VidSummit recap -17 Takeaways from VidSummit 2017 Los Angeles
Last week I went to VidSummit, a conference for video makers and marketers in Los Angeles, California. After being hit with ads from Gary Vee and Shonduras all over Facebook plus seeing testimonials about how great VidSummit is, I bit the bullet and grabbed a ticket. I was done with conferences for 2017 but I am so glad that I took the leap and went to VidSummit. I came home excited to get back to making videos again. I had kind of felt like YouTube was just this place to park my videos. But with all the new info I learned at VidSummit (and the 18 pages of notes I came home with!) I have a new lease on YouTube. Plus, I got some great info about Facebook videos and live videos … I’m sharing the best of what I learned in this VidSummit recap:
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1. We are the 1% when it comes to social media and video knowledge
One of the major selling points for VidSummit for me was that Gary V was going to be a keynote speaker. Gary’s talk didn’t disappoint! Surprisingly, he focused more on regret than about any kind of video strategy. But that’s okay because I think it’s something that we all need to hear.
One of the things that Gary said over and over that really resonated with a lot of the people there was that the people at VidSummit (and you could even say you who are reading this blog post) are ahead of 99% of the other people in the US when it comes to knowledge about social media, video, and marketing. I think we forget to give ourselves credit for that sometimes. And it’s so easy to get caught up in our own industry and what all of our peers know that we forget that we actually know a heck of a lot. Take a moment right now to give yourself a little pat on the back and acknowledge that you have the knowledge and opportunity to do something amazing.
So the next step is, are you going to take action with all that knowledge?
2. Use tools like VidIQ and TubeBuddy to optimize content
If you’ve been making videos or going to video conferences for a while you might have heard of tools like VidIQ and Tubebuddy that help you optimize your video content. I’ve seen these tools lots of times and I just felt like it wasn’t something worth investing in. At VidSummit I went to several sessions that illustrated how using these tools can not only help you optimize your current videos but also help you find trends, understand what your audience is looking for, and get insight into what’s performing well on YouTube right now. These insights are super valuable for content planning.
If you are serious about growing your YouTube channel and reaching the right people with your content, then you definitely need to look at both of these tools. I downloaded the free trial for Tubebuddy. VidIQ also has a free trial but I went ahead and bought one of their paid plans . These plans aren’t super cheap but I’ve already seen an increase in views on my last two videos that I uploaded and optimized with VidIQ. And when you have an increase in views, you can have an increase in revenue from your AdSense earnings on YouTube. I’m pretty sure this is going to pay for itself really quickly!
What makes these tools better than just using your own intuition to figure out your keywords? Both VidIQ and Tubebuddy allow you to look at the key words that other people are using, they suggest keywords for you to use in your titles, descriptions, and tags, and they rank those keywords for search volume and competition.
In his talk at VidSummit, Roberto Blake talked about how most of the time his intuition for choosing the correct keywords is right on. He is verifying that with Tubebuddy. So if you’re really really good at coming up with keywords and doing SEO then VidIQ and Tubebuddy could be used to validate that you are on the right track. No matter how good we are as humans we can’t possibly process the billions of pieces of content that are on YouTube like a piece of software can. So these two pieces of software can find things that you’re missing and help you target your keywords even better.
Click here to try out both services:
3. Objective vs. Subjective video quality — what to consider when making videos daily
Roberto Blake discussed the difference between objective and subjective video quality in his talk about creating daily video content. One of the challenges with making videos everyday is this fear about the quality of the video.
He explained that quality is actually the experience that the video creates. A video can look beautiful but if it doesn’t create an experience that’s good then the video as a whole is low-quality. Just the same as if the video creates this amazing experience but it’s really hard to hear and hard to see because the production or editing quality is poor. “Quality” is the overall experience a video creates for the viewer. When you think about quality in this way it reconciles the lower production value you might get when you are creating daily content with the higher experience that your followers get when you’re creating content that can make a difference in their lives.
Roberto broke it down into two factors.
