Case study questions

What’s inside: An introduction to video marketing and the key terms and concepts you need for this chapter. We look at how to produce an online video within a sound content

strategy, and how to promote it through paid, earned and owned media channels.

13 Video

Marketing

344 345

13.1 Introduction Unlike text and even images, video offers an extremely rich, engaging and

stimulating experience for viewers. With the increased availability of bandwidth

and improvements in video technology, people have started watching and sharing

videos on a scale never seen before. From music videos and funny clips of animals

to reviews, how-to’s and exciting commercials and movie trailers, people are

turning to video for entertainment, information and valuable content.

In early 2013, Google was the world’s largest search engine with almost 19.5 billion

searches in January alone representing a 67% market share in the US (comScore,

2013). Interestingly, the second largest search engine was in fact YouTube, the

popular video-sharing website. This indicates that people are turning to YouTube

with precise, intent-driven behaviour: they’re not just browsing randomly or

waiting for a link to land in their inbox. YouTube boasts over 1 billion unique users

per month (YouTube, 2013).

Online, we turn to search engines to help us answer questions and find content.

That content can be anything, from images to text, and of course, video. Text

content can be read by search engines, but content such as images and video

cannot be read nearly as well. With more and more people using searches to find

video content, understanding how to create videos for online and optimise videos

for searching is an important part of any digital strategy.

According to YouTube, there are more than four billion hours of video viewed

each month on its website, while every minute, 100 hours of video are uploaded

(YouTube, 2013).

Videos can come from anyone, and from anywhere. Small home videos can

experience massive global reach, as was the case with the popular Charlie Bit My Finger video which has accumulated 558 million views as of September 2013. Musicians often use social video platforms to share their music videos and, of

course, brands use video-sharing platforms to communicate messages via video.

People are increasingly interacting with brands via video by creating opinion

videos, parodies and responses. More importantly, they have the power to market

themselves, their ideas, who they are and what they do. For example, Laura Vitale

has created a series of engaging cooking videos right at home – her informative

and valuable videos (created on a budget) have garnered over 69 million views and

500 000 subscriptions.

Video content helps you connect with your audience, creating an experience and

encouraging engagement.

In this chapter, you will learn:

• Why video marketing is such a powerful, versatile and effective

marketing channel online

• How successful online videos are produced, step by step

• Paid, earned and owned methods of promoting your online video

13.2 Key terms and concepts

Term Definition

Annotation

A comment or instruction (usually added as text) on a YouTube video. A YouTube annotation may contain links directing users to other pages within YouTube or, if a brand is willing to pay, to outside websites.

Captions Text that appears over a video that labels a scene, identifies a location or person, or narrates dialogue onscreen. Captions can be either open or closed.

Embedding Taking video from an online video provider and posting it elsewhere on the web.

Google AdWords Google’s search advertising program, which allows advertisers to display their adverts on relevant search results and across Google’s content network.

Meta data Information that can be entered about a web page and the elements on it to provide context and relevance information to search engines.

Search engine results page (SERP)

The actual results returned to the user based on a search query.

Thumbnail The still image that is shown at the start of the video. This can be selected, and can make a video more enticing.

Video search engine optimisation (VSEO)

Optimising videos for search engines, similar to the way in which one would optimise a website to rank higher on the SERPs.

Video syndication The process of distributing and getting search coverage for videos.

Views The number of times a video has been seen. Multiple views can come from one user.

Viral video A video that becomes immensely popular, leading to its spread through word of mouth on the Internet via email, social networks and other hosting websites.

Vlogger Video blogger. A person who produces regular web videos about a chosen topic on a video-enabled blog.

Video Marketing › Key terms and conceptsVideo Marketing › Introduction

346 347

13.3 Video content strategy

Videos are powerful because they can have a strong emotional effect on viewers –

it’s no secret that funny, shocking, amazing and inspirational videos do particularly

well online. Video is the ideal tool for experiential marketing – giving viewers the

chance to experience something alongside the onscreen actors and consider

how they would feel or act in that situation. It also helps to show off a brand’s

personality, tone and communication style.

