Social Video Optimization
In order for video content to be successful in the social sphere, one needs to consider, at the very least, 2 overarching strategies.
1 . Create video content that taps into those psychological triggers, which drive people’s desire to share that content with others. In other words, producing video content that when I watch it, I immediately think to myself, “Wow, Grant needs to see this as well.”
2. Leverage and optimize the technology which enables video content to be easily shared. Thankfully, most social networking sites as well as video sites now include this functionality already. That being said, there are still guidelines and best practices which can be followed to better leverage such functionality.
Those 2 strategies are necessary for any video to do well in the social sphere. Now, to take it to the next level and be successful with “social video marketing,” – the message will need to be a marketing one (duh). In the end, the only way to judge “social video marketing” success is through measuring conversion and ROI….
What Makes for An Optimized “Social Video?”
Here as some questions that I believe should always be considered for any social video strategy in business:
-
Does the video reach the intended audiences on frequented social media sites?
-
Does the technical quality allow for a seamless user experience?
-
Does the creative capture the viewer’s attention?
-
Is the length of the video acceptable in keeping the user’s attention?
-
Does it have a story that’s worth telling, and retelling?
-
Is the message or messages in the video communicated clearly and effectively?
-
Does the user feel like their time spent engaging with the video was of value to them?
-
Does the user feel incentivized to follow their video viewing experience with either a “social action.” a business conversion (lead, download, sale, etc.), or both?
-
Does the video make the user want to share it with others? (For more on this, I recommend checking out this post from my video colleague, Greg Jarboe over at SearchEngineWatch, “How Do You Encourage People To Share Your YouTube Videos on Facebook, Twitter, and Blogs?”)
-
Does the video offer any suitable engagement features and sharing tools?
-
Are there any accessible tools or features that allow users to submit their own user-generated content or 3rd party content as a response to the video; and to share those responses with other people?
-
Is their an expectation and measurement of the interpersonal relationship generated from the video or around the video – from fleeting to enduring, with various levels of commitment?
©2008-2011 ReelSEO: Social Video Optimization Vs. Video Search Optimization: Which is Better?
Video Optimization: VSEO and SVO
VSEO:
Making it easier for people to find your video from search engines.
SVO:
Driving traffic from other websites to your video and your website.
What is Video Optimization? (VSEO and SVO)
“Video optimization” can mean one or several things in regards to online channels:
-
Technical quality – where the physically measure attributes of a video can meet professionally acceptable standards, general audience standards, or target audience standards.
-
Creative – the originality and expressiveness of a video.
-
Value – the worth in usefulness or importance of a video to the possessor.
-
Placement – the positioning or arrangement of a video is a desired space by the video’s owner.
-
Distribution – the delivery and receipt of a video to the desired websites and unique visitors, measured in both quantity and quality.
-
Analytics – the logical assessment of a video (i.e, “analysis”) for intended performance results, (i.e, “conversions.”)
