Archives par mot-clé : video

How Video Marketing Can Improve SEO and Increase Sales

With 96% of B2B marketers engaged in video marketing, video is poised to be the new darling of the marketing world. Video can (and should) be an essential component of every business’s marketing strategy regardless of the product for sale or target audience.

As a visual medium, video has a powerful influence far surpassing written content: according to Forrester Research, it would take almost five months to produce enough written content to create the impact of 60 seconds of video. In fact, four times as many customers would prefer to watch a video about a product rather than read about it.

For companies looking to market on a global scale, video has the potential to reach far more buyers as visuals can be effective at bridging language gaps.

To have an effective marketing plan in place for 2017, companies must adopt the most relevant and innovative strategies. That is the key to growth. Being open to trying new digital marketing strategies – as they just might appeal to a new demographic, discover a new channel, or find a different approach to branding – go a long way in facilitating expansion. Video marketing is a proven initiative several reasons, the number one reason being that video creates a comfort level for consumers because they connect a face and voice to a company.

Businesses of any size will find that money spent on professionally shot video provides a rewarding return on investment (ROI). Studies have shown that businesses which implemented video marketing grew revenue 49% faster year-over-year than businesses that did not. While it costs an average of $115 in marketing funds to convert a sales lead using non-video marketing, it costs just $93 to convert a lead using video marketing. Video provides a measurable boost to web traffic and sales conversions that we simply don’t see with other forms of marketing: landing page conversions, for example, increase 80% when video is included. The costs of video production have also dipped significantly as technology has improved and become less expensive. For businesses with tiny budgets, amateur content can be produced using a smart phone or tablet.

Search engine optimization (SEO) is also heavily influenced by video content. Google, the world’s largest search engine, incorporates video in nearly 62% of all search results. And its subsidiary, YouTube, features 300 hours of new video every minute. The draw of YouTube is enormous: in 2015, YouTube viewing time increased 74% among 18-49 year-olds. Given these statistics, it’s not surprising that video increases the chance of getting a page one search engine ranking 50 times.

Providing viewers with content that is entertaining, educational or otherwise valuable will increase dwell time (or session duration) – a key factor in SEO – and encourage sharing. Valuable video content serves to promote a positive brand image (and build trust), increase brand awareness (through dwell time and sharing) and demonstrate thought leadership. Once a positive impression is made, the user will share the video with friends. Video expands a company’s brand recognition while opening up additional channels for sales and promotion.

Video marketing allows businesses to track engagement better, to pinpoint where in the world customers reside, when they “turn on” a video and when users are driven to purchase. These details provide the information necessary to fine tune a video marketing campaign to attract an even greater audience, and in turn, greater sales and ROI.

Asad Khan is the President and founder of ePlanet Communications Inc. Being a founder and co-founder of multiple companies around the globe, ranging from banking to digital distribution, venture capitals, nutraceuticals, logistics, and BPOs, Khan is well versed with the dynamics of business trends and specifically the value in Business Process Outsourcing.

Senators vow cooperation on Russia amid House furor

The leaders of the Senate Intelligence Committee on Wednesday sought to distance their investigation of Russia’s interference in the election from the partisan brawl that is consuming the House.

While House Intelligence Committee members say their probe has ground to a halt, Sens. Richard BurrRichard BurrOvernight Cybersecurity: Senators tout progress on Russia probe | Trump pressed to secure critical infrastructure | House beefs up cellphone security Dem: House intel feud an ’embarrassment’ Overnight Finance: Dems seek probe of acting SEC chief | Defense hawks say they won’t back short-term funding | Senate seen as start point for Trump infrastructure plan | Dems want more money for IRS MORE (R-N.C.) and Mark WarnerMark WarnerOvernight Cybersecurity: Senators tout progress on Russia probe | Trump pressed to secure critical infrastructure | House beefs up cellphone security Dem: House intel feud an ’embarrassment’ Overnight Finance: Dems seek probe of acting SEC chief | Defense hawks say they won’t back short-term funding | Senate seen as start point for Trump infrastructure plan | Dems want more money for IRS MORE (D-Va.) told reporters together that their committee is making steady progress and is « within weeks » of completing an initial review of key documents.