Many people are still under the misconception that online videos are expensive

and difficult to produce. That’s not the case – the many millions of successful

home video bloggers (vloggers) and marketers prove otherwise.

Unlike content made for TV, web video content can be filmed at a much lower cost

and quality, using readily available home video equipment. Affordable high-quality

cameras have made quality content production a reality for everyone. Viewers

don’t necessarily expect a super-slick offering (though even this is possible with

some basic video editing software). To get started with making video marketing

content, you will need:

• A camera – depending on what you can afford, this can range from a simple webcam or your mobile phone’s camera to a (top-of-the-line)

professional camera, though there are many excellent mid-range options

available at a low price.

• A microphone – while some cameras have a built-in microphone, it’s worthwhile investing in a proper mic to ensure that you capture better

sound quality (built-in microphones tend to catch a lot of background

noise at the expense of the main audio).

• Video editing software – you will need a software package to cut, edit and finish your video; there is a wide range of options, including free built-in

software (Movie Maker for Windows and iMovie for Mac) and professional

video editing suites (such as Final Cut Pro or Adobe AfterEffects), which

can be more costly. YouTube also offers an online video editing tool.

13.3.1 Video content versus video ads

Video marketing covers two approaches:

1. Video content: These are videos made to entertain, inform, share updates or otherwise enlighten or delight the viewer. Much like syndicated articles

or blog posts, these are usually not directly promotional, but instead

provide shareable content that gives value to the viewer. Some examples

of video content include:

• How-to guides and tutorials • Conference talks

• Video presentations • Valuable industry updates

• Educational lectures • Product reviews and advice

• Entertainment

2. Video ads: These are simply adverts that are filmed and formatted for online use. These can be existing TV commercials that are shared online,

or custom ads made specifically for the web. We’ll cover a range of options

for posting your video ads below, in the section on paid video promotion.

13.3.2 Going viral

The holy grail of video marketing (and, in fact, any marketing on the web) is having

a piece of content ‘go viral’. This means that the content spreads from person to

person through the web at a very high rate, attracting an exponentially growing

audience as it gains popularity. The key to this viral effect is social media, where

each user is connected to a wide network of others and can easily share content

with their friends. Because this is a trusted social referral, it’s more likely that they

will view and share it themselves (if it’s good enough).

Figure 1. A screenshot of the Will it Blend video on YouTube, indicating the number of times it has been viewed.

Video Marketing › Video content strategyVideo Marketing › Video content strategy

nOTE

Think about it now: if your company or brand wanted to create content videos, what format and approach would you use?

nOTE

There are many useful, free resources and

tutorials on creating videos online -

www.wikihow.com is a good place to start

looking.

348 349

Nobody quite knows the secret recipe for getting content to go viral, and quite

possibly there isn’t one – the sheer variety and scope of viral videos shows that

almost anything might catch the interest of the Internet on the right day. This

means that it’s very difficult to craft a video in order to make it go viral. But there

are some principles that can help you make great video content with the potential

for viral spread:

• Address a currently trending topic. Find something that people are already excited about or interested in, and see how you can contribute

meaningfully to the conversation. For example, make your own edited

version of a viral video.

• Make it enticing. Craft the video’s description, title and thumbnail so that they draw attention.

• Make it remarkable. Whether it’s funny, astonishing, scary, shocking or informational, your content has to have value for your viewers – and it

has to give them social capital for spreading them.

• Make it unique. The Internet loves new, fresh, crazy ideas – so don’t rehash somebody else’s success or stick to a formula. Be truly creative

and inventive.

• Make it shareable. Include the tools and incentives to make your video easy to share; consider social media chiclets, annotations, encouraging

comments and more.

• Make it short. With very few exceptions, successful viral videos tend to be short, impactful clips. People have short attention spans, so make

sure you get the message across quickly.

13.4 Video production step by step

Creating video content for the web is easy and cost effective. Consider the following

process.

