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The longtail ROI of video is SEO

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In my previous post, Video is Queen, I wrote about why video is queen (if content is king) and that video has the potential to strengthen endorsements and brand recommendations.

It’s no secret that one of the values for brands is when multiple viewers click through in a timely manner to purchase based on a video endorsement. These conversions are relatively easy to measure. However, it gets more difficult for a brand to track conversions over time, especially for videos.

Over time, it also gets harder for people to find video reviews.

I may remember for a few weeks or months (depending on the effectiveness or affectiveness of the video), but unless I use social bookmarking, I’m not going to be able to find the video review easily over time because searching video content is still not fully possible.

Sure, on YouTube or social bookmarking sites, it might be easier if people use good tags and descriptions, but that might not be a full explanation of what the video actually contains. That will only begin to happen when the content of the video becomes searchable.

If a blogger wants to transfer more long-tail ROI to the brand because of positive feelings about the product, then in addition to doing a video review because of its affective potential and popularity, they might also consider writing optimized copy including a blog post, headline, and tags that are search friendly along with the video review.

Despite the affective nature of video and its popularity, video is hard to find via search unless combined with text that can be optimized. It’s an issue both brands and bloggers might consider as they calculate longtail ROI.

Video is Queen

Queen of Hearts

If content is king, video is queen.
YouTube is now the second most popular search engine. People are creating and watching more and more video these days. Textual content is still strong and has it’s uses, but video captures our attention in more and more ways.

Video is queen because:
1. Video is fun and engaging.
2. Video is personal.
3. Video can make for a stronger connection.

Video is fun and engaging.
Yesterday a colleague and I were trying to find information on YouTube’s Overlay function. After exploring Help, I tabbed to search Google. Only when that didn’t work did I chuckle and click back over to search YouTube to see if anyone had created a video with specific instructions (People will create videos about everything these days!). Today I didn’t have any luck finding what I needed. Instead I found short videos exclaiming what a COOL feature Overlay is!!!!! You should use it because it’s a cool. new. feature!!!

The over-the-top appreciation gave my colleague and I an opportunity to laugh and connect. Plus, I was hamming it up talking to my computer, “Dude, I don’t really care right now how cool it is, I just want to know how to work it.” While I didn’t learn what I needed to know, I did have a good time in the process.

Video is personal.
I’ve been watching Chris Brogan‘s video reviews. I love his video reviews because by watching them, I get a glimpse into his world and get to witness another aspect of his personality. It’s not about his conveying or learning the same amount of content as in a product description or a book review on Amazon. It’s because a video is more personal than plain text.

For example, last week he talked about these fabulous bags. I don’t remember the make of the bags. Right now, that’s not important because I’m not in the market for a bag; however, if I needed to buy a really nice bag for a guy, I’d go back to his blog and search for it, because the experience is going to stick with me because Chris made it personal. He and his daughter think it’s a really nice bag.

Video can make for a stronger connection.
Yesterday, Chris did another video book review. Again, I love the video, not because I learned 7 important take-aways or the top 3 must read chapters, but because at the end, Chris’s son threw something, and it wasn’t edited out. Chris just nonchalantly said, and that’s my son who just threw his train. No heavy scripting and no editing it out.

It’s real. It’s not heavily scripted and we see his personality and how he interacts with his family, and as such it has the potential for a stronger connection. Now that is cool, and I want to watch more.

The affective aspects of video can make it an effective tool for people to use to convey not only the primary message or endorsement, but also convey the passion behind the message and any corresponding emotions or affects in the viewer. However, if it’s overly scripted or edited, it would lose its potential.

On the other hand, I think big brands can move in the direction of less scripting and less editing, being more personal, and engaging; however, I don’t think they have the same levels of freedom. As I work on developing more video content for Allstate, it’s one of the things I consider and try and hit the right balance.

Massumi: “Affect enlivens. Its vivacity, ever on the move from situation to situation, strings context-orderings together in eventfulness, holding them together from the angle of what new and unpredictable enters into them. Its context-rocking trans-situational drift is the life-glue of the world–a world capable of surprise (surplus value of being)” (Parables for the Virtual, 220).

Your thoughts?