SlideShare a Scribd company logo
Key Trends in Social Media for 2015
by Marshall Manson & James Whatley
@marshallmanson @whatleydude
marshall.manson@ogilvy.com james.whatley@ogilvy.com
At the close of 2013, Marshall Manson,
managing director of Social@Ogilvy
EMEA, and James Whatley, social media
director of Ogilvy & Mather Advertising
London, put their heads together and
came up with their 2014 trend predictions
for the year ahead.
This document outlines a brief review of
those ideas as well as a more in-depth
look at the thoughts, trends and
predictions for next year, 2015.
2014: Trend Review
Disposable Content
Last year, inline with millennial interest in keeping as much control
over their anonymity as they do their content, disposable content
became an actual thing. Here’s the proof:
1.According to Global Web Index, Snapchat was the fastest growing social
network of 2014. Not bad at all.
2.Stealing with pride, many copycat apps sprang up and are trying to
emulate said success. Slingshot, WindUp, and Bolt to name but three.
3.Dizzee Rascal, with his Halloween hit ‘Couple of Stacks’, delivered a
music video for the Snapchat generation by giving it a time limit and, by the
time November rolled around, it was deleted again. Amazing.
2014: Trend Review
Brand Banter
The kids are cool, didn’t you hear? And like dads dancing at a disco,
many brands tried to be cool too.
1.Tesco Mobile picked up several awards for its ‘#nojoke’
‘campaign’ – winning all the way to the banter bank*
2.From Royal Babies to celebrity backsides, ‘owning the moment’
became the latest fad to fellate the never-ending content calendars
of 2014.
‘Brandter’ indeed.
*- Bankter? No, just stop...
2014: Trend Review
Sub-dividing Communities
When Marshall came up with this bad boy towards the end of last
year, we all thought he was nuts. But with the advent of hyper-
targeting on Facebook, the smartest brands of 2014 really took this
to the next level.
Our favourite example:
Did you know that for the 2014 Superbowl, Coca-cola made 12
different cuts of its ‘America is Beautiful’ ad and targeted across the
many cultures, races, and creeds that live therein?
Incredible.
2014: Trend Review
Facebook as a paid media channel
Nailed it.
2015 Trends
Let’s get to the good stuff…
Trend 1:
Twitter Zero
9
Background: 2014 gave us Facebook Zero
10
Background: 2015 will bring us more
And now Twitter have stated very publicly that they will indeed,
eventually, head down the very same path…
Defining ‘Twitter Zero’
12
• Twitter’s user numbers have hit a plateau, yet the volume
of content published to Twitter continues to accelerate.
• To combat this growth inertia, Twitter is searching for
fresh ways to attract new users, make its onboarding
experience for new users easier to understand, and do a
better job of serving relevant content to its existing users.
• And fundamentally, Twitter needs to keep making money.
Defining Twitter Zero
13
•In 2015, like Facebook before it, Twitter is sure to embrace
algorithmic content serving, and move away from its
traditional reverse chronological format.
•The implication for brands is clear:
Organic reach will approach zero, and there will be greater
pressure to deploy Twitter’s suite of paid products in
support of branded content.
Defining Twitter Zero
How do you
prepare for this?
15
Preparing for Twitter Zero: Focus on Performance
Build Communities
of Fans
Organic Reach Fuels
WOM / Earned
Old New
Test with Organic
(while it lasts)
Use Paid to Fuel WOM
/ Earned
Organic reach and building Likes should be filed away with
2014’s taxes.
For 2015 test with what works with your audience first then
boost with paid to work your best performing content harder.
16
v
There is a WEALTH of targeting
options across the major platforms
rooted in audience’s social
behaviours.
Delivering editorial content via
sophisticated targeting can deliver
massive performance benefits.
Preparing for Twitter Zero: Win with Targeting
17
Embrace Twitter Cards
Twitter Cards not only a provide way to stand out in the feed
but also pave the way for a more commercial approach to
content delivery.
App Download CardLead Gen CardProduct Card
18
Embrace Twitter Cards
As you read this, Integrated e-Commerce is being beta tested in
the US. If you sell direct to your consumer, then this should be
on your radar right now.
19
Don’t forget Facebook: you can do a little with a lot
A lot of SMEs we speak to are concerned that they’re going to be
priced out of social by the demise of organic reach.
But you might be surprised with what you can achieve; we
recommend experimenting with small amounts and seeing what
works.
The below chart demonstrates a reach of over
100,000 Facebook users with only a £300
spend
We’re able to reach over 100k
Facebook users with a Facebook
paid media spend of only £300.
20
When we say Editorial we mean:
Timely and relevant
1.It’s good to have marketing that doesn’t look like
marketing
2.Facebook have said that posts that look like ads
will be downgraded in its algorithm
3.Think about the value exchange
But keep it editorial
21
And remember!
Social is more than Facebook & Twitter, it shouldn’t matter what
channel you use, the important thing is ensuring that you always think
about your BUSINESS OBJECTIVE
Trend 2:
The Battle Royale for Video Dominance
Facebook vs. YouTube vs. Twitter
23
May 2014: Facebook tweaked its
algorithm to significantly increase the
volume of video appearing in users’
newsfeeds.
Then a Buzzfeed partnership
combined with a certain Ice Bucket
Challenge massively increased
awareness and usage of native
Facebook video.
Finally Zuckerberg declared video “A
big priority” as recently as
Facebook’s Q3’s earnings call.
That time Facebook punched YouTube on the nose…
24
…then stole its girlfriend.
25
This metric is crazy: in 2014 Facebook video matched YouTube for
views (again, we’d say that Ice Bucket Challenge helped a lot here)
26
Facebook: Better Within Facebook
•Data from ad parlor showed that Facebook native delivered:
