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Video Production Toronto Blog – About Face

Video Production Toronto Blog – About Face

While online video production in Toronto continues to expand into new horizons, it’s important to understand that not all videos are created equally. Depending on your products, services, and message you’ll need to properly plan out your video production strategy prior to getting the cameras rolling.

For instance, new research is showing that it best to include faces in your videos. Faces capture attention and build a sense of familiarity. This is because human brains are hardwired to recognize faces. But the importance of having a person speaking in your video goes much deeper than simple familiarity. A study by Princeton psychologists found that in just a tenth of a second, we form impressions of strangers from their faces alone. Our amygdala automatically responds based on how trustworthy we determine a face to be. Once this quick judgement has been made, our amygdala then begins to alter brain processes and coordinate appropriate responses, depending on whether we decide to approach or avoid that person.

So how can we make the spokesperson in our videos seem trustworthy? A combination of factors appealing to both the visual and auditory senses can have a significant impact on the whether viewers will trust your spokesperson or not.

Tips for your on camera spokesperson:

. Be truthful with what you say. Make sure you’re delivering information clearly, so it doesn’t seem like you’re trying to hide details.
. Be yourself. The audience can sense if you’re uncomfortable, and they’ll mirror that feeling.
. Caring for people. If you’re wishing someone well or caring for your audience, they’ll notice it.

Other important tips to make it easier to hold your audience’s attention:

. Keep your background free of distractions. You want the focus to be on the speaker and not, for instance, on the dog running around in the frame.
. Put important points in onscreen text. If your video is on the longer side, it’s easy for people to zone out and forget the main points. Emphasizing larger points in text onscreen will also give your video more structure.
. Mind your body language. Your body language speaks just as loudly as your words. Make sure to stand tall and gesture with confidence.
. Use verbal cues. Say things like “once that’s done” or “next” to direct the flow of the video, so it feels like things are moving.

These are just some of the points to consider if you are producing a video and planning on incorporating an onscreen spokesperson. As we all know, a video production can be a very powerful sales and marketing tool… but as we have stated in our blogs for years, videos need to be produced properly in order for viewers to believe your message. And in that regard, it is always best practice to hire a professional Toronto video production company for all your video marketing needs.

Video Metrics Benefit Influencer Marketers

Video Metrics Benefit Influencer Marketers

Influencer marketing is a type of marketing that focuses on using key leaders to expand your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you can inspire, hire and pay influencers to get out the word for you.

Influencer marketing often goes hand-in-hand with two other forms of marketing: social-media marketing and content marketing. Most influencer campaigns have some sort of social-media component, in which case influencers are expected to spread the word through their personal social channels. Many influencer campaigns also support a content element in which either you create content for the influencers, or they can create the content themselves. Although social-media and content marketing often compliment influencer campaigns, they are not synonymous with influencer marketing.
What all three do have in common is the use of some or all of the following:

• Video production
• Video animation
• Corporate video(s)
• Videos for business
• Videos for company marketing
• Video profiles
• Video calling cards and more

The ability to identify the right influencers for your business should not ever be underestimated and the right influencers should know how to combine “reach,” “resonance,” and “relevance.”

• Reach is the measure of the total audience or the number of subscribers that go into this metric.
• Resonance is the measure of the amount of activity generated plus the level of interaction with the content.
• Relevance is a measure of how relevant a topic is and how much the talk about it. Videos that incorporate keywords increase relevance.

Other metrics that are important influencer marketers to consider are:

• Conversation rate or the ratio of comments per video to overall followers. The video must be interesting enough to spark a conversation?
• Amplification rate or the ratio of shares for each video to overall followers. Is the video of such an incredible value that viewers will forward it to everyone they know?
• Applause rate or the ratio of favorites per video to overall followers. Is the video content interesting enough to attract followers, even if they don’t comment on it or forward it?

