More than 35 hours of video content is uploaded to YouTube every minute. This means 2,100 hours of video is uploaded every hour, or 50,400 hours of content is uploaded to YouTube every day.
"If we were to measure that in movie terms (assuming the average Hollywood film is around 120 minutes long), 35 hours a minute is the equivalent of over 176,000 full-length Hollywood releases every week." according to Hunter Walk, YouTube's Director of product management. "Another way to think about it is: if three of the major U.S. networks were broadcasting 24 hours a day, 7 days a week, 365 days a year for the last 60 years, they still wouldn't have broadcast as much content as is uploaded to YouTube every 30 days."
So, you will need to learn how to optimize your video for YouTube. Otherwise, the odds that a critical mass of viewers will discover it are slim to nil.
Choose Relevant Keywords
The first step in this process is to think about the words users would type into the YouTube search box to find your video. Choosing relevant keywords can help you get your video content in front of interested users.
You can use the YouTube keyword tool to get new keyword ideas. It gives you a couple of options. You can enter a few descriptive words or phrases, or you can type in a YouTube video's ID or watch page URL. Results can be tailored to more than 40 languages and more than 230 countries.
In addition, the YouTube keyword tool lets you choose the demographic you wish to target. This includes male or female, ages 13 to 65+, applicable countries, and 24 interests from animals to travel.
Although you can use these keywords for advertizing if you want, you don't need to. The YouTube keyword tool can be used to optimize your video for YouTube search, too.
Remember, users are searching for video content, so they're less likely to look for something to buy on YouTube than they are on a search engine. Users search for topics related to what entertains them, so choose your keywords accordingly:
* Names (celebrities)
* Titles (movies, shows)
* Quotes
* Actions/verbs
* Objects in the video (cars, etc.)
* Emotions (funny, hilarious)
When choosing your keywords, think about the trends in online video overall, plus trends on YouTube (hot topics, political awareness, celebrity gossip, and popular videos).
Optimize Your Video Title
The second step is to make sure that your titles, video descriptions and tags actually include your keywords. This will help your videos be discovered in YouTube search results and related videos.
Your video's title can be up to 100 characters long, including the spaces between words. This means your title can be up to 16 words long, depending on the number of characters in each word.
More Video Marketing
* Ad Networks, Content Networks, and the Economy of Syndicated Video
* How to Make Video Content Work For You
* Video: The Next Digital Marketing Frontier
Although you can think of your title as a headline, don't use puns or other word play in this important element of your video's metadata. As Steve Lohr of The New York Times once observed, "There are no algorithms for wit, irony, humor or stylish writing." So, your title should be straightforward enough to be indexed properly and should contain the keyword phrases most important to the message of your video.
If you want to include your brand name in the title, it should always go last. You brand name faces less competition, so put the keywords that face more competition at the beginning of the title, which appears to help in YouTube search ranking.
Your description should be as detailed as possible -- short of offering an entire transcript. It can be up to 5,000 characters, including spaces. This means your video's description can be up to 800 words long.
Include URLs with http:// to other videos, playlists, or your website in your description. This will turn the URLs into a hyperlink.
Optimize Your Tags
Finally, your tags should be as detailed as possible within the 120-character limit. They can include your brand, city, and topics. Consider using your current tags or another user's tags.
Showing posts with label seo. Show all posts
Showing posts with label seo. Show all posts
Wednesday, January 12, 2011
Will 2011 Will Be The Year OF Facebook?
A year ago, advertisers running ads on Facebook expressed the following results: low CPMs, atrocious click-through rates (CTRs), and virtually no conversion rates. This reminds me of the old quip, "But other than that, how was the play Mrs. Lincoln?"
Now, one year later, Facebook has reached the tipping point in the second half of 2010.
Impressive Facebook Advertising Results
We recently ran a campaign for our client (Intel) on paid search and on Facebook. The campaign was designed to drive visitors to a specific landing page designed specifically for the campaign.
The campaign was run in seven countries: Argentina, Indonesia, Malaysia, Mexico, Philippines, Thailand, and the U.S.
In the past, we would get low CTRs on decent, but not great impression counts. The CTR rates were "display like" -- in the .02 to .04 percent range -- compared to search results in the 2 to 5 percent range. Essentially, a two-order of magnitude difference.
Facebook would deliver more impressions, but not so much to overcome the CTRs and deliver noticeable, significant inventory.
With this recent campaign, we saw 100 times the impressions delivered on Facebook as we saw delivered through paid search on Google, Yahoo, and Bing during the campaign run. The CTRs were still a two-order of magnitude below the search CTRs -- essentially, for the same $1, the same number of clicks were delivered. We haven't seen this before.
Facebook is a Growing, Global Force
The key point, however, is that the inventory available on Facebook is huge, its global, and its growing. On a dollar-for-dollar basis, Facebook and Google are performing the same on this particular campaign.
