How to Increase YouTube Video Views in 3 Easy Steps

December 10, 2014

By Serena Ehrlich, Director of Social and Evolving Media, Business Wire

Earlier this month I attended a Digital Hollywood panel devoted to building audiences and awareness on YouTube.

This is a very common topic here in Los Angeles.  With film making, celebrities and the history of Hollywood permeating every corner of the city, we were the first region to truly embrace YouTube for what the platform could be – a way to entertain, educate, delight and shock audiences with amazing visual content.

So if this is a common topic, something Hollywood content creators and the marketers they work with should know inherently, why is it still on the Digital Hollywood agenda?  Because no matter how great your content is, it means nothing if your content is not seen.

Almost the entire panel discussion, fueled by questions from the audience, focused on how to generate views of the variety of videos being uploaded every single day.  There are hundreds of thousands of beautifully shot, high quality videos on YouTube that no one has ever seen. Why is that?  Because the concept of if you place it here, the audience will come is antiquated and completely misleading, even for producers creating content featuring famous celebrities.  The simple truth still stands, there is no such thing as great content, only seen content.

YouTube Image

So how do YouTube video stars get their visibility?  What makes one video go viral, while another video fails?  Just like every other marketing and communications program, video programs need to be supported with paid, earned, owned and shared marketing programming.

In this session, the three top ways to ensure views of your YouTube videos are:

  1. Create relevant content – This may seem obvious but there are still a huge number of marketers creating aspirational content, or content meant to activate new fans, versus content meant to create actual audiences. In reality, content should be made for every touch point in the customer journey, but if you are on a limited budget or time, focus on creating content for the most active of your prospects and customers.  Create content that these existing brand fans will enjoy and share with their friends and reap not only views of evangelism.
  2. Tag your content for search – When it comes to placing your content on YouTube, the description and keywords you use are just as important as the content itself. Utilize titles and descriptions to entice audiences to view your video.  Include relevant keywords and well as real-time keywords, and while you don’t want to use an incorrect headline, writing a compelling, interesting headline will increase views dramatically.
  3. Pay to promote your video – If you spent money to create content, you have to use money to promote it. Videos should be promoted via earned, paid, owned and through partnerships. Smart brands are increasing impact of their content by increasing potential audiences.
    1. Paid promotion: To promote your YouTube videos there are two successful kinds of paid promotion that you can do.  First, consider paid advertising across active social channels and via Google AdWords to help relevant audiences find you via search and social.  Secondly, issue a press release to alert media outlets, bloggers and more that your video or video channels exist.  Include a short summary of the types of content you include and, if possible, frequency of updates, to generate views
    2. Earned outreach: Don’t forget to alert your PR contacts of your new content marketing program.  Media outlets are always looking for visual content to accompany industry pieces; let them know your channel may contain the content relevant to their readers.
    3. Owned channels: You have to tell people about your video; how else will they know your program exists? Promote your new YouTube content on your website, social channels, email signatures and intranets to increase views and shares of your content.
    4. Initiate partnerships: The single fastest way to increase the views of your YouTube videos is to ask likeminded, more famous YouTube personalities to share it for you. Yes, this may require an exchange of money but it works.

Leading marketers know that video is one of the top tools in today’s marketing arsenal. Not only are desktop and mobile video consumption rates through the roof, the medium is so impactful that within seconds it can build, and deepen the relationships between a brand and its customer. But first you have to distribute it.

What other ways are you finding success in promoting video content?  Please let us know in the comments below.


The future of PR: Adding Interactive Assets to Press Releases

December 5, 2014

Last month, Serena Ehrlich, Business Wire’s director of social and evolving media, authored a piece outlining the importance of increasing user engagement for increasing the effectiveness of press releases, and how to accomplish that. As more and more content continues to flood the internet, marketers who take a different approach to employing assets are seeing a much higher overall return on investment when it comes to interest in their press releases.

In 2015, look for PR professionals and reporters alike to begin using interactive assets to round out coverage. With more than 65% of the world professing to be kinetic learners, text only press releases and flat images no longer keep the reader’s attention.

To learn more about the rising increase of interactive assets in press releases, how to do it and why, click here:  http://www.commpro.biz/public-relations/time-get-serious-creating-effective-press-releases/

 


Survey says? Reporters want breaking company news and photos!

