25.4 Billion Reasons Why Search Engines Want Your Social Media Video Content

Video 2I have recently started to take a closer look at the  increasing impact of   Social Media “Online Video and its importance to getting found online because of the facts and figures emerging that can’t  be  ignored… in fact its hard to get your head around them. Comscore announced in August 2009 that over 25.4 Billion video views ocurred in the USA alone (Yes…. Billions not millions). This is up from 14.3 Billion In December 2008. This is a 78% increase in just 8 months. Google’s sites such as YouTube  had a 39% market share with the closest competitor being Microsoft sites with 2.2%. (Google owns YouTube by the way).

In a Video interview by  “Reel SEO” with of Ogilvy’s Marketing Director Interactive  Robert Davis,  Robert tells Andy Plesser of Beet.tv that they have seen a tremendous rise in traffic to video content coming from search engines, especially over the past 6 months.

He makes 3 Key insights about the role that online video is having on search and building content on Social Media and websites.

1.Video and Search have really started to gel. … the traffic that we can drive of off search now in some cases is enough for a campaign where they don’t have to have a paid component with it “There is  tremendous search value from video now”…You can use video content almost as much as you can use a banner or paid search as a drive-to mechanism to your site.” 

2. We know that search “drives traffic” and since the introduction of universal search (you may have noticed that you can search universally as well determine the different types of content when you do a Google search), we know that search can work well for driving traffic to sites with video content.   “What we are focusing on is more of a content strategy with search.  As long as you have good metadata strategies and you are applying the same kinds of search strategies that you would apply to text content, the search engines are out there and waiting.”

3. “Information Focused video content for B2B lend themselves well to search” and address the “questions” that potential clients would ask. For b2b clients, rather than doing the age old testimonial… it’s the kind of content that answers a search for a “pain point“… not a search for a brand….  Answer the question of the consumer with your video content.”

One phrase that struck me was “pain point” which is an interesting “re-terming” take on a “business problem”. If you can provide content in a video format that answers and provides a solution and removes pain for a person or business your content then is very relevant and valuable.

So are you using  online video on your blog or website ..is it increasing your traffic and helping you get found online?

Comments

  • http://www.docushow.com Melissa

    Jeff,

    This is a fantastic article. A 78% increase in just 8 months in online video views is astounding! Astounding, but not surprising, because video is so compelling. For businesses, video is a solid way to relate to clients. More importantly, video is a great way to educate clients about a business. As a video producer, I have been producing affordable online videos that build company brands as well as give a more in depth look into businesses.

    http://www.docushow.com/

    On another note, video can be very useful for individuals as well. In addition to DocuShows, I am also producing DocuProfiles. These are short, biography style videos that people can use on their social network sites, website, blog, with their resume, etc.
    Check out this video about DocuProfiles…

    http://www.avericom.com/video/dpds.html

    Again, Great article!

    Melissa

  • http://www.webmarcom.net Jody Raines

    Tremendous article – the power of video cannot be contested. I’m currently working with my clients to incorporate video testimonials and interviews, live demos and quick tips, as much as possible. Especially now that YouTube is the number 2 search engine, this makes a lot of sense.
    Thanks so much for pointing out the incredible potential to utilize video as part of a strategic Internet campaign.

  • http://www.siliconcloud.com Patrick Murphy

    Very interesting article, this real has two implications. The first is quite simple you need to start posting video if you want to compete. But the second is more interesting, about how can we monitor what people are saying or doing with our products or our brands. Due the viral nature of videos, are videos potential more damaging to a company or a band than a bad review?

  • http://www.keypractices.com Stephanie Piche

    Thanks for the article. It is nice to have validation by ways of numbers and the more articles like this that are shared helps in client meetings. Interestingly the term “pain points” is not new to marketing. You can’t expect to post some videos to YouTube and make millions for your clients. An experienced, full-service marketer is always looking for the value of the product to solve the “consumer of the products” problem. Blending traditional marketing with new media, mobile and social marketing require skills that some of the social/new media “consultants” don’t have expertise in. Our firm started providing video as part of a way to communicate to our clients “audience” in campaigns three years ago and now have rolled streaming into the mix. There are so many components that can be used to create a successful campaign – but nothing is cookie cutter and you want to be able to show an ROI as adding video or any social media component makes the campaign a high-touch program that many clients don’t have time for or don’t want to pay for. When you start engaging in conversations with your “audience” you need to be prepared to manage your reputation and build on that relationship.

  • http://www.nicwindley.co.uk Nic Windley

    Patrick makes an interesting point about measuring the content contained within video itself as people can say anything about a brand or idea but the video itself is not search relevant (yet) only the text surrounding it.

    Stephanie make some good points about blending video together with other marketing strategies (offline and online) and the effectiveness of understanding the ROI from these activities.

    Anything that supports and enhances your core message and brings you closer to your market while generating a positive ROI (depends on what your gaols are) should be consider a part of your strategy.

    Get the basics right first though.

  • http://prperspectives.tumblr.com/ Nisha Pawar

    Great article! I find that video content really does drive content to my site. My article here would be of interest to you. http://bit.ly/aeCehc

  • http://www.alignyourenergy.com Andrea Beaudoin

    Great information! I have utube videos and links to longer webinars, but it really makes me think about doing more of it. And, I love the idea of answering the problem or question with your video, seems obvious-but it was helpful anyway. I think it applies to clients too, not just B2B, since I know clients come to my site with a problem and would love to see a video of me answering their problem or letting them know that I can help them with it. I like to help clients discover with their soul’s purpose and will make sure to talk about that in my next video.

    I plan to add more video content to my website, http://www.alignyourenergy.com , thanks to you! Thanks for an informative article, Andrea

  • http://www.dashwebconsulting.com Karen

    The statistics are impressive, but what percentage of video searches are for adult related content?

  • http://www.socialmediawoman.com Pam Brossman

    I can only say we have known this for 18 months which is why we started teaching video marketing. It has had a HUGE impact on our business, our clients business and our customers learning how to do it for themselves and their own business. 2011 is the year for video and Australia is only just cottoning on to that and we are poised to assist them if they need help. Fantastic article as always Jeff.
    Pam Brossman
    http://www.videomarketingcampus.com

  • http://www.facebook.com/kingstreetstudios King Street

    Another great post! Thanks

  • Anonymous

    Great post. The smartphone revolution is also contributing in no small measure to the increased video viewership. No one buys a smartphone to view text. So going forward these numbers are only going to increase.

    What twitter has taught us is that microblogs are the future… similarly micro-videos as the post suggests… short videos that address the ‘pain point’ are the future…

    Am sure a service that specifically caters to micro-videos with search is somewhere round the corner…

  • Yipppeee

    Jeff you are on the money here, we have just started doing this for our exhibition business. The videos are professionally done and cost us under $500 a segment. I will let you know how we go.

    For myself I am time poor and would watch a video on a companies services rather than having to read a whole document.

    A few questions though…

    I wonder how much content is missed when a person watches a video message?

    What is the perfect length of a video before people switch off?

    • http://jeffbullas.com Jeff Bullas

      Thanks for the comment. The length of video to get your message across seems to be shortening. A year or so ago 2 minutes was good and now it seems anything from 20 secs to 1 minute is becoming the norm!