Video Marketing Arik Czerniak Affilicon Israel June 2009
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Transcript of Video Marketing Arik Czerniak Affilicon Israel June 2009
Do you know this lady?
A bit about Metacafe
• Started july 2003• ~45 million monthly uniques• ~$45 million raised
• Probably the largest independent video site
Where’s the traffic
Domination
Crowded 2nd tier
SEO traffic
search traffic
The power law
Long tail of content
• Whats the total traffic of videos with over 5000 views on YT?
How many people upload a vid?
The pyramid
• Egoboost me
Average views per site
Average 90 day cumulative views, broken down by siteSource: Tubemogul
Get double the views
Where traffic comes from
• ~50% - site search
• The rest – 80% long tail• Google : 8%• FB : 2%, myspace 1.5%• Digg 1.5%
• Email ?
Engagement
Make it short
And dramatic…
Place your ad sooner..
Lifespan
1 year lifespan
Lifespan
• Viral• “Evergreen”
• A rarity!
Make your video viral
Ingredients
• Make awesome content• Choose a right thumbnail• SEO the tags & metadata• Promote
content
• Make it short!• Ideas: Humor, celebrities, animals, cute
kids, injuries, and SEX• http://www.youtube.com/watch?v=-prfAENSh2k
Choose the right thumb
Metadata
• Max out the tags & description• Choose the right category
Promote
• Bubble to top• Guerilla market• Web 2• Buy/steal views
Getting traffic for non-virals
• You can always buy 3-30c /view• Thru brokers “goviral”• On non-video sites, video banners,
medrec
Performance marketing
• Landing page + video works• Rich media improves CTR
• Viral video marketing is hard..
Optimization
Case study - etoro
Video tactics
• Affiliate – 3M views -> dozens of leads• KetaKeta – 160K views
– high cost, branding impact, B2B– Hard to track ROI
• Landing page videos – Significantly improve results.
Summary
• It’s REALLY hard to make a viral video– Short, awesome, tag, thumb, promote
• Video marketing still brand oriented• Video improves landing page conversion
• Still a lot of room to explore!