• 2.5x higher CTR
• 10% lower cost per engagement
• 3.5x lower CPC
• 5.5x lower cost per video play
•Marketers are responding. As of November 2014, marketers are now choosing to go native
with Facebook video instead of embedding from YouTube (see chart above)
According to Social Bakers,
videos published natively to
Facebook delivered
40% better engagement
rates than YouTube videos
embedded into Facebook.
27
Facebook: stronger for engagement & sharing
Even comparing native performance in Facebook to
native performance in YouTube, early evidence suggests
that Facebook delivers significantly better
engagement.
The recent John Lewis Christmas ad delivered 0.8%
engagement in YouTube (from 18.5m views at the time of
writing), while Facebook delivered 5.2% engagement
(from 6.2m views).
That’s a 550% improvement.
And Facebook drove 160% more shares (159,000) than
YouTube (61,000) from a third of the views.
Put another way, when it came to Monty the Penguin, Facebook
video accounted for 72% of the shares from only 25% of the views.
28
Bifurcating and Trifurcating
• Facebook’s user share for video is
increasing.
• Other platforms working to follow.
• And (Facebook-owned) Instagram is
increasingly first port of call for users,
particularly Millennials, to publish short
videos created on mobile.
• The successful roll out of Hyperlapse
is enhancing Instagram’s position, too.
• Twitter’s move to present [promoted]
video directly in-feed via cards makes
it an increasingly relevant player as
well, building on Vine’s solid
foundation of success.
Source: Comscore
29
The Problem of Autoplay
Source: Comscore
• Facebook’s decision to autoplay videos on desktop and mobile without sound artificially
inflates view counts.
• It’s also resulting in extremely poor completion rates for video advertising distributed on the
platform (one commentator cited a 25% completion rate for Facebook, compared to a
typical 80% rate in YouTube).
• We’d say it’s a fairly safe bet this is so low due to the scrolling screens that whizz by auto-
play videos. Not ideal.
Defining ‘The Video Royale’
31
• It is a fact that Facebook has disrupted YouTube’s position as the
default choice for publishing and distributing video content.
• Going forward, marketers will need to publish video content natively to
both Facebook and YouTube, and support distribution paid in each
platform.
• Twitter and Instagram will also become increasingly more relevant as they
both make their own bets on video content as ad products.
– See: Twitter’s existing (and evolving) video ad proposition.
– Prediction: Instagram ad proposition will evolve and include the introduction of
video approximately the middle of next year.
The Battle for Video Dominance
32
•Facebook recently ended its partnership with Bing and, in doing so, has
intimated that it might be, finally, taking search seriously.
•Facebook has also added view counts to its videos; the creatives currently
enjoying several millions of views on YouTube will need a number for their
CVs – this stuff matters (to them). It should not be underestimated how
significant this really is.
•In 2015 Facebook will get serious on copyright infringement and then, once
that’s tidied away, consider revenue sharing for its best content creators.
Get those right, and Facebook could be the next YouTube….
The ever improving video platform that is Facebook
How do you
prepare for this?
34
• If you haven’t already, get used to
publishing your videos across
Facebook and YouTube.
• We’ve said it before and we’ll say it
again: take the necessary steps to
support consumption and
engagement with paid media.
Embrace Native Video Publishing
35
As more brands publish native Facebook video, the data will teach us
more about user preferences and behaviour.
User behaviour will keep evolving as well.
Be ready to product variations of your video content, optimised for
each platform.
Watch the Data.
Get Ready to Optimise
For example, Facebook users may demonstrate a preference for
shorter, more shareable content.
Trend 3:
Youth in the Digital Age
37
We know this isn’t a trend.
But seriously, kids are using the Internet and the behaviours
demonstrated by the different generations are only now
spilling out into solid research.
KIDS ARE USING THE INTERNET!!!
38
One thing we will say however…
2015 will see continual growth in young people using
anonymity-friendly platforms.
Having a cast iron ‘real name’ identity simply isn’t attractive
for people who haven’t worked out who they are yet.
39
- James Whatley, March 2014
“
”
We've been talking about Tumblr usage being high amongst teens due to struggling with / still
exploring their self-identity. Having several Instagram accounts and email accounts is considered
the norm when your self is so fluid and still growing.
When you're old enough to have sex, to drive, buy cigarettes and alcohol, vote... sociological
norms define that you must be identifiable. This is a stretch, and possibly the broadest sweeping
statement I've made this year but, Facebook [and Google+] work within and around those social
norms. When teens 'graduate' in adulthood, they'll 'need' consistent online profiles; at an absolute
minimum, a LinkedIn account.
The Tumblrs, Whatsapps, and Snapchats of this world (anonymous expression of self, closed
social networks, and ephemeral content respectively) work for the still-developing personalities
more/better than others. That's not to say they'll stop, just that they may not remain there
exclusively once maturity sets in.
Random stuff we
haven’t figured out yet…
41
Digital is an Extension of Identity?
“WE ARE WHAT WE SHARE”
42
Trend Churn?
“WE SHARE WHAT WE THINK
OTHERS WILL BE SHARING”
43
Luxury Brand Identification as an extension of their storytelling?
“WE SHARE WHAT WE WANNA BE”
Thank you
Marshall Manson
marshall.manson@ogilvy.com
mobile +44 7879 890 000
@marshallmanson
James Whatley
james.whatley@ogilvy.com
mobile +44 7774 898 681
@whatleydude

