Social video deck

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State of Social Video, end 2015

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Social video deck

  1. 1. SOCIAL VIDEO
  2. 2. ONE IN THREE PEOPLE IN THE UK VIEW AT LEAST ONE ONLINE VIDEO A WEEK
  3. 3. OF THE 1 BILLION VIDEO VIEWS A DAY COME FROM MOBILE 65%
  4. 4. 59%OF THE UK POPULATION HAVE ACTIVE SOCIAL MEDIA ACCOUNTS
  5. 5. 80% OF ALL CONSUMER INTERNET TRAFFIC IN 2019 WILL BE INTERNET VIDEO TRAFFIC, UP FROM 64% IN 2014 “ CISCO
  6. 6. 64% OF MARKETERS EXPECT VIDEO TO DOMINATE THEIR STRATEGIES IN THE NEAR FUTURE “ NIELSEN
  7. 7. MONTHLY ACTIVE USERS 1.5 BILLION 302 MILLION 400 MILLION 100 MILLION 40 MILLION 51% FEMALE 49% MALE 51% FEMALE 49% MALE 18-29 YEAR OLDS 13-34 YEAR OLDS 70% FEMALE 30% MALE 71% YOUNGER THAN 25 90% OF USERS UNDER 35 HIGH PROPORTION ARE FEMALE 40% BELOW THE AGE OF 21 25-34 YEAR OLDS 18-24 YEAR OLDS 31M IN UK 25-34 YEAR OLDS 60% OF THE UK HAVE A FB ACCOUNT 57% FEMALE 43% MALE
  8. 8. OVERVIEW 8 BILLIONVIDEO VIEWS A DAY (APRIL 2015) A year or two from now, we think Facebook will be mostly video Ted Zagat Ad Product Lead, Facebook 70%OF VIDEOS ON FACEBOOK ARE BEING UPLOADED DIRECTLY (25% IN EARLY 2014) NEW VIDEO PLATFORM WILL LIVE WITHIN FACEBOOK AND SUGGEST VIDEOS RELATING TO YOUR INTERESTS, FRIENDS AND ACTIVITY - SEARCH MIGHT BE ADDED IN THE FUTURE NATIVE VIDEO GETS MORE REACH THAN ANY OTHER TYPE OF POSTS Over time, we’ve seen that people enjoy more immersive content in their News Feeds Facebook HAVE RECENTLY LAUNCHED 360 VIDEO AND LIVE VIDEO FOR VERIFIED PAGES
  9. 9. OVERVIEW 25-34 YEAR OLDS OF THE UK HAVE A FACEBOOK ACCOUNT 60% 1.5 BILLION USERS WORLDWIDE 31 MILLION USERS IN THE UK 51% 49%
  10. 10. FACEBOOK VS YOUTUBE 8 BILLION NATIVE VIDEO VIEWS A DAY^ 7 BILLION VIDEO VIEWS A DAY* 91% INCREASE IN VIDEO VIEWS PER PERSON (JAN 14/JAN 15) 9.9% DECREASE IN VIDEO VIEWS PER PERSON (JAN 14/JAN 15) SUGGESTS OTHER VIDEOS YOU MIGHT ENJOY WILL SUGGEST VIDEOS RELATING TO YOUR INTERESTS, FRIENDS AND ACTIVITY WILL SUGGEST VIDEOS BASED ON SEARCH ALLOWS 360 VIDEO ALLOWS YOU TO SAVE A VIDEO TO WATCH LATER ^Tech Crunch *TBC
  11. 11. BEST PRACTICE FOCUS ON QUALITY FROM THE FIRST FRAME Since videos auto-play silently in Feed, you should lead with imagery that will catch a person’s eye from the very beginning PREMIERE EXCLUSIVE VIDEO CONTENT Post exclusive video content to your Page to reward them with something that they can’t get anywhere else PROVIDE CONTEXT Set context by pulling out a key quote or moment from the video as the copy of your post. This will help set expectations for the experience ahead OPTIMUM DURATION The shorter, the better Buzzfeed Video - 24 seconds, BBC News - 36 seconds Generally it’s best practice to keep it under a minute (60 seconds)