There’s the objective quality of the video which is your sound quality, your editing, and basically your production value, that can be improved with time and equipment but it’s not as important as we think. My YouTube channel is a prime example of this. I have beautiful videos that I’ve sold to brands and that have gotten me a lot of work with brands but my videos don’t actually get a lot of views on YouTube.
Then there’s the subjective video quality. This for me really hit home because this is the place where I think I could use a lot of improvement. Subjective quality is how the video makes people feel. Do they feel like their time has been wasted? Have they felt entertained? What emotions do they have and reactions do they have to this piece of content that you have created?
Some good questions to ask yourself in order to make sure that you’re improving the subjective quality of your video are:
- Are you being engaging?
- Can you do better research?
- Can you crowdsource your community for ideas to make sure that you’re giving them what they want?
- If you do crowdsource content you could state at the beginning of the video that “this video idea was submitted by ___________” and include that person’s name to give them a shout out in your video?
Your subjective quality is what will create raving fans.
4. Always get the virtual ticket
At VidSummit I ran into Michael Stelzner the founder of Social Media Examiner and the Social Media Marketing World event. Knowing that I had attended his event this spring, he asked me what I thought was valuable. I absolutely think that the virtual ticket is one of the most valuable things that you can do at any event. I told Michael that I’ve been downloading the audio versions of the Social Media Marketing World sessions and listening to those while I’m on plane rides. I can listen and pull up Evernote at the same time to take notes. This way I can consume the information in small short bursts and put it into action right away.
Some events offer a premium pass that includes access to recordings of the conference sessions afterwards. This is true for Social Media Marketing World and also true for the VidSummit ultimate pass that I got for this event.
When you go to a conference and there are 100 + sessions to go to, it’s almost impossible to absorb all that information and then find the time when you get home to implement it right away. Plus if you’ve ever taken notes at a conference you know that sometimes they go too fast or you’ll miss something that’s really important. The virtual ticket allows you to catch the things that you missed as well as review and better understand the content that was presented. I’m so happy that I got the virtual ticket for VidSummit because there are few things that I didn’t get clarity on because I was writing and not listening at the moment that they explained it. I absolutely plan to review the recordings when they’re released next week.
Virtual ticket passes typically cost a couple hundred dollars more than the standard conference pass. If you can’t afford that, consider buying the at home virtual ticket that most of these conferences offer. VidSummit offered an at home ticket for a couple hundred dollars, which was about half of what I paid to attend in-person. The full price ticket for VidSummit was around $800 but I found a coupon online that brought it down to around $500. (P.S. Google “event name + coupon code” to find discounts on events you want to attend!)
If you can go to the conference and get the virtual ticket, then do it. If you can’t afford to do that then I would actually buy the virtual ticket over attending the conference in person. With a virtual ticket, you can go back and review and replay that content over and over whereas if you just attended the event on its own, sure there’s the networking but you don’t get the benefit of all the extra learning.
If you’re looking for networking and the in-person experience of a conference, I definitely recommend Social Media Marketing World next spring. They just came out with a Creator ticket that is perfect for bloggers and video creators who are looking to level up but aren’t ready for corporate and Enterprise level social media marketing info. You can get it all at Social Media Marketing World but the Creator ticket offers you a more affordable option that’s targeted directly to content creators. When the VidSummit registration for 2018 opens up I’ll definitely be sharing those links as well but until then grab the Social Media Marketing World ticket now because the price goes up as we get closer and closer to the event.
If you have any questions about my experience with buying virtual tickets for events, please feel free to reach out to me in the comments or on my Facebook Page at Smart Creative Social. I’m happy to share my experience with you.
5. How to take trends next level
What if I told you that is less than 6 months you could have over a million subscribers on YouTube by exploiting trends? The Sharer Brothers didn’t even have a YouTube channel this time last year. They started their channel in January 2017 and as of today they have 1.7 million subscribers. These two brothers are extremely bright, talented, and well-educated. But their channel succeeded because of their knowledge of trends. In their keynote about trends they broke down how to do exactly what they did.
The Sharer Brothers had a lot of information about how to find trends and what trends are and so on but I think one of the best things that they talked about was warping trends.