13.4.1 Identifying your audience

As always, you first need to identify the audience for whom you are creating this

video content. What are their wants and needs? What video content are they already

consuming? How can you engage their attention, provide something valuable, and

promote your brand at the same time?

Some solid market research will reveal the answers to these questions.

13.4.2 Planning and concept

Now you need to come up with the core concept for the video, which will be dictated

by what will resonate with your target audience. Will it be a once-off clip or part of

an ongoing series? What marketing message do you hope to convey? Decide on the

best style and tone in which to convey this.

Once you have decided these aspects, it’s time to start planning your actual video

shoot. You will need to write a script (or at least prepare a breakdown of what the

video should include), and schedule the shoot – consider the venue, crew required,

actors, and any other props or elements you need. How long this takes will depend

on the complexity of the video you’re planning.

13.4.3 Producing the video

Now it’s time to get filming! Once you have all the footage and audio, you will need

to edit it together, add any special effects and other elements, and save it as the

final video.

13.4.4 Choosing and uploading to platform

Once you have the video, you need to decide where it will be uploaded to.

There are two options for making your video content available online. These are not

mutually exclusive and there are techniques for both to ensure the best distribution

and search coverage for your video. For example, you could be embedding videos

posted elsewhere on your site.

Online video can be hosted on your own site, or it can be posted to one or many video distribution channels. If you post your video somewhere such as YouTube or

Vimeo, it is then easy to embed it into your website as well.

The main advantage of posting a video to a third-party site is the opportunity to

exploit an already existing audience quickly. These websites also usually have a

built-in social and viral media aspect to their user experience. Video-sharing sites

tend to have simplified algorithms which are easier to take advantage of, leading

to more rapid universal search exposure.

YouTube (www.youtube.com) should be your first port of call when posting videos,

since it is the biggest and most popular video hosting site on the web. Rather than

posting a video under a normal username, create a branded channel – a YouTube

‘home page’ for videos created by your brand.

nOTE

For some helpful pointers and advice on producing your video, take a look at the Vimeo Video School: vimeo. com/videoschool.

Video Marketing › Video production step by stepVideo Marketing › Video content strategy

350 351

YouTube channels allow you to add a logo, background, branded elements, a brand

description and links to your other web properties. This means you can customise

the page as you see fit. Channels also have a range of analytical features for

measuring video engagement, and as an added bonus, they work well on mobile

devices, too. Furthermore, you gain many benefits in ranking well on the world’s

most popular search engine – Google.

Figure 2. The Miller Genuine Draft Channel on YouTube.

Other good options for video hosting include:

• Vimeo (www.vimeo.com)

• MetaCafe (www.metacafe.com)

• Dailymotion (www.dailymotion.com)

If your video is hosted on your own website, the obvious advantage is that you have

control over the whole website and environment in which it is hosted, from the

look and feel to on-page text, meta data and user experience. When it comes to

advertising and related content, you control both, and you decide how to monetise

it. Traffic and links go directly to your website, and can therefore be integral to a

longer-term search strategy. However, consider embedding your videos from your

account on your chosen video-sharing site. Not only does this allow you to cross-

pollinate content, but you will also gain more views via more points of entry.

13.4.5 Optimising

At this point, you need to optimise your video for easy discovery on the web.

Most searching on the web is keyword based: you type keywords relevant to your

query into a search box, and the results of the search should list content that

matches your keywords. Whether you are using a search box on a website, on

YouTube, or Google, this outlines the very basic way in which we expect the search

function to work.

The search engine tries to match your keywords to the content it has indexed,

and is also trying to determine how to rank the results so that you get the most

relevant content at the top of your search results page.

This is all covered in great detail in the Search Engine Optimisation (SEO) chapter. Optimising video for search involves understanding the basics of SEO, and then the

particular challenges and tactics of optimising video content.

