Thursday, January 6, 2011

What results to expect from a youtube video campaign - NOTE

I am right now measuring the possible impact of two approaches...

In the past few days, I estimated the impact of a SEO campaign.

No, I'll check what happens if I launch a 30 days / 30 videos campaign for the same product.

Right now, I have 10 videos on youtube for this topic.
  • videos 3 years online
  • total views on youtube: 40'000
  • on all video sites: 80'000
  • 13'000 views/year from youtube
  • youtube related visits to my page = clicks = 500-1200 clicks
  • That's 3%-10% CTR
  • total sales estimates - 10-40 sales in a year (hard to tell as totally depends on conversion rate)
so suppose now that I create 30 new targeted videos on this topic...
  • 40'000 potential views on youtube/year
  • 1'200-4'000 views/year
  • Total sales estimates 24-130 sales/year
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Of course, ALL these estimates are real approximations! It's just to give a scale of what can be achieved here.

Cost for video campaign: time and energy on my side

Possible income from a 1 month campaign: 
  • $480-$2600 / year
  • Over 5 years period = $2'400 - $13'000
Now, if this is repeated 4 times in a year and I launch more video campaigns, these numbers could go up again.
  • 4 similar campaigns in a year = $1'920-$10'400 /year
If you double these numbers because of including all  video sites - for one campaign (not 4)
  • $960-$5'200 /year
or 4 campaigns in a year on all video sites:
  • $3840 - $20'800 / year
same of 5 years period:
  • $19'200 - $104'000 /5 years
I know all this is very abstract and theoretical because so many elements can influence this.

As you can see, numbers can go up or down A LOT with a video campaign.

90% of the referring sources to my videos come from youtube itself and only 1-2% come from referrals from google.

50% referred by the "related videos feature"

20% referred by youtube search

15% mobile devices

5% channel

So, the same SEO game applies to youtube as to google.

The advantage with youtube is that there is way less competition for a given keyword but no idea how to play that game on youtube - have been relying purely on luck so far...

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In terms of CTR's and conversions, the SEO campaign is more predictable than the video one because impressions and clicks are more predictable on search engines.

With videos, it's a totally different story because number of views can incredibly vary.

It's enough for a video to get many more views to suddenly multiply sales as well.

Just with these estimates, both approaches (VIDEO and SEO) are equally good.