Warping a trend is using a trend in combination with another trend in a way that fits your channel. Their example was a popular video called “gun versus soda”.
In the gun versus soda video someone shoots a gun through a line of Coca-Cola cans.
The Sharer brothers are known for their Nerf gun content and the brothers admit that they don’t own any real guns. So for their channel, they shot a Nerf gun through bottles of soda but they actually used bottles stacked in rainbow colors because it fit their coloful brand better. The first bottle was a Coca-Cola bottle but that was followed by bottles of Fanta in different colors, and Sprite set up in rainbow order. My son actually has watched this video!
The Sharer Brothers channel is family friendly and very fun so they took a not family-friendly piece of content that was trending and made it family-friendly by mashing it together with the trend the classic trend of Nerf guns which they use on their channel. Here’s how:
- Power trend: gun vs. soda, Coca-Cola brand
- Classic trend: Nerf Guns
- Complimenting their branding: rainbow colors, Nerf gun
The brothers talked about using Google Trends to help identify if a trend is a classic trend like Nerf or a keyword trend like Halloween costumes or power trend like fidget spinners. Once you understand the type of trend you’re working with then you can create content for it.. By warping the power trend of gun versus soda and combining it with the classic trend of Nerf along with their own branding, the Sharer brothers were able to create a high ranked video in search and popularity.
I took a screenshot of the Google search results for “gun versus soda” and the Sharer brothers are right up there at the top underneath the original trending video. Their knockoff video actually got 30% more views than the original video with 12 million views versus the original video’s 9 million views. In fact you can see that the Sharer brothers are dominating this search result with three out of the top five videos. They also took the trend of gun versus soda and did a Nerf gun vs. Fanta video, which was a sponsored post, and fidget spinner versus soda video, another wrap trend.
With a lot of these trending topics you have to be responsive and be able to make videos quickly. But I think there are a lot of ways that as a DIY content creator you can capitalize on trends. Threadbanger is a prime example of a DIY channel who is expertly navigating trends and using them to their advantage in the DIY and crafts space.
6. Hashtags and videos
I was so glad to hear Jeremy Vest of VideoPow talking about hashtags in his talk about Facebook Live as a traffic driver to your website. Here are the things that he said that were notable about hashtag use:
- Hashtags don’t really work well on Facebook and YouTube but if you put a hashtag in the title it’s great for branding (if that’s part of your brand)
- When using hashtags on Instagram, 90% of the likes on posts are from non-followers. If they don’t use hashtags they get about 20 likes; with hashtags they get about 500 likes per post.
- Hashtags are super important if you’re at an event. If you’re one of the only people on social media using that hashtag on your live videos, on your content, and on your posts, then you are more likely to get picked up as a source for media coverage of the event. Car and Driver was able to rank as the top source for many events because nobody else was using the event hashtags.
And here’s a cool little tip about hashtags on YouTube. They aren’t clickable if you use them in the title, however if you put a hashtag in a comment, it becomes clickable and the results show that topic on YouTube. So if you’re using hashtags for a series for example, you could then leave a comment with that hashtag on your video and it would bring up the other videos in the series that you have added that hashtag to in the search results when someone clicks the hashtag.
Want to kick up your hashtag game? I did too … and after years of research and testing, I created Hashtag PRO, the one course you need to understand how to find and use hashtags like a true BOSS. Click here to get on the waitlist: Hashtag PRO
7. Understanding the YouTube algorithm — it’s a machine
Derral Eaves gave a really great talk in the middle of the first day of VidSummit about unique and interesting ways to show up and work with the YouTube algorithm. The algorithm is a thousands of algorithms firing at a time. It’s basically a machine this learning and trying to predict what activities and what videos will help you to reach its goals. Its main goal is to increase watch time and have longer sessions on YouTube. If you think about it, the more time you spend on YouTube and the more videos you watch the more ads you will see. This is the way that YouTube makes money.
Here are some of Derral’s really crazy tips for trying to optimize your YouTube channel. I started this video at the 4 minute mark because it was livestreamed and the first 4 minutes are just conference stuff. This is definitely one of the sessions that I’m going to need to re-watch!
