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WHY YOU NEED A VIDEO FIRST
MARKETING STRATEGY
2017 Best Practices
Presented by David Wesson
5th June 2017
www.evolvesocial.com.au
WHAT I’M GOING TO TALK ABOUT TODAY
#1The rise of
social video
consumption &
opportunity.
#2We live in a video
first social mobile
world that
demands new
rules.
#3Four pillars to
reach your
audience in the
video-first world.
#4Rethinking
your creative
approach.
#5Video is now
blossoming in
the end of the
funnel
The Rise of Social Video
Consumption & Opportunity #1
• Facebook now receives 8 billion video views per day, A 800%
increase from 2015-16 that’s 100 million hours of video.
• While Snapchat reportedly goes 2 billion better with 10 billion views.
• YouTube states that “people watch hundreds of millions of hours” on
the site.
• Twitter recently released figures showing that its video views had
grown by 220% in the 12 months previous.
THE GROWTH OF VIDEO ON SOCIAL
NETWORKS
MINUTES PER DAY WATCHED OF VIDEO
* Source: Brightcove the science of social video turning views into value. Conducted by Vanson Bourne Feb 2017
“Australians
watched 73% more
videos via mobile
devices in 2016, the
highest of any
group.
Almost half 47% of
which said they then
made a purchase. “
THE FUTURE OF VIDEO CONSUMPTION
We now live in a video-first world that
demands new rules #2
FEED PROOFING CONCEPTS
• 65% of people on Facebook watch
videos to 3 seconds will watch to
10 seconds.
• 45% of those people who watch to
10 seconds get to 30 seconds
• So it is vitally important to hook
people in those first 3 seconds if
you are to stand a chance of
people watching your video past
the first 10 seconds.
CAPTURE ATTENTION QUICKLY
• 85% of Facebook videos are
watched without audio.
• Modern media brands such as
Vice, Buzzfeed who have quickly
built large followings by
understanding demand for video
without always needing audio to
communicate;
• Using stylised text overlays,
annotations, cards, callouts, and
animated gifs to capture
consumer's attention.
DESIGN FOR SOUND OFF
FRAME YOUR VISUAL STORY
• 92% of video on Facebook is
now watched on mobile so build
for mobile and frame your videos
in either the vertical or square
format.
• Online foodies Taste made
designed their studios around
the idea of online content. One
kitchen set was built so that it
would visually fit inside a mobile
phone’s vertical video frame https://www.facebook.com/tastemade/videos/1313321655421665/
USE A STRONG THUMBNAIL
• Great way to grab viewers’ attention
and get them excited about your video
before it starts playing.
• Begins to tell your story and show
viewers what’s coming up in the video.
• This thumbnail from ‘Tasty’ shows the
Korean BBQ finished dish that the
video shows you how to make.
LANDSCAPE 16:9
SQUARE 1:1 SQUARE 1:1Letter box video with without text
VERTICAL 9:16
1280 px
720px
1280px
39%
39%
1280px
PRO TIP Including captions on your video can include view time on average by 12%
BEST MOBILE VIDEO FORMATS
Four pillars to reach your Audience in video-first world. #3
ATTENTION SPAN
& THE DEMOCRATISATION OF PUBLISHING
• A Microsoft’s ‘goldfish’ study,
found that the average
person’s attention span has
shrunk from 12 to 8 seconds
in just the past 10 years!
• Anyone can now be a
publisher & the volume of
content being produced is
rising exponentially.
THE THUMBSTOPPER
• Facebook has worked out
that on average in the
mobile newsfeed people
spend an average of 1.7
seconds scanning each
article as opposed to 2.5 per
post on desktop.
• “How do we get our
prospects & customers to
pause and watch our
content & cut through the
noise?”
THE FOUR PILLARS TO REACH YOUR
AUDIENCE
IT HAS TO BE
SOCIAL
IT HAS TO BE
PERSONALISED
IT HAS TO BE ON
DEMAND
IT HAS TO BE EMPATHETIC
“I prefer content that
speaks
to my identity not a
watered
down generalisation “
“I prefer content
wherever
and whenever
I need it “
“I prefer to consume
content
specifically
programmed for me”
“I prefer to consume content with others ” “I prefer to consume
content
with others ”
• Videos need to do more than
reach their target audience.
• They also need to engage with the
audience, and be part of its wider
community.
• Connecting with people is key to
capturing peoples attention.
• Tasty’s facebook page was
founded upon what was working in
the mobile newsfeed
SOCIAL
24 million views to date
Video link http://bit.ly/2sapOQj
PERSONAL
“It is now possible to
distribute on a mix of
data not just
demographics”
Buzzfeed’s Puppyhood Series Distribution
Behaviours:
Dog products,
owners
Saw
previous
episode
Buzzfeed’s
Parents
custom
audience Buzzfeed’s
Parents
custom
audience
Interest:
Dog food,
Puppies ,dog
lovers
• Our content needs to be where
our audiences are do that they
can consume it when and
wherever they want.
