Archives For video marketing

Last week, industry insiders and industry newcomers mingled, saleswomen and salesmen schmoozed, a veritable lovefest erupted on Twitter under the never-quite-trending #ReelSummit – this was the 2014 REEL Video Marketing Summit.

And this is the highlight reel for the 2014 REEL Video Marketing Summit, carefully optimized with cat gifs.

Highlight #1: 8AM Advanced YouTube SEO & Audience Development for Marketers Workshop with Mark Robertson, Tim Schmoyer, Mark Ballek, and Derral Eves…Or, Everybody Just Wants to Talk to Tim Schmoyer

“That’s a fascinating insight, other panelists; but, I was mostly curious what Tim had for breakfast and if he thinks I’m pretty. #Reel Summit”

Source: http://gifak-net.tumblr.com/

Highlight #2: REEL Summit Intro Video – Evolution of Video Marketing…Or, Everyone Briefly Remembers that Weird/Awesome Poo-Pourri Viral Video from Last Year

“LOL – ‘you won’t believe the mother-load I just dropped’…wait, wasn’t that actually an ad for poop perfume? Yeah, 2013 was weird. #ReelSummit”

Source: facebook.com

Highlight #3: Googler Jon Klaff Addresses, “The Next Big Leap in Video Advertising”…AKA Envisioning a Dystopian Future Where All Consumers are Chronically Attention-Divided, Under-Slept, and Device Co-Dependent to the Point It Destroys All Traditional Marketing Paradigms

“Welcome to the new normal, populated largely by Millenials – a mutant race of Buzzfeed-addicted, Social Media drip-fed, 3-hours-of-sleep-a-night-getting, seamless-experience-demanding super-humans whose data we’ve been mining since they went through puberty. Also, that Brand Relationship Arc graphic is SO COOL. #ReelSummit”

Source: http://gifak-net.tumblr.com/

Highlight #4: BuzzFeed Presents, “Creating Content for How It’s Consumed”…Or, We All Erupt in Applause Over a Friskies Ad

“We don’t care if this video is inauthentic – our love for zefrank1 voiceovers is real. All hail Friskies! #ReelSummit”

Source: iheartcatgifs.tumblr.com/

Highlight #5: JW Presents, “New Innovations in Video Technology”…Or, I Can’t Even with Your Industry Advancements Right Now

“Jesus, we’re talking adaptive streaming, interactive & searchable transcripts, a friggin’ in-video table of contents…just stop – it is literally too much. #ReelSummit”

Source: http://gifak-net.tumblr.com/

Highlight #6: YouTube Strategies for Brands with Jonathan Hunt, Christine Ngo, Brendan Gahan, and Ross Everett…Also Known As the REEL Summit Drinking Game

“Shhhhhhhh – just take a shot any time I say ‘authenticity’, ‘community’, or ‘storytelling’… #ReelSummit”

Source: cats4everyone.tumblr.com/

Highlight #7: Closing Keynote – Is Your Company’s Culture Killing Your Video Marketing Potential?…Or, Sourabh Kothari & Peter Agnus Medlock are a Hyper-Natural Comedy Duo that Need to Start a YouTube Channel Immediately

“10/10 would hit ‘Like’ & ‘Subscribe’ so hard. #ReelSummit”

Source: cats4everyone.tumblr.com/

Highlight #8: Closing Reception & Party…Or, Everybody is Now Drunk

“So, I literally don’t even know how everybody got drunk. There were only 2 drink tickets included with summit registration. Wait – what’s in my hand? Is it Uber? #reeldrunk @ #ReelSummit”

Source: http://gifak-net.tumblr.com/

And that’s the skinny from the Visionaries here @vidIQ. The REEL Video Summit was an unqualified success, with cat gifs.

Be sure to join us next year, where they may or may not be providing more drink coupons with summit registration.

What about you, fellow REEL Video Summit attendees – do you have other favorite highlights? Feel free to write them in the comment section.


Want to watch awesome videos from the REEL Summit, with metrics? Download the vidIQ Chrome extension for in-browser analytics.

As Forbes contributor Rob Schwartz pointed out yesterday, this year’s World Cup was a global phenomenon rife with challenges for traditional marketing. It was a major televised sporting event with “almost no commercial-breaks for advertisers to showcase their message,” making it “incumbent upon marketers to think beyond TV.”

And, boy, did they ever!

With 45 brands spending more than $400 million to promote 97 campaigns, the 2014 World Cup in Brazil represents one of the largest marketing events in history. It also marks the moment that online advertising claimed a definitive victory over television.

Commentators are quick to evaluate the success or failure of these video marketing efforts in terms of “total views”, but at vidIQ we know video virality is more than views-deep.

To get to the heart of the matter, we’ve decided to pit the top branded YouTube campaign videos head-to-head and see who won the 2014 World Cup Battle of the Brands (in our humble opinion).