8. The next level of working with other YouTubers, beyond collabs
An overall theme of VidSummit was collaboration. And not collaboration in the traditional sense that YouTubers think of, which is two YouTubers or more get together and create videos on a common theme and link to each other. This type of collaboration that the presenters at VidSummit were talking about had more to do with humility, owning what you are and are not good at, and finding people who can help you with that. There was also talk of collaboration on a deeper level than just trading some content every now and then.
A lot of these ideas are things that bloggers have been doing for the last five years but YouTubers are just now getting turned on to this type of collaboration and support within their community. Not just the support, but also looking at what their strengths and weaknesses are and how they can compliment the community around them with those.
Earlier this year, my friend Ashlee Marie Cakes was in a mastermind with me and 6 other bloggers and creators. We had to humble ourselves to collaborate and get help from one another. It was awesome to see her and one of our other mastermind members at VidSummit! You know you’re collaborating with the right people when they are pushing themselves to go to events outside of our niches.
The reason Gary Vee engages with everything that his community says is because that helps him to make better content. So not only should you be collaborating with other creators but you should also be collaborating with your followers by engaging with them in the comments, within your video, and in person.
Gary Vee said that the biggest vulnerability with content creators right now is a lack of self-awareness. He said that creators have a delusion of what they want versus what is real. He says to do stuff that you’ve never heard of anyone else doing and then have the humility to team up and get a partner to do the things that you’re not good at. So if you’re not good at business but you’re great at making amazing videos, then hire someone who’s great at business to help you grow this thing. If you’re looking for other people to help you, then when you’re creating relationships, do things that you have no expectation in return for. For example, if you meet someone at a conference, don’t think of what they can do for you when you’re following up. Think of something that you can do for them where you have no expectation in return. This is how relationships are made.
9. Avoid regret — Gary Vee says spend 20% of your time testing new things
Gary issued a challenge to spend one hour at a nursing home and learn what real regret looks like. He shared the story of how he was on YouTube in 2006 and left YouTube to go pursue other platforms. In the meantime, YouTube exploded. He has tremendous regret about that decision. Gary’s message to us and to all video creators like you is to take the risk and try the new thing.
Gary says that one of the top ways to get in on the newest thing is to look at the top 50 apps on the App Store. Download a few, grab your username, and start using them. You’ll make all the mistakes before everybody else is on there but you will also have a foothold on something if it starts to take off and be really big. Gary shared the story of how he tried some of these earlier video live streaming apps, even though some of them were only around for a few months. That experience gave him enough confidence, experience, and familiarity with going live that when he started going live on other larger platforms, like Facebook, he already looked like a pro.
The lessons here are to recognize that we know a lot, to try new things, and to avoid regret.
Youtube, Facebook, and Instagram are imperative monsters until they’re not. He figures that these have a good two to four years of staying at the top for sure. Look at the top 50 apps in the App Store once a quarter. Make an account and grab your username. Then get 50 users to come over with you from another platform. Drive your existing audience from an existing channel over to this new channel and experiment and learn.
P.S. Yes, I sat behind Pat Flynn and Caleb Wojcik at Gary Vee’s keynote! LOL
9. Go Live to boost your edited videos
Derral Eaves shared that one of the tactics that you can use to gain the YouTube algorithm is to go live right before you publish your next video.
Like let’s say you’re going to publish your video at 4 p.m. then you should go live at 3:50 p.m. and talk about what’s going to be in your video. That live notification will be pushed out to everybody who’s following you. When you’re on the live, hit publish at 4 p.m. to get your new video up. Then grab the permalink to the new video and drop it into the comments in your live and tell everybody to go head over to your new video right now. Then end the live video and don’t publish it. Leave it either unlisted or, on Facebook don’t click the done button. This tactic was primarily for YouTube however I’m definitely going to be trying it on Facebook to see if we can game the system. Both Facebook and YouTube heavily weigh view velocity during the first 24 hours after the video has been published when they determine who and how often to show this video to in either the newsfeed on Facebook or the suggested videos on YouTube. I have a feeling that this strategy will work on both platforms even though Derral was speaking about it in terms of YouTube only.