More Related Content

What's hot

7 social media trends for 2017
7 social media trends for 20177 social media trends for 2017
7 social media trends for 2017
Edward Kitchingman
 
Top 10 Social Media Tips For Financial Advisors
Top 10 Social Media Tips For Financial AdvisorsTop 10 Social Media Tips For Financial Advisors
Top 10 Social Media Tips For Financial Advisors
Finworx
 
How to Partner with a YouTube Creator
How to Partner with a YouTube CreatorHow to Partner with a YouTube Creator
How to Partner with a YouTube Creator
OgilvyOne Worldwide
 
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer
 
NZ Digital Marketing Trends 2016 - Presentation
NZ Digital Marketing Trends 2016 - PresentationNZ Digital Marketing Trends 2016 - Presentation
NZ Digital Marketing Trends 2016 - Presentation
UbiquityNewZealand
 
Instagram Stories: 5 implications
Instagram Stories: 5 implicationsInstagram Stories: 5 implications
Instagram Stories: 5 implications
Ogilvy Consulting
 
State of Influencer Marketing - Mid-Year Review
State of Influencer Marketing - Mid-Year ReviewState of Influencer Marketing - Mid-Year Review
State of Influencer Marketing - Mid-Year Review
Ogilvy Consulting
 
Talkwalker White Paper No. 1
Talkwalker White Paper No. 1Talkwalker White Paper No. 1
Talkwalker White Paper No. 1
Talkwalker
 
What's the ROI of Social Media?
What's the ROI of Social Media?What's the ROI of Social Media?
What's the ROI of Social Media?
Ogilvy Consulting
 
What's Next: State of Social 7
What's Next: State of Social 7What's Next: State of Social 7
What's Next: State of Social 7
Ogilvy Consulting
 
Deep Social: The Next Phase of Social Media
Deep Social: The Next Phase of Social MediaDeep Social: The Next Phase of Social Media
Deep Social: The Next Phase of Social Media
Ogilvy Consulting
 
