Summary: Winning video marketing strategies and tactics on #SEOchat

Moderator: @abbygilmore

How important is it to use video in a content marketing strategy in general? What about in your industry/company?

@Thos003   I believe videos have become acceptable by the public for any content. Even pest control.
@abbygilmore   Yes… and you’ve definitely made the case! (Will always remember the scorpion video from AZIMA)
@Thos003   that video is over 100k views now!

@ConcerningChris   In our experience, the use of video is dependent on the market and target audience. For B2B, using video for sharing events, talks, or interviews has been successful. But commercial vids not so much. Video can also be leveraged to consumer more search real estate around a given market. Hosting and tech, primarily.
@abbygilmore   I’ve experienced the same in B2B.
@RHoberg   They also provide an alternative means to connecting with a different subset of your targeted audience.
@ConcerningChris   Good call. As in connecting with different stages of the buying cycle?
@RHoberg   It could be, or it could simply be that some of your targeted users can more easily digest a video.

@parallelpath   Video is growing extremely fast. Its use can vary w/industry but it is great for engaging an online community.

@BruceClayInc   Videos are an engagement object that we believe is part of the Google algorithm, so may be a tiebreaker in search engines.
@Thos003   Engagement is a plus.. But can’t ranking suffer with video rich-snippet since video usually falls lower is SERP? I’ve found adding video rich snippet to a page that ranked 1, can drop it down to 3 or 4. Do you not see the same?
@BruceClayInc   Rich Snippets increase CTR. Unless the data in the rich snippet is showing undesirable data for the search. w/out knowing specifics, it’s hard 2 say. Also, it’s possible it was something other than the addition of the rich snippet.

@KristiKellogg   Videos are a integral part of content, & they lead to engagement — anything you can get engagement w/ is something to wield.

@KevinWaugh   Very important. People are more receptive to videos than read content. Even if the content is better than the video.

Which video platforms do you use, and how do they compare? (YouTube, Vimeo, Instagram, Vine, etc.) What about tools?

@caddisint   Video is a big draw in the outdoor industry- people want HD video and to see beautiful sights and think outdoors. Vimeo does NOT have the draw, community or reach that Youtube gives out-of-the-box.

@KevinWaugh   Youtube always is the easiest to get going, though having advertisement show up before hand can be a drag.
@caddisint   You don’t have to monitize your videos if your brand is more important to you.

@BruceClayInc   We recommend using @YouTube. Not only is it the second biggest search engine, results are also favored in parent @Google’s SERPs

@ConcerningChris   YouTube, Vimeo, etc keep any inbound links, even if the video is embedded on your site. Brightcove and Wistia are best for SEO purposes, as they give the engagement and link value to you (or your client).

@KristiKellogg   @YouTube. 100 hours of video are uploaded to every minute. YouTube is also accessed by adults 18-34 more than any cable network.

@RHoberg   Free platforms can be good, but they should be supplemented with premium platforms in order to leverage rich snippets.

@Thos003   With the familiarity of YouTube, better video streamlining, faster connection have all made video more acceptable.

@MattNeSmith   Youtube to get started easily, but ultimately a hosted solution like @Wistia to make sure authority is consolidated.

@parallelpath   Youtube is obviously the most popular, but it doesn’t help with linking or site authority.

@ConcerningChris   It depends on your goal. Are you using it for awareness? Then YouTube is great. Do you want links and social engagement? The a premium solution is best.

@abbygilmore   Has anyone had success using Instagram or Vine?
@KristiKellogg   I sometimes put videos on #instagram Pros: creative filters, intuitive use. Cons: can only be 15 seconds long.
@parallelpath   Vine is appears to be slightly better at creating quick viral content

What types of videos have you found to be most successful? (Product videos, interviews, educational videos, etc.)

@KevinWaugh   for eCommerce, demo videos, since they show customers how the item works.

@ConcerningChris   In B2B (tech), webinars and interviews have been great. For e-commerce, product videos are great, especially if the products are sold through other distributors. The funny thing is that B2B don’t typically link to videos. They use it for making a purchase decision. As a result, video plays more of a role in conversion that in driving traffic. If SEO is about driving traffic, a video must be able to drive traffic. Otherwise its out of scope.

@abbygilmore   I have found educational videos and interviews to be successful. And anytime you can add a bit of humor!
@ConcerningChris   Cleverness helps, but how the video is technically optimized dictates the value from search.

@parallelpath   Depends on the audience. B2B leans more towards educational, B2C can benefit more from product style videos. Never hurts to make your audience laugh! As long as it doesn’t distract from the message.

@Thos003   Success of video types varies by objective. Video can be great for link building, video can help conversion. One video may not fit both objectives. Roach Bits, objective is customer retention and brand awareness. << not likely going to sell pest control.

From your experience, what is the most challenging component of video marketing?

@abbygilmore   For me, it’s getting people to be comfortable being on video. Interviews are great, but I’d like to interview different people!

@BruceClayInc   Building a network of subscribers and followers from the ground up And maintaining due dillegance to keep pushing videos.

@ConcerningChris   Creating quality content. It once was enough to grab a Flip camera, but now video needs to be higher quality. Engagement with video is also a challenge. Getting people to link to a video is tricky.

@MattNeSmith   Getting our clients onboard with using video and recommending a solution that fits within their budget.

@OldhamJared   Hardest part for me is knowing what will gain traction and what won’t. Tutorials seem work for us and lead to conversions.

@parallelpath   It can be tough to create content that is engaging and educational, especially for extremely technical products/brands.

What do you think is the key to video marketing success? What advice do you have for marketers just getting started w/ video?

@parallelpath   Study your audience to understand how they interact w/different content and mediums. Build a solid distribution network before hand. Make sure your target audience will actually see it.

@RHoberg   1. Understanding your target audience and the purpose the video serves, 2. A quality video, 3. Solid distribution network

@ConcerningChris   Define your goal first. Identify your opportunity for growth, then you can define how to use video to achieve that goal. Diving into video just because will result in spending loads of money without a clear understanding of why. Basing your desire to use video upon a specific opportunity is an easier sell internally or to the client. Also helps to measure impact and ROI.

@BruceClayInc   Optimize tags, upload it to @YouTube, embed the video, promote video socially, and above all, create something compelling.


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