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

Sharing Your Story Through Online Video

SHARING YOUR STORY THROUGH VIDEO Agenda 1 The power of online video The power of online video 2 How online video can help your business 3 Create videos people will watch 4 Launch and manage a YouTube channel 5 Advertise on YouTube

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

1.5 billion people sign in and visit YouTube every single month – that’s nearly half of the world’s internet users 1 400 hours of new content are uploaded to How online video can help your business YouTube every minute 3 The number of small- and medium-sized businesses advertising on YouTube has doubled over the past two years 2 1 YouTube Internal Data, Global, May 2017. 2 YouTube Internal Data, Global, May 2016. 3 YouTube Internal Data, Global, May 2015

Source: Marketoonist Source: Marketoonist

HOW ONLINE VIDEO CAN HELP YOUR BUSINESS HOW ONLINE VIDEO CAN HELP YOUR BUSINESS It’s getting harder to reach your audience... ...and when you do, are they paying attention? 31% of A18-49 in US are light TV viewers 45% only of TV ads are watched 18% of US population has never signed up for cable Sources: Nielsen, “Total Audience Report, Q2 2016,” September 2016, Accenture, “Digital Video and the Connected 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 Consumer,” April 2015; Google/Ipsos YouTube and TV Attention In Home Natural Experiments, US 2016

HOW ONLINE VIDEO CAN HELP YOUR BUSINESS Mapping media to a marketing funnel Traditional Media Awareness TV, Print, Radio Digital Media Consideration But: Search, Display, Social, Video Reach is (relatively) cheap. Preference Owned and Operated Engagement is valuable. Your Website, Shelf Action

HOW ONLINE VIDEO CAN HELP YOUR BUSINESS Mapping media to an engagement funnel active engagement Owned and Operated Digital Media Yeah, but… How do I do that? Traditional Media passive engagement

Create videos people will watch

CREATE VIDEOS PEOPLE WILL WATCH CREATE VIDEOS PEOPLE WILL WATCH Charlie bit my finger Charlie the Unicorn Published 5/22/2007 Published 4/30/2006 ● ● 855,889,777 views* 67,762,198 views* ● ● *As of 11/26/2017 *As of 11/27/2017

CREATE VIDEOS PEOPLE WILL WATCH CREATE VIDEOS PEOPLE WILL WATCH #1: Identify audience #2: Brainstorm ideas ● Who are your ideal customers? Create content, not commercials. Effective content: ● What is the tone you want to set? Educates ● Where are you located? ● ● How do people access your ● Entertains business? ● Inspires

CREATE VIDEOS PEOPLE WILL WATCH CREATE VIDEOS PEOPLE WILL WATCH #3: Concept the video #4: Scripting & storyboarding Ideas to help you get started: Write it out: It’s helpful to: It’s helpful to: What’s the process for your service? Create a 5-sentence overview. ● ● 1 Define your focus 1 Break it down shot-by-shot ● How is your product made? ● Write it down and read it aloud. ● What makes you stand out? ● Have a hook. 2 Define your audience 2 Use one sentence per shot ● What kind of experience do customers have? 3 Start writing down ideas 3 Focus on the first 5 seconds Why did you start your business? ●

CREATE VIDEOS PEOPLE WILL WATCH CREATE VIDEOS PEOPLE WILL WATCH Production tips A few tips: ● Share a clear, concise message ● Make a strong impression in the first 5-15 seconds Space Lighting Sound ● Deliver a compelling call-to-action or timely offer Free the space of clutter Use natural light Listen to the space ● ● ● ● Steer the conversation ● Think visually ● Face your source ● Use a mic Show your logo or workplace Look for shadows Speak confidently ● ● ●

LAUNCH AND MANAGE A YOUTUBE CHANNEL Before you begin… Where does your business belong on YouTube? Research Categories Launch and manage a YouTube channel It’s helpful to understand what’s popular within a content category. Start by looking at channels within Auto & Vehicles Beauty & Fashion categories. Examples: Food Gaming

LAUNCH AND MANAGE A YOUTUBE CHANNEL LAUNCH AND MANAGE A YOUTUBE CHANNEL Before you begin… Best practices: YouTube channel Where does your business belong on YouTube? The 3cs of video Identify Best Practices Exercise: Questions to ask when viewing other channels: Conversations: 1 Quick tip: encourage viewers to comment. Write a video description Does the channel include one type of ● Taking a look at the autocomplete results from YouTube searches can help you identify common themes and trends to inspire your channel. What questions will you ask Connections: video content or a mix? 2 your audience? turn viewers into subscribers. Does the content focus on education? ● Entertainment? Inspiration? What web page will you send Conversions: 3 ● Are audiences similar across channels, them to, to learn more? turn viewers into customers. within categories?

LAUNCH AND MANAGE A YOUTUBE CHANNEL LAUNCH AND MANAGE A YOUTUBE CHANNEL Visit: youtube.com/channel_switcher Manage your channel with Creator Studio 1 Sign into your Google account. 1 Video Manager 2 Click “Create new channel.” 2 Live Streaming Create a business “Brand 3 3 Channel management Account.” 4 Enter channel details. 4 Analytics Audio Library 5 Customize and add videos. 5

LAUNCH AND MANAGE A YOUTUBE CHANNEL LAUNCH AND MANAGE A YOUTUBE CHANNEL Tips: Tips: Use channel branding to create a custom look Write clear titles and descriptions Minimum dimensions: 2048 1 ● Optimize titles and descriptions pixels wide x 1152 pixels tall. to make videos easier to Max file size: 6MB 2 find—even if people don’t search for it specifically. File formats: JPG, GIF, PNG 3 ● Well-written descriptions with keywords can boost views and watch time and help videos appear in search results.

LAUNCH AND MANAGE A YOUTUBE CHANNEL LAUNCH AND MANAGE A YOUTUBE CHANNEL Tips: Integrate your channel into your website, social media, and emails Create killer thumbnails 90% of the best performing videos on YouTube have custom thumbnails SOCIAL MEDIA ● Thumbnails identify the video topic. ● Choose an image that is unique, compelling and accurate. CHANNEL EMAIL BLOGS ● Have consistency for each video. ● Upload high-resolution thumbnails so they appear crisp and clear. YOUR WEBSITE

ADVERTISE ON YOUTUBE YouTube offers the best opportunity for viewers to see and hear ads Advertise on YouTube 93% Viewability 1 (industry avg is just 66%) 95% Audibility 2 1 Google and DoubleClick advertising platforms data, April 2016 2 Google Internal Data, Global, August 2016 (when volume is at least 10%)

ADVERTISE ON YOUTUBE ADVERTISE ON YOUTUBE How does it work? How can you track and measure success? Built-in Analytics show how your ads perform. ● Target the audience who matters to you. Only pay when they watch your video ad. ● ● See how many views you paid for. ● Get real-time insights. ● See where your ad is viewed. ● See how many clicks you got. 1 YouTube Internal Data, Global, 2016. 1 YouTube Internal Data, Global, 2016.

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