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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!
