Yesterday, I looked at the first part of a 30-minute presentation that Andreas Goeldi, the Chief Technology Officer at Pixability, gave last week at the ÜberTube 2014 Brand Summit. That part looked at Content Strategy and Audience. Today, I’ll share some of the “Big Data” that he presented in the second part of “By the Numbers: YouTube Science and Measurement.” It looked at Discoverability and Engagement. And then Goeldi tied it all together in a diagram that’s worth stealing studying.
Why spend so much time digging into just one person’s PowerPoint presentation? Well, Pixability, at its core, is a technology company that continually builds and maintains one of the world’s largest repositories of video information from YouTube, Google, Twitter, Facebook and LinkedIn.
This enables Pixability’s YouTube-certified data geeks to identify:
- Who your target audience is and where they are on YouTube.
- What content they consume and share.
- What your competition is doing and how their content is performing.
- Where the influencers are and what their communities are doing.
- Where to best hyper-target advertising on YouTube.
Even better, Goeldi’s team knows which numbers to pay attention to: Views, video completion, watch time, subscribers, search ranks, ad performance, brand footprint, and social sharing.
And they understand what to measure: Your own brand channel, competitor’s channels, YouTube’s site (ad campaigns, search ranks), and YouTube ecosystem (including other social media).
Oh, and did I mention that Goeldi is YouTube certified, too? So, I know what you’re thinking: “Did he say Pixability’s proprietary software scans 25 million keywords and one million videos per hour?” Well, to tell you the truth, in all this excitement, I’ve kinda lost track myself. So, you’ve got to ask yourself one question: “Do I feel lucky?”
So, what “Big Data” did Goeldi share about Discoverability? First of all, he showed that YouTube viewers search differently. He used Google Trends to show web search interest over the past 12 months in four terms: “best tablet”, “tablet review”, “tablet deals”, and “ipad vs samsung”. Web search interest in “best tablet” led the way, followed by “tablet review”. And there was a spike for those two terms plus “tablet deals” the week of Nov. 24-30, 2013.
Then, he showed YouTube search interest over the same period for the same four terms. YouTube search interest in “best tablet” led the way, followed by “ipad vs samsung”. But “tablet review” wasn’t searched for often enough to appear on the chart and “tablet deals” was flat as a pancake.
So, the lesson learned is this: Don’t use the same keyword research for the world’s second largest search engine (YouTube) that you’ve already conducted for the first (Google). It’s like they’re two different nations with two different languages, cultures, seasons, and folk heroes.
When it comes to measuring search ranks, Goeldi showed the results for six Chrysler videos on six relevant terms using Pixability’s YouTube Search Ranking Finder. In 26 out of the 36 possible results, Chryser’s videos weren’t in the top 100. Of the 10 that were in the top 100, just 4 were in the top 10, and only 1 ranked #1. So, guess what? Not only are the search terms different, but the YouTube algorithm is different than the Google algorithm.
Goeldi shared some advice on how to rank on YouTube: Increase watch time, invest in metadata, and improve distribution. None of this should come as a surprise to regular readers of ReelSEO.
Next, Goeldi looked at Engagement. He put engagement into three buckets: On YouTube, social sharing, and website visits and conversions. This shouldn’t come as a surprise to regular ReelSeo readers, either.
But the new news in his presentation was this banner headline: Brands are lagging in engagement. In fact, the top 25 consumer electronics brands have roughly 40 percent of the subscribers compared to the top 25 tech vloggers and sites.
He said too many ecommerce are trying to get viewers to “buy now” and get discouraged if they don’t see results in the first month. He said, “Conversion optimization takes time, but pays off.”
And he shared some advice on how to get viewers to engage: Just ask, then measure what they do.
Finally, Goeldi shared a diagram that showed how to tie it all together. Both paid ads and video SEO could get an audience to discover your content. That content, if was good, could engage viewers, providing data for better targeting for paid ads, feedback for creating better content, and SEO benefits for improved discoverability.
In short, Pixability has the “Big Data” to help major brands to dramatically improve their YouTube performance. Of course, you can ignore all that. So, you’ve gotta ask yourself a question: “Do I feel lucky?”
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