics.
As we ring in a new year, it’s time to check out the 2018 video keyword best practices. The landscape for organic video discovery continues to evolve. More content is generated each and every day. There are more ways to find that content. When you set up your video keywords for 2018, here are some … Continued
As we ring in a new year, it’s time to check out the 2018 video keyword best practices. The landscape for organic video discovery continues to evolve.
More content is generated each and every day. There are more ways to find that content. When you set up your video keywords for 2018, here are some things to keep in mind.
Avoid the Keyword Glass Slipper problem
What do I mean by the Keyword Glass Slipper problem? Much like the shoe that would only fit a Disney princess, so too are some keywords so specific that they’re practically useless. How do you determine if a keyword is a glass slipper? Dive into your analytics.
In part, keywords should be chosen based on the frequency that people use them to find your content. Feel free to try a video keyword out, but be ready to change it if your video isn’t getting more views or landing page isn’t getting any hits from that keyword.
Position content for typed and spoken search
From Siri and Alexa to automated phone systems and chat bots, virtual and voice assistants are everywhere. As more people turn to voice commands, either by preference or hands-free necessity, search results will begin to shift to answer longer questions rather than short phrases.
As you create long-tail keywords for your content, think about how someone might find your videos in the future. Think about your video from broad to narrow. Broadly your video might be about a car, but more specifically about how to replace the radio knob. All of these keywords are important when titling, describing and keywording your video.
Long-tail keywords are a way to capture search intent and future-proof your content catalog. The more work you do today, the less work you’ll have to do when natural language search becomes the norm.
When you know how people are finding your content, you can create future content or review existing content to better speak to your audience. By researching keywords, context and competitors, you’ll be better positioned for the search engine algorithm to rank your content higher.
Use autocomplete to your own advantage
Let’s examine how autocomplete informs future-proofing your video content. It might seem as though autocomplete suggestions have been around forever. But they’ve only been around since 2004. If they were a person, they couldn’t even have a learner’s permit yet.
One strategy I recommend is to examine the autocomplete suggestions in Google and YouTube to see what other people are searching for. Because it really is a matter of time before the meaning and intent behind the phrases being searched for make up the natural language search algorithms, using these tools to inform your titles, keywords and descriptions will help your content in the long run.
All the suggestions that autocomplete suggests are influenced by algorithms. Nevertheless, these algorithms will most likely form the basis of natural language search, if that breakthrough comes in the future, especially out of Google’s Alphabet labs.
With keywords, more precise terms are often better for discoverability. For example, a simple search for “cat” produces more than 2.1 billion results. With that amount of results, it’s safe to say that most users would want to narrow down the search parameters a tiny bit.
For most users, if the information they want is not on the first page of the results, they will search again rather than continue to look through page after page of information. In particular, the Google algorithm that made search results feel more intuitive also has resulted in people expecting search engine results to better fit their inquiries. One of my professors joked that if you were going cheat, at least cheat with things past the first page of Google results.
If a user refines the search to be “orange tabby cat names,” then the results drop to a little under one million results. The amount of information is still overwhelming, but it’s a lot more precise than 2.1 billion.
What does this mean for search engine marketing with video? Well, unless a product has as specific brand name or insider term, long-tail keywords are a way to help define and refine how users find your content. Alongside “summer hat,” also use “trendy summer hats [and the year].”
If you want your content to rank, you have to understand what other content is out there. The longer and more precise your keyword choices, the more likely your video content will pop up higher. Yes, that’s right. It’s not enough to create a great video. You have to research, research, research to know who else is creating similar things.
Wrap up on 2018 Video Keyword Best Practices
Thinking about the 2018 video keyword best practices, use data to avoid choosing too-specific keywords. Then, think about natural language and voice search. Be precise. Then, you’ll have 2018 video keyword best practices at heart.
Drop us a line or let us know how we can help your 2018 video marketing plan.
The world’s second-largest search engine got a new logo in 2017. Not only is YouTube a giant search engine, but also it’s the second most-popular website in the world. The YouTube brand refresh has been a long time coming. Having started in 2005 and bought out by Google in 2006, YouTube hadn’t changed its logo … Continued
The world’s second-largest search engine got a new logo in 2017. Not only is YouTube a giant search engine, but also it’s the second most-popular website in the world. The YouTube brand refresh has been a long time coming.