Search engines rely on being able to use text in the content to determine what it

is about, and other indicators to determine how relevant that content is. When it

comes to web pages, search engines can ‘read’ the text on the page to determine

what the page is about, and can measure the links coming in to determine how

relevant the page is. When it comes to video, the search engine cannot ‘watch’ or

‘read’ the video in the same way that a human can (though there are technological

solutions that are starting to make this possible). Instead, it must rely on other text

on the page, as well as the meta data added, to determine what the video is about.

The search engine also needs to look for ways to measure relevance.

Video Marketing › Video production step by stepVideo Marketing › Video production step by step

nOTE

YouTube Analytics lets you see where people are viewing your videos - this can give you insight into your most effective video-sharing channels.

352 353

Marketers and website owners now need to optimise all their various forms of

content – be they text pages, images or videos – in order to achieve better rankings.

Video search engine optimisation (VSEO) involves the use of basic SEO foundations

and additional creative optimisation methods to ensure that online video content

appears higher up on the SERPs.

Figure 3. A search for the words “dog waits patiently for treats” brings up website and video results.

Optimising video for video-sharing sites such as YouTube means that you will

appear not only in search results on the video-sharing site, but also on SERPs such

as Google. While each video-sharing site will use its own algorithm, the guidelines

below can be considered best practice across most of the video-sharing sites.

1. Video title is very important. Video title is one of the first things a user sees when clicking through to a video, and

is used first and foremost by the video search engines to determine the relevance

of your video to the search query. Your most important keywords should appear in

the first three words of the title. Longer, descriptive titles are better than short,

concise and obscure ones.

Figure 4. Video title.

2. Use informative, long descriptions. Descriptions will contain key terms that search engines should be looking for to

determine what the video is about. Use your most important keywords here! You

can include as much information as possible, but put the most important stuff in

the first 25 characters. You can include a link in your description, enabling you to

direct users to other content that you have.

Figure 5. Video description.

3. Use the tags to input several keywords. Put your most important keywords first. You can also capitalise on popular search

terms and piggyback on popular or topical phrases. YouTube will use your tags

to help categorise your video. Ensure that these are relevant to your video. and

utilise terms from the same category.

Figure 6. Video tag.

YouTube Suggest and Google Suggest are useful tools for generating ideas.

4. Encourage comments, subscriptions, ratings, embedding and sharing. Get people to engage with your video in any way you can, and don’t forget to respond

to relevant comments – it’s critical that your budding community feels that they

matter and that you are taking them seriously. This is a key point to remember if

you want to create a thriving community. Engagement is a massive factor in search

engine rankings, so it is very important to focus on content – strong optimisation

is no substitute for weak content.

To incite discussion, consider posting a comment as soon as you have uploaded a

video, or adding an annotation to encourage feedback. Pose a provocative question

to spark discussion and lead the conversation – the absolute key to success in the

social media space is engagement.

Figure 7. YouTube comments.

Video Marketing › Video production step by stepVideo Marketing › Video production step by step

nOTE

If you are creating a video series, use a standard naming

structure for the title to make all the videos

easier to find.

354 355

5. Optimise the thumbnail. Consider adding an enticing thumbnail frame. YouTube allows you to choose any

moment in the video to be the thumbnail. Simply optimising the thumbnail image

can encourage increased clickthroughs and views, which helps to increase search

visibility.

Figure 8. Three thumbnail choices on a YouTube video.

6. Use annotations Use annotations to link to and from other video properties. Annotations allow you to

add text boxes with clickable URLs (which are crawled by the search engine spiders

as well) at points of your choosing in your video. Annotations in already popular

and current videos can be used to drive traffic to new videos, although it should be

standard practice to include them in a video as soon as it has been uploaded. It’s also

a great way to encourage viewers to subscribe to your YouTube channel.

The nature of YouTube is such that the number of views for pages on which videos

are watched is always higher than channel views. However, if a paid search

campaign is being run, the option to play clicked videos on the channel page exists.

This is optimal as it could boost interactions with the branded channel header

image, increase engagement with the playlist, and raise the channel view stats.