  12. 12. BEST PRACTICE ADD A VIDEO CALL-TO-ACTION Use a call-to-action to invite people to visit a destination of your choice after viewing your video on Facebook. Examples for the call-to-action include Learn More, Watch More, Shop Now, and Sign Up. TAG OTHER PAGES IN YOUR VIDEO POSTS Tag the Pages of people that appear in your video or that you want to make aware of your video to drive up organic distribution REFINE YOUR STRATEGY WITH VIDEO INSIGHTS For each video you post to your Page, you can view metrics like video views, unique video views, the average duration people viewed your video and audience retention. These metrics are designed to help you learn what’s resonating with people and tune the length and content for your video audience (Learn more here)
  13. 13. CASE STUDY: LEGO DUPLO LEGO chose Facebook video over a TV campaign They wanted to see how well the platform could replace TV as the primary channel for reaching mums with its Duplo range
  14. 14. CASE STUDY: LEGO DUPLO One-month campaign targeted at women aged 25–44 Half the budget of a TV campaign Market research - mums are increasingly switching off their TVs and spending more time on Facebook instead LEGO Duplo created 4 videos that extended its “so many ways to play” TV idea, exploring what children could build with a little creativity and imagination Mums who saw the videos were then retargeted with a link ad that encouraged them to subscribe to a monthly newsletter. 2xHIGHER RETURN ON AD INVESTMENT THAN TV AD 2014 4.4mWOMEN REACHED AT A TARGET ACCURACY OF 91.6%
  15. 15. CASE STUDY: MCDONALDS McDonald’s used real-time video for its global World Cup campaign, FryFutbol With 500 million football fans, Facebook was perfectly placed to help McDonald’s execute only the second global campaign in its history
  16. 16. CASE STUDY: MCDONALDS Before the World Cup, a model of a football stadium made entirely from McDonald’s packaging was created inside Facebook’s London HQ This became the stage to recreate the best plays of the day using nothing but French fries and a few hastily assembled props It began with historic moments leading up to the tournament, and continued with nearly 30 videos in 30 days - delivered to 37 different countries using Facebook ads For the first time ever, these ads were targeted at scale to dynamic clusters of people who had actually engaged with the World Cup during the previous 24 hours. This meant that McDonald’s content was expertly delivered to the people most likely to engage with it The moment the last game ended in Brazil, work started in London: 45 minutes to storyboard; a midnight call to lawyers for approvals; 30 minutes for props; 4 hours to shoot; 2 hours to edit; and then a sunrise wakeup call to the lawyers 125mUNIQUE PEOPLE REACHED FryFutbol was really designed to work on Facebook. It had the reach and allowed us to target an audience that was relevant Thomas Truttmann Head of Sports Sponsorship at McDonald’s Europe
  17. 17. OTHER CASE STUDIES SAINSBURY’S NOV/DEC 2014 “WE TRIALLED FACEBOOK VIDEO AND SAW 2 MILLION VIEWS IN SINGLE DAY,” SAYS SINGH. HAVING OBTAINED PROVEN RESULTS, FACEBOOK VIDEO WILL NOW BE A KEY PART OF SAINSBURY’S 2015 PLANNING.” 14M REACH LEGO APR/MAY 2015 LEGO PARTNERED WITH FACEBOOK FOR ITS LATEST CAMPAIGN, WHICH ASKS CHILDREN AROUND THE WORLD TO CREATE AN IMAGINARY CHARACTER CALLED A “KRONKIWONGI” ALS ICE BUCKET CHALLENGE JULY/AUGUST 2014 17 MILLION FILMS 440M PEOPLE (177 COUNTRIES) 10 BILLION VIEWS