10. Video is the key to search
Several of the speakers mentioned that it’s 53% easier to get a video to rank in search on Google than it is to get a blog post on your website to rank. And that makes a lot of sense!
One of the last speakers that I listened to was Jon Penberthy and he shared his story of how he started out on eBay selling tchotchkes from Alibaba, then he got into affiliate products from ClickBank, and then he started selling his own products. And in the story of him telling how he got started making lots of money with affiliate products he shared that the key was video.
After talking to some other creators I also found out that if you embed a YouTube video into your blog post, that also increases the search rank. I had been thinking about just having all of my videos be hosted with my ad network because a lot of ad networks now will overlay ads within your video and you’ll make a lot more money on your website with them. But if nobody’s coming to the website because it’s not showing up in search, then you’re not going to make as much money from the video ads. I’m thinking now I might embed my YouTube video in the blog post and maybe somewhere else within the post also embed the video with the video ads that I’ve uploaded to my ad network.
Then it’s kind of a combination of the best of both worlds. Plus, my goal is really to get people to watch the tutorial video so they can learn about the thing that I’m sharing about. So if I have the video in the post two times, that increases the likelihood that they will click and watch the video which actually will give them a lot more value than just reading the blog post. I don’t know how closely I’m going to watch this experiment but if I find anything interesting I will definitely let you know in a future blog post!
11. How to get traffic with Facebook video
The very first session that I took at VidSummit was with Jeremy Vest about boosting your site traffic with Facebook live video. He had conducted a test on the Car and Driver Facebook page doing a series of Facebook live videos.
Here’s a summary of the findings that he shared after doing literally hundreds of Facebook live videos:
- The average view time was 6 seconds on Facebook live videos
- The content people liked most from Car and Driver were car tours. Through testing you can figure out what content your followers like the most
- The content that people like the least was event-based, like walking around a car show. For Crafters that might be equivalent to walking around the AFCI (formerly Craft and Hobby Association) show floor.
- Give real value when you go live. Think about how you can be interactive versus teaching on a subject.
- Consistency is key. Go live at the same day and time every week and have a plan. If you don’t have anything to say, don’t go live.
- Going viral is not the goal. Going viral is a byproduct. The point of his Facebook live videos was to get traffic to the website
- 360 videos are getting a lot more views and you can also edit them on Facebook which is an added bonus
- In real-time, taking your followers along with you on an experience will perform the best in a live video. 90% of his videos have this formula of doing what the viewers ask. For Car and Driver, that was taking tours of the inside of the car, opening the hood, and doing whatever the viewers asked them to show.
- When sharing a link, put it in the caption, as the first comment that you pin at the top of you have that capability, and add as comments throughout your live. You may need to hire a producer or somebody to be back home in your office dropping those links while you are doing the live video from the event.
- Make sure that the video content is a small piece of the larger blog post content that you want to send them to. If you show everything in the video, there’s nothing else for them to go get from the blog post. The blog post should give them even more detail and a deep dive into the information that you are sharing in the video or the live video.
12. How to grow your YouTube channel FAST
Rob Sandie from VidIQ did a really awesome presentation on how to find your first hit on YouTube and then double down to create more content and momentum behind your channel. This is one of the keys to growing a huge channel. He shared lots of great case studies but what I’m going to share with you are the main takeaways from his talk that I got in relation to the craft and blogging industry:
The trajectory of how people get big on YouTube is that they have a period of slow growth where they’re trying lots of different things. Then they get a hit on one certain topic; this is something that goes viral on their channel by getting views of 10 times the number of usual views for your channel.
The difference between the channels that skyrocket and grow here and the ones that continue on that same slow path they were on in the first place is skyrocketers “double down”. That means that they look at that video that went viral and create four or five or six more pieces of content like that. If it’s a slime video it doesn’t necessarily mean you have to do slime videos. It could be that it was a Galaxy slime video and now you’re going to do lots of Galaxy things. So part of it is that you have to examine and analyze what actually was the viral factor for that video, the factor that made people want to watch the content and that resonated with them at that moment in time.