Conversation, amplification, and applause rates help to measure the real active engagement of users with your influencer marketing campaign.
Behavior is another important component for influencer marketing agencies and teams. They are increasingly being asked to connect their social media marketing metrics to business outcomes. To do this they need to connect what they’ve accomplished in YouTube, Facebook, and other social media with Google Analytics, then they can accurately calculate the economic value of an influencer marketing campaign.

Using video production and connecting social media marketing metrics to business outcomes is how you can connect what’s been accomplished with YouTube videos, Facebook videos, and other video platforms with Google Analytics. Then it’s easier to calculate the economic value of an influencer marketing campaign.

Unboxing Videos

Video Production Toronto – Unboxing Videos

Toronto consumers are increasingly turning to YouTube to help them shop. Twenty six percent of shoppers say online videos are their main source for gift ideas, and 32% of shoppers say they plan to use online video more this year for holiday shopping, according to Google/Ipsos MediaCT’s 2015 Consumer Holiday Intentions Study As people continue to turn to YouTube for their purchase decisions, “Unboxing videos” have become a growing phenomenon.

Unboxing videos feature the unpacking of new products, especially high tech consumer products. They provide a handy service to viewers who want a behind-the-scenes look at a product before they commit to buying it. Finding a reviewer that is prepared to walk you through every feature of that device is priceless. To keep viewers engaged, Unboxers often bring a unique style to their product category. Some put their own personalities front and center, turning their faces into a trusted brand, gaining followers. Others have a specific shooting style that might feature time-lapse style footage set to catchy music, or close-up beauty shots of a new product.

In 2015 alone, people in the U.S. have watched 60 million hours of unboxing videos on YouTube, totalling 1.1 billion views, according to YouTube data. The research also shows that Youtube has become an important part of the purchase process for consumer electronics. A surprising 64% of consumer electronics shoppers watch consumer electronics videos on YouTube one week before they purchase and 65% do so the week after they purchase, according to a Google Millward Brown CE Study in December 2014.

With 2.7 million subscribers, Unbox Therapy takes a deep dive into the latest electronics on the market and gives the consumer a thorough insight into a potential purchase. Its unboxing video of the iPhone 6s and 6s plus generated 1.5 million views and 126K engagements, proving there’s a real appetite for this kind of content.

There are a number of very effective ways that brands can take advantage of this booming trend:

Hire a media production company and create your own unboxing videos for Your Products

Companies have started uploading their own unboxing videos to official YouTube channels. This clip of the new Xbox One from Microsoft that has been watched more than 3 million times.

Ikea also took full advantage of the unboxing trend this September when they launched their own parody video around the launch of the new iPhone range.

Another very effective practice is to use Youtube’s TrueView feature on your unboxing videos.

TrueView specializes in helping viewers shop directly from the videos they’re watching. With TrueView, ads appear as an icon on the top right corner of the Unboxing video. When users click on the icon, Cards will drop down, and users will be able to scroll through images and pricing information about products featured in the Unboxing video. If users are interested in purchasing, they can simply click the image and they’ll be taken to the retailer’s website to learn more, read reviews, or click to buy.

As consumers in Toronto continue to seek out Youtube for gift ideas and insights on products they are interested in, it makes sense for marketers to take full advantage of the power of video and Youtube.  If you’re looking for a new and effective kind of video marketing campaign for your company, Unboxing videos may be the way to go. This holiday season, a good Unboxing video campaign on Youtube may set your products and brand aside from your competition and help give your sales that extra boost to finish the year strong.

Fine Tune Your Video Marketing Strategy

Video Production Toronto – Video Marketing Strategy

It’s no secret that video production plays a massive role today in online marketing. In fact, according to HighQ, 52% of marketing professionals worldwide regard video as the type of content with the best ROI. A good video marketing strategy is an essential key to success regardless of the type of business or organization you’re in.