Having started in 2005 and bought out by Google in 2006, YouTube hadn’t changed its logo in a long time. The old logo emphasized the word “tube,” an antiquated term for televisions when they ran on vacuum tubes. That definitely didn’t match the way people used the platform.
Why was there a YouTube brand refresh?
People have gone from distinguishing between online and offline to seeing the world as non-line. So too do people switch around and watch multiple screens. For many, watching on a phone is as entertaining as watching a large television. Additionally, the proliferation of wifi-enabled devices means people watch all sorts of streaming platforms like a traditional broadcast.
What is the result of the YouTube brand refresh?
The beautiful thing about the YouTube brand refresh is that the end result feels natural. When you look at the new logo, it feels like that was always the logo. By focusing on the red color and play icon, YouTube was able to polish the brand.
The result is a design that feels Web 2.0. The logo unifies mobile and desktop experiences. Most importantly, the designers took the most important elements of the brand – the play button and the color red.
Also of note is how the logo redesign has helped unify the multiple offshoots of YouTube’s brand.
Wrap up on the YouTube brand refresh
After 12 years, it’s about time that YouTube shook off its early incarnation. Along with the brand refresh, a lot of the site for mobile and desktop has been redesigned. This has caused a few changes, such as needing an AdSense account to be able to link to an associated website. Even though it’s not as easy for new YouTube channels to shift viewers to another website, viewers and streamers are now enjoy a refreshed brand logo.
If you’d like more help with how to make your content go further, DROP US A LINE.
We got animated this Thanksgiving because we are so grateful for you. Turkey: There’s really nothing more rewarding than figuring out what’s most important to you and your organization. You know, the thing that everything else centers around. You might say your main course and then giving it voice. We’re so grateful you come to … Continued
We got animated this Thanksgiving because we are so grateful for you.
Turkey: There’s really nothing more rewarding than figuring out what’s most important to you and your organization. You know, the thing that everything else centers around. You might say your main course and then giving it voice. We’re so grateful you come to us for that.
Mashed potatoes: We’re also grateful for your consistency. Some things are just great because they’re there doing their job, scoop after dependable scoop. I mean project after project.
Cranberry sauce: Let’s not forget about the importance of a little pizzazz though. We’re grateful we get to bring that extra-special bit of color and flavor to your projects to help them stand out.
Kale salad: And why not stand out with innovation? Being the newest shiny thing never hurt, right?
Gravy: Oh, beat it, Kale. WRONG video. We also love working with you to bring cohesion to your marketing using video to bring it all together and top it off with the perfect, final touch.
Stuffing: I think what matters most is what’s at the heart of your strategy. You might say it’s more important what’s on the inside. We’re grateful you get that.
Yams: And we’re grateful you let us help you distinguish yourself to stand out amongst your competitors. There’s nothing
worse than getting overlooked for all the other options out there.
Creamed corn: Tell me about it.
Green beans: Or because it’s so tough explaining why it’d be so good for your potential customers.
Pumpkin pie: Look, at the end of the day, we’re just grateful you’re at our table.We hope your holiday season is sweet, maybe a little spicy and full of meaningful tradition with your friends and family. From all of us here at Funnelbox,
Everyone: we’re super grateful for you!
Funnelbox develops video marketing strategies, minimizes video content headaches, and provides a one-stop solution for amplifying YouTube effectiveness.
Creating quality video content is the challenge of every business. Technology allows market segments to be broken into atom-sized pieces. Even large corporations struggle to create content that speaks to these multiple audiences. Knowing this, YouTube now offers Director Mix. Director Mix helps businesses create different versions of the same creative. By tailoring the content based … Continued
Creating quality video content is the challenge of every business. Technology allows market segments to be broken into atom-sized pieces. Even large corporations struggle to create content that speaks to these multiple audiences. Knowing this, YouTube now offers Director Mix. Director Mix helps businesses create different versions of the same creative. By tailoring the content based on unique audiences, YouTube’s Director Mix is changing the video advertising game.
How Does YouTube’s Director Mix Work?
YouTube has created a system that can create thousands of versions of an advertisement to match different audiences. So, this means that their proprietary program creates unique advertisements by swapping out voiceovers, background or copy. Want to change the copy to better fit with a cooking show? Done. Want to see if a woman or man’s voice resonates better? Check. Need to test different background colors? Easy-peasy.