Rob gave an example of the channel Unbox Therapy. They showed a video of bending an iPhone in half during “bendgate”, when bending iPhones was a huge trend and news story. Based on that one video’s performance, they ended up creating five more iPhone bending videos that grew the channel substantially.
Now you might be wondering if this means that you have to do bending iPhone videos for the rest of your YouTube career. No it doesn’t. Once you get big enough after doing the doubling down, then you have an audience who loves you and will watch all the other types of content that you want to create.
Rob shared his 10 tactics for growth on YouTube. He went super fast and I wrote down a lot of tactics. But I’m not quite sure if there’s 10 here . So let’s get started:
Explore Niche ideas not tent pole content. Tent pole content would be something like posting about Halloween, Thanksgiving and Christmas in the fall. That content is super competitive and oversaturated. Look at niche ideas within the tent pole content so that you can try to get into the suggested videos for the top performers for the topic that year.
You can also do things like add the year to your keyword. For, example “Halloween 2017” would perform better than “Halloween” if you are a small channel.
You can use tools like VidIQ to research the performance and the search volume for particular keywords before you even make a video.
“Minecraft” is a high competition keyword with lots of content and lots of search volume. But “Minecraft roleplay” has low competition but lots of search volume. So if you are really into Minecraft instead of making yet another video of someone playing “Minecraft”, you might make a video of “Minecraft roleplay” in order to show up in those niche search results.
Use auto generated channels on YouTube. Become a consumer of the content that you are trying to create. YouTube will auto-generate channels based on particular keywords and high-performing search terms. Above is a screenshot of an auto-generated channel that showed up in my Home page on YouTube because I have been interacting with lots of LEGO Ninjago Movie content since I did a sponsored post for them.
Put niche tags in your upload defaults. You can use a tool like that VidIQ or TubeBuddy to look up the tags that the people who are top performers on the auto-generated channel are using and then put those into your default tags. When you upload a video to YouTube you can set up upload default so that every time that you put a new video and those tags automatically show up .
Add the year to your title and keywords. This is particularly useful if you are posting about something that is time-sensitive or needs to be updated all the time. For example, if I’m looking for an Adobe Premiere Pro tutorial, I want to see tutorials from 2017, not from 2013. Think about how many times you have searched for a keyword and gotten these really old results from 2009 and then you decide that you will search the same keyword with the year 2017 after it. This is basically thinking like a consumer and trying to make sure that your content shows up when that consumer searches. If the content is still relevant in the following year, you can edit the title and tags to change the year. But don’t do that unless it’s completely relevant.
Use compelling headlines. Use a tool like Sumo’s kickass headline generator to make awesome headlines. Rachel Miller from Moolah Marketer also has a free bonus 100 Viral Titles Cheat Sheet that you can use to create viral titles for your videos but to also create captions for your social media posts and amazing titles for your blog posts. I’ve even used Rachel’s titles to create my subtitles and headings on my blog posts for even a better reader experience.
Pay attention to the view velocity of popular videos. You can use paid tools to see the velocity of other people’s videos. Basically this is how fast the video is gaining views. You can use tools to look at the back end of the videos to also to see how they optimize the video by viewing their tags and keywords.
The best time to post is before the wave. Look at when your subscribers are online. Generally the best time to post is 6 p.m. Eastern according to Rob. Roberto Blake said that he believes the best time to post is around 5 p.m. Eastern because that’s when Philip DeFranco is uploading his daily videos and that will guarantee that a quarter million to a million people are on YouTube at that moment. Rob says to post before the wave so that you can gain traction from it. He said that 60% of YouTube subscribers share their activity publicly so you can grab this information from the public information on YouTube. Or you can use a tool that utilizes YouTube’s public developer API like that VidIQ to look at this information if you’re not that techy.
More tips that came from Rob’s Q&A:
- When you have a hit, put that key word in your channel metadata
- YouTube rewards niche, narrow accounts
- Keep your tags concise and use them in your title and description
- Look at the wave of what’s happening and figure out how you can ride that
- Be super specific about the video in your title and don’t put your channel name in the title
- Look at the keywords versus the clickbait titles on the YouTube auto-generated channels … how many of those are numbers like “10 ways to ______” or “five ways to do _____” ? Do what works for other people already.