The Power of Second Wave Influencers
The Power of Second Wave InfluencersThe Power of Second Wave Influencers
The Power of Second Wave Influencers
Ogilvy Consulting
 
14 social media trends to watch in 2021
14 social media trends to watch in 202114 social media trends to watch in 2021
14 social media trends to watch in 2021
Arik Hanson
 
VidCon 2016 Recap
VidCon 2016 RecapVidCon 2016 Recap
VidCon 2016 Recap
Ogilvy Consulting
 
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining ThroughSocial Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Falcon.io
 
State of Messengers in Asia
State of Messengers in AsiaState of Messengers in Asia
State of Messengers in Asia
Ogilvy Consulting
 
Social@ogilvy Google Hummingbird POV - October 2013
Social@ogilvy Google Hummingbird POV - October 2013Social@ogilvy Google Hummingbird POV - October 2013
Social@ogilvy Google Hummingbird POV - October 2013
Ogilvy Consulting
 
From Social Influence to Social CRM
From Social Influence to Social CRMFrom Social Influence to Social CRM
From Social Influence to Social CRM
OgilvyOne Worldwide
 
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for MarketerseMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer
 
Social@ogilvy Social Platform Advertising Updates POV: February 2014
Social@ogilvy Social Platform Advertising Updates POV: February 2014Social@ogilvy Social Platform Advertising Updates POV: February 2014
Social@ogilvy Social Platform Advertising Updates POV: February 2014
Ogilvy Consulting
 

What's hot (20)

7 social media trends for 2017
7 social media trends for 20177 social media trends for 2017
7 social media trends for 2017
 
Top 10 Social Media Tips For Financial Advisors
Top 10 Social Media Tips For Financial AdvisorsTop 10 Social Media Tips For Financial Advisors
Top 10 Social Media Tips For Financial Advisors
 
How to Partner with a YouTube Creator
How to Partner with a YouTube CreatorHow to Partner with a YouTube Creator
How to Partner with a YouTube Creator
 
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know Now
 
NZ Digital Marketing Trends 2016 - Presentation
NZ Digital Marketing Trends 2016 - PresentationNZ Digital Marketing Trends 2016 - Presentation
NZ Digital Marketing Trends 2016 - Presentation
 
Instagram Stories: 5 implications
Instagram Stories: 5 implicationsInstagram Stories: 5 implications
Instagram Stories: 5 implications
 
State of Influencer Marketing - Mid-Year Review
State of Influencer Marketing - Mid-Year ReviewState of Influencer Marketing - Mid-Year Review
State of Influencer Marketing - Mid-Year Review
 
Talkwalker White Paper No. 1
Talkwalker White Paper No. 1Talkwalker White Paper No. 1
Talkwalker White Paper No. 1
 
What's the ROI of Social Media?
What's the ROI of Social Media?What's the ROI of Social Media?
What's the ROI of Social Media?
 
What's Next: State of Social 7
What's Next: State of Social 7What's Next: State of Social 7
What's Next: State of Social 7
 
Deep Social: The Next Phase of Social Media
Deep Social: The Next Phase of Social MediaDeep Social: The Next Phase of Social Media
Deep Social: The Next Phase of Social Media
 
The Power of Second Wave Influencers
The Power of Second Wave InfluencersThe Power of Second Wave Influencers
The Power of Second Wave Influencers
 
14 social media trends to watch in 2021
14 social media trends to watch in 202114 social media trends to watch in 2021
14 social media trends to watch in 2021
 
VidCon 2016 Recap
VidCon 2016 RecapVidCon 2016 Recap
VidCon 2016 Recap
 
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining ThroughSocial Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
 
State of Messengers in Asia
State of Messengers in AsiaState of Messengers in Asia
State of Messengers in Asia
 
Social@ogilvy Google Hummingbird POV - October 2013
Social@ogilvy Google Hummingbird POV - October 2013Social@ogilvy Google Hummingbird POV - October 2013
Social@ogilvy Google Hummingbird POV - October 2013
 
From Social Influence to Social CRM
From Social Influence to Social CRMFrom Social Influence to Social CRM
From Social Influence to Social CRM
 
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for MarketerseMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
 