How, you may ask? We’re taking the most telling engagement metrics from our Chrome extension’s YouTube video report card and evaluating the real, hard-won, organically-viral winners of this momentous marketing match. We’ll assess…

Share date – time since the video was uploaded, for context and to assure all metrics are evaluated equitably.

Total views – the reported number of times a video has been viewed on YouTube. Be wary, however, since this number can be manipulated and views can be bought.

Minutes watched – total, aggregated number of video minutes watched by YouTube users, regardless of whether or when the video was abandoned. Be wary here too, because creators can withhold this data – sometimes to protect proprietary information and sometimes to obscure a paid viewing campaign.

vidIQ score – this is an optimization score applied to every YouTube video according to our proprietary, cross-platform algorithm that predicts the video’s likelihood of promotion in Related Videos, Search, Recommended Videos, and more.

Creator suggested –  this metric monitors the relative number of videos that YouTube is linking back to a publisher’s own channel, and is a fair indicator of a channel’s level of management or sophistication. Read a more detailed explanation of “Creator suggested” here (if you’d like).

True engagement – the Gold Standard of video marketing metrics, this key YouTube performance indicator crunches the numbers on every social media share and linked referral to a specific YouTube video, relative to its number of views. In a nutshell, “true engagement” shows us what portion of the audience found a video share-worthy.

Tags – these keywords are intended to make videos more searchable or “related” on YouTube and, in the best of cases, are part of a more targeted SEO strategy.

Now, let the games begin!

Battle Athletica | adidas vs. Nike

The contenders.

adidas YouTube campaign video | Messi's Dream

adidas YouTube campaign video | Messi’s Dream

+

Nike YouTube campaign video | "Winner Stays"

Nike YouTube campaign video | “Winner Stays”

The score.

YouTube stats | adidas vs. Nike

YouTube stats | adidas vs. Nike

 The champion.

Nike wins by the power of true audience engagement, which is undiluted despite its high number of views.

Battle Auto | Hyundai vs. Kia

The contenders.

Hyundai YouTube campaign video | "Avoidance"

Hyundai YouTube campaign video | “Avoidance”

+

Kia YouTube campaign video | "Football vs. Futbol"

Kia YouTube campaign video | “Football vs. Futbol”

The score.

YouTube stats | Hyundai vs. Kia

YouTube stats | Hyundai vs. Kia

The champion.

Despite significantly lower total views, Hyundai wins for its unprecedented true engagement numbers – 1 in 10 viewers shared this video.

Battle Royale | Coca-Cola vs. McDonalds

The contenders.

Coca-Cola YouTube campaign video | "One World, One Game"

Coca-Cola YouTube campaign video | “One World, One Game”

+

McDonald's YouTube campaign video | "Trick Shot"

McDonald’s YouTube campaign video | “Trick Shot”

The score.

YouTube stats | Coca-Cola vs. McDonald's

YouTube stats | Coca-Cola vs. McDonald’s

The champion.

McDonald’s wins handily, in a competition so lopsided that it might trigger some PTSD from the Germany vs. Brazil semifinal.


Want more insights on your favorite FIFA videos and more? Download our free Chrome extension or explore our premium software suite.

With video marketing moving at the speed of light, it’s easy to get wild-eyed about your workflow.

The general wisdom is to produce, produce, produce – which is the YouTube marketing equivalent of the fool’s adage, “Any decision is better than no decision.”

But content, and its consumers, have been around for a long time. And the thread that connects them has always been simpler than strategy, more powerful than promotion, and greater than hype.

At vidIQ, YouTube and YouTube marketing is our business – so we get it. It seems necessary to surrender to the daily scramble to produce, produce, produce on your channel. It’s easy to lose sight of the real goals of video marketing, to get lost in the endless lists of “YouTube Tips and Tricks” and to worship the newly-deified metrics of “Subscribers” and “Total Views.”

Instead, sit back for a moment – just one moment in this hypnotically hectic world of newsfeeds – to consider the wisdom of great creators who have come before you.

It’s more comforting than cat pictures, I promise.


1. “Every action needs to be prompted by a motive.” – Leonardo da Vinci

You must make content with a purpose.

We can help.


2. “Of all our inventions for mass communication, pictures still speak the most universally understood language.” – Walt Disney

It’s not enough to communicate, video marketing can make you understood.

We can help.


3. “Wherever you go, go with all your heart.” – Confucius

Commitment to your content and campaigns is integral to success.

We can help.


4. “Pleasure in the job puts perfection in the work.” – Aristotle

Do only what you enjoy, if you want to do it well.

We can help.


5. “Time you enjoy wasting, was not wasted.” – John Lennon

Don’t waste time on pursuits you don’t enjoy.

We can help.


6. “Information is not knowledge.” – Albert Einstein

5. Einstein - Info Not Knowledge

Quote Credit: BrainyQuote
Original Photo Credit: Marius B

Data without direction is trivial.

We can help.


7. “A fool thinks himself to be wise, but a wise man knows himself to be a fool.” – William Shakespeare

You don’t know everything, and that’s okay.

We can help.