By simplifying the post-production process, YouTube has made creating multiple versions of an advertisement infinitely easier. Besides, YouTube needs to make ad revenue. Therefore, it is in their best interest to ensure these types of tiny ad tweaks speak to the right audience.
Why finding the right audience is important
Every day, people are inundated with advertising. From morning to night, from radio to mobile device, someone is seeing some sort of brand messaging. YouTube has learned is that it’s about timing and placement. According to YouTube, their “aim is to show ads that are relevant and useful, so that instead of interrupting people’s viewing experiences, you’re enhancing them.”
Highlighting Director Mix’s success, YouTube pointed out that Campbell’s SOUP experienced a 55 percent sales lift and a 24 percent boost to ad recall. Why? People responded positively to tailored content. Most of all, instead of having their show interrupted by an advertisement, the small changes made the brand messaging a welcome part of the viewing experience.
How does director mix help?
Director Mix reduces the amount of labor needed to create multiple versions of ads. While the changes focus on sound, copy and background, that might be all a viewer needs. When ads feel like a seamless part of the experience, viewers are happy to engage with those messages. This creates win-win for advertisers and consumers.
Much like YouTube’s program to provide professional production services in select markets with a minimum ad spend, Director Mix makes it possible for businesses to create cheaper content. Instead of using internal or external resources, companies can use Director Mix.
Similar to Clinique repurposing print ads for bumper ads, YouTube’s Director Mix simplifies the process of creating multiple ad versions. In a nutshell, Director Mix takes a lot of post-production elbow grease out of the equation.
If you’d like more help with how to make your content go further, drop us a line.
Not too long ago, YouTube completely changed its layout. The new look and feel make the site feel more modernized and streamlined. However, after the YouTube updates, some users could no longer link to an associated website via cards or end screens. What happened? Keep reading to find out. How Do I Get the Link … Continued
Not too long ago, YouTube completely changed its layout. The new look and feel make the site feel more modernized and streamlined. However, after the YouTube updates, some users could no longer link to an associated website via cards or end screens. What happened? Keep reading to find out.
How Do I Get the Link to an Associated Website with Cards or End Screens to Work?
Never fear. According to this Google forum post, YouTube now requires an additional verification step. According to one community manager, “This new requirement gives [YouTube] additional information to determine the validity of a channel.” This additional verification allows YouTube “to confirm if a channel is following [YouTube’s] community guidelines and advertiser policies.”
Some clients worry that enabling monetization will instantly turn on ads. This is not the case. You will be able to choose which (if any) videos to monetize.
The good news if that all existing card and end screens with links to an associated website will remain. Thus, you will only run into trouble with older cards and end screens if you try to make changes to those elements.
Therefore, you will not only will you have to link an associated website, but you also will have a linked AdSense account. However, even with an AdSense account, your channel will need 10,000 views in order for YouTube to review and approve monetization.
Don’t worry! You’ll still be able to link to outside sources within the description. (Which now looks like the first comment on a video.)
How Do I Know if My Channel is Monetized?
To see if your channel is monetized or to start the monetization process, log in to your YouTube channel and go to Creator Studio. Then, click Channel. Once that is open, select Status and Features. There, you’ll see an option for Monetization.
This new AdSense verification requirement shouldn’t be a problem for established channels. For newer channels, this presents a challenge. First of all, it is no longer a matter for brands to set up a channel. The ability to link to associated websites hasn’t been taken away completely. Not yet, anyways.
New channels should strongly consider using paid media to boost their initial views. Spending a little bit of money will get new channels over that 10,000 view hurdle and get you to using YouTube to generate sales leads and inquiries.
When any upstart challenger enters into an established space, the old guard is put on alert. Rumors and whispers begin about the downfall of the old and the inevitable rising of the new. With the announcement of Facebook’s Watch, many were quick to trumpet the death knell of YouTube. It is fascinating to watch Mark … Continued
When any upstart challenger enters into an established space, the old guard is put on alert. Rumors and whispers begin about the downfall of the old and the inevitable rising of the new. With the announcement of Facebook’s Watch, many were quick to trumpet the death knell of YouTube.
It is fascinating to watch Mark Zuckerberg’s vision of a “video first” platform come to fruition. However, just because Facebook’s Watch is being rolled out does not mean Zuckerberg will overtake the video platform heavyweight also known as YouTube.