However, as with any other marketing strategy, video marketing must be done right to achieve success. It’s all about strategy. Today, one of the most effective strategies being used by many of the leading brands is the Triple H strategy. Triple H stands for “Hero, Hub, & Hygiene”. This strategy was created by Youtube and has been used by many top brands and household names worldwide. Many marketers today are creating whole Youtube channels around this strategy. The Hero, Hub, & Hygiene strategy actually combines three different kinds of video content together into one channel.

Hero content is the more traditional video marketing approach. Hero videos are large-scale events or programs that drive mass awareness; oftentimes around product or event launches. Hero content builds awareness at a much broader scale to reach the mainstream. According to YouTube, Hero content is something that should be produced on average 1-2 times a year for a brand and will entertain and inspire the viewers with emotional storytelling. This usually generates a large boost in both traffic and brand awareness. Hero content is usually big-budget and often brings in big-name talent, or stunts…. something that can’t happen often.

EXAMPLES:
Volvo Trucks’ “The Epic Split”:

Redbull’s “Stratos”:

Pepsi’s Joe Flacco Football Party:

Hub content is meant to entertain and keep an audience coming back. According to YouTube, this content should be “regularly updated,” “valuable and engaging,” and should encourage people to “Subscribe, Like, and Follow”. It is regularly scheduled “push” content and is really the content that your core audience should want to come back and enjoy time and time again. A great example of this would be “The Tonight Show Starring Jimmy Fallon”. The channel regularly posts the most popular bits from the show to not only drive viewers to the channel, but back to the television show as well. This is the core business of most traditional YouTube channels: posting, entertaining and engaging content on a regular basis to keep their audience coming back.

EXAMPLES:
The Tonight Show with Jimmy Fallon:
https://www.youtube.com/user/latenight
Who is job 2.0?:
https://www.youtube.com/show/whoisjob20
The Late Show with Stephen Colbert:
https://www.youtube.com/channel/UCMtFAi84ehTSYSE9XoHefig/videos

Hygiene content is more searchable content intended to draw in viewers who may not already be watching your videos or buying your products. Hygiene videos are created around the core interests relevant to the ideal viewer or target consumer. Oftentimes this content is specifically created to capture viewers searching key terms related to the brand. For example, if you’re a computer software company, your content could be how-to videos helping your consumers navigate your product. People tend to find hygiene videos through search when they’re looking for answers to a specific question.

EXAMPLES:
Gillette How to Videos: https://www.youtube.com/playlistlist=PL5urOKdhITFTNYhuNtWQGVr6c8c5Wt-iH
Home Depot How to Videos:
https://www.youtube.com/user/homedepot/playlists

Today, video marketing strategies demand a highly intricate approach. Gone are the days when Toronto based companies would depend on the success of a viral video for their entire video marketing campaign. Today, brand channels need to have a solid foundation of Hero, Hub, and Hygiene content to draw viewers in and turn an audience into a community. This may take some time, patience, and effort creating your video content and developing your audience. However, in the long run, the Triple H strategy will deliver tremendous ROI to your company and can bring your brand to the next level.

Recap: The Triple H formula:
• Hero – large scale videos that reach the masses at scale
• Hub – regularly scheduled content geared around customers’ major passions
• Hygiene – always-on videos that are optimized to viewer’s intentions
and interest

Using Facebook Video Ads

Facebook video ads yield amazing results for Toronto corporations, marketers, and small businesses (including Toronto video production companies like us) who leverage the platform effectively. Whether your objective is to close sales, build a list, or gain a large amount of new followers, fans, likes, and clicks; Facebook video ads provide a powerful path to targeting your ideal viewers with engaging content. But which Facebook video ad formats are the most effective?

We’ve looked at pages from national brands, dozens of Toronto marketers, and Toronto businesses. We evaluated the success of the video ads based on their publicly displayed views, likes, comments, and shares. We discovered that all the top ads fit into 3 major video formats.

