Welcome to the online video masterclass. Today we’ll be looking at viral video marketing.
Kevin Alloca’s Rule of 3
When it comes to creating viral video and giving your video the chance to become viral you need to be very aware of Kevin Alloca’s rule of three; viral video needs to be unexpected and unique, shared and discussed by thought leaders and celebrities, and finally viral video needs a socially active community to engage with it.
Use The Power of Video SEO
The biggest way to make a video successful is by getting online users to see it and the only way to do so is to allow your video to be found quickly and easily.
Since Google’s introduction of the Universal Search in 2007, YouTube videos have been able to impact page 1 search engine results on Google rather well. What this means is that, while YouTube is the number two search engine, its video content can impact Page 1 of Google, which gives you a great reason to focus your Search Engine Optimisation strategies on YouTube.
To use the full power of YouTube’s SEO you’ll need to first and foremost upload your video to YouTube. When using YouTube always give your video Tags, Descriptions and Titles that contain your keywords and phrases. Uploading Closed Captions (Transcripts) can also provide very SEO friendly text data that can help bring your videos up in the search engine results.
For those users who don’t like the idea of using any platform other than their website, you can embed YouTube videos onto your own site and still generate a great deal of SEO value by sitemapping your video on Google Webmaster Tools.
Harness The Power Of Social Media
Marketing Video doesn’t have to cost the earth and, in fact, one of the cheapest ways to do so is actually the most powerful. Social media sites are online platforms that can give any piece of video content the chance to be enjoyed by an almost limitless audience and generate real viral potential.
Make use of as many social sites as possible to stir up shares and interaction. The likes of Facebook and Google+ allow for video hosting while sites like LindkedIn, Twitter, Reddit, Digg and StumbleUpon can all assist you in generating a buzz around your video and helping give your content viral potential.
Never forget, video hosting sites like YouTube and Vimeo are also video sharing sites. This means the video content they host was born to be shared and interacted with. Both sites offer the opportunity of Commenting and Liking content and allow for users to communicate with one another in a variety of ways. Use these social abilities to your advantage to help get your content more and more interaction, and perhaps even gain those powerful social media shares.
Utilise Video Tracking
The success of a video marketing strategy can only ever be determined by the goals it has set out to achieve. Tracking the performance of a video campaign is essential to the entire process of implementing an online marketing strategy.
Wistia & YouTube Analytics are crucial for tracking the impact your video is having on your audience. Their tracking of viewer engagement goes beyond the simple figure of views, giving you insight into how effective your video really is.
Facebook Insights and Hootsuite offer some of the most extensive social media tracking. You can access a staggering amount of data from finding out the gender and typical age of your video’s audience to how many users are simply talking about your content and sharing it with other users.
Google Analytics is always the place to go for all data surrounding your traffic generation and conversion rates. Don’t forget to pay close attention to your % of new visits and time on site, as this will provide a clear indication that your video is both generating new opportunities and gluing them to your site.
That’s it for today’s online video masterclass. Be sure to share your knowledge and your thoughts in the comments section below.