Last September, YouTube made some changes to the way embedded YouTube players behave. Now, related videos will always show at the end of any embedded video, offering users a grid of suggested options for what to see next, based primarily on the user’s own YouTube viewing history.
You can read the full release notes for more details, but in the meantime, we’re happy to answer some of the questions we bet are brewing in you brain right now. So, here’s what you need to know about the changes to YouTube videos embeds and what it means for your business.
Unfortunately, you can’t.
You can, however, change the “rel” parameter within your embed code to “0” to ensure only videos from your channel appear after the end of the video, like this.
In Google’s own words:
“After the change, you will not be able to disable related videos. Instead, if the rel parameter is set to 0, related videos will come from the same channel as the video that was just played.”
However, you can’t control which of your videos come up at the end, so watching a product video may lead viewers to support videos for products they haven’t yet purchased.
And, what’s more, when you click to play those videos, they don’t play within the player on your website, but instead send users off to YouTube.com in a new tab.
Well, to put it bluntly, chances are they won’t come back. The prospect of watching naughty dogs steal food is likely more compelling than anything your business has to offer (we’re just stating the facts here).
Don’t believe me? Go into your Google Analytics and see how much traffic comes to your site from YouTube.com, then compare that with the video views you’ve accrued over that period. Here’s a look at some Wistia data over the past year that compares the two. For context, this actually happened to be a period of time where we’d gained some traction with our YouTube marketing efforts.
According to the data above, of the our 1.6 Million views over the year, only 3,874 turned into a visit to wistia.com. This means that 0.2% of people who watched a video clicked through to our website (we put links in the video descriptions and ad overlay end-cards).
According to YouTube:
“Titles, channel information, and related videos are an important part of YouTube’s core user experience, and these changes help to make the YouTube viewing experience consistent across different platforms.”
In reality, the motivation behind this change is almost certainly to drive more traffic to YouTube itself. Because YouTube makes money primarily through advertising, its incentives are aligned with getting users to as many videos as possible on their platform, and serve them as many videos as possible, so they can then serve more ads.
YouTube is a remarkable platform, no doubt about it. It provides free hosting and reliable video delivery to everyone, combining it with the best search infrastructure available. But, it’s also a platform serving many masters — and, unfortunately, your website isn’t one of them.
“YouTube is also a platform serving many masters — and, unfortunately, your website isn’t one of them.”
While YouTube will let any business use their platform for free and serve videos with embedded players as much as they like, there is a price to be extracted, and that price is traffic.
In a sense, yes. Embedding YouTube videos is great for increasing the visibility of YouTube videos on YouTube and in Google search, but users will always be sent to YouTube.com, rather than your website. And if you’re a business for whom website traffic is a secondary concern to social media traffic (e.g. some fast moving consumer goods brands), then it can make sense to try and drive your audience to YouTube rather than your site.
But, the often repeated narrative, “Google owns YouTube, so YouTube must be good for SEO,” is therefore a strange miscalculation for many people. Typically the goal of search engine optimization is to drive traffic back to one’s own website, not to just rack up as many video views as possible.
You don’t need to have videos on YouTube to get them ranking in Google search for relevant queries. In fact, any page can rank as a video in Google search, including in carousels and other SERP features, video search, and image search.
All you have to do is ensure that the Google crawler is able to find and parse your video content — which typically means including structured data — such as with schema.org markup via microdata or JSON-LD.
While it’s true that the overwhelming majority of videos appearing in Google search are from YouTube.com, that’s probably primarily because most websites don’t provide the data Google needs to be able to crawl and index their videos for search. Explicit bias from Google toward their own platform no doubt also plays a part, but it’s a chicken and egg situation.
In any case, if you’re trying to drive traffic to, and retain traffic on your own website, embedding a YouTube video is definitely not the way to go. The traffic that isn’t immediately sent to YouTube.com from Google search will go there anyway after they’ve watched your video and then clicked to watch another.
“The traffic that isn’t immediately sent to YouTube from Google search will go there anyway after they’ve watched your video and then clicked to watch another.”
Nope. YouTube can be a great platform for your audience to discover your content, but it’s important to be strategic with your approach. That’s why we wouldn’t recommend using YouTube embeds to serve the videos on your website.
Rather than treating YouTube as a repository for all content, instead just put the videos on YouTube that would make sense to new audiences without the wider context of a specific page on your website. Don’t rely on the generosity of the biggest advertising company in the world to send you lots of traffic.
What is Design and how it influences your company
Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets
Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.
How Design Influences Your Company’s Brand and Culture
A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.
When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.
How Design Influences the Product Experience
In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.
If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.
At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!
How to Use Video Data in Your Next Retargeting Campaign
Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.
With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.
Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.
We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.
“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”
Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.
Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!
The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.
Facebook & Instagram
Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.
First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.
It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.
With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!
Facebook and Instagram give you several options for video-related “events,” including:
- Percent watched
- Seconds watched
- Played Video
Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.
On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.
Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.
Google and YouTube
Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.
To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.
To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!
In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.
If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.
Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:
- % Watched
- Conversions (i.e., Turnstile submissions)
- Clicked Links (i.e., CTAs or annotations)
- Time Watched
You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!
Ok, great, you have your integrations set up, and the data is rolling in. Now what?
Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.
Build brand affinity with video series
Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.
You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?
The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.
Nudge prospects with helpful resources
Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.
This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.
Drive leads for super engaged viewers
Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”
Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.
These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!
Best Video Marketing Ideas For Festive Season 2020
The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.
About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos.
Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way.
With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs.
Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020.
Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020.
Best Video Marketing Ideas For Festive Season 2020
1. Get Sales With Shoppable Videos
Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.
Shoppable videos are the videos where users can buy the products in real-time directly from the video.
As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.
2. Engage Audience With Storytelling
In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions.
Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand.
However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily.
3. Create Short Videos With Message
Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.
Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between.
When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.
In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes.
Also, remember that lengthiness of video depends on the platform where you are sharing the content.
Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.
4. Make Mobile-Friendly Videos With Vertical Watch Option
As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.
75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content.
Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically.
5. Make An Engaging Video With UGC
User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand.
User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it.
You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers.
People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.
6. Create Video That Convert Audience
As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product.
Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions.
Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision.
Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.
7. Don’t Forget To Create Stories On Social Media.
As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch.
These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them.
Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence.
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