#1 Educational/Informational Shorts

These fast-paced, short-form instructional videos have been made popular by media giants BuzzFeed, Tastemade, and Food Network. Smaller creators too have jumped in on the game with exercise videos, crafts, and even makeup tutorial versions of these popular videos. These videos are fun and highly shareable because viewers can watch the entire video quickly. Their short durations (30 seconds on average) fit in perfectly to this new age of social media video sharing. Stylistically these video ads usually incorporate time-lapse demonstrations and incorporate text and images so that the audience knows exactly what is happening without having to turn on the audio.

#2 Gifs

This video ad format refers to the animated Gif and is an animated image or series of images that move like a video. The Gif leverages one of the web’s most popular forms of viral media with sleek movements that catch and retain attention. This style was made popular by Facebook Insights, Corona, and Time Magazine and is now being utilized by many leading Toronto companies and agencies. The best GIF ads use a collection of still images that are animated inside larger content. They can incorporate sound effects, music, and camera animations to provide a sense of motion and reality. Animated Gifs can generate a wealth of views and deliver a ton of shares … but they have to be created properly.

#3 Worksafe Ads

Worksafe videos use text or captions to tell the story without having to turn the volume on. This makes the video safe for work environments like cubicals areas where playing audio would be disruptive. This expands your viewership to those individuals sitting at work, riding on the bus, eating lunch in a restaurant, etc.

As Facebook began to roll out the captions feature, savvy creators like Buzz Feed saw opportunity to engage viewers by adding titles and narrational text without any audio at all. Worksafe videos use titles to help tell the story. The captions feature can help you reach an international audience of non-English speakers. We are now seeing this style of video being posted from a variety of Companies throughout Toronto.

These top three video ad formats for Facebook perform incredibly well. While each of these formats are being used by major Toronto corporations and brands, the style of video translates well for smaller Toronto businesses too. As Facebook continues to mature as a video platform, Toronto marketers who gain reputation early on will reap the rewards of being positioned early. Always remember that with any video you create, always use a trusted professional video production company with proven results. Whether your marketing on Facebook, Google, or any other social media platform, your video production success in Toronto will always depend on the quality of your videos and their ability to capture your viewers’ attention.

Successful Video Marketing in Toronto

Successful Video Marketing in Toronto

Until recently, the most important objectives for Toronto companies with successful video marketing strategies were to educate their customers, expand brand awareness, and increase online engagement. Today, it’s well known to Toronto marketers that online video production can also increase website traffic, leads, and ultimately, sales revenue. However, these results can only really be achieved by creating quality content with proven effectiveness; this is the first step to success with any video marketing campaign.

Trusting the part time wedding videographer in the office with projects with this kind of sales potential would be a serious mistake. Toronto companies that enjoy the most success with video marketing almost always hire professional video production companies to produce their content. In fact, Vidyard in partnership with Ascend2, recently fielded a survey and it turns out that 93% of North American companies outsource MOST of their video content production, another 21% outsource ALL video content creation, while only 7% create video content entirely in-house.

Being a corporate video production company in Toronto for almost 15 years, we at Groovy Concepts understand the reason for such one-sided statistics on this matter. To begin with, it’s important to point out that, according to the survey, companies with the most successful video marketing strategies get the most ROI from customer testimonials. This can’t be that surprising since customer testimonials are a savvy way to provide viewers with the proof that they need that a company’s products or services are in fact “great”. Customer testimonials are seen as twice as effective as case studies, showing the psychological impact of customers vouching for a company’s products or services compared to a company boasting their own products or services.

The only problem for Toronto companies planning to dive in and create testimonial videos is that these are among the most difficult videos to produce… especially if your customers are scattered throughout the country or continent. From the video production standpoint, conducting professional testimonial interviews is an art form in itself. From shot set up, framing, lighting, and cinematography, to using the right choice of mics and audio recording equipment…. and let’s not forget post production editing, sound, and effects. A thorough knowledge of contemporary media aesthetics, branding and how these practices translate into the video production medium is also essential.