« We’re not asking the House to play in any role in our investigation and we don’t plan to play any role in their investigation, » Burr said.

Intelligence Committee staffers are being given access to an “unprecedented” number of documents, Burr added. Seven staff members have been allocated to the Russia investigation, compared to three for the panel’s review of the terrorist attack in Benghazi, Libya.

Burr and Warner sought to show that their Russia investigation is on track and proceeding steadily, something that could help tamp down the growing calls for the appointment of special prosecutor or independent commission to handle the issue.

The Senate Intelligence committee has made requests to 20 individuals to be interviewed in connection to the investigation, and five of those interviews have already been scheduled, Burr said.

The remaining 15 interviews will “probably” be scheduled within the next 10 days, Burr said, and only Jared Kushner, Trump’s son-in-law and senior advisor, has been publicly identified. 

The committee will schedule its interview with Kushner only when “we know exactly the scope of what needs to be asked,” Burr said.

Grinning genially and standing comfortably next to Warner, Burr told reporters that the “ground rules” for their appearance were that neither he nor Warner would take questions about the House panel. 

The show of bipartisanship provided a stark contrast to the feud raging in the House. 

Controversy surrounding chairman Devin Nunes’s (R-Calif.) decision to cancel a public hearing with several high-ranking for Obama administration officials — originally set for Tuesday — has derailed not only the committee’s Russia investigation, but its routine business as well.

“All of our meetings this week are canceled, which I’ve never seen in four years on the committee,” Rep. Jim Himes (D-Conn.) said. “Those were regular oversight meetings.”

A so-called “hot spots” meeting — normally held Monday evening when lawmakers return to Washington — and a second standing meeting scheduled for Thursday were both canceled this week, according to multiple committee Democrats on the House panel. Both “had nothing to do with the [Russia] investigation,” Himes said.

On Friday, Nunes announced he was canceling the public hearing with former Obama officials to allow for FBI Director James B. Comey and National Security Agency head Adm. Michael Rogers to return for a second, closed-doors appearance before the committee.

Democrats say there is no reason why both hearings couldn’t have been held that day and accuse Nunes of acting under pressure from the White House. The first public hearing in the panel’s investigation, during which Comey confirmed the FBI investigation into Trump campaign ties to Russia, was widely seen as damaging to President Trump and the White House.

Democrats refused to sign on to a letter inviting Comey to return before the committee at the same date and time originally set for the public hearing, according to multiple committee members and aides.

After Democrats declined to sign on, committee staff communicated directly with the FBI’s congressional affairs staff about Comey’s appearance — but no formal request was made, according to a committee aide.

Committee Republican Steve King (N.Y.) downplayed the cancellation of the week’s meetings.

“It’s one week out of the whole year, this is not the end of the world,” King said. “Obviously there’s a dispute going on, but it’s not that unusual to put a halt on things for a few days. I don’t see any harm being done.”

Regular order is set to resume next week, according to committee schedule.

Nunes told reporters Wednesday that the committee “is continuing to work,” but while he expects further public hearings in the Russia investigation, he does not anticipate holding any of them before Congress’s two-week recess next month.

Democrats — and some Republicans — have argued that the stalemate indicates the need for an independent commission or a select committee to investigate the matter.

But Republicans in the Senate have thrown their weight behind Burr and Warner’s comparatively staid, closed-door investigation.

“There’s no need to entertain the possibility of an independent investigator or special commission until after our Intelligence Committee and the FBI complete their work,” Sen. James Lankford (R-Okla.) said in a statement issued in response to Burr and Warner’s appearance. 

Lankford sits on the intelligence panel.

A House Republican also argued Wednesday that responsibility for investigating the Russian interference is now in the hands of the Senate. 

