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Top 10 Best Practices with Video in UX
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J. Schuh
December 14, 2012
Design
1
320
Top 10 Best Practices with Video in UX
Presentation I gave at Dallas Digital Summit.
J. Schuh
December 14, 2012
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Transcript
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J. SCHUH
• 15 yrs experience • 10,000 hrs of producing •
Industry Leader • Fortune 500 clients WHY SHOULD YOU LISTEN TO ME?
U.S. INTERNET USERS WATCHED 34 BILLION VIDEOS IN MAY 2012
SOURCE: NewMedia TrendWatch November 2012
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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.
YOUNGER GENERATIONS ARE THE FIRST TO ADOPT NEW TECHNOLOGIES SOURCE:
NewMedia TrendWatch November 2012
BOOMERS’ ADOPTION OF NEW TECHNOLOGY DRIVES GROWTH SOURCE: NewMedia TrendWatch
November 2012
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
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
EVERY VIDEO SHOULD HAVE AN INTRODUCTION, BODY AND CLOSING SOURCE:
http://www.youtube.com/watch?v=7xK9qv611sU
ENGAGE, EDUCATE, ENTERTAIN SOURCE: http://www.youtube.com/watch?v=7xK9qv611sU
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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
REASONS PEOPLE DON’T SHARE 1. Too much branding 2. Toxic
topic 3. Depressing topic 4. Sex, violence and profanity
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VIDEOS THAT PERFORM BEST CLOCK IN AT AROUND 1 MINUTE
VIDEO IS USUALLY A COMPLEMENT TO, NOT A SUBSTITUTE FOR,
CONTENT
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
HTML5 VIDEO CODECS • MP4 or H.264 • Ogg/Theora •
WebM
WHAT’S THE DIFFERENCE • Ease of encoding • Video quality
• Compression size • Cost to use (FREE for Now)
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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
TRAFFIC FROM MOBILE DEVICES TRIPLED IN 2011 *YOUTUBE APP REMOVED
FROM iPHONE 5
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/
POST = SYNDICATION VIDEO + SEO • LARGE AUDIENCE •
ORGANIC & UNIVERSAL SEARCH • MULTIPLE SERPS (Search Engine Results Page) http://www.youtube.com/ajwood2001
http://www.youtube.com/ajwood2001 A.J. WOOD 17,007 SUBSCRIBERS 1,831,608 VIDEO VIEWS
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THE BIG 3
500 YRS of YouTube video is watched every day on
Facebook! SOURCE: YOUTUBE.COM/PRESS_STATISTICS
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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
TEST SEARCHES DO YOUR VIDEOS APPEAR IN SEARCH ENGINES? SOURCE:
MARK ROBERTSON JUNE 2009
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
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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