September 10, 2014

In this analysis of the 2014 Business Wire media survey, Ibrey Woodall, Business Wire’s VP of web services, takes a deeper look at the types of multimedia elements most preferred by today’s reporters.

bizwirepressreleaseprefs

Not only do we cover the 7 types of news reporters want to see in a press release, we discuss what supporting assets work the best. As we move into a more visual, interactive world, text-only press releases are becoming increasingly rare.  Reporters are using images to round out their story and if you are not providing one, your competitor may be.

bizwiremultimedia

Take a few minutes and read this CommPro.biz piece to learn which types of multimedia reporters need and why:  http://www.commpro.biz/public-relations/media-relations/media-favor-photographs-press-releases-2014-business-wire-survey-provides-journalist-feedback-todays-press-release/


The Future of Content Marketing – Interactive Content

September 8, 2014

Are you responsible for your organizations’s communications program? For explaining new company initiatives to media outlets, influencers and other key constituents? Are you looking for new ways to increase your coverage, to build better fans and to increase social conversations about your news?  Then why are you issuing plain text press releases?

Press releases jump start awareness, generate coverage, initiate conversations and more.  Whether your release is text only, or includes images and graphics, you are starting a conversation, the difference is how many impactful conversations you are generating.

bizwiremultimedia

In a recent article for CommPro.biz, Serena Ehrlich, our director of social and evolving media breaks down the latest in content and news distribution, the embeddable asset widget called the Capsule.  This single asset, shared and embedded by media outlets via a single link, provides readers on-demand access to the videos, photos, PDF forms and more they want, all while reading your coverage.

Learn how easy it is to utilize this product today:  http://www.commpro.biz/public-relations/hyperspotted-content-embeddable-widgets-meet-future-content-distribution/


10 Public Relations Insights from Mary Meeker’s 2014 Technology Trends Report

May 29, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Earlier today, a coworker swung by my office to alert me that KPCB’s Mary Meeker’s Technology Trend Report of 2014 was finally out.

Christmas, my data loving friends, has arrived early! For those unfamiliar, this report outlines global and United States-specific mobile, internet and technology trends that impact corporate decision making in a wide range of industries.

At first glance, this report is a fascinating look at how mobile, internet, and human behavior trends have all collided in 2014.  However, as you read further, you start to see that these trends tell a very interesting story for today’s communicator.  Today’s news consumers are moving away from traditional text only news, and consuming more than ever, a blend of text and multimedia to tell a story. While this report has a wide number of very interesting data points, we pulled out the 10 key trends directly relevant to public relations, investor relations, marketing and communications professionals.

1.  Customized internet-based learning opportunities continue to grow, allowing people who learn in different ways to find the one that fits for them.

PR IMPLICATIONS:  As noted earlier this year, more than 63% of the world’s population are visual learners, making traditional text only press releases cumbersome to digest. Press releases that integrate images and/or video allow the reader to digest in their own way.  (What a great way to build fans!)

2.  Mobile phones and mobile internet are here to stay, with mobile data traffic increasing a whopping 81 percent!  The biggest use of that mobile data is consuming video. 

PR IMPLICATION:  Mobile video consumption is at an all time high.  When your audience reads your news, are you including a video clip?  Why not?

3.   Mobile ad growth is seen as an almost $30B opportunity while print advertising is over-indexed by 5%. 

PR IMPLICATIONS:  As news consumption continues to move online, include images and videos with your press releases to increase the potential and decrease the turnaround time of online news coverage.

4. A massive increase in the global messaging ecosystem continues with a strong increase in sharing within smaller groups.

PR IMPLICATIONS:  More and more tools are launching to aid communications. This increase in peer-to-peer communication tools makes word of mouth recommendations more important than ever.  Provide your fans with short  news bites and smaller multimedia clips so they can easily talk about your brand, and these messaging tools will help them share it with others.

5.  Multimedia sharing is rising rapidly.

PR IMPLICATIONS:  Today’s consumers are not only creating and sharing their own images and video, they watch and share third-party content.  Are you providing compelling content they need to effectively engage and share out your multimedia?

6.  Social media traffic referrals continue to grow with the sharing cycle for social media articles averaging 6.5 hours on Twitter and 9 hours on Facebook.  Buzzfeed continues to receive the honor of content most shared on Facebook, while the BBC holds the top spot on Twitter. 

PR IMPLICATIONS:  Meeker’s chart (which lists the top 10 content sources on both social networks) is a reflection of what piques the interest of consumers on each platform.  This provides a strong media list for you if you are looking to grow engagement on one or the other.  In addition, the stories these outlets publish provide valuable insight on the images they use and their writing style. Adapt your press releases accordingly.

