Navigating the Social Video Lanscape

Brightcove Inc.

Navigating the Social Video Landscape

Antoine Bouchacourt | abouchacourt@brightcove.com

Brightcove Inc.

•  Facebook has 8 billion average

daily video views & 500 million

users

•  2/3 SMBs plan to promote

video on Facebook in the next

12 months, more than any other

channel

•  82% of Twitter users watch

video content on Twitter

•  65.8% of US companies with

100+ employees use Twitter

for marketing

•  Video tweets have increased

over 50% since beginning of

2016

•  77% of Twitter users feel more

positive about a brand when

their Tweet has been replied to

•  YouTube is still 11.3 times

bigger than Facebook video in

the U.S. and 8.2 times bigger

worldwide in terms of viewing

hours, on the web, and in-app

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Social Video on the Rise

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Social Video in Practice

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The Customer Journey

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AWARENESS

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ENGAGEMENT

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ENGAGEMENT

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CONVERSION

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CONVERSION

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CONVERSION

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RETENTION

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ADVOCACY

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Tips and Tricks

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•  What are your goals?

•  Who is your audience?

•  Which social channel(s) meet that

audience and goal?

•  How do these play with your fuller

marketing campaign (advertising, emails,

etc)?

Get Organized

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•  Silence is golden

•  Create animated copy that’s legible

on mobile devices

•  Start big

•  Your first seconds need to compel

•  Surround videos with click-worthy copy

•  Autoplay may not be activated

Smart Creative

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Video uploaded directly to

social site and plays inline

•  Increase in promotion and

organic reach

•  Auto-plays vs appears as

visual thumbnail or link

•  Algorithms give

preference to native

video in determining

what to show in feed

Play Natively

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•  Create a mission statement for each platform

•  Content specific to channel

•  Twitter: fast business interactions

•  Facebook: hyper-local personal interactions

•  YouTube: programmatic, serial,

male-female split

•  Edit for channel

•  VERY short for Twitter, longer for FB,

longer for YT

•  Branding elements – minimal

Optimise Video Assets for Each Channel

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Aggregate your analytics

•  Views, engagement, CTAs

•  By social channel

•  Across campaign

•  Across all marketing outlets

Measure ROI

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•  Create a blended distribution strategy

•  Social works throughout the customer

journey

•  There are multiple roads to success

•  Approach social marketing with clear

strategy

•  Each social channel has its own

demographic, purpose, & content

expectation

•  Go native!

Key Takeaways

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Easily publish to popular social networks

and receive analytics – all from a single

location.

•  Streamlines social video workflows

•  Publishes to native players

•  Aggregates video analytics

•  In-console video editing and scheduling

Expand Your Reach with the Power of Social Video

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Brightcove Video for Marketers

Video on website

Social Video Video portals &

microsites

Live streaming

Video integration CMS, MAP & CRM

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Video Marketing Bootcamp III Deep dive into Social Video

COMING UP ON 14TH DECEMBER!

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Thank You!

Antoine Bouchacourt | abouchacourt@brightcove.com