« I think the Senate is moving on a better trajectory, » Rep. Charlie Dent (R-Pa.) told CNN. « I think we’re going to have to rely on the Senate for a report on this Russian meddling in the election. »

Burr and Warner on Wednesday offered some updates on their investigation, but otherwise spent the 30-minute appearance offering assurances of the probe’s independence and bipartisan nature.

Warner said that it was “absolutely” the committee’s intention to produce a bipartisan report and emphasized the working relationship between himself, Burr and the wider committee.

“I have confidence in Richard Burr that we together, with the members of our committee, are going to get to the bottom of this, » Warner said. 

Democrats have questioned Nunes’s impartiality by noting that he served on the executive committee of Trump’s transition team.

Burr was an advisor to Trump during the transition and on Wednesday disclosed that he voted for the president. But he rejected the idea that his loyalties might be compromised.

« I’ve got a job in the United States Senate and I take that job extremely seriously and it overrides any personal beliefs that I have or loyalties I may have, » he said. 

« Mark and I may look at politics differently, we don’t look at the responsibilities we have on the committee differently. » 

Ivanka Trump is making her White House job official

Washington (CNN)Ivanka Trump is changing course and will become a government employee in the coming days, a White House official told CNN Wednesday.

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The Latest: Attorney general: Religious freedom affirmed

HONOLULU — The Latest on a hearing in federal court in Hawaii on President Donald Trump’s travel ban (all times local):

5:25 p.m.

Hawaii’s attorney general says a federal judge’s decision to extend an order blocking President Donald Trump’s travel ban affirms values of religious freedom.

State Attorney General Douglas Chin says Wednesday’s longer-lasting ruling means that Muslims and refugees will face less uncertainty.

U.S. District Judge Derrick Watson granted Hawaii’s request to extend his previous temporary block of provisions that would suspend new visas for six Muslim-majority countries and halt the nation’s refugee program.

Watson rejected the government’s request to narrow his ruling to apply only to the six-nation ban. Watson is stopping the government from enforcing both provisions until he orders otherwise.

Attorneys for the government didn’t immediately return requests for comment.

Watson issued his 24-page ruling several hours after a hearing on Hawaii’s request.

___

10:50 a.m.

A federal judge in Hawaii says he’ll decide Wednesday whether to extend his temporary order blocking President Donald Trump’s travel ban until Hawaii’s lawsuit is resolved.

U.S. District Judge Derrick Watson heard arguments from state and government attorneys Wednesday.

Hawaii says the policy discriminates against Muslims and hurts the state’s economy, while the government says it falls within the president’s power to protect national security.

Department of Justice attorney Chad Readler argues Hawaii has only made generalized concerns about effects to students and tourism. He says suspending the refugee program has no impact on Hawaii.

But Hawaii Attorney General Douglas Chin said language in the revised ban is like a “neon sign flashing ‘Muslim Ban, Muslim Ban.’” And Chin says no one in the government has bothered to turn it off.

Watson says he’ll issue a written ruling before the end of Wednesday.

___

10:10 a.m.

Government attorneys are urging a federal judge in Hawaii to be guided by narrower rulings blocking just one subsection of Trump’s travel ban.

Department of Justice attorney Chad Readler, participating in a Honolulu hearing by telephone Wednesday, says Hawaii has only made generalized concerns about effects to students and tourism. He says suspending the refugee program has no impact on Hawaii.

U.S. District Judge Derrick Watson noted earlier that the government only argued for a narrower interpretation after a ruling by a federal judge in Maryland was limited to the ban on new visas for people from six Muslim-majority countries.

That judge said it wasn’t clear that the suspension of the refugee program was similarly motivated by religious bias.

___

10:05 a.m.

Hawaii’s attorney general is quoting President Donald Trump’s comments that the revised travel ban is a “watered down” version of the first one.

In arguments Wednesday, Attorney General Douglas Chin is urging a federal judge not to narrow his order blocking the ban on new visas for people from six Muslim-majority countries and suspension of the nation’s refugee program.

