Google's Search Stories campaign had modest beginnings, but the world fell in (Parisian) love with it when one of the spots became Google's first-ever TV advertisement, airing during this year's Super Bowl. Since then, the campaign has been adopted by 150,000+ users who've made their own versions of the ad, and it's become a great example of how a brand can involve its audience in an ad campaign. The effort continues to evolve with the first co-branded Search Story spot, released last week to coincide with this week's opening of Toy Story 3. The video features a few characters you may well know and love (Buzz, Woody and the gang) sharing their own search story. Google's Robert Wong, Creative Director, tells us how the project came to be...

1. What was the genesis of the Search Stories campaign?

Search has become so commonplace in our lives and when you take a step back you can see that your searches are actually marking time. In kind of the same way that pictures or songs might, they tell the story of your life. We thought this was a pretty cool notion. Then, from there, it was a natural evolution to stringing some searches together to make a story. Because at the end of the day, the best search results don't just show up on a web page, they show up in someone's life.

2. Why Disney/Pixar’s Toy Story?

We got lucky. After doing a few of these we began to ask what would happen if we got people who are great storytellers to help. I had a friend at Pixar so we figured why not start at the top of the heap. Amazingly, they were into the idea.

3. Was it easy to meld creative/narrative visions?

They really could not have been nicer or more collaborative. Initially, we went out there to introduce ourselves and talk generally about working together. We also got to meet with some of the creatives behind Toy Story 3, who took us through the new movie. After that, we went back and came up with bunch of ideas to pitch to them. It was a lot fun getting to play around with those amazing characters they’ve created, but having just caught a glimpse of Toy Story 3 and it being such a major focus of theirs, it was a natural direction to go in. From there, it was a lot of good back and forth. We hit on a story we all liked pretty quickly and they gave us a lot of guidance with getting the characters right.

4. Tell us something about the video that no one would know just by looking at it.

I know some people have been surprised to hear that, aside from having the actor for the character Andy, John Morris, record “Hmmm,” we didn’t record anyone. It was all pick up dialogue from Toy Story, Toy Story 2 and Toy Story 3.


5. What’s your favorite moment from the video?

Hamm always cracks me up, but I love the Woody and Buzz moment. Woody’s laugh is so great, as is Buzz’s reaction to it.

Video has always been a unique storytelling tool, especially useful when reporting the news. From raw, citizen-reported videos from the streets of Tehran, to student documentaries highlighting under-reported issues in local communities, or investigative reporting done by professional news outlets, just about every type of news video can now be found on YouTube. Video is also tightly integrated into the Google News experience, providing users different ways to consume and enjoy news, while giving news publishers the opportunity to reach a greater and more diverse audience.

We are working to make it easier to get your video content indexed in Google News, but ensuring it’s found in a timely fashion is another matter. So we thought we’d share six best practices for how news publishers can increase the discoverability of their news videos.

1. Timely uploads
Videos should be uploaded as quickly as possible -- this will help them reach the news homepage faster and be grouped with the most recent articles.

2. One story per video
Instead of having one video that contains multiple segments covering several different stories of the day, it's a better user experience (and easier for us to index), when there is one story per video, and the video title is specific (not something generic like “Breaking News”). At the very least, the description of the video should match the first story in the video.

3. Categorization
If you are providing general news coverage, select YouTube category “News & Politics” (which is youtube_category_id 25) when uploading your video. If you have multiple channels, clearly identify each category (politics, business, entertainment, sports, etc.).

4. More detailed descriptions
Similar to the first paragraph of a news article, descriptions of the news video should convey the who, what, when, where, and why of the story in a few sentences -- the more detail you can supply, the better.

5. Rich tags
Another way to convey the content of the video is using the keyword tags. Providing keywords that might not be in the description gives us more knowledge of what the video is about. Especially helpful are proper nouns: the names of the people, places, companies, etc. mentioned in the video.

6. Make it Embeddable
Be sure your video is embeddable on other sites since this is currently a technical requirement for being displayed in Google News. Additionally, if your videos are geo-blocked in certain regions, they will not appear in Google News.

If your news organization isn’t already making its video content available on YouTube and Google News, we encourage you to get started. More information on how to submit your news videos to Google News can also be found in the News Publishers Help Center, and you can watch this video for additional tips on news search engine optimization.

Posted by Benoit Lafortune, Sr. Strategist Google News, and Olivia Ma, YouTube News Manager

[Cross-posted to the Google News Blog]

We're always looking for ways to enhance the way people consume the news, and we have some improvements planned over the next few months. To get things started, Google News and YouTube are teaming up to help news publishers build a bigger audience for their video content.

Today we are inviting any professional news outlet that is already included as one of the 25,000+ sources in Google News to become an official partner on YouTube and more easily share your news videos on both YouTube and Google News. Not already included in Google News? Just submit your site here for review.

Here are some of the benefits for News publishers who join the YouTube Partner Program:

• Featured Premium Placement. YouTube news partners receive featured placement on the YouTube news page, youtube.com/news, where we feature news videos from partners related to the top news stories on Google News. In addition, if you allow your videos to be embedded, they'll be eligible to appear on Google News, which means additional exposure to all Google News users.

• Cut Costs, Generate Revenue. YouTube offers free hosting for all of your video content and allows you to embed your videos anywhere on the web for free. And as an official YouTube partner, you're eligible to participate in an advertising revenue share program.

• Viewership Analysis. Learn more about the people viewing and interacting with your videos. Use YouTube's Insight tool to easily discover troves of useful demographic information and understand what parts of your videos people liked or didn't like. Geographic information provided can help you focus your marketing efforts.

• Wider Audience. YouTube and Google News have millions of visitors every day searching for the latest news and information. Raise awareness around your brand and reach new audiences by making your video content available on YouTube and Google News. As a YouTube partner, you can maintain your brand's look-and-feel with your own customized YouTube channel, and you can also drive traffic back to your own website.

• Community. At its core, YouTube is a rich social environment that includes thousands of micro-communities. Build one around your content by encouraging people to interact through comments and video responses. Take advantage of YouTube as a social platform.

To get started, apply to the YouTube Partner Program. Don't forget to include the website of your news organization in the "Company Web Site" field on your application form -- this is critical to having your application approved. If you don't already have a YouTube account, make sure to use an email address with the same domain as your website (e.g. johndoe@newswebsite.com) when registering.

Once your application has been reviewed, you will receive an email confirming whether you are included in the YouTube Partner Program. If you are included, you will have the option to participate in revenue sharing and customize your branded channel.

The Google News team will do a separate review and follow-up about including your videos in Google News.

For more details on becoming a YouTube partner, please visit our Partner Benefits page. For a more in-depth explanation of submitting your video content for inclusion on Google News, take a look at our Help Center article: Submitting video and other multimedia content. Please submit any questions through our Help Center.

Posted by Olivia Ma, YouTube News Manager