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Monday, August 22, 2016

How to Optimize Video for Every Medium

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How to Optimize Video for Every Medium


It’s no big secret that video often improves conversion rates.
And with Facebook, Twitter, and Instagram all making recent upgrades to their video capabilities, it may almost seem like a no-brainer to blast your next marketing video everywhere you can.
Not so fast.
Every platform is different and therefore no single video is right for every platform. That’s not to say your business shouldn’t be using every platform, but let’s be smart about it.

What Are Your Video Platform Options?

First, let’s look at what online video platforms there are:
1. Your Website. This is perhaps your most valuable platform. This is where you have the most control over how your audience views your video(s). And your audience is already on your site, which means they are one step closer to converting.
2. YouTube. While you can use YouTube to host the videos on your site, I don’t recommend it. YouTube, the platform, should not be ignored though. It’s the second biggest search engine behind its parent company, Google.
3. Facebook. Facebook’s news feed algorithm loves native videos. In fact, this studyshows that native Facebook videos get 2x the views and 7x times the engagement than a YouTube video embedded on Facebook. The biggest difference UX-wise? Auto-play.
4. Twitter. While Twitter isn’t the giant that Facebook is, there’s a good chance your audience is on it. Twitter is great at connecting brands, celebrities, and your everyday Joe. And unlike Facebook, as a brand you don’t need to pay a premium to get your content in front of your existing audience. Similar to Facebook, native videos do great thanks to auto-play.
5. Instagram. Instagram is 100% photos and videos. And just like Facebook and Twitter, videos auto-play. Unlike the others, Instagram feeds aren’t filled with links to other sites. As a marketer, this makes it harder to track the platform’s impact on your business. But, it also makes it easier for good content to stand out.
6. Snapchat, Periscope, Facebook Live. These new(ish) platforms are alreadystarting to gain traction. While it might seem tough to find a practical reason to use something like Snapchat for B2B purposes, plenty of companies are. But since these platforms are all so unique to the “traditional” online video marketing platforms, they deserve their own individual attention in a separate article.

How Are They Different?

Okay, now that we’ve identified the different video marketing platforms, let’s organize them each by their main business objective (not necessarily their onlyobjective):
  • Conversions: Your Website.
  • Traffic: YouTube.
  • Retention and Branding: Facebook, Twitter, Instagram.

When Your Primary Goal Is… Conversions

Conversions come in all different shapes and sizes, but for the sake of simplicity we’re going to limit it to any goal you have for your audience while they’re on your actual website, something tied to your bottom line.
The goal for your video might be to drive sales, get more email sign-ups, or simply lead your visitor to the next step (or page) in your marketing funnel. Whatever the goal may be, it’s important to figure it out before you start making the video.
For example, at Sticker Mule, the goal on our product pages is very simple: we want people to order our products. With this in mind, our product videos showcase our stickers being used in real-life and show how fast and easy it is to place an order…
0:58
Wistia video thumbnail - Die cut stickers (ConversionXL)
Apparently it’s working. People who watch a video on our product pages are nearly twice as likely to complete an order compared to those who don’t.
Video Conversions
(Editor’s Note: When conducting post-hoc analysis, always remember thatcorrelation is not causation.)
These kind of results aren’t unique to just our business… Crazy Egg increased their conversion rate by 64% with video and this study from Unbounce highlights several other companies whose conversion rates have benefitted from video.
We use Wistia to host all the videos on our site because it gives us a lot of control over the viewing experience.
For example, on our product pages, most of our videos end with a still shot of our logo. It’s clear that the video is finished and the actual CTAs on the page can stand out. If we were using YouTube, our customers would see a bunch of suggested videos and links that would drive them to YouTube.com.
YouTube's Next Video
That’s not a step in the right direction.
A good CTA within the video, whether it be visual, aural or actually within the video player itself, can be very effective.
But keep in mind where the video is actually going to be embedded when crafting your CTA. If you’re making a video for your homepage, don’t end the video by telling people to visit your homepage – they’re already there! Tell them what they actually need to do next.
Remember, it doesn’t always have to be about sales. For example, you might add videos on your blog to drive email subscriptions via an email collector
Video Subscribe CTA
Meanwhile, support videos can be made to answer questions. Every video would likely end with a link to your support email, for example…
Video Help CTA
These aren’t the kind of CTAs you would want on a normal product page, but they’re perfect for their own conversion goals.