U.S. District Judge Derrick Watson notes that the government only argued for a narrower interpretation after a ruling by a federal judge in Maryland was limited to the six-nation ban.

Watson says “it came immediately on the heels of Judge Chuang’s decision.”

___

9:40 a.m.

A hearing has started in federal court in Hawaii on whether a judge should extend his temporary order blocking President Donald Trump’s travel ban until the state’s lawsuit is resolved.

U.S. District Judge Derrick Watson is listening to arguments Wednesday. Even if he doesn’t issue a longer-lasting hold on the ban, his temporary block would stay in place until he rules otherwise.

Legal experts say it’s unlikely Watson would side with the Trump administration.

The state says the policy discriminates against Muslims, while the government says it falls within the president’s power to protect national security.

This month, Watson prevented the federal government from suspending new visas for people from six Muslim-majority countries and freezing the nation’s refugee program.

___

8:30 p.m.

A federal judge in Hawaii is hearing arguments on whether to extend his temporary order blocking President Donald Trump’s revised travel ban.

A hearing in Honolulu is set for Wednesday. But even if U.S. District Judge Derrick Watson doesn’t put the ban on hold until the state’s lawsuit is resolved, his temporary block would remain until he rules otherwise.

Legal experts say it’s unlikely Watson would side with the Trump administration.

Government attorneys say that if the judge issues a longer-lasting hold, he should narrow his ruling to cover only the part of the ban that suspends new visas for people from six Muslim-majority countries.

They say the lawsuit doesn’t show how Hawaii would be harmed by other sections of the ban, including suspending the nation’s refugee program.

Watson also prevented that section from taking effect two weeks ago.

Copyright 2017 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

The Nunes-White House question, assessed minute-by-minute

The New Yorker’s Ryan Lizza laid out a compelling case on Tuesday evening for why he thinks that the White House was likely aware of what Rep. Devin Nunes (R-Calif.) was up to last week.

Nunes, as you probably now know, is the chairman of the House Intelligence Committee and, in that role, in charge of one of the investigations into how Russia may have tried to influence the 2016 election and, further, if anyone associated with President Trump’s campaign was involved. Over the course of the past week, though, Nunes has imperiled that position. On March 22, he suddenly told the press that he’d seen intelligence suggesting that some Trump associates had been caught up in government surveillance — which, we were left to assume, might mean that Trump’s March 4 tweets about having been wiretapped by former president Barack Obama had some validity.

Since Nunes didn’t actually share that intelligence, since he later amended his description of what he’d seen and since the manner in which he alerted the public to what he’d discovered can at best be described as unorthodox, the story quickly became about Nunes instead of what he alleges he learned. As reporters dug into the story, we learned that Nunes actually reviewed those documents within the White House complex (though not at the White House itself).

Lizza’s piece fleshes out the timeline further, including a conversation Lizza had with an administration staffer at the beginning of last week suggesting that the White House and Nunes would offer the same argument in defense of Trump’s (false) assertion.

Here are the key points of what Nunes and the White House said and did.

Saturday, March 4. Trump tweets.

Wednesday, March 15. While answering question from reporters about his committee’s investigation, Nunes — who served on the executive committee of Trump’s presidential transition team — tells NBC’s Kasie Hunt that “it’s very possible” that associates of Trump’s may have been swept up in what’s called “incidental collection.” That would mean that their communication was inadvertently observed as authorities were surveilling someone else. Imagine if you’re reading through someone’s email looking for information. Emails sent to or from other people from that account would be viewed by you incidentally.

This is apparently what happened to former national security adviser Michael Flynn. His communications with Russia’s ambassador were revealed because the ambassador was under surveillance, not, it seems, because Flynn was.

March 15, evening. In an interview with Fox News’s Tucker Carlson, Trump explains how he “learned” about the wiretapping after “reading about things” and having “been seeing a lot of things.”

