BLOG: Best Practices For Leveraging Your On-line Video Content by SEE THAT

You’ve just made a powerful video that tells a great story for your organisation, but what do you do with the content once you’ve created it?

SEE THAT explain.

Marketers appear to be struggling with this: only 30% of B2B and 43% of B2C marketers say that their organisations are effective at content marketing.

B2B Content Marketing - Effectiveness
Source: B2B Content Marketing, 2016 Benchmarks, Budgets and Trends – North America
We spoke to Mark Skinner, Vidyard’s EMEA Business Development Representative, who said: “Teams that use video have a 20% lower cost per lead, a 2x higher click-through rate and a 97% increase of intent of purchase”.

He went on to say: “Hubspot’s CEO announced at their #Inbound16 event that for 2017, marketers should be focussing on producing half video content and half text, so this is a big jump in where the video trend is going for companies”.

According to WebDAM, online video revenue is growing at an annual rate of 110%, more than any other form of advertising. So how can charities ensure that they’re using their online video content to its full potential?

1. Adapt and repurpose your video content
Repurposing your video content can help to reach new supporters and reinforce your message. According to the Content Marketing Institute (CMI), 57% of B2B and 44% of B2C marketers say that finding new ways to repurpose their content is a top priority.

There are a number of ways to adapt your video for reuse: try turning it into a blog post or using it as part of a wider study like a white paper. You can also select major points and statistics from your video and present them as a helpful infographic, which you can then use to drive traffic back to the original video.
Additionally, you can take donors even deeper into the story with a 360 video add-on. John Lewis demonstrated this with its #BusterTheBoxer Christmas advert, inviting viewers to explore Buster’s world in full 360 video.

Another example comes from Buffer, who turned the idea of repurposing content into an experiment. The social media management tool stopped producing new content for 30 days and focussed on refreshing their existing content instead. Buffer found that their organic search traffic increased by 4% between July 6th and August 2nd 2015 compared to the previous month.

Buffer - Content Repurpose
Source: Buffer, We Stopped Publishing New Blog Posts for One Month. Here’s What Happened

Marketing’s Rule of Seven states that audiences need to hear your message 7 times before they will engage with you, so put a fresh spin on your video and reuse it to cut through the noise and stay at the forefront of people’s minds.

2. Customise your video for different platforms
When it comes to online video, one size doesn’t fit all. Make sure your content is optimised for each platform as they have individual length requirements. Viewer consumption varies according to where a video is being watched. For example, short, bitesize clips work best on platforms like Snapchat, Twitter and Instagram, whereas people are more likely to watch longer videos on Facebook, Youtube and LinkedIn.

Compare these stats: Facebook’s video limit is 45 minutes and 100 million hours of video is watched on the platform each day. Snapchat’s video limit is 10 seconds and 10 billion videos (roughly 27 million hours) are watched on the app daily.

When it comes to social video, particularly on Facebook, one creator in particular dominates. Buzzfeed’s Tasty has reinvented the way we share and consume recipes with its 30-second to two-minute Facebook videos. Tasty’s page already has over 75 million likes after launching just 16 months ago, and Digiday reported last month that the quick-paced food channel now drives 37% of Buzzfeed’s video views.

Tubular Labs named Tasty as the fourth most popular Facebook Publisher for October 2016, with over 1.4 billion video views, and over the last 3 months, Tasty’s videos have averaged 22 million views in the first 30 days. At the time of writing, its most recent video—a recipe for ‘Pull-Apart Thanksgiving Monkey Bread’—has racked up 8.6 million views and over 33,000 shares on Facebook since being shared just 12 hours ago.

3. Share your content more than just once
One of the best ways to promote your video content is to share it on social media, but research found that 77% of bloggers share their content just 3 times or less. According to Buffer’s Kevan Lee, repetition is an important part of getting a message to sink in.

Posting your video several times gives it a better chance of reaching more people and gaining more engagement. Your video might not reach all of your followers the first time you post it, so try sharing it again at regular intervals for as long as it stays relevant—like after one day, two days, one week and then a month. If your organisation is multinational, this is incredibly important, as factors like time zones have an effect on your video’s visibility.

Coschedule - Sharing Blog Posts
Source: Coschedule, Better Marketer Survey: 2016 Results
4. Measure your video’s performance and listen to the results
Once you’ve done all of the above and are ready to see the results of your hard work, make sure you know what results you’re looking for and how you measure success; good and bad video performance looks different for every organisation.
What are the most important metrics for you: are you looking for a high number of video views, shares and engagement on social media, or click-throughs to your website? In its 2016 B2B Content Marketing Report, Spiceworks reported that 56% of B2B marketers use web traffic to measure content marketing success, whereas 52% measure success according to views and downloads. 40% use social media shares and likes.
4 Best Practices - Measure Content
Youtube and Vimeo have built-in video analytics, and social media platforms like Facebook and Instagram’s business option show metrics for native videos.
Facebook has made no secret of how serious it is about video and its video analytics are proof of this. For example, you can see how many views were organic vs. paid and how many people watched with sound vs. silent mode. Did you know that 85% of Facebook video is watched without sound?

Vimeo’s Duration Graph is a particularly helpful tool, as it shows how many people were watching your video at each point throughout its duration. This metric is crucial because you can see exactly where viewers dropped off and lost interest. However, this feature is only available for videos longer than 60 seconds.

Vimeo Duration Graph - SeeThat
An example of Vimeo’s Duration Graph from SeeThat

Your video has just 10 seconds to capture your audience’s attention: research from Visible Measures says that we lose 33% of viewers after 30 seconds and 45% after 1 minute.

Vimeo’s ‘Source URL Report’ tells you where the majority of your plays came from and how many plays were generated from each source, which is especially useful if you’ve distributed your video onto multiple platforms.

Once you’ve measured your video’s performance, listen to what the data tells you and use it to determine your video strategy. If a video performs exceptionally well or poorly in comparison to others, ask yourself why. Is it because you changed your style or approach, or could it be because you didn’t promote your content on social media often enough?
Questioning your results and acting on them not only gives you a clearer picture of what works best for your organisation, but will also help you to give your stakeholders more of the video content that they want to see.

This blog was bought to you by SEE THAT