Social@ogilvy Social Platform Advertising Updates POV: February 2014
Social@ogilvy Social Platform Advertising Updates POV: February 2014Social@ogilvy Social Platform Advertising Updates POV: February 2014
Social@ogilvy Social Platform Advertising Updates POV: February 2014
 

Similar to 2015 Trends

Key Trends in Social Media for 2015
Key Trends in Social Media for 2015Key Trends in Social Media for 2015
Key Trends in Social Media for 2015
PR Council
 
Social media trends for 2015
Social media trends for 2015Social media trends for 2015
Social media trends for 2015
Ioana Barbu
 
eMarketer Webinar: Key Trends in Social Advertising
eMarketer Webinar: Key Trends in Social AdvertisingeMarketer Webinar: Key Trends in Social Advertising
eMarketer Webinar: Key Trends in Social Advertising
eMarketer
 
How Social Media Marketing has changed
How Social Media Marketing has changedHow Social Media Marketing has changed
How Social Media Marketing has changed
Robin Goel
 
Future of Social Media + Trends 2016
Future of Social Media + Trends 2016Future of Social Media + Trends 2016
Future of Social Media + Trends 2016
Brie Stewart
 
14 social media trends for
14 social media trends for14 social media trends for
14 social media trends for
Jessica Wysocki
 
Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...
Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...
Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...
Agence Tesla
 
Social Media Trends Report 2015
Social Media Trends Report 2015Social Media Trends Report 2015
Social Media Trends Report 2015
Hellocomputer
 
Ppt finesse social_media
Ppt finesse social_mediaPpt finesse social_media
Ppt finesse social_media
Merino Services
 
Birnbach Communications Predictions for 2014
Birnbach Communications Predictions for 2014Birnbach Communications Predictions for 2014
Birnbach Communications Predictions for 2014
NormanB
 
Video team adv_socmedmarketing
Video team adv_socmedmarketingVideo team adv_socmedmarketing
Video team adv_socmedmarketing
advancedsocialmedia
 
10 Of The Smartest Big Brands In Social Media
10 Of The Smartest Big Brands In Social Media10 Of The Smartest Big Brands In Social Media
10 Of The Smartest Big Brands In Social Media
Karla Camacho
 
Social in 2015: The Edit
Social in 2015: The EditSocial in 2015: The Edit
Social in 2015: The Edit
Iris
 
Video Marketing Trends 2021
Video Marketing Trends 2021Video Marketing Trends 2021
Video Marketing Trends 2021
HelmutBartha
 
Facebook: Where now?
Facebook: Where now?Facebook: Where now?
Facebook: Where now?
Iris
 
The Top 10 YouTube Trends You Can't Ignore in 2023.pptx
The Top 10 YouTube Trends You Can't Ignore in 2023.pptxThe Top 10 YouTube Trends You Can't Ignore in 2023.pptx
The Top 10 YouTube Trends You Can't Ignore in 2023.pptx
ArisenTechnologies1
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
Dung Tri
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
Moore Corporation
 
How to Boost Your Brand with Microvideo
How to Boost Your Brand with MicrovideoHow to Boost Your Brand with Microvideo
How to Boost Your Brand with Microvideo
Elon iMedia
 
Using Micro-Video to Build Your Brand
Using Micro-Video to Build Your BrandUsing Micro-Video to Build Your Brand
Using Micro-Video to Build Your Brand
Ashley Gilmer
 

Similar to 2015 Trends (20)

Key Trends in Social Media for 2015
Key Trends in Social Media for 2015Key Trends in Social Media for 2015
Key Trends in Social Media for 2015
 
Social media trends for 2015
Social media trends for 2015Social media trends for 2015
Social media trends for 2015
 
eMarketer Webinar: Key Trends in Social Advertising
eMarketer Webinar: Key Trends in Social AdvertisingeMarketer Webinar: Key Trends in Social Advertising
eMarketer Webinar: Key Trends in Social Advertising
 
How Social Media Marketing has changed
How Social Media Marketing has changedHow Social Media Marketing has changed
How Social Media Marketing has changed
 
Future of Social Media + Trends 2016
Future of Social Media + Trends 2016Future of Social Media + Trends 2016
Future of Social Media + Trends 2016
 
14 social media trends for
14 social media trends for14 social media trends for
14 social media trends for
 
Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...
Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...
Social media: the best of 2014, and perspectives for 2015 - Social commerce, ...
 
