Sharing Your Story Through Online Video SHARING YOUR STORY THROUGH - - PowerPoint PPT Presentation

Sharing Your Story Through Online Video

The power of online video How online video can help your business Create videos people will watch Launch and manage a YouTube channel Advertise on YouTube

SHARING YOUR STORY THROUGH VIDEO

Agenda

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The power of online video

If you want to capture your audience, you need to be able to show your message where they are…

1YouTube Internal Data, Global, May 2017. 2YouTube Internal Data, Global, May 2016. 3YouTube Internal Data, Global, May 2015

1.5 billion people sign in and visit YouTube every single month – that’s nearly half of the world’s internet users1 400 hours of new content are uploaded to YouTube every minute3 The number of small- and medium-sized businesses advertising on YouTube has doubled over the past two years2

How online video can help your business

Source: Marketoonist Source: Marketoonist

• f A18-49 in US are light TV viewers

31%

• f US population has never signed up for cable

18%

It’s getting harder to reach your audience...

HOW ONLINE VIDEO CAN HELP YOUR BUSINESS

Sources: Nielsen, “Total Audience Report, Q2 2016,” September 2016, Accenture, “Digital Video and the Connected Consumer,” April 2015; Google/Ipsos YouTube and TV Attention In Home Natural Experiments, US 2016

• nly
• f TV ads are watched

45%

...and when you do, are they paying attention?

HOW ONLINE VIDEO CAN HELP YOUR BUSINESS

Sources: Nielsen, “Total Audience Report, Q2 2016,” September 2016, Accenture, “Digital Video and the Connected Consumer,” April 2015; Google/Ipsos YouTube and TV Attention In Home Natural Experiments, US 2016

Owned and Operated

Your Website, Shelf

Digital Media

Search, Display, Social, Video

Traditional Media

TV, Print, Radio

HOW ONLINE VIDEO CAN HELP YOUR BUSINESS

Mapping media to a marketing funnel

Awareness Consideration Preference Action

But: Reach is (relatively) cheap. Engagement is valuable.

Owned and Operated Digital Media Traditional Media active engagement passive engagement

HOW ONLINE VIDEO CAN HELP YOUR BUSINESS

Mapping media to an engagement funnel

Yeah, but… How do I do that?

Create videos people will watch

Charlie bit my finger

CREATE VIDEOS PEOPLE WILL WATCH

• Published 5/22/2007
• 855,889,777 views*

*As of 11/26/2017

Charlie the Unicorn

• Published 4/30/2006
• 67,762,198 views*

*As of 11/27/2017

CREATE VIDEOS PEOPLE WILL WATCH

#1: Identify audience

• Who are your ideal customers?
• What is the tone you want to set?
• Where are you located?
• How do people access your

business?

CREATE VIDEOS PEOPLE WILL WATCH

#2: Brainstorm ideas

Create content, not commercials. Effective content:

• Educates
• Entertains
• Inspires

CREATE VIDEOS PEOPLE WILL WATCH

CREATE VIDEOS PEOPLE WILL WATCH

#3: Concept the video

Ideas to help you get started:

• What’s the process for your service?
• How is your product made?
• What makes you stand out?
• What kind of experience do customers

have?

• Why did you start your business?

It’s helpful to:

Define your focus Define your audience Start writing down ideas

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CREATE VIDEOS PEOPLE WILL WATCH

#4: Scripting & storyboarding

Write it out:

• Create a 5-sentence overview.
• Write it down and read it aloud.
• Have a hook.

It’s helpful to:

Break it down shot-by-shot Use one sentence per shot Focus on the first 5 seconds

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A few tips:

• Share a clear, concise message
• Make a strong impression in the first

5-15 seconds

• Deliver a compelling call-to-action or

timely offer

• Steer the conversation

CREATE VIDEOS PEOPLE WILL WATCH

Space

• Use natural light
• Face your source
• Look for shadows
• Free the space of clutter
• Think visually
• Show your logo or workplace

Lighting Sound

• Listen to the space
• Use a mic
• Speak confidently

Production tips

CREATE VIDEOS PEOPLE WILL WATCH

Launch and manage a YouTube channel

Before you begin…

Research Categories It’s helpful to understand what’s popular within a content category. Start by looking at channels within

• categories. Examples:

LAUNCH AND MANAGE A YOUTUBE CHANNEL

Where does your business belong on YouTube?

Auto & Vehicles Beauty & Fashion Food Gaming

Before you begin…

LAUNCH AND MANAGE A YOUTUBE CHANNEL

Identify Best Practices Questions to ask when viewing other channels:

• Does the channel include one type of

video content or a mix?

• Does the content focus on education?

Entertainment? Inspiration?

• Are audiences similar across channels,

within categories?

Where does your business belong on YouTube?

Taking a look at the autocomplete results from YouTube searches can help you identify common themes and trends to inspire your channel. Quick tip:

Best practices: YouTube channel

LAUNCH AND MANAGE A YOUTUBE CHANNEL

The 3cs of video

Conversations:

encourage viewers to comment.

Connections:

turn viewers into subscribers.

Conversions:

turn viewers into customers.

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Write a video description What questions will you ask your audience? What web page will you send them to, to learn more?

Visit: youtube.com/channel_switcher

Sign into your Google account. Click “Create new channel.” Create a business “Brand Account.” Enter channel details. Customize and add videos.

LAUNCH AND MANAGE A YOUTUBE CHANNEL

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Manage your channel with Creator Studio

Video Manager Live Streaming Channel management Analytics Audio Library

LAUNCH AND MANAGE A YOUTUBE CHANNEL

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Tips:

Minimum dimensions: 2048 pixels wide x 1152 pixels tall. Max file size: 6MB File formats: JPG, GIF, PNG

Use channel branding to create a custom look

LAUNCH AND MANAGE A YOUTUBE CHANNEL

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Tips:

• Optimize titles and descriptions

to make videos easier to find—even if people don’t search for it specifically.

• Well-written descriptions with

keywords can boost views and watch time and help videos appear in search results.

Write clear titles and descriptions

LAUNCH AND MANAGE A YOUTUBE CHANNEL

Tips:

90% of the best performing videos on YouTube have custom thumbnails

• Thumbnails identify the video topic.
• Choose an image that is unique,

compelling and accurate.

• Have consistency for each video.
• Upload high-resolution thumbnails so

they appear crisp and clear.

Create killer thumbnails

LAUNCH AND MANAGE A YOUTUBE CHANNEL

YOUR WEBSITE BLOGS EMAIL SOCIAL MEDIA

Integrate your channel into your website, social media, and emails

LAUNCH AND MANAGE A YOUTUBE CHANNEL CHANNEL

Advertise on YouTube

Viewability1

(industry avg is just 66%)

93%

Audibility2

95%

YouTube offers the best

• pportunity for viewers

to see and hear ads

ADVERTISE ON YOUTUBE

1Google and DoubleClick advertising platforms data, April 2016 2Google Internal Data, Global, August 2016 (when volume is at least 10%)

1YouTube Internal Data, Global, 2016.

ADVERTISE ON YOUTUBE

• Target the audience who matters to you.
• Only pay when they watch your video ad.
• Get real-time insights.

How does it work? How can you track and measure success?

Built-in Analytics show how your ads perform.

• See how many views you paid for.
• See where your ad is viewed.
• See how many clicks you got.

1YouTube Internal Data, Global, 2016.

ADVERTISE ON YOUTUBE

Thank you