Then there is the interviewer-interviewee interactivity that is required at the shoot. Professional interviewers have the ability to put the interviewee at ease quickly, they help them to forget about the camera, and are able invoke powerful emotion, statements, stories and sound bites from their interviewees. Contrary to popular opinion, it is nowhere near enough just to send the interviewee a list of the questions in advance of the interview. Interviewing is a true art form, not to be entrusted with a novice. A video production company in Toronto that can provide a talented and experienced interviewer to an interview shoot is invaluable.

In Toronto, the keys to victory with video marketing begins with outsourcing your projects to a qualified video production company. Long past are the days where companies can get away with simply pointing a consumer grade camera at someone and hoping for the best. Today most viewers will only watch videos they find engaging and that have a high level of production quality. In the subject of “how can we afford to hire a professional video production company?”… the real question is “how can we afford NOT to hire a professional video production company?”.

Strategic Insights for your Toronto Campaign

Strategic Insights for your Toronto Campaign

The ROI that Toronto based companies get from video production marketing is well worth the time and money invested. That said, strategic planning is the key to whether a video marketing campaign will be a success or a failure. An important ingredient for putting together a great video marketing strategy is keeping up to date on industry analytics and trends. If you’re currently planning out a video ad or marketing campaign for your company, one recent study conducted by Yahoo (in partnership with Nielsen & Hunter Qualitative) is definitely worth the read. This study examines what concepts and production elements make certain ads perform better than others in any given campaign. It reveals some very interesting strategic insights that may help you in the planning of your own campaign. Below we’ve outlined the 3 most important takeaways from this study:

Proper Mobile Alignment:
• According to Yahoo’s research, ads need to be optimized for screen alignment. In other words, viewing a landscape ad horizontally compared to vertically, can increase brand affinity by 20% and lift purchase intent by 33%. Viewing a portrait ad vertically compared to horizontally can increase brand affinity by 80% and lift purchase intent by up to 100%.

Auto-start native video ads:
• Compared to industry standard pre-roll video ads, the study shows that auto-start video ads in native environments (blogs, articles, etc.) achieve 51% higher aided recall (memory retention of the ad), 10% higher brand familiarity, and 4% brand affinity.
• Comedic ads have proven to drive a 50% lift in brand familiarity with Millennials, compared to overall viewers.
• Dramatic or emotional ads cause a 33% lift in brand affinity with Millennials.
• Informational ads have proven to drive a 31% lift in purchase intent.

These results show that fairly simple items can have a dramatic effect on video production marketing campaigns and important demographics. This is why research and strategic planning is one of the keys to video victory. A short cut here is to hire a professional Toronto video production company like Groovy Concepts to produce your content. On top of producing highly engaging content, a professional video production company should be well versed in the latest industry analytics and trends and will be able to provide consultation to help you get the most out of all your video marketing campaigns.

Check Out The Views

We’ve stated many times that research and analytics is paramount when launching and maintaining a video production marketing campaign. Video production can be expensive and Toronto based companies must know which video genres catch the most attention and how well campaigns are doing as they go along. If you are planning a paid online video campaign to boost visibility and brand awareness you’ll need to set key performance indicators (KPIs) for that campaign. This kind of research and analytics is considered best practice among the top online marketers in north America.