However, when the budget was ramped up by 10 times, the statistics didn't degrade for Facebook in any way. For 10 times the spend, we delivered 10 times the results -- with no end in sight.
With Google performance often gated by the ability of a brand to build brand awareness and drive visitors to the search engine, Facebook seems to have accelerated growth in its inventory. Facebook is both the top of the funnel and the bottom.
And, it isn't just the U.S. As stated above, we saw results in seven countries. Facebook was consistently strong -- and, in fact, even stronger within APAC countries.
"We are seeing Facebook moving from a fan page to an effective advertising vehicle for promoting our campaigns and programs," according to Corey Carrillo, senior manager of paid search at Intel Corp., which has done several promotions and campaigns on Facebook -- and performance has been ramping up throughout the year. "We expect to be using Facebook as a consistent part of our overall media mix in the coming year."
Where Should the Budget Come From to Pay for Facebook Campaigns?
Up until now, social media investments remain small enough that they are usually financed through incremental media budgets and not really "taken" from any established media. In 2011, however, our clients are planning on major budget increases for Facebook advertising.
My estimates are that advertisers are planning to spend between 10 and 20 percent of their pay-per-click (PPC) budgets on Facebook next year. So if a firm has a $10 million PPC budget, they are planning on $1 million to $2 million for Facebook throughout 2011.
Note: This budget is not coming out of PPC. It's coming from display or offline budgets, or as an incremental override to the overall digital budget, specifically increasing the shift toward digital more aggressively.
Facebook Has Passed the Tipping Point
Search is still performing. Facebook is performing too -- better than display and comparable to search.
This isn't an indemnification of paid search. Rather, it's a recognition of the powerhouse that is Facebook, which is delivering truly big time inventory, at comparable pricing to PPC, and with display-like CTRs.
Now, one year later, Facebook has reached the tipping point in the second half of 2010.
Impressive Facebook Advertising Results
We recently ran a campaign for our client (Intel) on paid search and on Facebook. The campaign was designed to drive visitors to a specific landing page designed specifically for the campaign.
The campaign was run in seven countries: Argentina, Indonesia, Malaysia, Mexico, Philippines, Thailand, and the U.S.
In the past, we would get low CTRs on decent, but not great impression counts. The CTR rates were "display like" -- in the .02 to .04 percent range -- compared to search results in the 2 to 5 percent range. Essentially, a two-order of magnitude difference.
Facebook would deliver more impressions, but not so much to overcome the CTRs and deliver noticeable, significant inventory.
With this recent campaign, we saw 100 times the impressions delivered on Facebook as we saw delivered through paid search on Google, Yahoo, and Bing during the campaign run. The CTRs were still a two-order of magnitude below the search CTRs -- essentially, for the same $1, the same number of clicks were delivered. We haven't seen this before.
Facebook is a Growing, Global Force
The key point, however, is that the inventory available on Facebook is huge, its global, and its growing. On a dollar-for-dollar basis, Facebook and Google are performing the same on this particular campaign.
However, when the budget was ramped up by 10 times, the statistics didn't degrade for Facebook in any way. For 10 times the spend, we delivered 10 times the results -- with no end in sight.
With Google performance often gated by the ability of a brand to build brand awareness and drive visitors to the search engine, Facebook seems to have accelerated growth in its inventory. Facebook is both the top of the funnel and the bottom.
And, it isn't just the U.S. As stated above, we saw results in seven countries. Facebook was consistently strong -- and, in fact, even stronger within APAC countries.
"We are seeing Facebook moving from a fan page to an effective advertising vehicle for promoting our campaigns and programs," according to Corey Carrillo, senior manager of paid search at Intel Corp., which has done several promotions and campaigns on Facebook -- and performance has been ramping up throughout the year. "We expect to be using Facebook as a consistent part of our overall media mix in the coming year."
Where Should the Budget Come From to Pay for Facebook Campaigns?
Up until now, social media investments remain small enough that they are usually financed through incremental media budgets and not really "taken" from any established media. In 2011, however, our clients are planning on major budget increases for Facebook advertising.
My estimates are that advertisers are planning to spend between 10 and 20 percent of their pay-per-click (PPC) budgets on Facebook next year. So if a firm has a $10 million PPC budget, they are planning on $1 million to $2 million for Facebook throughout 2011.
Note: This budget is not coming out of PPC. It's coming from display or offline budgets, or as an incremental override to the overall digital budget, specifically increasing the shift toward digital more aggressively.
Facebook Has Passed the Tipping Point
Search is still performing. Facebook is performing too -- better than display and comparable to search.
This isn't an indemnification of paid search. Rather, it's a recognition of the powerhouse that is Facebook, which is delivering truly big time inventory, at comparable pricing to PPC, and with display-like CTRs.
Thursday, January 6, 2011
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