7. Upload videos regularly Upload videos regularly to ensure continuous channel activity and topical interest.

Consider the nature of the brand and what you are trying to communicate to your

viewers; you must decide how often videos are uploaded. But remember, the more

videos you upload, the higher your channel will rank as a result of Google picking

up on your fresh content. Think of it like a TV schedule – let people know when your

‘show’ is on so they know when to come back.

The amount of content you upload is also dependent on the service or product your

brand offers, and your video budget. It’s a careful balance of not overloading your

channel with useless media and keeping content fresh and engaging.

13.4.6 Promoting

We’ve covered promoting your video in detail in the next section. There are three

ways you can promote your video – using owned, earned and paid media channels.

13.4.7 Engaging the community

As we mentioned earlier, it’s essential that you engage with your community to

keep them coming back for more. Respond in a timely manner to any comments

or questions, and take feedback on your content into account when planning new

videos. The audience won’t stay hooked for long – after all, there are millions of

new videos being added every day – so ensure that you engage with them to create

a sense of community, the ability to relate to them, and genuine interest.

3.4.8 Reporting

As with all digital marketing tactics, in video marketing it’s essential to track and

analyse data about your activities, and then optimise your strategy accordingly.

When creating video content, use the various measurement options available to

determine what you can do better going forward.

YouTube Analytics is a free tool that enables anyone with a YouTube account to view

detailed statistics about the videos they upload to the site. You can see how often

videos are viewed in different geographic regions, as well as how popular they are

relative to all videos in that market over a given period of time.

Figure 9. Analytics information from YouTube.

Video Marketing › Video production step by stepVideo Marketing › Video production step by step

nOTE

A great way to use annotations is to link

to some of your other videos at the end - this

works similarly to “articles you may like”

at the end of a blog post.

356 357

You can also delve deeper into the lifecycle of videos, such as how long it takes for

a video to become popular, and what happens to video views as popularity peaks.

YouTube even breaks down the specific seconds when people stop watching the

video.

Using these metrics, you can increase your videos’ view counts and improve

popularity on the site. For example, you might learn that your videos are most

popular on Wednesdays, that they have a huge following in Spain, or that new

videos that play off previous content become more popular more quickly. If you

see people dropping off halfway into the video, add an annotation to mix things up.

There are many creative ways to approach this.

With this information, you can concentrate on posting compelling, fresh content

that appeals to selected target audiences, and post these videos on days when you

know these viewers are on the site. You could even go a step further and customise

the video, dubbing it in Spanish (closed captions also support SEO efforts). The

range of possibilities to customise – and optimise – your content is limited only by

the brand’s level of willingness.

Furthermore, you can access a breakdown of how viewers discovered a specific

video, which can then be used to optimise the keywords, tags and descriptions of

videos.

13.5 Video promotion There are four main ways in which users find content and video online:

• A user knows what sort of video they are looking for and goes directly

to a search engine to search for content. This relies on SEO (or search advertising, if you decide to promote the content on Google).

• A user follows recommendations from others, found through emailed links,

social bookmarking and sharing services, or social media such as blogs,

Twitter, Facebook, and YouTube. This relies on social sharing.

• Someone knows exactly what they are looking for and navigates to the

appropriate URL directly. This relies on good branding and market awareness.

• The user finds the video through paid advertisements and promotions. This

relies on paid advertising.

13.5.1 Earned video promotion

We covered the general guidelines for optimising your video for search earlier

in this chapter. Here are some specific considerations for YouTube search

optimisation, as well as social sharing.

YouTube video search optimisation YouTube, which is owned by Google, is the dominant player in the video-sharing

market. While we focus in this section on optimising for YouTube in particular,

many of the same approaches apply to other video-sharing sites.

Once you’ve determined how users are already accessing your videos and where

they appear in SERPs, you can use various techniques to improve your rankings.

While YouTube, like Google, keeps its search algorithms a closely guarded trade

secret, digital marketers can speculate and experiment to see what works (and

what doesn’t).

