Mark Robertson presents how to optimize B2B video presence on YouTube and in Social. Learn B2B social video marketing best practices for optimizing business-to-business focused video across YouTube and Facebook. Presented @ VidYard's Fast Forward conference on 4/11/2017

1. 7 Rules for Optimizing B2B
Video on YouTube & SocialVIDEO
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Mark Robertson
§ 17 years in Internet marketing – Focus on SEO
§ 10 years in online/digital video leadership
§ Founder @ ReelSEO (TubularInsights.com)
§ Co-Founder @ Little Monster Media
§ Twitter: @MarkRRobertson
§ Site: http://LMon.co

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Agenda – 7 Rules
1 Get to Know the Platforms
2 Uploading Considerations
3 Metadata Matters
4 Optimize Your Presence - Channels/Pages
5 CTAs & Linking
6 Leverage Paid Video Advertising
7 Jump in Live & Stay-Tuned

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1) Get to Know the Platforms

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Social Video Is Where It’s At, Dude
Source: Trusted Media Brands “The Future of Digital Video” | July 2016
Marketers give social platforms a 10% Lead. Facebook, the video leader

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Differences
YouTube:
• Mature & diverse
• Video 1st destination
• Search is big
• Short & long-form
• Google exposure
Facebook:
• Social 1st = sharing ease
• Videos auto-play
• Primarily short-form
• Emotional content

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Consider Discovery: Pull vs Push

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AutoPlay + Feed = First 3-10 Sec Counts
Source: Facebook Marketing Science Analysis of 173 Nielsen Brand Effect Studies, March 2015
65% who watch first 3 sec. of a video will watch for >10 sec.

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Facebook Views Vs. YouTube Longtail
Facebook Views: 68% of Views in first 7 Days, 87% of Views in first 30 Days
Data via Tubular Labs | Videos Uploaded to Facebook on Sept. 30th, 2016

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Source: Mark Robertson & Data via Tubular Labs | Top 10K Most Engagements, English, Uploaded Q2 2016
Content Differs Across Platforms

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Successful Social Video Content Differs
Content Types
• YouTube – Diverse – many types of content
• Social – Narrow – content evokes emotion (inspirational, etc..)
Duration:
- YT = short-form & long-form
- Avg. 10X longer than Facebook
- FB = primarily short-form
- Avg. range 30 sec-2min

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What’s
Common
• Mobile consumption ↑
• ↓ Attention spans
• Watch-time rewarded
• Involvement is critical
• Know your audience
• Get to the point

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Mobile Now Totally Dominates
Source: Comscore’s 2017 U.S. Cross-Platform Future in Focus

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Algorithms Reward ⇡ Watch-Time
12/2012 - YouTube changes algo to reward “Watch Time”
6/2014 - Facebook confirms time-watched as algo factor
What does this mean?
- YouTube = overall session time – consists of multiple facets
- Desire to keep users on their platforms
- Downside if your goal is to primarily drive traffic off-platform
Tips:
- Be concise and engaging
- YouTube = Drive users to videos in playlist player
- Minimize off-site linking

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Across Platforms = Start With A Bang
Drive Immediate Interest:
• Use Compelling Opening Shots
• Close-ups of Faces
• Use Strong Visual Cues
• Clear CTA to “Watch” In Post Copy
• Use Big Font Text Overlays
• Use Text Cards to Advance Narrative
• Tease First
• Branding and/or bumpers secondary

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2) Uploading & Format
Considerations

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Uploading YouTube
Why Upload Directly vs. APIs?
• OK if set to scheduled, private, unlisted
• Change metadata - Unique copy
• Take advantage of other features
• End-cards/custom thumbs/etc.
Most Importantly:
• YouTube success = direct participation
Tips:
• 16x9 (widescreen) primary aspect ratio
• Most files accepted – use highest quality
• Supports up-to 8K, 360, and more.

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FB: Upload Video Directly (Natively)
Upload natively vs. sharing
- Available years ago
- Took off in 2014
- 84.5% videos on FB in 2016 (v.
YouTube, Vimeo, others
Source: Quintly’s Facebook Video Study 3/10/2017 | Data = Full-Year 2016

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Facebook: Design for Mobile Feed
16:9 3:4 1:1 Vertical

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The RISE of VERTICAL & 1:1 (Square)
Data via Mark Robertson | Top 25K Most Engaged Videos Uploaded Q3 2016 via Tubular

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Facebook: Mobile App + AutoPlay =
Visual 1st, Audio 2nd
• Videos with captions average 12% more
watch-time 1
• As much as 85% of views happen with sound
off, according to multiple publishers. 2
Embrace Silence:
• Text Overlays
• Quality audio still important
• Place important sound bites after 3 sec.
• Most users will not rewind
Sources: 1) Facebook 2) http://digiday.com/platforms/silent-world-facebook-video/