13. You don’t need to speak Spanish to reach Spanish speakers
It was really great to see a familiar face at VidSummit and also someone representing the Latin community of creators. Lizza Monet Morales gave a talk that was full of a credible research that blew everyone’s minds about the Latin market.
Did you know that there are more native Spanish speakers than native English speakers? English only eclipses Spanish as the most spoken language when you factor in people who speak English as a second language.
Thinking about how large the Spanish market is, it’s definitely something that you need to pay attention to. Lizza called out that some of the top channels in the world are from non-US, non-English speaking creators. The top gaming channel behind PewDiePie is a Portuguese language channel. One of the top beauty channels is a Spanish-language channel.
The Spanish-speaking YouTube audience is growing exponentially because areas in those countries that were third world are now becoming developed. Towns that had one operating payphone that the entire town used for years, for example, a month later can now have access to individual cell phones enabled with data. And that means that they can consume your YouTube content and access the outside world in multiple ways they did not have access to just weeks before. Lizza talks about this example of when she was in South America and witnessed people carrying water and produce in one hand and watching YouTube videos on a phone in their other hand. The amount of watch time from Spanish speakers is eclipsing the watch time in the English-speaking market. If you can capture the Spanish speakers then you can game the YouTube algorithm because your watch time can explode. And they’re not just watching content in Spanish or Portuguese; the way that you can capture them is by making your channel accessible.
But what if you don’t speak Spanish? I don’t speak Spanish but I do make content that Spanish speakers might want to consume. So the biggest thing is to make sure that you have enabled closed captioning on your videos. You can use a service like rev.com to transcribe your videos and upload the closed captioning to YouTube. You can also use rev to translate your video into other languages but it costs a lot more per minute. Turn on the translation features on your YouTube channel to allow your community to add captioning in other languages so that your video is a lot more accessible. You can also use Spanish-language hashtags and tags in your videos to help them be found by Spanish speakers.
14. Voice is the future
Gary Vee said over and over again that if he could restart VaynerMedia he would restart it as VaynerVoice. He believes that voice is going to overtake video as far as the media type that will be consumed most. He cited Alexa voice, Google home, and Apple products that are all operated by voice and that interact with us via audio and believes that video will be arbitraged by voice because you can do two things at a time when you listen. Now if you consider what I just shared above from Lizza Monet Morales about the Spanish market and how they are consuming video content, then what Gary is saying is even more true; they are consuming video content while doing other tasks but they certainly can’t watch all the time.
I can’t remember where I heard this stat but the average commute in America is 26 minutes. If you think about the way that you consume media, can you see how voice might be the future?
If I’m in the car, I will listen to a podcast. If I’m walking or working out in the gym that’s when I listen to podcasts. I can’t watch a video and do those other activities safely. Most of the time when I am watching a video on YouTube, unless it is a tutorial that I have to actually watch, I’m opening a new screen and doing something else while I’m listening to what the video is saying. Considering this, I can absolutely see how voice can be the future.
As video creators, how can we use this knowledge to our advantage? Make sure that we’re doing voiceovers that fully explain what we’re doing in the video. That way it’s not only a great experience for people who just want to listen to the audio and do something else at the same time but it’s actually a great experience for people who are blind and have other accessibility issues.
Audio is also a lot quicker to download or stream than video. If we’re thinking about accessibility as far as bandwidth, people can download podcasts and audio files and replay them much more quickly and with less data usage than streaming or playing the larger video files.
I’m thinking about ways to take that audio voiceover from the video content and use it on audio platforms. An easy way would be to put audio on SoundCloud. But there have to be a lot of other ways. Gary Vee kept talking about Alexa voice, Google home, and other products that use voice. How can we make content that works on those platforms?