I’ve got a few thoughts on why Facebook’s Watch will not be the death knell of YouTube. No, it’s not simply a case of YouTube being too big to fail. (Remember Myspace?) Read on.
YouTube has Google Behind It
YouTube is the world’s second-largest search engine. It’s also owned by Google. YouTube videos can and do rank on organic Google searches. When you own the platform, you can control how the algorithm shows the content.
Don’t expect Facebook videos to show up at the top of the results any time soon. Rather, don’t expect to find a video thumbnail as part of the search results for Facebook video content.
Also, Facebook’s search function for video is not terribly robust right now. Organic discovery of a video is more likely when a friend shares it than if you go looking for it.
It’s entirely possible as Facebook’s Watch rolls out to more users, we’ll see a strong search function for content. Until I get to explore Facebook’s video searchability for myself, I’ll remain skeptical.
Will Facebook’s Audience Want the Same Content?
The audiences for content consumption between Facebook and YouTube are distinct. Facebook users are conditioned to scroll down rather quickly. Right now, most successful Facebook videos are extremely brief – most are under a minute and thirty seconds. Facebook Live videos are a bit longer, with the most successful being at least fifteen minutes.
The most recent research from Little Monster and TubeBuddy suggests that the sweet spot for YouTube video length is between eight and fifteen minutes.
This difference tells us something very important – the audience behavior on the two platforms does not necessarily overlap. Facebook is for catching up and watching funny pet videos. YouTube is the powerhouse for how to and user-generated entertainment.
Plus, YouTube and Facebook aren’t like TV channels. For the time being, there aren’t any rules prohibiting cross-posting. It’s not like the days of “Must See TV” where different networks competed for exclusive rights to content. Perhaps Facebook’s Watch is the start of something similar, but without a huge return on investment, it’s hard to ask for exclusive content in perpetuity.
Furthermore, people are going to pick what they want to watch and when they want to watch it. Sure, timing will continue to be important. (Come on, admit it. How many of you stop and watch those food videos right before lunch or dinner because the dish looks amazing?) But, once that’s all accounted for … will people really go to Facebook for original content? Especially when there’s YouTube, Hulu, Netflix and Amazon Prime? I’m not certain the audience will change their content consumption patterns that way.
Facebook has Burned Content Makers Before
Facebook has a history of rolling out new and wonderful offerings. At first, they are a boon to content creators and users alike. Then Facebook learns how people behave and monetizes the benefits. Think about the dreaded “Do you want to boost this post?” that happened to Page Posts.
On the other hand, YouTube is known for supporting and nurturing content creators, because the entire platform really does rely upon user-generated content.
I strongly suspect that after a year or two, once Facebook understands user behavior and triggers, Facebook’s Watch will come with more and more restrictions or more pay-to-play options.
If I were a content provider who rode the wave of Facebook’s Groups then got burned, I’d be hesitant to trust Facebook again with Watch. (I also predict that within five years, if successful, Watch will be a separate application like Messenger.)
My suggestion? Get in early. Get in as soon as you can. If you’ve got bite-sized, snackable content that is eye-catching and will have people stop their daily Facebook scroll, then hop right in.
Wrap Up on Why Facebook’s Watch is Not the Death Knell of YouTube
Facebook’s Watch is not the death knell of YouTube. It’s not that YouTube is too big to fail. It’s that with Google behind it, an audience used to watching for longer periods of time and Facebook’s history of becoming pay-to-play, Watch has a long way to go before it makes YouTube sweat. But YouTube isn’t resting on any laurels either – with Red and Live, YouTube knows it has to continue to grow to capture and retain viewers (and market share).
Last week, Facebook announced Facebook Watch. Everything Mark Zuckerberg hinted at for the past year – from making Facebook a mobile-first to a video-first platform – has come true. With 6 out of 10 users preferring online viewing to traditional TV, it’s no surprise that Facebook wanted in on the video game. Although the video tab has … Continued
Last week, Facebook announced Facebook Watch. Everything Mark Zuckerberg hinted at for the past year – from making Facebook a mobile-first to a video-first platform – has come true. With 6 out of 10 users preferring online viewing to traditional TV, it’s no surprise that Facebook wanted in on the video game. Although the video tab has not fully rolled out across desktop and mobile, the Aug. 9 announcement let the world know that Facebook was no longer quietly working on video behind the scenes. Zuckerberg’s vision of Facebook as a video-first platform is rolling out as a reality.