He then makes a comment that’s more resonant after the Nunes mess.

Now, for the most part, I’m not going to discuss it, because we have it before the committee and we will be submitting things before the committee very soon that hasn’t been submitted as of yet. But it’s potentially a very serious situation.

He later adds:

But, we will be submitting certain things and I will be perhaps speaking about this next week, but it’s right now before the committee, and I think I want to leave it. I have a lot of confidence in the committee. … I think you’re going to find some very interesting items coming to the forefront over the next two weeks.

This sort of “you’ll see” argumentation from Trump is not uncommon. Consider his allegations that millions of people voted illegally, a claim that’s patently false. Trump’s method of rebutting the fact that he has no evidence for the claim is to suggest that more will come out eventually. But here Trump says specifically that “we will be submitting certain things,” which is a slightly different assertion.

Monday, March 20, morning. “[S]hortly before the start of the hearing,” Lizza writes, “a senior White House official told me, ‘You’ll see the setting of the predicate. That’s the thing to watch today.” The predicate, Lizza writes, was incidental collection. “The White House clearly indicated to me that it knew Nunes would highlight this issue,” Lizza writes, adding that he was told, “It’s backdoor surveillance where it’s not just incidental, it’s systematic. Watch Nunes today.”

March 20, 10 a.m. The hearing begins. There don’t appear to have been any documents submitted by the president.

Nunes’s second question addresses the issue of incidental collection of intelligence.

Were the communications of officials or associates of any campaign subject to any kind of improper surveillance? The Intelligence Community has extremely strict procedures for handling information pertaining to any U.S. citizens who are subject even to incidental surveillance, and this Committee wants to ensure all surveillance activities have followed all relevant laws, rules, and regulations. Let me be clear: we know there was not a wiretap on Trump Tower. However, it’s still possible that other surveillance activities were used against President Trump and his associates.

Nunes also encouraged “anyone who has information about these topics to come forward and speak to the Committee.”

Tuesday, March 21, afternoon or evening. According to the Daily Beast, Nunes and a staffer are traveling in an Uber when Nunes gets a “communication on his phone” — an email or text message, presumably — and the congressman suddenly exits the car. The precise timing on this isn’t clear; in later interviews, Nunes says that it was still daylight. It’s also not clear where exactly he got out of the car.

What is now clear is where he went: The Eisenhower Executive Office Building on the grounds of the White House.

To gain access to the building, Nunes would need to have been cleared by a White House staffer. It’s not clear who that was; on Wednesday, press secretary Sean Spicer said he is looking into who it may have been — something that those familiar with the process suggest should only take a few moments of effort. It’s also not clear with whom Nunes met, although he described his source for the information to Bloomberg‘s Eli Lake as an “intelligence official” and not a White House staffer.

Nunes was there, he says, to view sensitive information in a sensitive compartmented information facility, or SCIF — a room that offers special protections against electronic or other forms of surveillance. In total, he said he saw “dozens” of reports.

He was doing so within the White House grounds, he said, because the information he was viewing was coming from the executive branch; namely, it seems, an intelligence agency. While there is an SCIF available to the House Intelligence Committee, it’s part of the legislative branch and, Nunes says, therefore wasn’t a place where the documents could be reviewed. “[T]he source could not simply put the documents in a backpack and walk them over to the House Intelligence Committee space,” a spokesman for Nunes told the Huffington Post.

Wednesday, March 22, around 1 p.m. Nunes first offered a brief statement to reporters on Capitol Hill before heading to the White House and briefing Trump on what he’d learned.

I recently confirmed that on numerous occasions, the intelligence community incidentally collected information about U.S. citizens involved in the Trump transition. Details about persons associated with the incoming administration — details with little apparent foreign intelligence value — were widely disseminated in intelligence community reporting. I have confirmed that additional names of Trump transition team members were unmasked. To be clear, none of this surveillance was related to Russia, or the investigation of Russian activities, or of the Trump team.