15. Tips for optimizing Facebook videos
Jeremy Vest also shared this really great tip about optimizing your Facebook videos. Now most of the presenters agreed that optimizing after the fact could mess up your video in the algorithm on YouTube if the video is already performing well. If you were editing your title and your description on YouTube, YouTube treats the video as if it’s brand new and your views can drop down to nothing. However on Facebook, there aren’t negative effects when you change the title, change the caption, and change the tags on a video.
Here’s what Jeremy recommended when optimizing Facebook videos:
- Change the metadata on the video. This means your title, your caption, your tags, and or your thumbnail.
- You can re-optimize the video every 3 or 4 days or so. Jeremy believes that a Facebook video, specifically a live video, only lasts about 3 days in the news feed.
- Use expiration date for your sales videos
- Make sure that you include closed captioning on your videos because 75% of people on Facebook never listen to the video while watching
16. Just ask for what you want
Gary Vee implored people to “ask” for more. If you want a brand deal, email all of the brands. He said that people’s egos get in the way when they’re told “no” so they end up not asking.
Gary follows the 51/49 rule which is to start with what you’re going to do for someone else. This is absolutely true when you’re looking at collaborations as well. A brand deal really is essentially a collaboration. But this also applies to collaborations with other content creators and with people who you’re going to hire to help you in your business.
He says that one of the keys to being successful when you ask is to take 30 minutes to do your homework. This is a better way to get the conversation started with someone when you do want something from them. You’ve got to know what they do and know something about them so that you can connect in an authentic way.
At the end of his talk , Gary did a Q&A session. The first guy that went up to ask a question literally asked if he could go and scrub Gary’s floors with a toothbrush because he just wanted to do whatever he could to be able to work with Gary. So Gary told him to send him an email and that he could come up to his offices for a week in January. This was the primary example of just asking. Afterwards, I went up to the guy who asked this question and he said that that wasn’t his question or plan at all. But as he kept hearing Gary talk he got up the courage to just say why not and asked for the big ask.
I asked Shonduras for a photo and he one-upped me by making a VIDEO for my 10 year old son. I told Shaun that his channel is on my approved watch-list for my kids. You never know if you are gonna get what you ask for!! But you gotta ASK!
17. Grow slow
Gary Vee spent the first half of his talk discussing about being too focused on growth hacking. A lot of this conference at VidSummit was about ways to grow faster, get bigger, and make more money. But Gary’s advice was to grow slower. At the end of his talk somebody asked a question about funding and how to get money and they even asked Gary to invest in their company. But his advice was that the way to get bigger is to go slower.
Gary also stressed taking time to experiment and take a chance. I talked about this a little bit more above but I wanted to stress that he says don’t let your current work stand in the way. This really ties into going slower because if you’re putting a hundred percent into your project you’re not going to have that 20% to invest in exploring new things. And that exploration is what leads to innovation. Maybe not on the new platform that you’re trying but it can add innovation to your existing work. So going slower and making sure that things are really solid will help the company have a great foundation so that you can grow.
I hope you enjoyed this VidSummit recap!
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Who should attend VidSummit?
If you’re looking for a video conference to go to you and you’re already experienced with either Facebook video or YouTube video, I highly recommend going to VidSummit for some of the next level, deeper strategies and knowledge.
If you are new to video or you feel like you’re not that confident yet, then I recommend going to a conference like VidCon and purchasing a Creator ticket which will give you a lot of entry level information. Also if you are really looking at learning YouTube video, YouTube has a free resource called the YouTube Creator Academy where you can take free classes from experts and other successful creators to help you learn all about how YouTube works and how to best optimize your channel. At VidSummit there were some people who had never made videos before and they looked like their heads were spinning.
I think VidSummit has the most value as far as the conferences for video right now however if you don’t have some basic knowledge, you’re going to feel confused a lot of the time and you won’t get the most out of it.
If you are using video for social media and for marketing purposes then I recommend that you go to Social Media Marketing World in conjunction with going to VidSummit. Social Media Marketing World will give you more of overall and platform specific information in the marketing realm. VidSummit will help you with creating better video content, optimized for each of those platforms and for your goals.
Do you see yourself going to VidSummit next year? Let me know what info in this VidSummit recap was exciting to you!