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Creating Video Content That Converts, Digiday Brand Summit, April 25th, 2016

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Rachel Jo Silver's presentation from the Digiday Brand Summit in Key Biscayne, Florida on April 25th, 2016

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Creating Video Content That Converts, Digiday Brand Summit, April 25th, 2016

  1. 1. CREATING VIDEO CONTENT THAT CONVERTS @RACHELJOSILVER
  2. 2. IN THIS PRESENTATION 1. A BRIEF HISTORY OF BIRCHBOX VIDEO CONTENT, WHAT’S WORKED AND WHAT HASN’T 2. HOW BIRCHBOX USES VIDEO TODAY IN 2016 3. CASE STUDY: MILK MAKEUP FACEBOOK LIVE VIDEO 4. TAKEAWAYS
  3. 3. A QUICK WALK DOWN BIRCHBOX VIDEO MEMORY LANE PERISCOPE
  4. 4. DIFFERENT MEDIUMS/PLATFORMS = DIFFERENT STRATEGIES 4 YOUTUBE: INFLUENCERS + SEARCH INSTAGRAM: VALUE + DELIGHT FACEBOOK: VALUE + SCALE SNAPCHAT: VALUE + ENGAGEMENT
  5. 5. CASE STUDY: MILK MAKEUP • SALES LIFT + EXAMPLE OF BEST PRACTICES ON THE CHANNEL • FACEBOOK LIVE VIDEO DAY = BEST SALES DAY EVER FOR BRAND • 111% LIFT OVER PAST 7 DAY AVERAGE • TOP SELLER 466% LIFT OVER PAST 7 DAY AVERAGE • WE ADDED TONS OF VALUE FOR THE CUSTOMER • NEW, EXCITING, SEXY, VISUAL BRAND
  6. 6. TAKEAWAYS • VIDEO ISN’T JUST PRE-RECORDED, IT’S LIVE AND IT’S MESSENGER • KNOW YOUR MEDIUM/PLATFORM AND THE RIGHT WAY TO ENGAGE/MONETIZE THERE • ADD VALUE • USE COMMON SENSE
  7. 7. @RACHELJOSILVER

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