Coastal Social 2015 -- Video + GIFs for brand storytelling presentation

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How and why brands should be utilizing video and GIFs in brand storytelling and social media

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  • Only 24% of national brands are using video marketing
    People give up on video if it doesn’t load in 2 seconds
  • Native video content, meaning directly uploaded to Facebook, keeps users on the site and is therefore rewarded by the algorithm.
  • Native video content, meaning directly uploaded to Facebook, keeps users on the site and is therefore rewarded by the algorithm.
  • This creative approach drove strong performance versus norms for both lifts in familiarity (2X the average) and recall (5% above the mean) among Twitter users.
  • Compelling visuals and sounds that quickly get the viewer’s attention
    This spot drove an increase in conversion intent 3.3X greater than the norm, while lifting the likelihood to recommend at a rate 2.4X above average.
  • Every business can benefit from having a strategy to take advantage of the organic reach from posting videos. Use video to connect more deeply with your audience and drive more traffic to your website
  • Every business can benefit from having a strategy to take advantage of the organic reach from posting videos. Use video to connect more deeply with your audience and drive more traffic to your website
  • Every business can benefit from having a strategy to take advantage of the organic reach from posting videos. Use video to connect more deeply with your audience and drive more traffic to your website
  • Every business can benefit from having a strategy to take advantage of the organic reach from posting videos. Use video to connect more deeply with your audience and drive more traffic to your website
  • http://www.reelmarketer.com/creating-successful-viral-video/
    https://www.youtube.com/watch?v=Bpy75q2DDow
    https://www.youtube.com/watch?v=ZUG9qYTJMsI#t=77
    https://econsultancy.com/blog/66867-five-seriously-creative-snapchat-campaigns-and-their-results/
  • http://www.reelmarketer.com/creating-successful-viral-video/
    https://www.youtube.com/watch?v=Bpy75q2DDow
    https://www.youtube.com/watch?v=ZUG9qYTJMsI#t=77
    https://econsultancy.com/blog/66867-five-seriously-creative-snapchat-campaigns-and-their-results/
  • Coastal Social 2015 -- Video + GIFs for brand storytelling presentation

