VIDEO

MARKETING
PROFESSOR SEEMA GUPTA
LIVE VIDEO
360°AND VR
VIDEOS
 ALGORITHM FOR
RECOMMENDATIONS
YOUTUBE RECOMMENDATION ALGORITHM
MAXIMIZING VIEW DURATION
MAXIMIZING CLICK THROUGH RATE - CASE
 BENEFITS (not features)

NEW

DIFFERENT / UNIQUE

The word “you”

INCREASING Name-dropping / authority

VIDEO CLICK Numbers

THROUGH Percentages

WITH Time (now/today)

HEADLINES Emotion-evoking words and topics (love/hate)

Hot topics

Ease

Promise of success

Social proof
Benefits New
Unique / Different The Word ‘You’
 Percentage

Name authority
Time (Now / Today) Emotion evoking words / topics
Promise of success Ease Hot topics
 STANDING OUT WITH UNIQUENESS:

Old:Watch my cooking video!

New: See the hottest chocolate
dish of 2020 - chocolate spaghetti
with mousse
New better: Hottest chocolate dish
of 2020 - chocolate spaghetti with
mousse in 5 minutes recipe by
Sachin Tendulkar
 Ask in the video AFTER an AHA
moment, not at the beginning

Ask on YouTube review groups in

HOW TO GET FB
MORE
THUMBS UP Ask friends & clients

Ask when posting on social media

 Offer Help

HOW TO GET Ask questions and opinions

MORE
YOUTUBE
COMMENTS Be controversial

Reply to comments to keep

conversation going
Give Sub Titles
WHAT IF YOU
HAVE AN ACCENT
CREATE VIDEO PLAYLIST
USE CARDS
AND END
SCREENS
 CURRENT VERSUS EVERGREEN TOPICS ON
YOUTUBE
Current topic Evergreen topic

It is trendy or contemporary that builds a huge The evergreen video remains popular with
audience quickly. its niche audience for a long time.

Example – Example
A new dance craze -Instructional videos
Music video -Educational videos
Dramatic news event -Travel videos
Wild stunt -Overviews of holiday traditions
-Biographies of famous people
SOCIAL VIRALITY
VIRAL
VICTORIES
 YOUTUBE SEO

Search Engine Optimization

(SEO) is the ever-changing
practice of designing web
content that will rank highly
in search engine results
pages (SERPs).
 View time (min/percent) relative to
competitors - make better videos
Upvotes, comments, sharing

SEO RANKING
Website embedding
FACTORS FOR
YOUTUBE
Views

Meta Tags
1. LONG AND SHORT TAIL KEYWORD
CREATE CONTENT BASED ON LONG-TAIL YOUTUBE KEYWORDS
IF LONG TAIL KEYWORDS GET LESS SEARCH
TRAFFIC, THEN WHY SHOULD I USE THEM?

MORE SPECIFIC WEED OUT THE

COMPETITION
HOW TO USE LONG TAIL KEYWORDS TO
RANK NUMBER ONE FOR OVER 10
KEYWORDS
2. OPTIMIZE
YOUR VIDEO
TITLE
3. OPTIMIZE
VIDEO TAG
 Cover photo

Social media
links
 Website link

Category of
video
Description to playlist Channel tags
Video watermark Reply to each
comment
 Viewers asking questions

Video asking
for thumbs up
 BODY
LANGUAGE
TIPS
Common filler words:
• Like COMMON
• You know
• I mean FILLER
•
•
Okay
So
WORDS AND
• Actually HOW TO
•
•
Basically
Right GET RID OF
• Sort of THEM
• May be
• Ummmmmmmmmm
 Bullet points

HOW TO Use them as slides to help while

presenting
PREPARE FOR
PRESENTATION
Script out entire speech - can be
VIDEOS robotic

And very time consuming ● Use a

teleprompter
LAUNCH OF VIDEO

1. Share on social
media
 HOW TO
RUN LIVE
STREAMS
 Pre-plan for quality to be best in niche For
Each Video

Any length is OK, usually over 1 min

STRATEGY
FOR EACH On launch, promote with SEO + social +
ADS
VIDEO
Promote until 20% of competitor views

Reinforce with playlists and end-screens. If

video underperforms, redo in future
KEEP A CLOSE EYE ON YOUR AUDIENCE
RETENTION
CONTENT REPURPOSING, FORMATS &
PLATFORMS

Record video,
transcribe and edit into
Short-form content
a blog post, audio into
podcast

Live is more engaging,

YouTube Live, FB,
but usually worse
Instagram, TikTok, many
quality for repurposing,
others
but can be streamed
VIDEO SELF ASSESSMENT - IMPROVEMENT &
PERSISTENCE: SUCCESS

Try to be critical of your Get consistent feedback

videos
 VIDEO FREQUENCY

• Long-term rule: Highest frequency at which you can create

sufficiently high quality pieces of content - without hurting
your main business
 Goals Branding Sales

Building Repurposing
Topic
SHOW
audience content
PLANNING
Frequency Partners?
Reach out to existing
YouTubers and
suggest colab videos WORK WITH
EXISTING
Make a catchy name CHANNELS
for your channel and
leave good comments
 THE AHA COMBINATION OF ADS AND
VIRALITY

You only pay for If you can get 25% Extra shares, traffic, Ads make “great”
initial ad - not the or 50% more traffic, views of videos videos scale
next waves of traffic makes ads more boosts Google SEO
profitable and YT SEO
 Personal & business branding, awareness,
authority

Affinity, Engagement, Community building

(including super-fans)

FULL SHOW Revenue: Can sell to your audience

BENEFITS (revenue is rarely from ads)

You are seen as a marketing opportunity

Get sponsorships, partnerships