What does this mean for content creators and advertisers? It means there’s another platform to consider. However, it’s not a platform you can treat like any other. Facebook Watch will require some platform-specific considerations, so let’s look at what Watch is and what Watch isn’t.
Watch is starting with premium content
Taking a page from the Netflix, Hulu and YouTube Red playbook, Facebook Watch will start with original content. This original content will, at first, be limited to a select group of creators. These select few makers will create shows made up of episodes. In an interesting twist, these episodes can be recorded or live.
Given the reach of live videos on both Facebook and YouTube, the ability for shows to be live (which requires audience buy-in to tune in at a certain time) indicates a swing back to scheduled programming. The initial content that is being offered on Facebook Watch takes a page from other successful shows. There will be content from major players such as A+E and also content from internet heavy-hitters like Tastemade and Mashable. According to this Buzzfeed article, Facebook is paying for content to start off.
By starting with limited, quality content, Facebook is setting Watch up for success. If people learn early that they can find related, quality content, then they are more likely to continue to use Facebook Watch.
Will the Watchlist do better than Playlists?
Facebook promises no one will miss out on their favorite content because there will be watchlists. Now, many YouTube creators note that playlists don’t drive views as much as related and organic discovery. However, on YouTube, playlists are used within the algorithm for ranking.
It will be interesting to see if Facebook Watch viewer behavior is conducive to watchlists or if they will be similar to YouTube playlists – important for search, but not reflecting viewer behavior.
Will people actually engage with Facebook Watch?
People go to Facebook to connect. They go to YouTube to learn and be entertained. Will Facebook users in turn decide to watch?
To answer that question, Facebook is coming out swinging with new content. But it’s playing to content that plays well – like videos by Tastemade.
One of Tastemade’s made-for-YouTube-Watch shows will have kids learning how to make a recipe, then explaining that recipe to professional chefs. Hilarity ensues, right? This content will perform well because it’s a blend of bite-sized content and humor. You’ve got three minutes to spare to watch a kindergartener tell a pro how to make crepe suzette.
However, watch time is going against Facebook Watch. On YouTube, the sweet spot for watch time and engagement is between five and eight minutes. With Facebook, it’s an average of 10 seconds on a 3:48-minute video.
Do people have the patience for longer Facebook videos?
Currently Facebook video is bite-sized. Think very short quick-hits of cute things like children and animals being silly or adorable. Is this audience going to swipe over and watch videos like they do on YouTube? I’m not entirely convinced.
Facebook content tends to speak to intimate, family-based relationships. Will people self-censor what they like and share? As this function rolls out, will Facebook implement push notifications beyond the Watchlist to tell users that their new favorite show is ready? Are new content creators able to be discovered if the Facebook algorithm bubble continues?
What’s going to stop YouTube creators from cross-posting between the two platforms? Facebook Watch is more likely to split audiences rather than make Watch supersede YouTube. Even with unique content, Facebook will have to contend with YouTube’s deep content library and dedicated audiences.
Is the search function robust enough?
Current problem: People don’t stay on Facebook and video has been hard to discover. Is the search function that Facebook has for video going to be enough? While I’ve seen the video library function, the tags are still very broad and global. If the tags aren’t more unique or if users aren’t able to refine the video tags, then Facebook will have a huge problem with videos hit critical mass. Part of what makes organic search on YouTube feel organic is that people can create long-tail keywords that match search intent.
For the time being, it seems as though Facebook is only letting the title and a few video tags determine what is related content. If the content isn’t searchable … is it really content?
Trends to keep an eye on with Facebook Watch
Here are a few final thoughts and questions that I have after evaluating Facebook Watch.
Is the unique content enough to drive viewers?
Will it continue to be similar to YouTube, or is its original content creation a signal that Facebook wants to be the next Netflix or Hulu? People don’t naturally go to Facebook to learn how to do things. They go for inspiration and connection. Will Facebook content add to this sense of community or detract from the core focus of the platform?
What is the likelihood that people will consume long-form content on Facebook? Rather, will the Facebook audience slow their scrolling for longer content? Right now, they don’t stick around for very long before scrolling on.