When Your Primary Goal Is… Traffic

Not only is video great at helping you increase conversions on your site, it’s also a great way to increase traffic to your site. But…. as crazy as it sounds, a great video could also take traffic away from your site.
A huge advantage of self-hosting or using a video hosting service is that your videos live on your site, not YouTube. This means your videos help your site rank (vs. YouTube.com) on Google.
YouTube Rankings
Each of your videos should contain captions and metadata, which will allow Google to understand the actual content of the video. This means a good video, properly embedded on your site, could help your search rankings.
Pro Tip: Using Google’s Structured Data Testing, you can see if the videos have all the metadata necessary to be properly crawled by Google.
Google’s Structured Data Testing
Now, let’s pretend you have a great video on your site, you’ve embedded it properly, and it’s helping your search rankings (and conversions). Why not double down on the video’s success, and post it on YouTube too?
The short answer is that it could cannibalize the traffic you’re getting directly to your site.
You might be thinking, “That’s fine. It’ll be worth all the organic traffic that YouTube will bring me.”
Historically, YouTube has actually done a poor job of sending traffic to websites directly from videos. This study by Distilled looked at nearly 100 businesses’ YouTube channels and found that they had an average CTR of less than 1%. This means that for every 100 views, only one person actually clicked to visit the website.
These poor results explain why it’s a bad idea to “blast” the same video everywhere. But YouTube can still be valuable for your business.
Depending on your industry, a how-to video or a video that explains an industry-wide topic could make a great video for YouTube and increase brand awareness for your company. The key is to create videos for terms people would actually search on YouTube.
For example, Moz’s video on how much keyword repetition is optimal…
While this video doesn’t have a ton of views, the real value comes from introducing people to the brand and offering them quality content.
A “teaser” is another type of video that you could use to drive traffic from YouTube to your site. While a teaser for a product video isn’t very likely to go viral, it is easy to make (if you have an existing product video or footage) and can send a worthy amount of traffic to your website.
Here are a few pointers in creating an effective product teaser for YouTube:

1. Keep It Short

Less than two minutes is ideal. YouTube has so many distractions, so you want to make sure as many viewers make it to the end as possible.

2. Only Show the Best Parts

By definition a teaser should only “tease” at everything you have to offer. The main goal for this video should be to drive them to a page on your website where they can watch the full video, learn more, and hopefully buy from you.

3. Add a CTA Within the Video (and Make It Long)

This is actually the opposite of what you should do with the video on your website, but since the entire goal of YouTube should be to drive your audience to your website, you want to make that as easy as possible.
We’ve found it most effective to overlay a graphical button within the video itself and throw in a promotional offer. Then use YouTube’s spotlight annotation featureto make the button actually clickable for about 10 seconds.
YouTube’s Spotlight Annotation
This technique has helped the average CTR on our YouTube videos go from approximately 1% to as high as 20%.
Whatever type of video you’re creating for YouTube, be sure to take care of the technical side of optimizing your videos (TLDR: add a relevant title, description, tags, captions).
It’s worth noting that YouTube is also a powerful advertising platform. If you’re going to advertise on YouTube, quality and relevance is much more important than “searchability”.
The same principles hold true in regards to CTAs though; try to call them out within the actual video (“click here”), and make them as noticeable and easy to click on as possible.

When Your Primary Goal Is… Retention and Branding

Social media is one of the best ways to retain customers and/or fans of your brand and, well, actually build a brand. Whether you’re wanting to raise awareness or encourage repeat purchases, a well-crafted video is a great way to get their attention.

Instagram

For instance, we ran a giveaway on our Instagram account. We used a video that showed off some of our existing products along with plenty of new ones. Anyone who commented on the video was entered to win a free sample pack. Not only did this result in over 80 comments, we also got over 2,000 views, 275 likes, and a bunch of new followers.
One of reasons this post worked so well is that we respected the medium. Instagram silently auto-plays and loops all videos. With this in mind, we made a montage video that didn’t need (and didn’t have) a voiceover and worked well as an endlessly looping video.
More importantly, we asked the audience to do something (comment) within the platform they were already on… pretty easy to do!
Since you can only link to something on your Instagram bio (not on individual posts), it’s foolish to ask your followers to visit a specific page that they have to manually type in. If you really need them to visit a page on your site, tell them to “click the link in our bio” and update the link in your bio properly.
Facebook and Twitter are similar to Instagram in the way they handle video, despite the platforms themselves being very different.

Twitter

Twitter is a much more level playing field than Facebook, where you typically have to pay to play on a large scale. All content is displayed in chronological order. Because of this, it’s pretty common for brands to repost the same content at different times in order to get it in front of their entire audience.
For example, here’s a video that we’ve tweeted out several times.
Despite the fact that we are recycling content, this tweet has done well for us. Again, we respected the medium by having a video that makes sense without sound, but this time that meant we could include a link to our site.
Video Stats
While we only got 4 direct clicks from this specific tweet, we got a decent amount of likes and retweets. While these statistics don’t equal revenue, they do help us a gauge our main goal on the platform: retention and branding… reminding our customers and fans of our brand.

Conclusion

When you use video for your business, keep in mind the primary goal you hope to achieve on the platform you’re using it on. For example…
  • Product Page -> Conversions
  • Blog -> Subscriptions
  • Support Page -> Customer Satisfaction
  • YouTube -> Traffic
  • Facebook, Twitter, Instagram -> Retention and Branding
With your goals in mind, edit your videos to focus on them while taking advantage of the unique platforms you post them on…
  • Website -> Add captions, CTAs and leverage video metadata.
  • YouTube -> Add captions. Include a CTA within the video and leverage spotlight annotations.
  • Facebook -> Add captions. Edit for the silent autoplay.
  • Twitter -> Edit for the silent autoplay.
  • Instagram -> Edit for the silent autoplay. Use bio links when appropriate.
This is a little glimpse into the video marketing strategy we’ve used to increase conversions. Let me know in the comments what you’ve done to optimize your videos for different platforms.


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Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id

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My STARTUP :

Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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