  18. 18. OVERVIEW 90%OF TWITTER VIDEOS ARE VIEWED ON A MOBILE DEVICE 82%OF TWITTER USERS WATCH VIDEO CONTENT ON TWITTER NATIVE VIDEO ON TWITTER GETS 2.5X MORE REPLIES, 2.8X MORE RETWEETS AND 1.9X FAVOURITES/LIKES MORE NATIVE VIDEO VIEWS ON TWITTER (AND VINE & PERISCOPE) 150x OVER THE LAST SIX MONTHS 51% 49% 25-34 YEAR OLDS UNLESS YOU’RE VERIFIED, YOU CAN ONLY UPLOAD UP TO 30 SECONDS
  19. 19. BEST PRACTICE + EXAMPLES Promoted Videos featuring people in their opening scenes are up to 2X more likely to drive consumers to opt in to view beyond the first few seconds of video play Create videos that include a clear beginning, middle, and end. Take consumers on a narrative journey and deliver a resolution. This approach tends be the most successful in making a lasting impression and driving earned impressions through Retweets. Videos that highlight celebrities or influencers can improve brand health, boasting recall up to 14% above benchmark and intent to share 6%. MORE BEST PRACTICE HERE
  20. 20. CASE STUDIES MASTERCARD FEBRUARY 2015 FOR ITS PRICELESS SURPRISES CAMPAIGN, MASTERCARD CREATED PROMOTED VIDEOS THAT WERE LONG-FORM STORIES WITH A CLEAR STORY ARC. THE GRAMMYS VIDEO TOOK VIEWERS THROUGH A DAY- LONG VIP EXPERIENCE FOR FOUR CARDHOLDERS BUILDING UP TO A BIG SURPRISE REEBOK MARCH 2015 REEBOK’S #BEMOREHUMAN CAMPAIGN USED A PROMOTED VIDEO THAT ALSO HAPPENS TO FOCUS ON THE HUMAN FORM. THE STRIKING VISUAL OF THREE PEOPLE WALKING ON THEIR HANDS DREW VIEWERS IN AT A RATE NEARLY DOUBLE THE AVERAGE PAIGE DENIM FEBRUARY 2015 PAIGE DENIM USED VIDEO TO GIVE TWITTER USERS AN EXCLUSIVE LOOK AT ITS SPRING COLLECTION AND BEHIND-THE-SCENES FOOTAGE OF ITS CELEBRITY SPOKESMODEL ROSIE HUNTINGTON-WHITELEY SHOOTING THE SPRING CAMPAIGN.
  21. 21. WHAT IS PERISCOPE? PERISCOPE IS A NEW APP FROM TWITTER THAT ENABLES USERS TO SHARE AND VIEW LIVE VIDEO BROADCASTS FROM THEIR MOBILE. IT’S DIFFERENT FROM TYPICAL BROADCASTS BECAUSE THE EXPERIENCE ISN’T JUST ONE-WAY; VIEWERS CAN PROVIDE FEEDBACK IN THE MOMENT BY SENDING CHATS AND HEARTS
  22. 22. OVERVIEW CREATES A PERSONAL RELATIONSHIP WITH FANS/CUSTOMERS REAL-TIME ACCESS TO MOMENTS THAT MATTER, FROM BIG ANNOUNCEMENTS TO FASHION SHOWS TO SPONSORED EVENTS 40 YEARSOF CONTENT WATCHED EVERY DAY LAUNCHED 26 MARCH 2015 TBC TBC 10M USERS 20 MILLION UNOFFICIAL IF YOU MISS A LIVE BROADCAST, PEOPLE CAN WATCH THE REPLAY FOR UP TO 24 HOURS AFTER 25-34 YEAR OLDS
  23. 23. BEST PRACTICE KNOW YOUR AUDIENCE Periscope is connected to Twitter, that's where you'll be promoting your broadcasts primarily. so do some research to find out when they're most engaged with your posts COME UP WITH A COMPELLING TITLE Your title should describe what your video is and why people should either tune in live or watch on replay. SHARE ON TWITTER By sharing your broadcast on Twitter, you’ll reach a bigger audience and having it on Twitter means that more people will have the opportunity to find your content and replay.
