[Note: An extended version of this article appears on Larry Kless’ Weblog.]
Content may still be king, but simply having great content isn’t enough, which is why you need to make a significant investment in video search engine optimization (SEO) as well as encouraging discovery and recommendation via social media. This panel from last year’s Online Video Platform Summit breaks down the challenges and opportunities presented by both search and social.
ReelSEO‘s Mark Robertson, who moderated the panel, shared data from TubeMogul that indicated that even though Google still generates the most video traffic from search, referral traffic from Facebook and Twitter is growing more quickly than search engine traffic.
Additionally, that traffic is more valuable than search referrals. “Our optimization may be driven by top celebrities we’ve worked with,” said Funny or Die‘s Patrick Starzan, “but then viewers spend a lot of time browsing and viewing other videos.”