March 22, just after 1:30 p.m. During an interview with Time’s Michael Scherer, Trump mentions the apparent information from Nunes, who had not yet arrived to brief him. (The time here is via Scherer.)

“I’ll give you the front page story, and just today I heard, just a little while ago, that Devin Nunes had a news conference, did you hear about this, where they have a lot of information on tapping,” Trump said. “Did you hear about that?”

Scherer had not. “What I’m talking about is surveillance,” Trump said, after saying that he hadn’t meant literal wiretapping. “And today, Devin Nunes just had a news conference. Now probably got obliterated by what’s happened in London.” (A terrorist attacked people near Parliament.) “But just had a news conference, and here it is one of those things.”

He later added, “Devin Nunes had a news conference. I mean I don’t know, I was unable to see it, because I am at meetings, but they just had a news conference talking about surveillance.”

March 22, 1:45 p.m. During his news briefing, Spicer mentions the Nunes comments and quotes from his statement, which he says he saw as he was walking out to begin the briefing. He said, too, that Trump was at that time wrapping up a phone call with British Prime Minister Theresa May.

“The media has more information than we do at this point,” Spicer said. He later added: “There’s a lot of questions that I think his statement raises, and I hope that we can continue to get to the bottom of. But right now, we just don’t — we’re not there yet. I think that there are a series of questions that need to get answered as to what happened, why it happened, and hopefully we will be able to share more with you going forward.”

March 22, 3 p.m. After meeting with Trump, Nunes answered questions from the White House driveway.

Asked why he told the possible target of his investigation about information potentially related to that investigation, Nunes reiterated that what he’d seen was unrelated to Russia. “The president needs to know that these intelligence reports are out there, and I have a duty to tell him that,” Nunes said. He indicated that the information he’d seen may have come from confidential Foreign Intelligence Surveillance Act (FISA) warrants, which, if true, may open him up to an ethics probe.

Later, Nunes’s Democratic colleagues on the House Intelligence Committee expressed their anger at Trump being informed before they were. For his part, Trump told reporters that he felt “somewhat” vindicated by what Nunes had told him.

Thursday, March 23. Answering a question during his daily briefing, Spicer says that it “doesn’t really seem to make a ton of sense” that Nunes would have gotten information from the administration on Tuesday and come back on Wednesday to share it with the president. “I don’t know why he would come up to brief the president on something that we gave him,” Spicer said.

Monday, March 27. Spicer changes his tune.

“Can you say factually, absolutely flatly, that it is not possible that Chairman Nunes came to brief the president on something that he obtained from the White House or the administration?” a reporter asks.

“I can’t say 100 percent that I know anything what he briefed him on,” Spicer replied. “What I can tell you through his public comments is that he has said that he had multiple sources that he came to a conclusion on. So to the degree to which any of those sources weighed on the ultimate outcome of what he came to a decision on, I don’t know. And that’s something that, frankly, I don’t even know that he discussed with the president.”

“So it’s possible?” the reporter asked. “As far as you know right now, it’s possible?”

“Anything is possible,” Spicer said.

Tuesday, March 28. After nearly a week during which most of the timeline above is revealed — and after scheduled Intelligence Committee hearings are canceled — Nunes says that he would “never” tell his colleagues on the committee who his source was.

Ivanka Trump Will Become An Unpaid Government Employee

WASHINGTON, DC — Ivanka Trump will work for her father in the White House on an official basis, according to statements given to the New York Times Wednesday.

Trump already has an office in her father’s White House where she was serving in an « informal » capacity. However, ethics experts worried that the setup allowed her to avoid guidelines that employees are forced to abide by.

“I have heard the concerns some have with my advising the president in my personal capacity while voluntarily complying with all ethics rules and I will instead serve as an unpaid employee in the White House Office, subject to all of the same rules as other federal employees,” she said in a statement to the New York Times.

