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Social Video Marketing: Tips and Trends from the Trenches

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Tips and trends for making the most of your video efforts across social media platforms, guidance on how best to shape and share your messages, and insight into what it takes to build influence and community by sharing on social the right way.
Slides to accompany my talk at Wistiafest 2016.

Published in: Marketing
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Social Video Marketing: Tips and Trends from the Trenches

  1. #wistiafest Social Video Marketing Tips and Trends from the Trenches Laura Fitton Inbound Evangelist, HubSpot
  2. Deeply silly. Fiercely optimistic. Makes things happen from scratch. @pistachio LAURA FITTON
  3. 1. Social Video Trends 2. Tips: Shape and share your messages via video 3. Tips: Build social influence and community Social Video Marketing
  4. #wistiafest 1 Social Video Trends
  5. #wistiafest 6 Billion – Facebook – 3Q 2015 8 Billion – Snapchat – 1Q 2016 ~60 videos per user per day! 5x over 1Q 2015 Proliferation of Video: Daily Views http://www.kpcb.com/internet-trends
  6. #wistiafest 95% of Facebook users watch video in the feed with the sound OFF Text Matters. A Lot.
  7. #wistiafest Facebook surfaces video in the feed more often than any other type of content Your Mileage May Vary
  8. #wistiafest Facebook Live videos get 3x More views WHILE they are live vs. later on #FOMO Now Playing
  9. #wistiafesthttp://adage.com/article/digitalnext/tv-budgets-shifting-social-time-worry/304078/
  10. #wistiafest Social Video: Ad Growth http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977
  11. #wistiafest YouTube (85%) & Netflix (66%) have already outpaced TV (62%). Facebook (53%), Instagram (37%), and Snapchat (33%), are coming up fast. Where Are Youth Watching? http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977
  12. #wistiafest Video comes in as the #3 most desired content on computer/laptop. On mobile, it’s #2 on mobile. Content, Ranked Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
  13. #wistiafest Video = Most Thoroughly Consumed Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
  14. #wistiafest Appetite for Future Content Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
  15. #wistiafest
  16. #wistiafest
  17. #wistiafest 2 Tips: Shape and Share Your Message via Video
  18. Tweet Quote! “Make the customer the hero of your story. Ann Handley Chief Content Officer MarketingProfs Image Credit: Fotographia Guerilla
  19. #wistiafest “The Art of Telling Someone Else’s Story” http://bit.ly/someonesstory
  20. #wistiafesthttp://www.hubspot.com/customers
  21. #wistiafest
  22. #wistiafest
  23. #wistiafest 8 of 10 Most viewed case studies for 2015 Included video PS… It works!
  24. #wistiafest “Experiment. If something works, keep doing it.” - Rachel Zarrell, (BuzzFeed) MTV Experiment
  25. #wistiafest Type View Rate* First Person (Talking Head) 35% Primarily Words 27% Primarily Imagery 24% Third Person (Narrative) 23% *ratio of videos served vs views measured Experiment & Measure: Formats
  26. #wistiafest Snapchat “view” counts instant Facebook “view” counts >3 seconds Facebook (desired) >10 seconds Snapchat Ads 3-10 seconds Snackable videos 45-120 seconds Maximum* 5 minutes Experiment & Measure: Duration
  27. #wistiafest Experiment & Measure: Subjects
  28. #wistiafest If the content FITS… Facebook Instagram Twitter Snapchat Experiment & Measure: Platforms
  29. #wistiafest •  Animals, kids & food (visuals!) = most views •  How-to videos = best conversions •  Provide something catchy: get attention <3 seconds, keep through at least 10+ seconds •  Embed links midway or in post (not end) •  Text is crucial •  Content is more important than timeslot Experiment & Measure: HubSpot Learnings
  30. #wistiafest Make it Work, Together
  31. #wistiafest Share Across Multiple Media/Channels
  32. #wistiafest 3 Tips: Build Influence & Community
  33. Influence (was) Attract attention to yourself
  34. Provide attention & value to others Influence (is)
  35. Image: http://inay.org #INBOUND1
  36. #wistiafest So, You’ve Got This… Post Announcement Offer Infographic Story Promotion Photo Event V I D E O …THINGY
  37. #wistiafest
  38. #wistiafest Don’t Do This to People.
  39. #wistiafest Like, Ever.
  40. #wistiafest What Would You Do? “If you want someone to share your work, why don’t you start by … talking to her or him?” -Amy Vernon
  41. #wistiafest https://wiki.hubspotcentral.com/display/~bhalligan/Hubris+--+A+Company+Killerany+Killer Audience, Prospect, Customer, Employee, Influencer Nurture People.
  42. #wistiafest Have I heard of them? Have they heard of me? Do I know them? Do they know me? (How) Should You Approach?
  43. #wistiafest Is relevant to them? At all? Do they have an opinion on ? Do they want ? Did they help create ? Will help them? Will make them look good? Will serve their audience? Relevant AND Useful
  44. #wistiafest What Would You Do? Would You Ever Build A Brand By Sharing Random Shit?
  45. #wistiafest https://wiki.hubspotcentral.com/display/~bhalligan/Hubris+--+A+Company+Killerany+Killer What Would You Do? So Then… Why Should They?
  46. Listen. Learn. Care. Serve.
  47. Take Good AMAZING Care of the Network You Already Have To grow ANY network… Photo: http://www.flickr.com/photos/harmishhk/
  48. #wistiafest Why Pitch When You Can Connect? DON’T: •  Spam •  Beg for attention •  Demand value and attention “Follow me” “Share my stuff” “Reply to me” “Help me” “Tell your followers” DO: •  Find their contact info •  Earn attention •  Give value and attention Follow Share their stuff Answer their questions Provide help Show what’s in it for their audience
  49. #wistiafest “Only Connect.” - E.M. Forster
  50. 1. Social Video Trends 2. Tips: Shape and share your messages via video 3. Tips: Build social influence and community Social Video Marketing
  51. #wistiafest Thank you.

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