[500DISTRO] Video Virology 101: How to Produce, Test & Distribute Content that Connects

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VIROOL.COM 1 | Alexander Debelov @adebelov1 or [email protected] Video Virology 101: How to Produce, Test & Distribute Content that Connects

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Alex Debelov, Virool

Transcript of [500DISTRO] Video Virology 101: How to Produce, Test & Distribute Content that Connects

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Alexander Debelov @adebelov1 or [email protected]

Video Virology 101: How to Produce, Test & Distribute

Content that Connects

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Alexander Debelov

•  CEO of Virool

•  Video Distribution Platform

•  52 Employees in SF, NYC, LA and Russia

•  Backed by: DFJ, Menlo & 500Startups

•  Promoted videos for 38% of Fortune 500

•  Promoted over 45k videos to date

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7 MONTHS EARLIER

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ONE BIG DIFFERENCE

VIDEO

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VIDEO IS THE MOST ENGAGING AD FORMAT ONLINE

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BUT

VIDEO IS

HARD

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FOR EVERY 1 VIRAL VIDEO THERE IS 1,000,000+ THAT ARE NOT

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•  Making Video for Startups •  Testing It •  Optimization •  Distribution •  Measuring Results

Agenda

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Making Video For Startups

EXPLAINER VIDEO ADVERTAINMENT

KICKSTARTER TYPE

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Explainer Video On A Budget

1.  Write A Script – “Problem/Solution”

2.  Voiceover – Hire a Pro on Elance ($30) or Fiverr ($5)

3.  Storyboard – Draw out sequence of events

4.  Animation – Use VideoMakerFX ($97), Wideo, GoAnimate, Animoto, PowToon

5.  Screencasts – Use Camtasia (free)

6.  Music Track – Use Audio Jungle (paid) or FreeSound

7.  Putting It Together – iMovie or Adobe Premiere

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Explainer Video Success

Grew from 5K users to 75K Overnight

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Hire Professionals

Creating Advertainment Video

Do It Yourself

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<3 Production Companies

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Advertainment Video Success

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Kickstarter Type

1.  Loud Noise at the start of the video 2.  Happy people (customers) using the Coolest 3.  Beautiful outdoor backdrop 4.  Focused Product Shots (video quality) 5.  Showed capabilities of the speakers 6.  Highlighted benefits & features 7.  Included call to action

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ONCE YOU’VE CREATED A VIDEO YOU NEED TO

TEST ITS ENGAGEMENT

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Testing Video Engagement

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Pay Attention to Engagement

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Testing is Important, Just Ask OraBrush

Over 100+ Different Clips Tested

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Testing is Important, Just Ask OraBrush

Over 2,000,000+ Products Sold

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EVEN THE SMALLEST ADJUSTMENTS MAKE

THE BIGGEST DIFFERENCE

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Things To Optimize For In the Video

1.  Thumbnail

2.  Title 3.  Description + Keywords

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Thumbnail

1.  Test as a Banner Ad – Pay attention to CTR

2.  Post few images on your Facebook – see which one gets the most likes

3.  Setup landing Page with Optimizely and run tests against pages with different images. See which one converts best

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Title

1.  Longer Title > Shorter Title

2.  Titles with Lists Tend to be Shared More. 10 is a Magic Number

3.  Make sure your Title is relevant your target audience

4.  Emotional Words in the Title Increase chance of sharability

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Video Distribution

Social Games Mobile Apps Native Pre-Rolls

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Adwords for Video 1.  Make  sure  content  is  about  1:30  long  

max  2.  Make  sure  the  first  5  seconds  capture  

users  a>en?on  3.  Keep  your  content  short  and  to  the  point  

(minimize  waste)    4.  Look  at  compe?tors  ads  for  ideas    5.  Define  the  ac?on  you  want  the  viewer  to  

take  aKer  watching  the  video  

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Focus on TrueView

It helps generate volume. You don’t get charged for skips

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Make Sure You Target Correctly

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Make Sure You Target Correctly 1.  Make  sure  you  are  target  the  people  

who  will  respond  best  to  your  content  and  are  your  poten?al  customers  

2.  Pay  a>en?on  before  which  videos  your  ad  is  playing    

3.  Exclude  bad  videos  and  focus  on  the  videos  that  bring  results    

4.  Op?mize  for  CPV  cost  5.  Test,  Test,  Test  

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Measure Results

1.  You  will  succeed  1x  for  every  4x  that  you  fail  

2.  Video  (just  like  content)  is  a  part  science/  part  luck  

3.  If  you  keep  at  it,  you  will  succeed  for  sure!