Her husband, Jared Kushner, is one of President Trump’s top advisers. Her title will be « assistant to the president. »

Princeton University’s Julian Zelizer, a political historian, told NPR that Ivanka Trump’s working on an informal basis at the White House raised troubling questions: « Do the rules apply on nepotism, on conflict of interest, on other kinds of regulations that employees face? »

Earlier in the day, Sen. Elizabeth Warren of Massachusetts and Sen. Tom Carper of Delaware, both Democrats, sent a letter to the Office of Government Ethics raising similar concerns.

The White House released the following statement: « We are pleased that Ivanka Trump has chosen to take this step in her unprecedented role as First Daughter and in support of the President. Ivanka’s service as an unpaid employee furthers our commitment to ethics, transparency, and compliance and affords her increased opportunities to lead initiatives driving real policy benefits for the American public that would not have been available to her previously. »

Photo by Andrew Harrer-Pool/Getty Images News/Getty Images

Getting social video shares is a balancing act

Everyone always wants to know how to get a video to “go viral”

While there’s no secret recipe or formula, there are some rules of thumb that can be applied to increase your chances of gaining traction in the world of social media.

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One of the primary rules is that you need to balance SEO and production. The SEO side of things ensures that your video is searchable and visible to the masses, while the production side ensures the quality is on par with something that people are actually interested in engaging with and sharing.

Getting the SEO Right

There are a lot of different ways people can come across a video you produce, but without a basic SEO strategy in place, it’s unlikely that you’ll ever gain any traction. Think of it like a beautiful waterfall in the middle of a forest.

Sure, someone could stumble upon it if they were lost in the woods and just happened to find themself in the right place.

But it’s much more likely that lots of people will arrive if there’s a clear map with conspicuous signposts directing hikers to the oasis.

A video SEO strategy is like a map. It tells people how to find your video in a sea of millions of other pieces of fragmented content.

There are plenty of different ways to optimize a video for search, but one of the most important aspects is the title.

“Crafting a compelling video title is a balancing act—you have to make the title SEO friendly and make it clickable,” says Puranjay Singh of Single Grain. “Ideally, you should follow the same convention in your video titles as you would in your blog posts: to get clicks and shares, include keywords as well as power words.”

You also want to pay attention to the video description, tags, and metadata.

Nailing Video Production

It’s not enough for people to find your video. If they simply watch it and move on without any further action, you’re extracting very little value from each individual view.

Using the previous example, even the best map in the world doesn’t do much if hikers arrive at the waterfall and are underwhelmed.

Once people get there, you want them to be captivated, take pictures, share with friends, and invite them to come with you the next time you visit.

Moving back to the marketing side of things, the hope is that people will see your video and share their experience with friends.

This is where you have to think about production.

Today’s best videos are optimized for the mobile experience.

For starters, this means short videos perform best.

As social media expert Donna Moritz puts it, “Short videos suit our busy lives, brief attention spans and the need to consume content easily and quickly. Because fans are consuming content via their mobile devices while they’re on the go, the shorter the content is, the better.”

You’ll also notice that a lot of today’s most viral videos feature subtitles, which is also aimed at maximizing the experience.

Social media users often access video content when they’re in public places where sound isn’t appropriate. Therefore, the subtitles allow for engagement in any situation.

Reaping the Rewards

All too often, marketers make the mistake of only focusing on SEO – or only worrying about production. The truth is that these two seemingly independent aspects must be appropriately leveraged and balanced in order to achieve optimal virality on any social media platform.

If you want to reap the rewards, you have to put in the work.

#GetWhatYouGive




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Video ads for direct response: What’s the best length?

Video advertising creative is perhaps the most painstaking for advertisers to deal with during the planning and production stages. While there’s no magic formula to creating the “best” video ad, direct response-focused advertisers are inherently test-oriented, and they will eventually find creative that works well with their target audiences to achieve their larger objective.

One thing we can learn from looking at aggregate advertiser data is that the best-performing video ads for a given vertical generally fall within a narrow duration and typically share a few commonalities.

