By admin June 20th, 2013 Uncategorized No Comments
Historically, YouTube’s search and discovery algorithm rewarded videos that were successful at attracting clicks. A video with a large number of views provided a good indication of popularity. However, what this meant was that these videos were often promoted above those that actually kept viewers engaged.
The recent onsite refresh and update to the YouTube search and discovery algorithm effectively replaces ‘view count’ with ‘watch time’. Now, If audiences are clicking on to a video AND watching content from start to finish, then this presents a stronger indication that it is of some value to others.
For the audience the update means they’ll be presented with more relevant, engaging content that is more likely to entertain or inform. For YouTube, it means that visitors will spend longer on the site, which in turn should open up greater revenue opportunities for it’s industry partners.
So what’s the future for video marketers? Well, you can’t simply make videos shorter. Whilst a high retention rate is a good indication of engagement, YouTube’s main goal is to keep audiences on YouTube for longer periods of time. Equally, you can’t just make videos longer, as this is unlikely to yield a high retention rate!
The answer? For us, the update presents an exciting landscape. At Seevue Digital, Our approach has always been to develop a solid understanding of the target demographic and to produce content that audiences feel genuinely compelled to watch and share with their friends, colleagues or family. In essence, the update means that in order to be successful on YouTube, then marketers really need to focus on more creative and innovative approaches to content production.
Fortunately YouTube provides built in tools that video marketers can use to examine audience retention metrics, so that they can better understand where and why viewers stopped watching their video.
So, whilst an eye catching thumbnail and a punchy title will still contribute to engagement in some way, it’s the intrinsic value of the content itself which will ultimately dictate the success or failure of your campaign.
By admin March 13th, 2012 Education Comments Off on Video for Universities and Colleges
Seevue Digital is a video production company that produces promotional video content for Universities and Colleges across the UK.
If you would like to see what we could do for you, you can call us on 020 7993 6204 or e-mail us at firstname.lastname@example.org.
Here are our top 5 tips:
1) Plan ahead
Spring / Summer is the best time of year to be planning and updating your website videos. The weather is improving, flowers are sprouting and leaves are appearing on the trees. Everything looks and feels more positive. Your facilities will look more exciting when students are using them, so make sure you avoid busy exam periods and make sure that you have acquired all of the footage you need before they leave for the holidays. Working backwards from this point will give you an idea of exactly how much time you have.
2) Watch the weather forecast
We all know how difficult it is to rely on the good ol’ British weather, but external locations such as campuses, facilities and local points of interest all look better on bright sunny days. As such, avoid filming outside when the weather is miserable. In doing so, your audience will be left with a much more positive impression of your University / College, and no one will get soaked in the rain!
3) Keep it natural
Avoid scripting interviews with students and staff. Instead, try writing questions with bullet point answers. In doing so, the interviewee will have a clear understanding of what is required of them, allowing them to deliver an answer in their own words. Scripted responses sound unnatural and immediately lack believability.
4) Give them what they want
Why not ask your current students what they would have liked to have seen when they joined your University / College? Holding a small focus group doesn’t require much time or planning and you may be surprised with the response.
5) Don’t forget to spring clean
Make sure that your facilities are nice and tidy when it comes to the day of the shoot. Messy classrooms and untidy displays should be avoided at all costs. The goal should always be to pick out your best facilities and showcase them in their best light on film.