Long life milk? No, long life video!

A lot of effort goes into making a video.

Even the simplest format requires thought, editing and refining.

In looking at various reports, a high percentage of engagement on social platforms takes place within hours of posting and tapers off shortly after. Here’s a breakdown.

• Twitter content has a half-life of 2.8 hours [via Bitly].

• Facebook posts receive 75%t of total engagement within five hours [via Wisemetrics].

• Pinterest Pins acquire 40% of total clicks within the first day of publication, and 70 percent by the end of day two [via Piqora].

Good video can have a life beyond the initial rush of viewers, likes and subscribers.

Providing the content is still relevant and not out of date, a video can still attract viewers and engagement and add value to your business for years to come.

Data shows that a video will receive 10% of total shares within two days,

50% of shares within the first three weeks,

66% in the first three months.

The remaining 34% is ongoing as more web users discover the video in search, on social, and via email.

Videos can and do date and it would be advisable to remove it or archive it to a playlist of older videos on YouTube. You may want to add to the description that some of the information contained in the video is out of date.

A video is for life, not just for the short term.

So here are four things you should be doing to keep your video content working for you.

  1.  Regularly review your video content on your YouTube Channel and website.

2. Are there videos you can re-use or freshen up?

3. Are there any videos that should be archived or removed? (Particularly on your website)

4. If older videos are still attracting viewers, look through the analytics and      see what you can learn about how your content is performing.

 

Let’s talk how together we can create great video content and how you can make the most of the content you already have.

email: gordon@makingvideowork.com or call 07973 567824

 

Five things to consider before putting your video on social media

Choose Wisely or it may cost you

Once upon a time there were only two platforms for video. VHS tape and DVD. Very quickly, it was just DVD. Then along came online video, for years dominated by YouTube. Now there are a host of different platforms where you can not only host your video but share and promote your video.

 

Which is great, right? Well yes it is, but it does mean you need to give a bit more thought to any video production you create or commission.

 

Here are my top five tips for effective video production.

 

1. What do you want to say? It seems rather obvious but it i is a really important question. Simply getting the video made is not the goal. Content is king. Video is it’s own medium. It is not simply a moving picture version of your other communication collateral.

 

2. Think about how you want to say it? Video is a visual medium, the way you say something fundamentally has to be visual first, reinforced with words, graphics and music.
3. Understand your platform. Different platforms serve video to their users in subtle but different ways. The optimal time for a Facebook video is 81 seconds. For YouTube it is 870 seconds. Instagram is currently a minute. There are also technical considerations to keep in mind. The majority of Facebook videos are watched with no sound, Instagram is a square format as opposed to widescreen. Snapchat is a vertical medium. Not all video is equal.

 

4. Choose your platform(s). In the past, videos were made and plastered wherever you could! No longer. Each platform may well serve a different purpose for you. Don’t think one solution will work everywhere. It won’t. As the entombed knight says in Indiana Jones and the last crusade “Choose Wisely”.

 

5. Shoot appropriately. If you are going to place your videos on a number of different platforms it is really important to bear this in mind when you come to shoot. There is an old film production saying “shoot for the edit’. Make sure you capture the right kind and right number of shots that you know will work across the platforms. It will save time, energy and money in the long run. Blindly shooting and then trying to shoehorn footage to fit different platforms is a thankless and costly task.

 

If you want to chat about any aspects of video production then please do get in touch. Happy to talk on the phone, Skype or FaceTime or visit you and talk about how we can make video work for you.

Top Ten YouTube Mistakes

youtube-logo

There are people who believe that uploading a video to YouTube is all they have to do. It’s there, soon millions will be flocking to view my creation. Well no. In fact if you want to hide a video I think simply uploading it to YouTube is probably the best thing you can do. It will easily crouch down behind all the other videos and hide from any potential viewers. Here are the Top Ten mistakes people make with YoutTube.

  1. Optimisation: Not optimising your YouTube title

 The title tag of a YouTube video is one of the main ranking factors on the site. Give it some thought. I have seen videos with the title Final Edit number three. It tells me whoever has uploaded the video has been lazy but it also tells me nothing about the production’s content. Work hard on that title. 

  1. Description: Not adding a description

 YouTube provides a Description field so that you can give your potential viewers an idea of what they are about to watch, and provide further information if needed. 

  1. Links: No links to your site or landing page

 Link to a landing page or a page on your site to take people on in the sales/promotion journey.

  1. Tags: Fail to tag your video or select the correct category 

Tagging helps users find your video. It gives YouTube the right information to categorise your video so getting this right is really important. Research similar videos to see what tags are being used.

  1. Thumbnail: Use the worst thumbnail you can pick 

A colourful, relevant thumbnail acts as an advertisement for your video, so make sure you pick the one that reflects the content. YouTube will pick one for you if you don’t so use the custom thumbnail option and pick your own. 

  1. Subtitles: Fail to use subtitles (closed captions) 

There are millions of people who are deaf and hard of hearing and rely on subtitles to engage with your content.

  1. Comments: Turning off comments and not engaging with anyone 

Why create content and not engage with the viewers? Yes you might get the odd spammer or troll but you can deal with that.

  1. Playlists: Don’t add your video to a playlist 

Playlists help YouTube determine the relevancy of your content. A long term video strategy will have playlists, tags and optimisation at its heart.

  1. Social Media: Fail to use social media 

Just uploading to YouTube will not get your video seen or improve it’s visibility. You need to use the full breadth of social media to promote your video and bring it to the attention of your prospective viewers.

  1. Naff Content: Upload consistently bad content 

Nuff said!

If you want advice and help on YouTube and how to use it for your business then contact video@makingvideowork.com