  24. 24. OTHER CASE STUDIES In April, Target used Periscope to tease its Lilly Pulitzer line, an effort that helped fuel huge consumer demand: 90% of the collection sold out in a few days Turkish Airlines recently launched the world’s first ever “Periscope” live broadcasted flight as passengers and social fans got a behind the scenes experience as the airline flew from Istanbul to New York 5118 FOLLOWERS 292,779 LIKES
  25. 25. OVERVIEW OF THE TOP 1,000 MOST SHARED INSTAGRAM VIDEOS WERE POSTED BY BRANDS. 40% MOST SHARED BRAND ON INSTAGRAM VIDEO 9/10INSTAGRAM VIDEO SHARES HAPPEN ON FACEBOOK POPULAR WITH TOP ENTERTAINERS, CELEBRITIES AND ‘PERSONALITIES’ VIDEOS CAN BE 1-15 SECS LONG MORE LESS 18-29 YEAR OLDS 400MMONTHLY ACTIVE USERS (75m DAILY) VIDEO ADS CAN BE 1-30 SECS LONG THERE ARE RUMOURS OF 360 VIDEO
  26. 26. BEST PRACTICE DON’T RELY ON SOUND As Instagram videos are muted by default, there’s no guarantee that viewers will actually activate the sound DON’T OVER EDIT Part of Instagram’s appeal is its authenticity. You don’t want to upload anything that feels too commercial or inorganic.
  27. 27. CASE STUDY: MTV UK MTV UK post content that reflects the youthful and fun vibe of the brand and always follows the same theme - bright, colourful and quirky with a combination of images and videos NEWS PROMO BEHIND THE SCENES MTV UK were one of the first brands to embrace Snapchat as a tool for sending out exclusive unseen content as a method of promoting new TV shows 154KFOLLOWERS They usually stick to three main categories: They also celebrate celebrity birthdays, engagements etc. with original video designed for Instagram
  28. 28. NIKE MARCH 2015 TO LAUNCH THE AIR MAX ZERO, NIKE CAME UP WITH THIS VERY COOL VIDEO THAT YOU WANT TO WATCH OVER AND OVER AGAIN, AND A GREAT EXAMPLE OF HOW YOU DON’T NEED SOUND 426K LIKES OTHER CASE STUDIES COCA COLA OCTOBER 2015 COCA-COLA JUMPED ON THE HALLOWEEN BANDWAGON WITH THIS INSTAGRAM VIDEO 15.5K LIKES OREO MAY 2015 JUST A VERY SIMPLE VIDEO 28.1K LIKES MORE EXAMPLES HERE
  29. 29. 4 BILLIONVIDEO VIEWS A DAY OVERVIEW ONLY 1% OF ADVERTISERS ARE USING SNAPCHAT AVERAGE 3M VIEWERS A DAY (SAME AS FACEBOOK) 9X UP TO COMPLETION RATE COMPARED TO HORIZONTAL VIDEO SNAPS CAN BE 1-10 SECONDS LONG AND ONLY GO TO YOUR FOLLOWERS STORIES ARE ESSENTIALLY A FLIP BOOK OF YOUR SNAPS AND CAN BE SEEN BY ANYONE 100MMONTHLY ACTIVE USERS 70% 30% 13-34 YEAR OLDS
  30. 30. DISCOVER Discover was built for creatives and is a new way to explore Stories from different editorial teams. UP TO 15 UNIQUE CHANNELS (ONE FOR EACH PUBLISHER) 5-10 HAND-CURATED STORIES PER PUBLISHER (REFRESH EVERY 24 HOURS) You can swipe up on a Snap to see videos, pictures, articles and more (example MTV)
  31. 31. BEST PRACTICE Make it personal - don’t just repurpose existing content Cyrene Quiamco, better known as CyreneQ on Snapchat, is one of the platform’s early stars and has worked with brands like Marvel and NBC’s The Voice. She advises brands getting into Snapchat to consider the experience before repurposing the same old content. Shoot vertically rather than horizontally 9x more completion rate Build anticipation through your snaps. Snapchat is great for teaser content Snapchat is a great place for collaborations, using the takeover Q&A method that works so well on Facebook, Twitter etc.