8. “Alone we can do so little; together we can do so much.” – Helen Keller

It takes a village to succeed in content.

We can help.


The last 20 years, and the mass adoption of the internet, have created the illusion that human beings can build complete digital worlds, will new markets into existence, and create content for viral consumption, all at once and all by themselves. But, as with all human endeavor, we stand on the shoulders of giants.

Moreover, we stand together.

Look to the history of marketing – or, heck, just the history of history – and you’ll find an unbroken chain of collaboration, experimentation, and creation.

At vidIQ, we know YouTube and we know you know content.

Maybe we should create something together?

Click here to request a demo of our YouTube marketing software.

Or, click here to download our free Chrome extension.


See this blog as a presentation by checking us out on SlideShare. Followers welcome!

It’s not an easy task to grow your views and subscribers organically and it has been a privilege guiding you in the quest for video marketing success. We’re thankful that you’ve helped vidIQ grow to over 10k active weekly users since launching vidIQ Vision at VidCon last year:

vidIQ_Growth

In celebration of your support, we have added Velocity, our trending indicator, to the vidIQ Vision Chrome extension for all users.

No longer will you have to rely on total views and upload date to get a gauge on how fast a video is trending…

Budweiser_Super_Bowl_XLVIII_Commercial_--__Puppy_Love__-_YouTube

 

This would be like looking at your cars odometer to gauge its speed…

YouTube Odometer

With an average of 22M+ Views Per Hour (VPH) occurring on YouTube (numbers reported by Nielson), it’s important to understand where those views are being spent in real-time.

 

When you load a video, now you’ll be able to see its Velocity in Views Per Hour (VPH):vphcut

 

To give you an idea of how fast videos typically move:
100-200k VPH is what the top 5 videos on YouTube are speeding along at
250k VPH – peak of Caitlen Heller Twerking spoof
650k VPH – PSY Gangnam Style during peak
750k VPH – Budweiser Up for Whatever Commercial (day of Superbowl)
1.2M VPH – Budweiser Puppy Love (day of Superbowl)

If it’s trending in a specific country we’ll also display the video’s per country ranking:

trending

 

To explore the top videos from a specific category, or country, take a look at the Velocity Section for daily as well as real-time stats:

Top Velocity Videos

We’ve been using this tool internally for the last few weeks and hope you’ll like the sixth sense it gives you when working on YouTube.  If you don’t have it installed, you can get started here.

Thanks again for your support and if you have any feedback on this release, please don’t hesitate to let us know in the comments!

Creator Suggested is a new metric we’ve been running in our Chrome Extension for the last couple of months. It’s a surprisingly powerful new metric that monitors the amount of videos YouTube is recommending back to a publisher’s own channel, and while that may not sound like much, it says a ton about your channel’s success.

Budweiser_Super_Bowl_XLVIII_Commercial_--__Puppy_Love__-_YouTube-2

In the Budweiser Super Bowl Puppy Love video, we’re tracking a rating of 4/20, meaning 4 of the 20 videos YouTube is recommending after the video and on the sidebar are also on the Budweiser channel.

It’s not as glamorous as some other metrics, but this has huge implications for channel (and thus brand) engagement. Think about it: someone loved your video and watched it to the end, but then what? Either they hit the search bar to find something similar (which is probably going to be on someone else’s channel), or they’re so engaged they can’t help but click to watch another in the recommendations. The more of those videos that are on your channel, the higher the total views your channel will receive when those videos explode, and the better your brand sticks with each viewer.

Breaking Down the Score

4/20: This is the lowest Creator Suggested rating a channel can have and a sign the channel isn’t focused enough on playlists, proper metadata, and annotations.

6/20 – 10/20: You’re on your way! We’ve seen great channels averaging around here, like The Verge and American Express.

12/20 – 16/20: If you’re here, you’re killing it. This channel is likely in the ranks of Red BullBuzzfeed, and Old Spice.

20/20:  At this point, you’ve likely been “whitelisted” by YouTube. We’ve seen some huge non-profits, political parties, and brands spending a significant amount on YouTube to get here. ARDrone, Nintendo, and The Olympics are great examples.

An Example of Creator Suggested at Work

As of writing this, we are seeing the University of Minnesota have a very viral moment with Guy Pulls Out Sign on Gophers Kiss Cam. They worked to get a 19/20 on Creator Suggested, and that will pay off as this video drives a massive amount of views and increased watch time throughout their YouTube channel. That’s more watches, shares, and engagement with their canon of videos, leading to exponentially more total views as people continue flocking to them.

If you take a second to look through the channel, you can see they didn’t get here by luck, or even a huge budget. They just consistently upload content, grow their subscribers, annotate, and actively playlist content.

There’s no secret to success like this, just sound YouTube marketing practice. And sound practice starts with the right data to build it on, which can all be yours with the vidIQ Chrome Extension.

Don’t have the vidIQ Chrome Extension? Make sure to download it here.

Want more insights on your own channel? Signup for our full video marketing suite.