Although views aren’t always the best kind of metric to measure performance, with over 300 hours of video uploaded to YouTube every minute, it’s handy to have a benchmark to ascertain how well your video content is doing against others in the same vertical. Average # of Views per Video by YouTube Category (according to research by Tubular)

• How-to and Style:  8,332 views/ video average
• People and Blogs:  2,354 views/ video average
• Entertainment:  9,816 views/ video average
• Gaming:  3,050 views/ video average
• Education:  4,872 views/ video average
• Automotive and Vehicles:  5,673 views/ video average
• Travel and Events:  3,070 views/ video average
• Pets and Animals:  6,542 views/ video average
• Science and Tech:  6,638 views/ video average

A video’s view count can be a great indicator of how engaging your video content is, how well you have optimized your metadata, and how well it’s performing. However it is also very important that you also examine your watch-time metric, your subscriber growth, and other performance indicators.To make the most out of your video marketing campaigns make sure you are doing the following to attract as many viewers as possible:

• Build your subscriber base. A loyal fan base will watch almost anything you upload. DisneyCollectorBR has over 3.5 million subscribers which is why they get a huge amount of views.
• Adjust and revise your titles and description. This is one we’ve mentioned in the past. Test what works, and then test it again. Test your custom thumbnail images as well to see what works best.
• Make sure you upload your videos to the right category. This can be changed after you have uploaded the video.
• Pay for an ad campaign.
• Connect with other brands to expand your audience reach.

Researching statistics like the ones listed above can greatly help you in choosing the right genre of video to produce and can help make your video marketing campaign a successful one. We all know how competitive the Toronto market is and that everyone seems to be launching hefty video marketing campaigns these days. However with the right research and planning, your campaign can be a tremendous success making your company standout in this highly competitive city of Toronto.

Viral Video In Toronto

Viral Video In Toronto

We receive lots of questions from our Toronto based clients about branded viral video (online videos that are heavily shared and talked about… mostly via social media). We all love watching and sharing viral videos and we all seem to understand the social impact of them. But few seem to really understand the potential business impact of viral video. Other than a purchase, there is no more intimate and influential metric than a social share, and brands who run successful viral video campaigns often earn back five times more from their investment than with any other form of content. Not only that but in some cases, viral video can launch the growth of a new product or service at an exponential rate. That said, creating a successful viral video takes one of the most sophisticated approaches in video production and marketing. The efforts and costs are well worth it if your video …well…goes viral.

groovy-concepts-blog-viral-video-in-toronto-featured

The term “viral video” is so mis-understood that many brands have been derailed trying to achieve success with it. The reason is that the “viral” part of the phrase “Viral Video” cannot be created and can only be earned. Without the right knowledge, budget, campaign tactics, and a qualified production company, creating a successful viral video is a serious long shot. Before planning out a viral video production for your Toronto based company it’s important to know a few key components about this niche. Branded viral videos generally come in two categories depending on company objectives:

1. Modern infomercial
2. Branded entertainment

Modern Informercial

The modern infomercial is used mainly to drive direct response sales. If this is your objective, an infomercial or promotional approach is best. Brands such as Dollar Shave Club, Squatty Potty and FreshPet have attained a lot of success with this approach. Their sales-oriented videos have a very strong call to action and are usually presented in a comedic way. Dollar Shave Club’s viral video almost single-handedly launched the company now valued at $615 million, driving 12,000 sign-ups, and earning $100k in the first 48 hours. Squatty Potty’s video success actually out shined their Shark Tank appearance, earning them $15 million in sales with a 600% jump in online sales, 400% jump in retail sales, and quadrupling the size of the company. And as for FreshPet’s video, it is said that the the overwhelming traffic it received almost crashed their website. Needless to say, they’ve created more viral videos since.

Branded Entertainment

Branded entertainment is used primarily for brand awareness, social shares, and growing your audience. If this is your objective, branded entertainment is your best bet. This form of viral video gives you the opportunity to more narrowly define your brand while tapping into the younger demographic. If tens of thousands of people share your video, your message can become part of culture… which is really one of the ultimate goals for any brand. The Coca Cola Happiness Machine video is a powerful example of Branded Entertainment. In this hidden-camera style video a Coca Cola machine dispenses free Coca Cola bottles… and then balloon animals, then a pizza, and then even a long sandwich to a delighted student dining hall. The Red Bull Kluge video is another great example of branded entertainment. The Red Bull brand is now synonymous with extreme sports in the minds of the public, and extreme sports videos were some of the first to go viral on the Internet. This one has it all and is brilliantly executed.

