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@PHILNOT TINGHAM
Video Allows you to…
Build Trust
Create a human connection
Tell a story
At Every Stage in the funnel
S O M E O N E I N T H E A U D I E N C E
“But Phil, We don’t know how to do video”
wistia.com/library/diy-office-video-studio
This deck covers optimisation
for…
On-Site
Optimising YouTube, Facebook and On-site Video
LOTS OF INCREDULOUS PE OPLE AT MARKETING CONFERENCES
“The world’s second biggest search engine
after Google!”
Facebook
Google
Bing
YouTube
It’s designed for
finding things, but also
for conversation and
collaboration
How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition
How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition
S O M E O N E I N T H E A U D I E N C E
“How can I work out what my audience are
looking for? ”
Keyword Research for
YouTube!
……is not really a thing
Find out what’s worked
before
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
S O M E O N E I N T H E A U D I E N C E
“What’s the most popular type of content
on YouTube?”
Optimising YouTube, Facebook and On-site Video
Video = Aural + Visual
YouTube = Aural+ Visual
Test before you invest
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube
suggested videos
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube
suggested videos
4. Go and actually produce the videos which gain the most views
How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition
PHIL NOT TINGHAM
“Of the 17 articles you've read about
YouTube Optimisation, you won’t believe
the one thing they’ve all got wrong….”
Clicks > Keywords
Optimising YouTube, Facebook and On-site Video
Best Practice for YouTube titles
✦
“Clicky” title
✦
< 55 characters
✦
Explicit value proposition
✦
Thumbnail is congruent with title
YouTube Suggested Video Traffic
Operation “Buzzfeed”
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Custom thumbnail = 35% increase in play rate
Think of thumbnails like
movie posters
How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition
A Typical Brand YouTube Channel
The engine for growth on YouTube
YouTube
Channel
Framework
✦
Hygiene
✦
Hub
✦
Hero
YouTube
Channel
Framework
✦
Hygiene - Traffic from Search
✦
Hub - Traffic from Browsing
✦
Hero - Traffic from Social shares
Use Annotations to drive next
actions
Optimising YouTube, Facebook and On-site Video
Typical CTR …..
1.3%
If you include the word
“click”
2.6% (+202%!)
Use cards to encourage users
to watch other videos
Optimising YouTube, Facebook and On-site Video
Use playlists to rank for
topical queries
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Facebook video is Mobile video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
YouTube = Aural + Visual
Facebook = Aural + Visual
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
Optimising YouTube, Facebook and On-site Video
PAY TO PLAY = PAY TO GET ON
THE WAITING LIST
Content is a starting point for
conversation
Why will people care? 

How will people engage?
Why will people care?
✦
Educates / informs
✦
Makes them look good
✦
Parasocial relationships
✦
Provides shared experience
✦
Surprises
✦
Provides amusement
✦
Thrills or excites
✦
Supports political/social views
How will people engage?
✦
Leave a comment
✦
Like the video
✦
Visit the page
✦
Share to own timeline
✦
Share on friend’s timeline
✦
Share via email/DM
Optimising YouTube, Facebook and On-site Video
Best Practice for Facebook titles
✦
Provide counterpoint or context
✦
Indicate reward for viewing with sound
✦
Can be nuanced and suggestive
✦
CTA included in text
On-Site Video
V I D E O O N YO U R W E B S I T E
“This is who we are”
CULTURE VIDEOS
“This is who we are”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS
“This is who we are”
LEARNING VIDEOS
“This is what we know”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS
Don’t use these platforms for your on-site video…
A paid platform will give you much better data
Optimising YouTube, Facebook and On-site Video
Video SEO still matters…
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and
time-consuming to
manage
Optimising YouTube, Facebook and On-site Video
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and
time-consuming to
manage
Unreliable and can
affect page speed
Fast, reliable and
unobtrusive
Customise your video player
Branded player colour = 19% increase in play rate
Use Turnstiles & CTAs to drive
next actions
0
10
20
30
40
50
Start
 0 - 10%
 10 - 20%
 20 - 30%
 30 - 40%
 40 - 50%
 50 - 60%
 60 - 70%
 70 - 80%
 80 - 90%
 90 -100%
 
End
2.3x
4.5x
Turnstile Conversion Rate by Location
Average CTR - 12.1%
Average CTR - 13.6% (+18%)
Just one more thing…
Wistia has found video in email
gives 300% increase in clicks vs
regular image
Ok, maybe one final thing…
Crawled 100K Keywords
Crawled 375K Landing Pages
0.25% of pages had a video on
them
Let’s change that number
B U T F I R S T …
E V E R YO N E TO T H E BA R !

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