Vevo使用一種簡單的策略增加音樂影片的觀看次數

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  • Vevo使用一種簡單的策略增加音樂影片的觀看次數

      201906/1905:41

    ◎主流唱片公司擁有的音樂影片平台Vevo發現了一種簡單的策略,可以使觀眾的參與度平均提高兩位數。這種策略特別適用於多年前發布的影片,很多在多年前發布的影片在YouTube龐大且不斷增加的目錄中日益失去了關注。

    ◎這個策略就是改進代表每支影片的縮略圖。根據Variety的報導,用更明亮、更引人注目的圖像講述影片的故事,結果可以變得非常引人注目。歌手Halsey在2014年發布了歌曲〈Ghost〉的影片,而一般觀眾對該影片的興趣早已消退。但在去年9月Vevo替換了縮略圖之後,該影片在變更後的兩週內的觀看次數有4000%的增長,後來觀看雖然有趨於平緩,但仍然高於改變之前的觀看數。總體而言,帶有新縮略圖的影片在前20天內上升了12%,隨後在進行測試的4000支目錄影片中也有穩定增加。

    ◎根據Vevo的說法,優化的縮略圖也有助於良性的循環:「一旦用戶更頻繁地點擊它們,YouTube的演算法會更頻繁地推廣它們,從而導致進一步的增長。而且這種良性循環也不只發生在單一的影片上,Vevo發現改用更好的縮略圖以提升舊影片的策略也可以幫助同一位藝人發布的新影片更受歡迎。」

    詳細全文:

    Major label owned music video platform Vevo has discovered a simple tactic that leads to an average double digit improvement in engagement. This tactic works particularly well for videos released years ago, many of which were getting lost within YouTube's massive and always growing catalog.

    Improve the thumbnail that represents each video. Tell the story of the video with a brighter and more eye catching image and the results can be dramatic, reports Variety.

    Halsey released a video for "Ghost" in 2014 and interest had faded. But after Vevo replaced the thumbnail last September , the video saw 4000% growth in views in the two weeks after the change. Views did eventually flattened out, but still remained higher than they were previous to those changes.

    Overall, videos with new thumbnails see a 12% uptick in the first 20 days, followed by a sustained increase across the 4000 catalog videos tested.

    Optimized thumbnails also contribute to a virtuous cycle, according to Vevo:

    "Once users click on them more often, YouTube's algorithms promote them more frequently, leading to further growth. And that virtuous cycle can also extend beyond a single clip: Vevo has found that boost an older videos with better thumbnails can also help to make the release of a new video of the same artist more popular."

     

    Hypebot

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