As a note, the findings outlined in this column reflect data analyzed as part of my work at Nanigans. Specifically, the sample consists of Facebook video advertising activity originating from 10 of the highest-spending gaming and e-commerce video advertisers. Ads studied were those run by the sampled advertisers at any point from September 1, 2016, through February 28, 2017.

Let’s first focus on the gaming vertical, where you find collectively the largest spenders on video advertising within the direct response ecosystem.

What’s the best video ad length?

Video ad length for these advertisers is most frequently 11 to 20 seconds long, with 62 percent of all studied gaming video ad creative within this 10-second range. An additional 10 percent of video creative for gaming advertisers comes in at 31 to 35 seconds long.

While the above graph outlines how gaming advertisers structure the length of the creative, marketers care most about conversion rates. In the case of gaming, this relates to installs. To quantify this metric by video length, aggregated click-to-install conversion rates were calculated for each length of video, and then weighted by total spend for that video length across the studied advertisers.

The result pointed to some interesting findings. Despite 16- to 20-second videos being the most popular length for gaming advertisers by more than 150 percent, conversion rates were only moderately higher than 21- to 25-second, or 31- to 35-second ads.

Of course, these insights are correlative, not causative. Just making a poor-performing 14-second gaming ad a 20-second ad isn’t likely to increase your conversion rate by itself. However, in the course of the analysis, there were a few similar characteristics of the best-performing video gaming ads.

  • Focus creative on the game’s ‘greatest hits’ — Ads that simply showed game play in a continuous fashion, or as a kind of tutorial, weren’t as well received. Focusing on a series of exciting, colorful or dramatic sequences tended to be associated with increased conversion rates.
  • Minimal in-ad CTAs — Ads relying on the CTAs present within the Facebook ad unit itself tended to perform better.
  • In-market creative testing and segmentation — Better identify what creative resonates with different target user segments.

Unlike their gaming counterparts, the length of e-commerce video ads tends to be much more widely distributed and comparatively weights more toward longer lengths. The 16- to 20-second range is still popular, but only accounts for 20 percent of e-commerce video creative.

Meanwhile, 42 percent of ad creative in this group was between 21 and 35 seconds in length. This may be due to more complex value propositions in convincing someone to purchase or subscribe to a service, as compared to simply downloading a game.

For e-commerce advertisers, the 16- to 20-second length boasted the best conversion rate, but longer video ads weren’t far behind. Twenty-six- to 35-second lengths lagged behind the top conversion rate by moderate, but not significant, amounts in aggregate.

Video advertising best practices

With a wider variance in target markets and value propositions, the differences between ads were larger within e-commerce as compared to gaming. Regardless, there were a few qualitative aspects to the best-performing creative that were represented across a few advertisers in the sample.

  • Unique visuals — Some of the best-performing creative for e-commerce advertisers had a unique look and feel. This included a static image with a video playing within or some dramatically sped-up product usage.
  • Consider testing silent versions — A number of advertisers experimented with the same creative with and without sound, and the silent editions tended to perform better.
  • Experiential rather than descriptive — Videos visualizing the experience of using the product were generally well-received from a conversion standpoint.

These data points should help shape the direction of your video creative, particularly as you look to test against different audience segments. Just as with any ad type, be sure to test a few variations on length and format, as the effectiveness is likely to differ across your various user segments.


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


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Nintendo Switch gamers milking cows? An udder challenge – Belleville News

Nintendo gamers may be better at virtually milking cows, but they say dairy farmers beat them at the real thing, hands down.

Two Nintendo employees on Wednesday beat two farmers at Vermont’s Billings Farm Museum during a game of 1-2 Switch, where players perform various minigames, for the new Nintendo console Switch.

The Woodstock farm challenged Nintendo to the competition.

A day before the head-to-head battle, the Nintendo employees got a lesson in actual cow-milking. But on the day of challenge, they agreed they were no competition for the farmers.

Nintendo’s David Young said « Games are fun, but actually working on a farm is hard work. »