One important thing to keep in mind is that the fewer resources you are able to put towards your viral video, the less your chances are of breaking through the clutter. Viral video is a highly competitive form of content and opportunities for easy breakthroughs are much less common today than they were five years ago. The rule to follow is to always plan the campaign budget to be three times that of the production. You should always develop a plan for paid advertising, influencers, video SEO and PR once you’ve created your concept.

Also, remember to test your viral video before you launch. This is the only way to know if your video is going to work. Create multiple versions of your viral video as a YouTube Ad and use different titles, thumbnails, and edits that change the shots around. Try using different calls to action as well. This should provide all the data you need for figuring out which version of your video is most engaging. If engagement is low on the most optimized version, then you may need to re-shoot some shots or segments to fix what is lacking. The producers behind some of the top viral videos of all time literally wrote and tested more than 100 title variations of their videos. This pre-launch testing is also a great way to solve any creative arguments within your team as data doesn’t lie!

Viral video production is certainly not the easiest form of content to undertake and it’s results can be mixed at best. Toronto companies should tread carefully when considering this kind of video production. Viral video can be compared to music production. There are lots of musicians putting a lot of hard work into producing their music but very few songs become smash hits. Unfortunately, that is the reality of viral video. That said, if your video does go viral, your Toronto company or brand could be on the fast track to global success and exponential growth.

Video Title Optimization

Video Title Optimization

Toronto is a highly competitive city and market regardless of the company or sector. Toronto based companies really need to think outside the box in order to make themselves stand out and grab attention. Although producing high quality videos and ads can give companies the edge they need to engage with their target-customers, little attention is given to the importance of video titles. The reality is, regardless of the quality of your videos, they need to have compelling titles in order to grab significant viewer attention and bring in the engagement you want.

Flashy keywords that cleverly explain the subject matter are important and can impact search results, engagement, and views. However that’s not all. One thing many Toronto marketers tend to miss is that the length of a video’s title can also impact these areas.

groovy-concepts-blog-video-title-optimization-featured

YouTube titles are limited to 100 characters. That said, Youtube recommends that titles be shorter than 70 characters as any more than that will usually be cut off in the search window. In fact, according to BuzzFeed’s analytics, videos over 70 characters performed almost 40% worse in views compared to BuzzFeed’s YouTube average.

On Facebook, BuzzFeed actually got below average engagement with every video title over 40 characters. In contrast, video titles that were under 40 characters received around 44% higher engagement than their average posts. This may be due to the fast paced nature of the Facebook news feed and the necessity to attract attention as fast as possible. Oddly enough, this didn’t seem to be the case on YouTube, as Buzzfeed’s videos seem to perform roughly the same regardless of whether a video title is under 70 or under 40 characters.

This proves that just because a title may work on one platform, it doesn’t necessarily mean it will work on another. So if you are posting videos to both Facebook and YouTube, we’d suggest creating a 70 character or less title for YouTube and then creating an alternate title under 40 characters for Facebook posts.

On a side note, there is a common misconception in the Toronto video marketing world that making your video title into the form of a question builds intrigue and mystery. But this is not really the case. Titles have to compliment the content of the video. On average, Buzzfeed’s Facebook video posts performed 22% worse when they began with a question. In the case of Youtube posts, results were 24% worse. When you’re talking about a global network like BuzzFeed, that’s more than 500,000 views lost due to titles.

Whether your company is aiming to get views or simply make engaging content to boost your brand awareness, the trend remains the same for the length of titles. Shorter is better. There is definitely a sweet spot on YouTube for keeping titles at around 41-70 characters and a significant benefit on Facebook keeping them under 40. In a competitive market like Toronto where properly produced and marketed videos can give you an edge, it’s very important to be mindful of the seemingly “small details” of video marketing.