Will there truly be organic discover or will the algorithm serve up the same content to the same audiences? How much discovery will be possible?
When you need to know how to make ads on YouTube, it’s important to keep the technical side of things in mind. As with all Google advertising, quality is important. What do I mean by quality? As I’ve emphasized before, one of our core values is to envision the goal before we roll. The better … Continued
When you need to know how to make ads on YouTube, it’s important to keep the technical side of things in mind. As with all Google advertising, quality is important. What do I mean by quality? As I’ve emphasized before, one of our core values is to envision the goal before we roll. The better the starting product, the better the end result. I’m all about driving results.
Why start with quality?
Starting with a lower quality product doesn’t provide much room for growth. Plus, if the video and audio are too low quality, Google won’t let your ad run. Yes, YouTube there are videos of varying quality on YouTube. But if your content isn’t watchable, then it won’t matter how brilliant the creative is.
What type of files do YouTube ads require?
There are nine types of files that YouTube accepts:
Each file format has its benefits. Although Google says MPEG-4 is one of the recommended video ad formats, I recommend MP4. It’s a technical difference. An MPEG-4 file can be stored within an MP4. I have found that the MP4 format is easiest to send to clients for review. MP4 is a format that works well in different media players and works for YouTube. There is not reason to complicate things by having different files for client review and uploading for TrueView ads. The simpler, the better.
720p or 1080p?
If you have access to film in 1080p, there’s no reason not to use the higher resolution. YouTube will automatically change the formatting to best work for the viewer. This goes back to the idea of quality video. Make sure the whole package from lighting to sound is in good shape. With Millennials using three screens per day and Gen-Z using five, it’s important to think about the quality of images and streaming getting better and better.
What’s the best ratio?
While a 4:3 ratio is adequate, it’s best to use 16:9 to avoid bars on the sides. Goes back to quality. Again, if you have a choice, choose to set up the video format right from the start. It makes for a better viewing experience.
Wrap Up on How to Make Ads on YouTube
When advertising using TrueView ads, there are some technical aspects behind how to make ads on YouTube. Make the highest quality video you can. Upload it as an MP4 in 1080p with a 16:9 ratio and you’re golden. Begin with the end in mind – a video that tells your story and captures the best of your brand. If you want to chat about what that looks like, drop me a line.
A curious thing happened when I logged into Facebook last week. There was a new option – a Facebook cover video. The Facebook cover video is an additional option. Rather than a static image, you have 20 to 90 seconds to capture visitors’ attention. With this new feature being rolled out, here are three things … Continued
A curious thing happened when I logged into Facebook last week. There was a new option – a Facebook cover video. The Facebook cover video is an additional option. Rather than a static image, you have 20 to 90 seconds to capture visitors’ attention.
With this new feature being rolled out, here are three things you need to keep in mind.
Cover Video Versus Cover Photo
Why choose a Facebook cover video instead of a cover photo? Well, video provides an audio-visual experience that makes a lasting impression. Consider Doctor Albert Mehrabian. Mehrabian’s research revealed a mere seven percent of a message received comes from the words chosen. The way those words are expressed accounts for 38 percent of the message. The rest of the message? That’s body language, which accounts for 55 percent. Plus, people remember more of a message they watch than a message they read.
A Facebook cover video is a rare gem
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The Video Loops
The cover video doesn’t stop playing. There is no pause option. In fact, if a visitor clicks on your banner, it will open up the full video with sound. As you choose a video, make sure it shows off your company’s personality. Remember, not every video you make needs to sell a product, but every video you produce needs to showcase your brand. Make sure the video looping makes sense. Also keep in mind some visitors won’t enable sound right away. Use text overlays to help relay stories for those visitors who might not have the sound on. This is especially important if there is a storytelling element behind your video.
Part of the Video-First Vision
Why did we get cover videos? It’s most likely due to Mark Zuckerberg’s vision for Facebook to become video-first. As the platform continues to push video content, we will begin to see more opportunities to engage with clients and customers through this medium. It is important to keep video at the forefront of a marketing strategy, particularly when more and more consumer expect video as part of their buying journey.
Wrap Up on Facebook Cover Video
Choosing a Facebook cover video instead of a cover photo is an important first step. As Facebook continues to progress towards a video-first vision, your cover video needs to stand out with or without sound. Make sure the content you select plays well as it is looped.