7.  2014 is the year of the Internet Trifecta:  Critical mass of content + community to give it context + commerce.

PR IMPLICATION:  Skip writing vague press releases and start writing for your core audience. As more and more content continues to be upload (1.8B photos uploaded and shared PER DAY globally), the best chance you have to stand out, and drive ROI is to activate core audiences.  Include calls to actions, like Click to Tweet, to move people through you sales funnel.

8.  13ZB (that Is Zeta bytes) of content will be created and consumed this year.

PR IMPLICATIONS:  To stand out from the noise, you need good writing and compelling assets. Arm your brand fans with your news to increase word of mouth sharing.

9.  Re-Imagining User Interfaces (UI):  R.I.P. Bad User Interfaces; today’s consumers are much more willing to leave companies for their competitors due to bad web or mobile interfaces.

PR IMPLICATIONS:  Company news pages have changed drastically in the last few years. Have you updated yours?  Today’s sites include social interfaces, access usable multimedia, and historical information and are readable from any device. Is your company news page keeping pace?

10.  Massive increase in video views, long and short form. 

PR IMPLICATIONS:  Create videos!  Not sure where to start?  How about a video showcasing a key decision point in the development or launch of your product or initiative? Or ask us! We’ve been distributing multimedia for years.

By providing your news in both a textual and image/video format, you are effectively giving the consumer the choice to read your news in the format they prefer.  By meeting their consumption needs, you create a higher likelihood of news sharing, or word of mouth marketing.  And nothing is more effective than that!

Want to learn more about how you can adapt your press release process to meet these new technology and behavioral changes?  Let’s set up a time to talk.


Why Multimedia is Required in Today’s Press Releases

April 30, 2014

By Serena Ehrlich, Director of Social and Evolving Media

visuals-bw2Earlier today, CommPro published a summary piece highlighting the importance of multimedia within press releases. We discuss this topic at great length with our customers.

The truth is, reporters are no longer interested in writing stories based on text only press release. And for good reason, study after study has shown that whenever images are inserted into the communication, the impact increases.

Still on the fence about adding photos, videos, gifs, images and more to your press releases?  We highly encourage you to read this piece.  Have questions about the creation or distribution of multimedia within the PR process?  Let us know!


Turning Your News into Powerful Digital Content

June 28, 2013

Business Wire and NextWorks  sponsored a June 26 panel at the National Press Club in Washington that was all about turning your news into engaging and powerful digital content. Danny Selnick, Vice President for Public Policy and LatinoWire news distribution services for Business Wire, moderated the morning panel of digital content experts:

  • David Henry, Vice President of Content Marketing for NextWorks (@realdavidhenry)
  • Christian Clymer, Deputy Vice President for Public Affairs, PhRMA (@CCatPhRMA)
  • Kieran Fagan, Group Director, WCG (@kieranfagan)

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David spoke first  to the packed room, emphasizing that so much of what the public wants from an online experience has a video component , and that it must be powerful, engaging and short — not more than 90 seconds. He went on to suggest that the opportunity for organizations and companies is to expand the written news release into a visually compelling communications and marketing tool — and distribute it across all platforms, targeting media and bloggers — reaching out to millions of consumers. David went over the elements of telling a great story via video including:

  • Describe the issue or product
  • Demonstrating the product
  • Educate the viewer
  • Offer testimonials
  • Offer up organizational experts (and company/organization CEOs)
  • Offer FAQs

Christian went on to play captivating video that showed the human face of PhRMA and what its members offer the world — research, progress and hope. Effective advocacy video should include what he calls “snack-ables” offering quick, but important bites of content. He also talked about how PhRMA brought production in-house using two Apple computers and an editor — organizations no longer have to spend lots of money on production. Another important take-away that Christian mentioned is to reach the right 1,000 people, not the wrong one million people. Knowing who and how to reach youraudience is critical.

Kieran went on to say that getting visibility for whatever your doing is one thing, but getting people to “act” on the message is what is really important. Keep in mind the 1/9/90 rule — 1% of the online audience creates content, 9% will comment, rate and share content, while 90% watches. So again, it’s important to reach influencers. Keep the end goal in mind.

To read all the tweets coming from the event: click here and select “All Tweets.” To get a copy of the presentations from this panel, please contact Danny Selnick.


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