Firstly, the following components are evaluated on a keyword and key phrase level

by the search engine spiders:

• Titles

• Descriptions

• Tags

• Playlist additions

• Inbound links

Additionally, YouTube defines relevance in accordance with the popularity of a

given video as well as the interaction taking place around it. The following factors

play a dominant role in the algorithm:

• Video views

• Channel views

• Ratings

• Comments

• Shares

• Embeds

• Subscribers

• Age of video

Keeping YouTube content current and entertaining is vital if a video is very new.

This will allow the video to engage with viewers. Remember, a new video growing

in popularity (that is, views), will take preference in the SERP over an older video

with more views.

Social sharing You should initiate and encourage social sharing – ask your viewers to post

your video on social networks, aggregators, social bookmarking sites and other

channels. The more people share, the wider an audience you can potentially

reach – and the more likely your video is to go viral (or, at least, spread far and

wide). Social sharing and recommendations are also increasingly relevant ranking

factors for search engines.

Video Marketing › Video promotionVideo Marketing › Video production step by step

358 359

13.5.2 Paid video promotion

In the same way as with Google’s search advertising, you can pay to have your

video recommended on YouTube. You are able to bid on searches or popular videos,

show pre-rolls on other videos, and have your video content displayed alongside

the search results of other videos.

Paid promotions on YouTube are a cost-effective and quick way to promote video

content, especially if the content is topical. It’s targeted and controlled. For

InStream, you pay only when a user watches 30 seconds or more of your video,

or, if your video is shorter than 30 seconds, you’ll pay only if they finish watching

the entire clip. For InSearch and InDisplay, you pay per click on your video. This

is a great opportunity for brand awareness, coupled with a potentially lower cost.

However, some users find this form of advertising highly intrusive, particularly in

markets where bandwidth is slow and expensive, and it may take several seconds

for the ad to load before it can be skipped. Some ad blockers block YouTube

advertising.

YouTube offers a wide variety of video ad types:

• TrueView In-Search: These video ads appear to the right of the search results on the YouTube search pages. These ads are triggered by

keywords, so it’s important to know what users are searching for and

ensure your ads contain the right keywords.

• TrueView In-Display: These ads appear to the right of the YouTube video the user is currently watching.

• TrueView In-Stream: These ads appear at the start of regular YouTube videos. Viewers have the option of skipping these ads after five seconds.

Figure 10. YouTube advertising options.

Be sure to check out the YouTube Trends dashboard (www.youtube.com/

trendsdashboard) to stay on top of the most popular videos at any given time.

13.5.3 Owned video promotion

If you are hosting your video content yourself, you can and should still optimise the

content around it for best search opportunities. As with posted video, it’s the text

content on the page with the video that is so important.

Make sure that your page title is descriptive, as well as the video title and the video

file name. The text on the page with the video is important, so optimise it to reflect

the content of the video.

You can also use speech-to-text software such as Blinkx or Spinvox to transcribe

the video. The text can then be used in the video meta data.

Use social media sharing chiclets to make it easy for visitors to share the video on

their social networks, aggregators and blogs. If you have a Facebook page, post it

there. If you have a Twitter account – tweet about it!

And don’t forget to drive website visitors to your video content – put a link or strong

Call to Action on your home page or main landing pages, to encourage visitors to

view and engage with your videos.

13.6 Tools of the trade

When it comes to video content, there is a wide range of tools at your disposal.

Most of these are listed in the chapter already, so look at the relevant sections for

pointers on what to use.

YouTube is the king of video content marketing and offers a full suite of tools – from

video hosting and optimisation to paid advertising, analytics and social promotion.

AdWords for Video (www.google.com/ads/video) is a feature of Google’s AdWords PPC tool that allows you to link your existing Google paid advertising account to your

YouTube channel, and manage all your YouTube advertising from a single interface.

TubeMogul (www.tubemogul.com) is a video advertising tool that lets you buy paid video placements across the web. This simplifies the process of placing and paying

for video adverts.

Feed (feedcompany.com) is a video seeding tool – a very handy thing to have if you host your videos on a variety of video platforms. Video seeders allow you to upload

the video once, and then automatically upload that video to all of your chosen

profiles and platforms for you.

