Greg Jarboe, the President of SEO-PR and author of YouTube and Video Marketing: An Hour a Day, is an expert on using video for SEO. In his Conversion Conference presentation, he discusses YouTube and how you can use it for conversion optimization.
What are the problems brand marketers have encountered while trying to turn viewers into customers?
- 52% of CMOs lay awake at night thinking about effective customer engagement
- Among them, 30% are concerned with creating sustainable and engaging customer relationships and 22% are focused on the customer experience
- But, does effective customer engagement actually increase sales?
What are the psychological and social triggers that prompt sharing of video?
Unruly, a UK-based company, has put out massive amounts of research on video and video sharing. Their research has shown that it takes a strong emotional response to trigger a social share. They’ve created a list of 18 emotional triggers that can result in a social share (happiness, exhilaration, contempt, hilarity, awe, surprise, warmth, shock, knowledge, pride, pain, anger, fear, confusion, arousal, disgust, sadness, pain, nostalgia). You can’t just be a little bit funny or nostalgic, rather, you need to elicit a strong emotional response to generate sharing behavior.
A video is different after someone shares it. The impact of a video may be strong, but the impact of a SHARED video is significantly more powerful because it goes past simply being a piece of information to becoming an endorsement. Endorsements are much more powerful. Thus, an effective video strategy is based on the sharability of that video content.
Why most shared ads work and others don’t?
- The most shared ads during the Super Bowl evoked intense emotional responses including, warmth, happiness, awe, and pride.
- They also successfully leveraged key social motivations, such as attention grabbing, shared emotional response, and zeitgeist.
Interestingly, the Budweiser “Brotherhood” commercial was the most shared Super Bowl commercial and it wasn’t funny.
- People shared it because of the shared emotional experience. It made people feel good, so it was shared to make others feel good too.
- It elicited warmth and happiness
Why do social video campaigns matter?
The favorability of the shared brand increases, resulting in a 24% increase brand favorability. It also results in a 55% increase in favorability with key brand statements. The likelihood to purchase increases by 103%.
According to one survey-based study on social video campaigns:
- 30% of people went to the brand’s homepage
- 26% went to a search engine
- 7% visited/followed the brand on social media websites
- 4% purchased the product
As you can see, the challenge is that it’s difficult to tie the ROI directly to the YouTube video using metrics alone. The problem isn’t that video is ineffective, it’s just that video is only the beginning of the buying journey!
Case Study: OraBrush
OraBrush founder created an entire infommercial and was successful at selling on 7 tongue cleaners! But after taking a marketing class and teaming up with a classmate who was familiar with YouTube marketing, he attempted a social video campaign that generated 18.5 million video views, selling over 1 million tongue cleaners. After spending $500, they made over $7 million! All in one campaign.
After the first successful campaign, Orabrush continued the trend and today Orabrush has a channel with over 42 million views and has sold over 3.4 million tongue cleaners!
Late last year, they started a new product category for pets…they called it Orapup. After researching where a dog gets bad breath, they determined dogs also have unclean tongues, which is the primary cause of their bad breath (think about where dogs put their tongues). So there was an established need and they pursued the product further.
So Orabrush took their product to Indiegogo and raised over $62,500 in funding to get the product launched. They then tested multiple videos to see which one would sell best.
Orapup got 4.2 million views and got $1 million worth of pre-orders! They launched the product on December 10th of 2012 and over 75,000 people have ordered Orapup since then, resulting in total revenue of $2.12 million.
Takeaway: Use YouTube Ads!
If you buy advertising on YouTube, you can use a call to action overlay on your video. When people click on that link, it takes them to your landing page where you can sell your product.
- With TrueView ads, you can pay only when viewers choose to watch your ad!
- So, you aren’t charged when viwers skip your ad if they aren’t interested or have already seen your video.
- This means your ad budget is focused on viewers interested in your video.
- By displaying a call to action overlay on your video, you can talk about a sale or specific offer to your viewers and drive traffic to your site.
- These clicks can cost as little as $0.02!
Even if you don’t pay anything if people don’t watch your video, you don’t MAKE anything if people DON’T watch it. So demographic targeting is huge too!
TrueView Demographic Targeting:
- Demographics: Age and Gender
- Topics: Category/subcategory
- Remarketing: target based on past interactions
- Contextual keywords
- Search keywords
How Do You Apply These Lessons?
- Read Viral Marketing: The Science of Sharing by Karen Nelson-Field, which came out last month. This is not a typical “how to get shared”book. Using original research based on over 2 years of research around 1000 videos.
- Check out Unruly’s Social Video Lab and check out their research
- Check out the Google URL builder
- Video delivers consumer engagement at multiple points in the purchase funnel, which you may not be able to track.