Drop us a line if you have any questions about what your Facebook video cover should look like.
One of the more common questions I get asked is, “Why invest in a video marketing plan?” In part, it’s because in order to live out the Funnelbox core value of “envision the goal before you roll,” having a plan and strategy are key elements to success. Here are a few reasons why you should … Continued
One of the more common questions I get asked is, “Why invest in a video marketing plan?” In part, it’s because in order to live out the Funnelbox core value of “envision the goal before you roll,” having a plan and strategy are key elements to success. Here are a few reasons why you should have a video marketing plan as part of your marketing mix.
Video is a Virtual Salesperson
A video can serve as a virtual salesperson. Here’s our take on that:
No matter the weather or time of day, your virtual salesperson is there for your company.
Video Helps Connect with People
Video helps communicate more than text can. Video is one of the richest mediums, allowing an audio-visual experience extremely effective in making a lasting imprint in the minds of viewers. Doctor Albert Mehrabian discovered that body language accounts for a full 55 percent of someone’s message. A mere seven percent of a message received comes from words chosen. The way in which those words are expressed tone-wise accounts for 38 percent and the remaining 55 percent of the message received can be traced to body language.
Other mediums are typically capable of one or two of those divisions, but video is a rare gem with the ability to capture all three. Use it to its full potential when pushing out audio-visual campaigns. Viewers are much more likely to retain information that is presented in an expressive way.
Video Serves Many Purposes
Video serves many purposes, but don’t try to shoehorn one video into being the end-all-be-all for your company. Have a welcome video and have client testimonials. Don’t try to make one video do everything. If you need help deciding what type of video your brand needs, check out this post.
No matter what type of video (or videos) you choose to add to your strategy, video helps you make a connection with your viewer that text can’t match.
Wrap Up on Video Marketing Plan ROI
The reason to invest in a video marketing plan is to have a virtual salesperson who can help connect you to people. But, remember not to force one video into serving as a catchall for everything your business needs. Video is powerful. Invest in a video marketing plan and start seeing the ROI.
The Google Marketing Next 2017 keynote confirmed a lot of trends we’ve noticed in advertising. Namely, that Google continues to build upon the mobile-first motto it outlined during the 2016 keynote. Without further ado, here are some of the key takeaways from the event. Big Picture Takeaways • You have one step or one second … Continued
The Google Marketing Next 2017 keynote confirmed a lot of trends we’ve noticed in advertising. Namely, that Google continues to build upon the mobile-first motto it outlined during the 2016 keynote. Without further ado, here are some of the key takeaways from the event.
Big Picture Takeaways
• You have one step or one second to capture a user.
• Tech is doing the heavy lifting with search by combining intent, data and machine learning.
• Consumers are not distinguishing between online and offline; they are non-line. Customers see online and offline as one and the same.
• Most users have five or more devices – phones, laptops, TVs, tablets, etc.
• Conversational technology will continue to grow – think Alexa, Siri and Cortana.
Google Marketing Next 2017 on Search
• Search is people’s go-to path for assistance, with 87 percent of smart phone users turning to search.
• Data and machine learning are being applied to search. (Think our recent post on natural language search.)
• Users want frictionless, assistive experiences, especially with search.
• Brands will have more opportunities to offer value at multiple micro-moments.
• Being helpful has a positive impact on use and recommendation, but less than one third of experiences are described that way by users.
• The advice was to “put the consumer at the heart of your strategy.”
• Incorporating data into campaigns is critical to ROI.
• Customers need great experiences at every touch point.
Important notes on Audience Products and Customer Purchase Journey
• Speak to customers based on their intent, interest and activities.
• Consumer patterns and life events will be coming to YouTube to understand intent-rich signals and provide ads that are more relevant to the user.
• Better measurement of cross-device effectiveness to answer the question, “Is my marketing working?”
• Google AdWords and Google Analytics will better sync and speak with each other in the coming months of 2017.
• Better cross-device frequency capping will be coming. This is called unique reach and will include YouTube.
• Data and machine learning will drive better ad experiences and more relevant results for users and content providers.
Wrap Up on Google Marketing Next 2017 Keynote
Here’s what to keep in mind when reflecting on the insights from the Google Marketing Next 2017 keynote address: use data, machine learning and automation to make the customer journey more helpful and improve your return on investment with advertising.