    1. 1. Why you should be utilizing video and GIFs in your brand storytelling Lauren Gray -- @laurenkgray
    2. 2. Why does this matter?  Video has 50 x better chance than plain text to getting to top of Google Search rankings  Video accounts for 50% of all mobile traffic – Will be 55% by 2016  52% of consumers say watching videos makes them more confidence in purchase decisions  92% of mobile video viewers will share with others Forrester, Kantar Media, Cisco, Invodo and NPD
    3. 3. What we’re covering today  Video on social: Facebook, Twitter, Instagram, YouTube, Vine  Livestreaming: Meerkat and Periscope  GIFs – How to create them – Why you should use them – When / where you should use them  Tips for creating videos for your brand
    4. 4. Video on Facebook Today  Video is the fastest-growing media category on FB  Videos on FB see 4 billion+ daily video views  Facebook’s Autoplay feature and Call-to-Action button  Native videos see more organic reach in the newsfeed  Featured videos show up above your “About” section Stats via Facebook Earnings Q2 2015
    5. 5. Facebook Video > YouTube for Brands  Brands are uploading more videos directly to Facebook
    6. 6. Doritos – FB Case Study
    7. 7. Drive more traffic to your site  Always upload your video directly to Facebook – Increases organic reach – The video resolution is much higher – Autoplay – Adds a custom CTA  CTA – Variety of options – Direct your traffic
    8. 8. FB Takeaways  Keep videos short & tailored to your audience  Use text throughout videos as some autoplay without sound  Upload videos directly to Facebook > YouTube link – YouTube links don’t autoplay & are lower quality res  Utilize CTA at end of the video – Replay video or custom CTA  Customize – Title – Thumbnail
    9. 9. Video on Twitter Today  90% of videos views on Twitter are mobile (tablet, phone)  70% of users watch videos in their feed  Native video drives… Stats via Twitter Global Marketing Research, May 2015
    10. 10. Video on Twitter Today  Two ways to share on Twitter – Record from the app OR Import from device  Advertising – Robust targeting – Charged for views when videos are 100% in-view on the user’s device, and has been watched for at least 3 seconds  Autoplay introduced in June – Saw a 14% life in video recall over “click to play” option – Saw a 7% increase in completions of promoted videos Stats via blog.twitter.com
    11. 11. Promoted Video Best Practices
    12. 12. Promoted Video Best Practices
    13. 13. Promoted Video Best Practices
    14. 14. Promoted Video Best Practices
    15. 15. Promoted Video Best Practices
    16. 16. GIFs on Twitter  Quickly respond to and interact with customers with GIFs  Sends a fast 2-5 second message  Entertaining and engaging  Brief brand storytelling
    17. 17. Instagram Video  Instagram videos create 2 x more engagement > photos  40% of the top videos from 2014 were created by brands  Instagram videos play in-line on Facebook for desktop users.  Instagram is also great for loop videos! Stats via Instagram
    18. 18. Instagram Video  More brand storytelling over directly selling products  Editing and filters
    19. 19. Vine Videos  5 tweets per second contain a Vine link  A branded Vine video is 4 x more likely to be seen than a regular branded video  Funny Vine videos go further than serious ones  Stop-motion  Tell your story, on loop, quickly  Series for your brand Stats via 7th Chamber
    20. 20. Vine Videos  Brands on Vine ask users for videos – Cross-promotional strategy Stats via 7th Chamber
    21. 21. YouTube Video  You should still be using YouTube  3rd largest search engine behind Google and Facebook  Reaches a more general audience  Keep your channel updated – this is your place to shine  SEO and search rankings matter with YouTube  Klout Score algorithm now incorporates YouTube data, including views, shares, likes, and dislikes
    22. 22. Gatorade – Case Study
    23. 23. Gatorade – Case Study
    24. 24. Quaker – Case Study
    25. 25. About livestreaming  Real-time, unscripted access  Share and view live video broadcasts  Experience isn’t just one-way; viewers can provide feedback in the moment  Gain a views of the world you can’t get anywhere else
    26. 26. For brands  Give consumers real-time access to moments that matter  Get real-time feedback from customers  Make real-time announcements  Interact with consumers in real-time
    27. 27. Livestream examples  Taco Bell hosted a mock press conference to promote “Breakfast Defector Day.”  Invited viewers to get a free breakfast biscuit taco on launch day
    28. 28. Livestream examples  Benefit cosmetics streamed makeup artist Maggie Ford Danielson sharing beauty tips  They also answered questions from viewers  Promoted this on social  Knew their audience
    29. 29. Livestream examples  Coach gave followers an inside look to the Coach Men’s 2016 fashion show  Took viewers backstage  Broadcasted interviews
    30. 30. Livestream Tips  Create anticipation – Promote a few days in advance to create buzz and reach a wider audience  Be authentic – Viewers expect real-time action over a scripted performance  Be responsive – Interact with viewers, respond to comments and questions and encourage them to engage back  Encourage replays – Usually last 24 hours, so keep sharing!
    31. 31. GIFS!
    32. 32. GIFs!  Quick way to get a longer message across > a photo  Interactive & fun  Plays on loop – longer retained info > photo
    33. 33. GIFs!  Make your own – upload your own photos  Take clips from a video you already created  Respond to comments  Add to posts on Facebook (limited) and Twitter
    34. 34. GIFs!  Tumblr's Creators program + Giphy Studio  Brands can work with these programs to create content  “The GIF remains the No. 1 piece of content that marketers want,” - David Hayes, Tumblr's head of creative strategy  Branded GIFs are the perfect combination of content marketing and interactive communication  Interactive = more engagement = lasting impressions
    35. 35. GIFs!  Mountain Dew posts at least 10 GIFs per month across all their social platforms  "We're not just looking at one GIF as a way of storytelling anymore. We're thinking about how multiple GIFs can work together to tell a bigger story.“ - Christine Ngo, Mountain Dew's digital brand manager
    36. 36. All the takeaways…
    37. 37. Video Tips  Create video content tailored to your dedicated fanbase, not just a general video  Create some entertainment! Get funny.  Always have a call-to-action – Watch more – Read blog – Visit site  Be consistent – Find out what works best with your audience
    38. 38. Create More Engaging Videos  Inspire  Educate  Entertain  Connect  Call-to-Action  Make a series!  Original, exclusive, custom content
    39. 39. Video Tips  Go beyond your brand – What is your consumer interested in?  Build credibility – Show effectiveness of your product or service  Keep them relatively short and sweet – shareability matters!  Be authentic – lose the script  Use GIFs to respond, entertain and inform  GIFs give a more substantial message > a photo
    40. 40. Let’s wrap it up  Every brand can use videos and GIFs on social  Affordable, fun and customizable options  Great way to interact with and entertain customers & fans  Helps with SEO and search rankings  Gives more insight behind your brand to your viewers
    41. 41. Thank you!  @laurenkgray  laurenkgray2@gmail.com  Let’s get to those questions!

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