Brightcove (www.brightcove.com) is a leading video hosting and publishing platform. Brightcove Video Cloud gives you everything you need to deliver

professional quality video to audiences on every screen.

nOTE

The video you use for these ads doesn’t have to be an advert in itself

– you could choose to promote some of your regular video content

too. Ensure that the key message appears in the

first few seconds, to get viewers intrigued

enough to keep watching.

Video Marketing › Tools of the tradeVideo Marketing › Video promotion

360 361

13.7 Advantages and challenges

Posting regular video content shouldn’t result in any negativity, provided it is done

in a focused, engaging way. Videos are great for engaging viewers and growing

your social media community.

By studying analytics, platform insights and comments, you can see which videos

on your channel are providing users with what they’re looking for. You can then

choose to advertise your best videos with the various formats YouTube and Google

have on offer.

The number of views you get is an important factor in getting ranked or featured

on YouTube and, by pushing your best content through the paid medium, you can

get the ball rolling and significantly increase your chances of picking up organic

traction (both within YouTube and Google’s universal SERPs).

Starting out with video production can be a bit challenging as you learn the ropes

of what makes a viewable, entertaining video. It can also be difficult to come up

with constantly new and interesting ideas – but this will become easier with time.

Optimising video can also take a while to show results (as with normal SEO).

13.8 Case study – Woolworths: ‘Cook like a MasterChef’ for MasterChef South Africa

13.8.1 One-line summary

A case study about Woolworths and Quirk using video advertising and marketing to generate brand

awareness, increase customer engagement and create product associations between Woolworths

and MasterChef.

13.8.2 The problem Woolworths is a premium national retailer that stocks apparel, food and homeware. As a MasterChef

South Africa sponsor, Woolworths wanted to maximise this association for brand benefit. Their

goal was to increase brand awareness for Woolworths through customer engagement, and

highlight associations between their products and MasterChef South Africa. To meet these goals,

Woolworths partnered with Quirk, a marketing agency specialising in creative, results-orientated

digital marketing.

13.8.3 The solution Quirk leveraged MasterChef-themed video content to launch MasterChef South Africa at scale

on various digital platforms. The videos showed gourmet cooking of various cuisines to inspire

food enthusiasts. The video marketing strategy utilised the MasterChef brand to achieve its goals,

which included:

• Producing great video content

• Effective targeting to drive traffic

• Engaging with users on platforms with video content

Producing great video content

The team made sure that their video content followed best-practice principles and provided lots

of value to viewers in the form of great quality and entertainment. For example, they ensured that

the first five seconds held the viewer’s attention and clearly stated the benefits of watching the

full video. They uploaded videos according to a consistent schedule to maintain audience interest

and set expectations. Video titles were crafted to incite users to click, and formed part of a larger

playlist, ensuring the viewer always knew where to click next.

Effective targeting to drive traffic

To ensure the campaign was a success, the team used a series of channels to drive traffic to the

videos. Google search and display advertising, YouTube ads and Facebook advertising were used

to drive paid traffic directly to the videos. Videos were also shared on the existing Woolworths blog,

Facebook page and Twitter feed.

Quirk negotiated with Google to allow Woolworths to use YouTube functionality that allowed users

to click out to the Woolworths site) from within videos. Externally linking directly to the Woolworths

website from YouTube in this way was a first in Africa.

During the video, annotations directed viewers to bespoke recipe pages on the Woolworths online

store, or subtly encouraged them to subscribe and share the videos easily with their connections.

Figure 11. One of Woolworth’s ‘Cook like a MasterChef South Africa’ campaign videos.

Video Marketing › Case study – Woolworths: ‘Cook like a MasterChef’ for MasterChef South AfricaVideo Marketing › Advantages and challenges

362 363

Engaging users directly

Engaging with users directly drives better engagement. Strategies to encourage this included

asking viewers about their video experience and requesting suggestions for future improvements

to be incorporated.