• Whilst different social channels
present challenges they also
presents opportunities
• it’s all about how people are going
to act and feel when they
consume your content that
matters.
ON DEMAND
• Create video content that gets
your prospects & customers and
helps get your shared
• Sharing is about identity because
you often see that content is a
means for saying something better
than you can say it yourself and
video.
EMPATHETIC
“SO ME”
“SO YOU”
Resetting Your Creative Approach #4
TELLING YOUR VIDEO STORY
“Your video ad shouldn’t be longer or
shorter than it takes to tell your story
well, so create a storytelling arc from the
first frame to the last that keeps your
audience interested along the way.”
““
4 COMPONENTS OF THE MINUTE VIDEO
HOOK(FROM 0-3 SECONDS)
IGNITE
PAIN/PLEASURE(FROM 3-15 SECONDS)
DESCRIBE
SOLUTION(FROM 15-50 SECONDS)
CALL TO ACTION (FROM 50-60 SECONDS)
1 2 3 4
What are you offering?
What is the prdoct or
service?
Users must identify with
the problem ask a
question, show success
or failure, make the
benefit clear.
Capture their attention
immediately so no intro
saying your name
What do you want
them to do?
Source: Blitzmetrics
NEW STORY ARCS
ZIG & ZAG
https://www.facebook.com/PepsiAustralia/videos/10153360704525919/
START WITH THE END
https://www.facebook.com/Tide/videos/10153218624533231/
Video is now blossoming in the funnel #5
• Take your longer videos,, and
repurpose them into 15 & 30-
second segments or highlight
reels that you can utilize in
paid content.
• These short videos can be
used in both Facebook and
Instagram ads.
• Remember, testing is key; see
how your audience responds.
LEVERAGE SHORTER CONTENT
https://www.facebook.com/freezeframe.beauty/videos/10154746773419615/
SOCIAL VIDEO AD FORMATS
Stories
Live video Pinterest
Promoted
Video
Promoted
Video
Snapchat
Snap Ads
• This Simple Ad for Privacy
Pop's cool little bed tents is
simple and colourful
• Note the clever call to action in
the bottom right corner.
https://www.facebook.com/PrivacyPop/videos/907987282640845/
• J Crew launched this clever Ad to
help drive sales of its new
sunglasses
• With a special offer to its Instagram
followers for one day only.
• Made up of a series of stop motion
photos with some simple copy to
let viewers know of the offer.
INSTAGRAM STORIES
https://vimeo.com/179495901
• This clever little stop-motion
ad by Lowes Home
Improvement in their
Instagram account has been
viewed 27 thousand times.
INSTAGRAM VIDEO
https://www.instagram.com/p/BStj5O5ho5w/
So what’s your approach to video?
GOING VIRAL ISN’T EVERYTHING!
“What matters now is whether or not a
piece of video, or a video campaign,
goes viral but that it’s linked to a brands
broader marketing strategy, by
converting views and audience
engagement into sales through content
produced for specific audiences.”
““
INSPIRE ENTERTAIN EDUCATE PROVIDE UTILITY
EVEREGREENAlways-on “pull”
content designed for your
core target segments.
FRESH
Regularly scheduled “push”
content designed for your prime
prospects i.e. video of the
week.
HEROLarge-scale, tent-pole events or “go
big” moments designed for broad
awareness.
1. Video content that
answers questions about
your product or services
your asked regularly?
2. Meet one of our
ambassadors.
3. Take a tour behind the
scenes
1. Monthly Events
2. Festival highlights
3. Product Reviews
1. Welcome to the world of brand X with
our founder/CEO
2. New Products/Ambassador Influencer
videos /Collaborations.
3. Special Events /Causes
WHAT’S YOUR VIDEO CONTENT APPROACH?
HOW TO MEASURE SUCCESS
The future of video is more active #6
360 VR VIDEO
• According to eMarketer more
than half of users find 360 video
engaging,
• more than one-third say they’re
more likely to engage with 360
video than with other, more
traditional social media video
formats.
LIVE
• We now live and work in a
world where the consumer
choses what information
they consume, when, where
and via what device.
• The question is not whether
to make video a core
component of your overall
marketing mix. Rather, the
question is how.
https://www.facebook.com/BuzzFeed/videos/10154535206385329/
1. Write down the top questions your customers ask you about your
business and products
2. Storyboard the answers to those questions using the pro tips we’ve
talked about today
3. Brief your agency/videographer on producing & run a trial
campaign.
HOMEWORK
www.evolvesocial.com.au
QUESTIONS
Contact:
Tel: 0409-320 242
@davidwesson
@wess @evolvesocialau
