Since we’re nearing the end of a momentous year in video marketing, let's take a look back at 15 of the most read, shared, and talked-about ReelSEO posts of 2015. These are the articles that offered the best strategic insights, critical data, tactical advice, and trends in the digital video marketing business. We hoped they helped you in 2015, and prove to be invaluable for 2016.
ReelSEO Rewind: Video Marketing Strategic Insights
In November of 2015, Ogilvy & Mather published a Red Paper about “The Digital Social Contract” that explained why traditional advertising like the pre-roll doesn’t work on YouTube and also outlined why collaborating with YouTube creators like Michelle Phan does. This seminal document argued that old-school broadcasters and media institutions are so out of touch with the new social and digital rules that they risk ending up as outcasts.
YouTube launched its much talked-about YouTube Red feature in October. We took a look at the implications for creators, and the YouTube community.
In August, we wrote a post about Facebook’s update on video management, which confirmed that the social networking site acknowledged that third parties too frequently misuse their content on Facebook, in a practice known as “freebooting”.
In July, we wrote about a new report from Tubular and Ogilvy which offered brands some strategic insights into how they can get the best out of YouTube, Facebook, Vine, and Instagram, and which type of video storytelling works best on each. For example, the report used data from a Rhett and Link campaign for Wendy’s, which found that Facebook “owns” Day 1 in terms of “views” (thanks to autoplay), with 50% of Facebook total views for the branded video uploaded directly to Wendy’s own Facebook Page occurring within the first 24 hours. However, over on YouTube, Rhett and Link uploaded the 'Just Being Honest' video to their own channel and generated as many “true” views over a longer period of time.
ReelSEO Rewind: Critical Data
For those who missed this articles, here are some juicy highlights:
- In the U.S, YouTube is 11.3 times bigger than Facebook Video in terms of viewing hours, on the web, and in-app.
- Worldwide, YouTube is 8.2 times bigger than Facebook Video when it comes to the amount of video watched.
- In the U.S, 8,061 years’ worth of YouTube video is consumed, compared to 713 years’ worth of Facebook video.
- Globally, 46,000 years’ worth of YouTube video are watched every day.
Did you know that 71% of companies with successful video marketing strategies are planning to increase their budget? Only 5% see video marketing budgets decreasing, while 24% believe their budget is sufficient to achieve their objectives and are not planning to change it.
In November, the Web Video Marketing Council, in conjunction with ReelSEO, and Flimp Media, released the '2015 B2B Video Content Marketing Survey Results' which found that 96% of B2B respondents are engaged in video content marketing. Based on survey results from 350 B2B marketing, agency and management professionals, the new study also found that 73% of respondents believe that video positively impacts marketing results and ROI.
In July, I returned home from the 6th annual VidCon with a drawstring backsack full of trends in the digital video marketing business, strategic insights, critical data, and tactical advice.
ReelSEO Rewind: Tactical Advice
We dug through the best brands and influencers of 2015 and compiled the top 5 for each, pulling out valuable takeaways learned by observing their successes in 2015. For example, no brand has cracked the code this year quite like BuzzFeed. They’ve spent a tremendous amount of effort finding out what type of content resonates best with viewers on every platform and figured out the most efficient way to draw in viewers based on compelling titles and thumbnails. This has resulted in shareable content that has garnered more than 4.7 billion views on YouTube in the past year and another 8.8 billion on Facebook.
We also took a look at the top 20 ways that brands can use Facebook video to raise awareness or drive online sales. Although I still don’t recommend that video marketers plan, buy, or measure video ads on Facebook using Target Rating Points (TRPs). But Facebook provides other video metrics – including the total number of clicks on your video ad, the average length of time people spent viewing your video ad, and the number of times your video ad was viewed to 50% of its length. So, we shared five Facebook video production tips and 15 Facebook marketing tips.
In October, ReelSEO compiled 17 of our best video marketing tips and tricks to help brands, creators, agencies, and video marketing teams, get the most out of their content, distribution, and promotion strategy. For example, tip #16 was “Upload Natively to Facebook.” Why? By uploading videos to Facebook directly, you can take advantage of these two benefits:
- Your videos will play automatically in the News Feed – Native videos start playing immediately as people scroll through their Feed. Videos initially play silently, but people can tap the video to play it with sound in full screen.
- Your videos will have view counts – Public videos from people and Facebook Pages now show view counts to help people discover them.
ReelSEO Rewind: Video Marketing Trends
A new infographic and report from Google, and Tubular Labs, focused on UK YouTube food creators and the kind of views and engagement they are generating. One surprisingly fact from the new research is that Americans watch more British food-related content on YouTube, than the British do themselves! In fact, a veritable cornucopia of food content is being consumed on YouTube. All time, food videos have generated nearly 41 billion views overall (that’s billion with a “B”). And food-related views have increased 170% year-over-year.
In late November, Mark Robertson, made a prediction. At VidCon this past July, YouTube CEO Susan Wojcicki announced that YouTube users were uploading more than 400 hours of video to the site every minute. He built a model in Excel and estimated that around 500 hours of video content is now being uploaded to the site every minute. And calculated that by YouTube’s 11th birthday in May of next year, YouTube users will be uploading over 600 hours of video every minute and by this time next year that number could top 700 hours of video uploaded every minute. He observed, “It’s no wonder users are finding it increasingly difficult to not only break into the space, but to hold on to the audience they have established in the first place.”
In early November, Mark Zuckerberg, Facebook’s CEO, announced that the social networking site was seeing an average of 8 billion video views a day. In late April, Facebook was getting an average of 4 billion video views a day. That's still a two-fold increase in about 6 months. Even though Facebook counts a video as being viewed after only 3 seconds, that’s a trend worth noting.
In October, we wrote about a new report from Tubular found that football (aka soccer) scored a huge number of goals in terms of views and engagement. In fact, football-related video content generated 37 billion views across the major social video sites in 2014. And branded football content attracted 22% more views than the average category.
What was your most valuable article from ReelSEO in 2015? What would you like to see us write more about in 2016? Let us know in the comments below.