13.8.4 The results

The video marketing campaign achieved solid results and met all the intended goals. Throughout

the process, the video content and campaigns were optimised with weekly insights, which were

gathered from AdWords for video, YouTube Analytics and Google Analytics.

The aim was to get a view rate of at least 10% and a cost per view of under $0.20. The most cost-

effective engagement and awareness driver was AdWords for Video. Between 20 March and 31

July 2012, it generated:

• Over 18.2 million impressions

• Over 109 000 views

• 17 332 clicks

• A cost per view (CPV) of $0.16.

Overall, the video content was well utilised to meet the brand goals, maximised reach and

engagement of the video assets on relevant cost-effective platforms. Finally, it met the overarching

goal of facilitating brand association with MasterChef South Africa and Woolworths.

13.9 The bigger picture

Video marketing can form the cornerstone of a great content marketing strategy, linking closely

with the other content that you create to engage and provide value to your customers.

Videos can also be added to marketing messages such as email newsletters to improve

engagement.

Because search engines serve a range of media types on their results pages, video content plays

an important role in search engine optimisation. Not only can optimising videos for search increase

your search engine ranking, but data show that it increases clickthrough rate from the search

engine results pages, and that these visits are longer and more engaged than other search visits.

Social media provide a great tool for spreading your video, and video content can be a strong driver

for people to join your social media platforms. Make sure that you provide great value.

13.10 Summary

Video has become an integral part of the online world. The potential for exposure – as well

as interaction – is massive, and brands that fail to capitalise on this risk being left behind as

competitors build thriving communities.

As with most content, it is up to the brand to decide how to represent its video content. Videos

can be hosted on popular video-sharing websites to capitalise on already existing audiences and

developed interfaces, or on bespoke websites that allow for free reign in customisation.

Brands should then aim to optimise their videos on the chosen platforms to increase their visibility

on search engines.

Creating a healthy community is also important in increasing exposure. Very rarely, if ever, does

an audience come to video content without input from the creators. On top of optimising for search

and other tweaks, brands should upload content regularly or risk losing any ground gained.

Social media should also be considered as its platforms allow for the sharing of content, as well

as commentary.

Overall, brands should be aware that there is no quick fix for video. It requires planning and

investment as well as long-term commitment to creating brand advocates.

13.11 Case study questions

1. When producing video content, what key points do you need to keep in mind?

2. Why is the way in which the video appears as part of the playlist important?

3. What are the strengths and weaknesses of different types of paid advertising?

13.12 Chapter questions

1. Why should commenting on videos be encouraged?

2. What sort of personalisation would self-hosting of a video allow?

3. How do you feel social media affects video marketing?

4. What possible obstacles could a brand face when seeding a viral video?

Video Marketing › Chapter questionsVideo Marketing › Case study – Woolworths: ‘Cook like a MasterChef’ for MasterChef South Africa

364

13.13 Further reading

www.reelseo.com – Regularly posts updates and developments in the world of online video.

www.youtube-global.blogspot.com – YouTube’s official blog. If there are announcements likely to

affect a YouTube user, this is where you’ll find them first.

mashable.com/category/online-video – Insightful and current articles on online video trends.

vimeo.com/channels/staffpicks – Curated Vimeo videos picked by staff members – some great

creative inspiration.

www.reelseo.com/online-video-monetization-what-are-your-options – Some people aim to make

money from their online videos by creating excellent content, rather than relying on marketing.

Here are some guidelines about this.

13.14 References

ReelSEO, n.d. Online Video Dictionary - Glossary of Online Video Terms

Available at: http://www.reelseo.com/glossary/

[Accessed 5 June 2013].

comScore, 2013. comScore Releases January 2013 U.S. Search Engine Rankings. [Online] Available at: http://www.comscore.com/Insights/Press_Releases/2013/2/comScore_Releases_

January_2013_U.S._Search_Engine_Rankings

[Accessed 24 April 2013].

YouTube, 2013. Statistics. [Online] Available at: http://www.youtube.com/yt/press/statistics.html

[Accessed 24 April 2013].

Video Marketing › References