The numbers shock even me. The latest report from Forrester says one out of three adults watch 5 or more hours of TV and video content online a week. People are searching for videos online to solve problems and entertain themselves in record numbers. If you’re looking to use video content to market, you may want to hear more about Timothy Nobles’ work. Timothy is owner of Semantic Path, a digital content strategy and analytics firm in Nashville. (He happens to partner with my firm, Gamma Blast Studios.)

Content Strategy

Timothy had a client who had wanted to get parents to sign-up for a service that’s an on-demand video content platform. Think of something that’s similar to Netflix for kids.

The question was how do they design a strategy so that people would discover the video content, watch it and then see that it had enough value to sign-up for this kids’ content platform? Specifically, how they could use the content on their YouTube channel to drive a viewer off of YouTube to a trial sign-up on their site.  The first step in the content strategy was creating the strategy around the immediate needs of parents. Timothy decided to conduct a test as all good digital content strategists do.

Step-by-Step Content Process

These parents were searching on the Internet for ways to teach their children life lessons on certain topics. For this test, Timothy chose 10 videos to feature out of the client’s library of 325. Timothy determined the videos to use by the topic keywords that ranked the highest.

Shortened, teaser versions of their video content were created that lived on YouTube. The pieces were edited to whatever length gave a complete snapshot of the lesson, whether that was 30 or 60 seconds, or two minutes.

Each of the videos contained a pop-up, text box (that YouTube calls a “card”) so that the viewer could click through to get more information and eventually sign-up for a free trial subscription. This company knows that if they can get someone to sign-up for a free trial that 95% of them will become a paying customer. Driving free trials is critical.

Conversion Optimization Results

YouTube cards are set up for two clicks—viewers first see a teaser card with a “i”, as you can see below. (This example is for another company.) When they click on the “i”, the card expands in the right margin.

The average click through for those teaser cards is one out of every thousand people. Timothy saw more than one out of every hundred people clicking.

Then – 22% of those clicked on the right-hand card and left YouTube to go to the company’s site. A typical number is usually around 2%. For subscribers to the client’s YouTube site, 3% of people clicked on the teaser cards, with 57% of viewers going to the client’s site. Huge numbers.