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3) Metadata Matters

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Titles Description Social Msg. Tags CC Others
YouTube (Required)
100 char max
(Optional)
5K char max
Usually Title +
Thumb
Customizable
500 char
max
Yes &
Transcripts
Category
Location
Recording-Date
Video credits
Licensing
Thumbnails
Facebook (Optional)
65 char max
(Optional)
63,206 char max
480 shown…
(Optional)
8 tags max
Yes
.SRT req.
Thumbnails
Location
#Hashtags
@Friends
@Pages
Instagram NA NA Caption (optional)
editable
2200 char max
NA NA Thumbnail
Location
#Hashtags
@Tag/Mention
Twitter No No Caption (optional)
editable - short
time
140 char max
NA NA Location
#Hashtags
@Mentions

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Optimizing YouTube Metadata
Remember Pull (Search) + Google
• Titles #1 - relevant & compelling
• Put branding last
• Put keywords 1st & in order:
• Titles, descriptions, and tags
• Tags important (search & related)
• Include keyword phrases
• Focus on 1-2 main keywords
• Leverage CC/Subtitles
• Test & leverage translations
• CC/Subtitles
• Metadata
• Always – Optimize Thumbnails

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Optimizing Social Video Metadata
Remember Primarily Push (Newsfeed)
• Focus on message/caption for feeds
• Short & sweet
• Elicit Emotion
• Try headline analyzers
• Include Strong CTA to Watch
• Optional fields = Required
• Titles & Tags important for search & related
• Tag people & companies
• Try # (especially tw/in)
• Always – Optimize Thumbnails
• Do NOT directly solicit reactions

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4) Optimize Channel/Pages

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YouTube Channel Best Practices
1. Channel icon/avatar – most visible across
2. Links – take advantage
3. About page – shows in search
4. Subscriber trailer = your intro
5. Curate meaningful playlists
6. Related channels

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Facebook Page: The Video Tab
1. Consider prominently featuring ”Videos” Tab
2. Consider CTA to “Watch Video” (Keep on FB if possible)
3. Create Featured Video
4. Create Organized Playlists

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Multiple Facebook Pages?
Many B2B utilize multiple pages
• Verticals, horizontal, geography, etc..
Consider enabling video crossposting

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5) CTAs & Linking Tactics

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YouTube Linking & CTA Options
• 1st – Enable associated website feature
• Descriptions
• Use full text URL – http://
• Consider URL shortening & customizing
• Annotations dead = use info cards (avoid 1st 10 sec)
• End screens
• Pinned comments
• In-Video (text/oral)
Remember: keep in mind session watch-time

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Social Video Linking & CTAs
Facebook
• Link in description/message
• 67.24% contained outside links
• Links in comments
• In-Video (text/oral)
• Paid advertising
Instagram
• Not clickable (except bio)
• “See link in bio”

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6) Leverage Paid Distribution

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Google AdWords for YouTube
Ways to Leverage YT Ads:
• Awareness & CTA
• Drive views & subscriptions
• Retargeting:
• Website visitors
• Video viewers
• Channel visitors
• Video viewers
• Commenters, likes, etc.
• Experiment sequential retargeting

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Facebook Video Advertising Tips
• Create educational & inspirational videos
• Consider testing silent versions
• Integrate call-to-action
• Use optimized CPM (oCPM) for video ads
• Use Custom Audiences
• Consider contact targeting – Emails lists
• Retarget w/FB Pixel (websites) or SDK (apps)
• “Look-alike audiences”
• Start Video Ad Boosting when engagement ratio
>2-4% = Cheaper
• Look into FB Dark Posting for A/B and
Multivariate Testing
• Remember to test & measure

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7) Jump in Live & Stay Tuned

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The Rise of Live Streaming
YouTube
• 2011 – Beta Live-streaming capability
• 2/2017 - Available to channels >10K subs
Facebook Live
• 4/2016 - Available to all via mobile
• 3/2017 - Available to all via desktop
Instagram
• 11/2016 - Available to all via app
• 3/2017 - Ability to save live videos
Twitter
• 12/2016 - Available via mobile - by Periscope
• 3/2017 - Live video API available

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B2B Live Streaming Content Ideas
Types of Content:
• AMA/Q&A
• Product/Service Announcements
• A Peek Behind the Scenes
• Events/Conferences
• Scheduled Demos & How-tos
• Live-stream Your Customer Service
• Consider 360 Live video

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Live Video Tips & Considerations
• Promote in advance so people know to tune in
• Engaging Introduction – perhaps conduct poll
• Keep the (late) audience up to date and engaged
• Interact via speaking to them and/or comments
• FB recommends >20 minutes (<4 hours)
• Ask live viewers to subscribe
• Ensure adequate bandwidth & good audio quality
• Use copyright-free music, or buy a license
• Check reactions to previous live-streams

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Stay-Tuned: Platforms Evolving FFWD
In just the past few weeks/months :
- 9/2016 – YouTube confirms AI in algorithm
- 11/2016 - Instagram introduced live-streaming
- 12/2016 - Live 360 launches on Twitter via app
- 3/16/2017 - YouTube VR enhancements
- 3/24/2017 - YouTube sound-effect detection
- 3/28/2017 - Facebook launched stories

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Contact Me
§ Twitter: @MarkRRobertson
§ Website: LMon.co
Thank You!