  32. 32. CASE STUDY: AUDI For Super Bowl 2014, Audi partnered with Huge and The Onion to become the first major brand to achieve a big Snapchat success, garnering one of the fastest-growing followings ever on the platform 100k 37mIMPRESSIONS SNAP VIEWS 5.5kNEW SNAPCHAT FOLLOWERS
  33. 33. CASE STUDY: AUDI They created buzz through earned media in Fast Track and Adweek and asked their existing communities to follow them on Snapchat ahead of the event. The content was platform- relevant - they paired stock photos with clever captions that poked fun at the banality of the typical Sunday. They also joked about real-time aspects of the game and the halftime show. Many fans chose to share the private snaps publicly to their followers on Twitter, claiming that the snaps from Audi were the only enjoyable part of the Super Bowl. WHY DID IT WORK? 2.5kNEW TWITTER FOLLOWERS 9KNEW FACEBOOK PAGE LIKES …OFF THE BACK OF THE SNAPCHAT CAMPAIGN, AUDI GAINED
  34. 34. AUDI PRETTY LITTLE LIARS Second-screen collaboration with hit show Pretty Little Liars Every Tuesday, fans eagerly awaited the exclusive clues, commentary, puzzles, and star access, with buzz building on social media throughout the day 115k new followers by the end of the season 75k peak views per snap 187k screenshots of snaps 487m Twitter impressions OTHER CASE STUDIES SOUTHAMPTON FC @SAINTSFC They do a treasure hunt to promote a new kit launch and use Snapchat (and Instagram) to share clues They also share pictures of player interviews, pre-match build up, and other snaps from around the club
  35. 35. VIDEOS CAN BE 1-6 SECS LONG OVERVIEW 57% 43% 18-24 YEAR OLDS 5 VINES ARE TWEETED EVERY SEC A branded Vine is 4x more likely to be shared than a branded video 1.5 BILLION DAILY LOOPS (VIEWS) 40M MONTHLY ACTIVE USERS Although Vine hasn’t introduced advertising yet, they do pay top Vine celebrities to do product placement
  36. 36. BEST PRACTICE TEASE LONGER-FORM CONTENT Some brands are really excelling at using micro-video to give the viewer a taste of something longer by guiding them back to their own website, or another social media platform REACT QUICKLY VINE IS ideal for a quick reaction to current events. With a little forethought, brands and creators can be ready to respond to an event, and share their Vines out over social media GREAT FOR TENT-POLE CONTENT Vine is made for tent-pole marketing content such as this nice little hack from IKEA USA using one of its own kitchen products
  37. 37. CASE STUDY: AIRBNB In 2013, Airbnb created the FIRST film made entirely out of crowdsourced vines To achieve this, the company released a shot-list over Twitter that anyone could film for submission, and offered a $100 Airbnb credit to anyone lucky enough to have their Vine included in the final product. 750+SUBMISSIONS FROM OVER THE WORLD 100+VINES WERE USED
  38. 38. CASE STUDY: AIRBNB Award-winning screenwriter Ben York Jones wrote a script, and each Vine shot was meant to play into the overall theme of, “the transformative journey of a simple piece of paper” Airbnb leveraged Twitter as its “director” by tweeting visual instructions to communicate how different clips should be created. Following each shot list tweet, fans had 48 hours to submit their Vine, plus #AirbnbHV and #S[shot number] for a chance to be included and win $100 Airbnb credit if used
  39. 39. OTHER CASE STUDIES WALKERS OCTOBER 2015 AS PART OF THEIR CAMPAIGN TO BRING BACK A RETRO FLAVOUR, WALKERS USED A SERIES OF TOPICAL VINES, INCLUDING USING THE BACK TO THE FUTURE DELOREAN 437K LOOPS THE WOLVERINE MARCH 2013 THE TRAILER FOR THE WOLVERINE, WAS THE FIRST TIME VINE HAD BEEN USED AS A PROMOTIONAL TOOL FOR TEASER CONTENT, AND WAS QUICKLY PICKED UP 411K LOOPS DISNEY PARKS OCTOBER 2013 DISNEY LAUNCHED A CONTEST TO COLLECT AS MUCH USER-GENERATED CONTENT FILMED IN ITS PARKS AS POSSIBLE
  40. 40. THANKS

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