At 1pm ET on Aug 21, the latest Business Tech Trends Study will focus in on how pace-setting organizations use social, mobile, cloud and analytics to stand out from the crowd.
As great as that will be, I do want to point out this great use of cloud/mobile/social in terms of these ‘Datagrams’ created as short Instagram videos…
Like it? Want one of your own?
Believe it or not, you can create your own 😉 Unlike Vines which can only be recorded on your phone, Instagram allows you to upload your own movies. All you need to do is make sure you get the format right (including the box shape) and play within the 15 seconds you have and you can be off to the races. Check out this excellent tutorial from Photojojo for more info.
The Underground Confessions blog recently covered the thorny subject of driving more traffic to your YouTube video content. They suggest the term YouTube Ranking Optimization (YRO) as a description for this field, which I’m sure is set to grow – especially as more and more companies now take the plunge into using YouTube as a way of distributing video content (it’s something like the 5th most visited site on the planet).
So, how do you ensure that your video ranks highly? It’s pretty close to what you do to optimize web content (or a blog for that matter). Basic items they use:
- The title of your video
- The description of your video
- The tags that you assign to your video
By offering this basic advice, the post has attracted a great deal of comments by those asking questions or offering their own experience of YouTube optimization.
One particular comment stands out, together with Jeff’s response:
Hey Jeff thanks for the post.
I just checked your profile on Youtube and saw your videos that reviewed the Casio Exilim under the search term ‘Casio Exilim ex-z1080?.
I saw that you were kind of split testing the results.
And the newer version of the same video put up 1 month ago is ranking higher than the one that was put up 6 months ago – YET the 6month old video is actually rated 3 stars compared to the 1 month old video.
The only other difference is that the newer video has more comments than the older.
It’d be interesting in the test results.
1. Do newer videos get more preference than older?
2. Are videos ranked according to the number of comments?
3. Do the contents of the other videos in your profile (tags, titles and descriptions) as well as your profile name, play a role in the ranking of your video amongst others for the same/similar keyword?
It’d be interesting to find the test results. It could possibly be a combination of all of the above.
Maybe finding that out will help you put out your ooined term ‘YRO’ in the internet marketing realm. Anyway, thanks for the heads up.
Jeff Johnson says: Here are the answers to your questions:
1. No, newer videos do not necessarily rank higher than old ones. It has to do with many, many factors including incoming links, comments, tags, the number of sites that host it outside of youtube, the quality of those sites, etc.
2. Yes, commenting helps but is not the only thing that matters.
3. Yes, the only way the engines know what is in the video is by what you tell them is in it by use of your incoming link text, the title tags, your description, and any of the words found on the pages surrounding it.
That pretty much means you should optimize the pages that your videos on in the same way you would for a regular page.
I was interested to hear that the quantity and quality of external sites hosting the video plays a part in the ranking algorithm.
I don’t have any concrete evidence for this, but one thing that does appear to happen is that channels with a lot of content tend to outrank lesser channels (much like the way, as a vast generalization, Google favors sites with more content rather than less).
If anyone does have more definitive answers, please let me know.
Read the post from Underground Confessions
I was fortunate enough to attend the TechTarget Online ROI summit in San Francisco recently. I can definitely recommend this event as one of the best places to meet like-minded individuals if you happen to work in tech marketing.
ROMO: your flexible friend
In the opening presentation, TechTarget’s Marilou Barsam, SVP of Client Consulting and Corporate Marketing highlighted what she sees as the big changes in online marketing to IT professionals. She brought up the interesting point that the metrics we use to measure campaigns do have a significant impact on the way we plan, execute and decide whether or not we see our campaigns as successful.
We are now developing campaigns more as interactive spaces rather than just simple point-and-click download documents. Throw social media into the mix and you have much more immersive experiences for the audience. For a given topic (say SOA integration), you may have video demos, blog posts, white papers and standard web pages. All work well to generate awareness and promote engagement, but cannot easily be measured using old school direct response techniques. You need metrics that measure engagement and awareness. This is the move away from ROI (return on investment) towards ROMO (return on marketing objectives). This metric is more fluid and can be adapted to the situation.
As far as I can tell, Marilou is advocating a move towards the metrics used by the media industry: average time on site, returning visitor ratio (and what those visitors who visit regularly do) and average page views per visit. Video and audio content introduce their own demands: rather than just clicks, you need to know the length of time people spend on these media. This makes particular sense for campaigns that are driving either awareness or interest. The one drawback I see in moving to this more flexible ROMO framework is how to compare different campaigns. If you aren’t using consistent metrics site-wide, then how can you gauge relative success?
Marketing is oh so passe, dahling
Somewhat related to ROMO is the move in marketing content towards media models. The argument here is that the straightforward logic (that underpins so many marketing campaigns targeting IT professionals) is becoming increasingly irrelevant. The campaigns that win out are the ones that include both logic and emotion. In this context, drama and humor have a strong part to play.
I suspect we’ll see this trend play out in the next few years. Company websites will start to borrow more from online media sites – both in terms of the type of content on offer and how that content is presented. For instance over the last few years we have seen a proliferation in video footage, blogs, podcasts – just for starters, all these tools need to be more fully integrated into corporate websites.