10 ux video best practices
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J. SCHUH
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• 15 yrs experience • 10,000 hrs of producing • Industry Leader • Fortune 500 clients
WHY SHOULD YOU LISTEN TO ME?
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4 out of 5 INTERNET USERS
WATCH VIDEOS ONLINE
SOURCE: comscore (2009)
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U.S. INTERNET USERS WATCHED 34 BILLION VIDEOS IN MAY 2012
SOURCE: NewMedia TrendWatch November 2012
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ONLINE VIDEO IS LIKE TV
RIGHT?
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BZZZZZZZZZ!
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ONLINE VIDEO IS:
SOURCE: Tod Sacerdoti (2010)
• Targetable • Measurable • Real Time
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You have a portable video production studio in your pocket.
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Baby Boomers’ 1946 – 1964 50 +
Generation X 1965 – 1981 30’s – 40’s
Generation Y 1982 – 1999 20’s – 30’s
Generation Z 2000 + 12 -
GENERATION BORN * AGE
*Experts differ on the start dates of Generation X , Y and Z.
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52% OF THE WORLD’S POPULATION
IS UNDER 30-YEARS-OLD
SOURCE: Census 2010
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YOUNGER GENERATIONS ARE THE
FIRST TO ADOPT NEW TECHNOLOGIES
SOURCE: NewMedia TrendWatch November 2012
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BOOMERS’ ADOPTION OF
NEW TECHNOLOGY
DRIVES GROWTH
SOURCE: NewMedia TrendWatch November 2012
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Video ads targeted to children ages 6 to 14 had the
highest video ad click through rate at 3.5%,
but the lowest rate of viewing to completion.
SOURCE: NewMedia TrendWatch November 2012
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Ads targeted at older users (35 +) had a 77.4% completion rate.
SOURCE: NewMedia TrendWatch November 2012
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“Storytelling is the most powerful way to put ideas
into the world today.” - Robert McKee
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EVERY VIDEO SHOULD HAVE AN
INTRODUCTION, BODY AND CLOSING
SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU
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ENGAGE, EDUCATE, ENTERTAIN
SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU
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Lynda.com acquires Video2brain with $103 million funding
SOURCE: thenextweb.com
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REASONS PEOPLE SHARE
1. Answers a question, or evokes an
emotional response
2. Hot topic
3. It aligns with their idenity and how they
want to be perceived
4. Helps to maintain and grow relationships
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REASONS PEOPLE DON’T SHARE
1. Too much branding
2. Toxic topic
3. Depressing topic
4. Sex, violence and profanity
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MOST PEOPLE LIKE SEX
SOMETIMES THEY DON’T WANT PEOPLE TO KNOW HOW MUCH THEY LIKE IT
HOWEVER I THINK
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REASONS WHY ONLINE VIDEO IS COMPELLING & PERSUASIVE
1. The Fusiform Facial Area makes us pay
attention to faces
2. Voice conveys rich information
3. Emotions are contagious
4. Movement grabs attention
SOURCE: Dr. Susan Weinschenk (theteamw.com)
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VIDEOS THAT PERFORM BEST CLOCK IN AT AROUND
1 MINUTE
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VIDEO IS USUALLY A COMPLEMENT TO, NOT A SUBSTITUTE FOR,
CONTENT
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MAKE SURE THE CONTENT OF THE VIDEO CAN BE FOUND EASILY SOMEWHERE ELSE
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WHAT’S A CODEC?
codec (n) short for compressor/ decompressor
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HTML5 VIDEO CODECS
• MP4 or H.264 • Ogg/Theora • WebM
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WHAT’S THE DIFFERENCE
• Ease of encoding • Video quality • Compression size • Cost to use (FREE for Now)
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H265 - HEVC (High Efficiency Video Coding)
• Expected to be NEW video codec standard (half the bitrate)
• Mobile Device focused • 4K and 8K support • Requires new hardware • Mid-2014 before widespread use
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OVER 1 TRILLION VIEWS
IN 2011
• 72 HRS OF VIDEO UPLOADED EVERY MINUTE
• OVER 4 BILLION HRS WATCHED EACH MONTH
SOURCE: YOUTUBE.COM/PRESS_STATISTICS
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TRAFFIC FROM MOBILE DEVICES TRIPLED IN 2011
*YOUTUBE APP REMOVED FROM iPHONE 5
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3 HRS OF VIDEO IS UPLOADED PER MINUTE TO YouTube
SOURCE: YOUTUBE.COM/PRESS_STATISTICS
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HOST = WEBSITE VIDEO + SEO
• CONTROL • BETTER MEASUREMENT • GENERATE DIRECT TRAFFIC http://ajwood.com/
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POST = SYNDICATION VIDEO + SEO
• LARGE AUDIENCE • ORGANIC & UNIVERSAL SEARCH • MULTIPLE SERPS (Search Engine
Results Page)
http://www.youtube.com/ajwood2001
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http://www.youtube.com/ajwood2001
A.J. WOOD
17,007 SUBSCRIBERS
DEC 2012
19,201 SUBSCRIBERS
FEB 2013
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http://www.youtube.com/ajwood2001
A.J. WOOD
1,998,204 VIDEO VIEWS
FEB 2013
1,831,608
VIDEO VIEWS DEC 2012
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THE BIG 3
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500 YRS of YouTube video is watched every day on
Facebook!
SOURCE: YOUTUBE.COM/PRESS_STATISTICS
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SOURCE: SimplyMeasured
Vine users shared
113,897 videos Feb 9th & 10th 2013
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SOURCE: LinkedIn Press Center
2 New Members / sec (172,800 Members / day)
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SOURCE: kb.wisc.edu
Caption Your Videos To expand your audience and
increase SEO
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SOURCE: kb.wisc.edu
Captioning Best Practices
1. Sync captions to the audio
2. Captions appear on screen long enough to
be read
3. Provide transcripts
4. DON’T Cut words or sound effects
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SOURCE: kb.wisc.edu
Benefits of Captioning
1. Accessible to aurally impaired and non-
native speaking viewer
2. Allows sighted viewers to read in loud or
crowded spaces
3. Increased SEO (Search Engine Optimization)
4. Increase in watching the complete video
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CHECK ANALYTICS
• WHERE DO VISITORS TO YOUR VIDEO PAGES ARRIVE FROM?
• WHAT % OF TRAFFIC COMES FROM SEARCH ENGINES?
SOURCE: MARK ROBERTSON JUNE 2009
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TEST SEARCHES
DO YOUR VIDEOS APPEAR IN SEARCH ENGINES?
SOURCE: MARK ROBERTSON JUNE 2009
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MONITOR BEHAVIOR
WHAT % OF VISITORS ARE LINKING TO YOUR VIDEOS OR SHARING?
SOURCE: MARK ROBERTSON JUNE 2009
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STUDIES SHOW USERS CAN GET VERY ANNOYED WHEN WEBSITES AUTOPLAY VIDEOS
“I hate it when they do that!” SOURCE: NORMALMODES.COM
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1. KNOW YOUR AUDIENCE 2. TELL A STORY 3. KEEP IT “REAL” 4. KEEP IT SHORT 5. COMPRESS IT 6. PUT IT ON YouTube 7. HOST AND POST 8. SOCIALIZE 9. MEASURE IT 10. DON’T AUTOPLAY
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