Instead of focusing on strategy this week, I want to talk about some of the biggest problems producers face and how to conquer them. It’s a bit of a nod to how things got started here at Funnelbox. While these examples aren’t meant to be exhaustive, they are a good place to start when creating … Continued
Instead of focusing on strategy this week, I want to talk about some of the biggest problems producers face and how to conquer them. It’s a bit of a nod to how things got started here at Funnelbox. While these examples aren’t meant to be exhaustive, they are a good place to start when creating video content.
You can’t control the weather. Sometimes you need rain for a shoot and sometimes you need sun. What happens when nature doesn’t want to cooperate? Using a studio location or turning to stock footage can be helpful when your scheduled shoot day doesn’t go according to plan. If you have time, you can wait to schedule a pickup shoot for when the weather is more to the creative vision. Otherwise, rather than racking up kill fees or postponing delivery to client, be ready to deliver a sunny day with some movie magic.
A producer can often feel like the job title should be “Professional Cat Herder.” From location to personnel, all aspects of the shoot go through your review. The best offense to good scheduling is a good defense. Build up a bench of people who you know and trust can perform the jobs you need. When you work up a list of freelancers, you won’t have to worry as often about needing to rearrange the whole shoot day based on a few people’s availability.
Trying to get all the moving parts together for a shoot can be stressful. The best way to wrangle those logistics is to plan, plan, plan. Always think of what might go wrong and have a plan (or person to throw at the problem) the day of the shoot. For example, if you need a lawn mowed for a location and the day before the company cancels on you, you’ll need to find another solution. Putting contingency plans in place (if this does/doesn’t happen, then I will …) makes shoot day hiccups less stressful. (Because, let’s face it, there will always be some sort of hiccup.) No matter what happens, don’t let the client see you sweat. Keep a cool head and look for a solution rather than an excuse.
Wrap Up on Problems Producers Face
Some of the problems producers face are weather, scheduling and logistics. But, as I’ve learned living our core value of “envision the goal before you roll,” looking and planning ahead will take care a lot of the hiccups before they become headaches.
If you want Funnelbox to take care of your production details, drop us a line.
A couple of weeks ago, I talked about Pinterest Promoted Video. There are a lot of great ways to connect to your customers via Pinterest Promoted Video. I’m going to share four things you need to keep in mind so your content stands out. Make sure your content inspires, tells a story, focuses on quality … Continued
A couple of weeks ago, I talked about Pinterest Promoted Video. There are a lot of great ways to connect to your customers via Pinterest Promoted Video. I’m going to share four things you need to keep in mind so your content stands out. Make sure your content inspires, tells a story, focuses on quality and gives viewers an action to take.
When 67 percent of Pinterest users say they come to the site to be inspired (as compared to 32 percent of users on other platforms), it’s important to deliver on those expectations.
Inspiration isn’t solely a function of someone learning more about cool ways to use your product. But inspiration is more than how-to content. (Although those types of videos are great too!)
The beauty of using the medium of film is that it creates an emotional connection with the viewer. Show them something that makes them react. Then let that feeling guide your viewer into an inspired action with your brand.
Another important aspect of a successful Pinterest Promoted Video is storytelling. I’ve said it before that not every needs to sell a product, but every video does need to tell a brand story.
Along with making sure your Pinterest Promoted Videos tell stories, there are specific Storytelling Pins. According to Pinterest, these types of Pins are best for “highlighting brand attributes, sharing news or launching products.” Remember, you have to give people a compelling reason to click.
It’s better to have fewer, more quality Pins. Yes, once again, quality is more important than quantity. That’s not to say there isn’t a place for A/B testing (there absolutely is). However, you want to make sure that you focus on quality videos. Make it the best you can and have it be the most polished you can possibly do.
Along with inspiration, storytelling and quality, you need to give your audience something to act on. Whether it’s to share, buy or click – let them know! Make sure there is an actionable task associated with your larger campaign goals. Don’t waste your viewer’s response on the wrong call to action.
Wrap Up on Pinterest Promoted Video
A successful Pinterest Promoted Video is something that will inspire, tell a story, be high quality and have an associated action. If you want more info on Pinterest Promoted Video from Pinterest, check out their How to Make Great Pins Guide.
If you want to talk more about how Pinterest Promoted Video might fit in your marketing mix, drop me a line.