Social Media Trends Report 2015
Social Media Trends Report 2015Social Media Trends Report 2015
Social Media Trends Report 2015
 
Ppt finesse social_media
Ppt finesse social_mediaPpt finesse social_media
Ppt finesse social_media
 
Birnbach Communications Predictions for 2014
Birnbach Communications Predictions for 2014Birnbach Communications Predictions for 2014
Birnbach Communications Predictions for 2014
 
Video team adv_socmedmarketing
Video team adv_socmedmarketingVideo team adv_socmedmarketing
Video team adv_socmedmarketing
 
10 Of The Smartest Big Brands In Social Media
10 Of The Smartest Big Brands In Social Media10 Of The Smartest Big Brands In Social Media
10 Of The Smartest Big Brands In Social Media
 
Social in 2015: The Edit
Social in 2015: The EditSocial in 2015: The Edit
Social in 2015: The Edit
 
Video Marketing Trends 2021
Video Marketing Trends 2021Video Marketing Trends 2021
Video Marketing Trends 2021
 
Facebook: Where now?
Facebook: Where now?Facebook: Where now?
Facebook: Where now?
 
The Top 10 YouTube Trends You Can't Ignore in 2023.pptx
The Top 10 YouTube Trends You Can't Ignore in 2023.pptxThe Top 10 YouTube Trends You Can't Ignore in 2023.pptx
The Top 10 YouTube Trends You Can't Ignore in 2023.pptx
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
How to Boost Your Brand with Microvideo
How to Boost Your Brand with MicrovideoHow to Boost Your Brand with Microvideo
How to Boost Your Brand with Microvideo
 
Using Micro-Video to Build Your Brand
Using Micro-Video to Build Your BrandUsing Micro-Video to Build Your Brand
Using Micro-Video to Build Your Brand
 

More from Ogilvy Consulting

How to Win in Marketplaces
How to Win in MarketplacesHow to Win in Marketplaces
How to Win in Marketplaces
Ogilvy Consulting
 
The Return to Growth in Turbulent Times
The Return to Growth in Turbulent TimesThe Return to Growth in Turbulent Times
The Return to Growth in Turbulent Times
Ogilvy Consulting
 
Using Brand to Drive M&A Value
Using Brand to Drive M&A ValueUsing Brand to Drive M&A Value
Using Brand to Drive M&A Value
Ogilvy Consulting
 
Influencing our New Reality
Influencing our New RealityInfluencing our New Reality
Influencing our New Reality
Ogilvy Consulting
 
Nudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of ReinventionNudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of Reinvention
Ogilvy Consulting
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...
Ogilvy Consulting
 
What's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolationWhat's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolation
Ogilvy Consulting
 
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
Ogilvy Consulting
 
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceWhat's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
Ogilvy Consulting
 
What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...
Ogilvy Consulting
 
What's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businessesWhat's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businesses
Ogilvy Consulting
 
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundWhat's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
Ogilvy Consulting
 
What's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businessesWhat's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businesses
Ogilvy Consulting
 
What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19
Ogilvy Consulting
 
What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry
Ogilvy Consulting
 
What's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly socialWhat's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly social
Ogilvy Consulting
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content Business
Ogilvy Consulting
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
Ogilvy Consulting
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020
Ogilvy Consulting
 
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
Ogilvy Consulting
 

More from Ogilvy Consulting (20)

How to Win in Marketplaces
How to Win in MarketplacesHow to Win in Marketplaces
How to Win in Marketplaces
 
The Return to Growth in Turbulent Times
The Return to Growth in Turbulent TimesThe Return to Growth in Turbulent Times
The Return to Growth in Turbulent Times
 
Using Brand to Drive M&A Value
Using Brand to Drive M&A ValueUsing Brand to Drive M&A Value
Using Brand to Drive M&A Value
 
Influencing our New Reality
Influencing our New RealityInfluencing our New Reality
Influencing our New Reality
 
Nudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of ReinventionNudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of Reinvention
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...
 
What's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolationWhat's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolation
 
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
 
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceWhat's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
 
What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...
 
What's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businessesWhat's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businesses
 
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundWhat's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
 
What's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businessesWhat's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businesses
 
What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19
 
What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry
 
What's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly socialWhat's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly social
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content Business
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020
 
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
 

Recently uploaded

UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
urbhattiacademy
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
7lkkjxt
 
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
9u4xjk4w
 
Top Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's PerformanceTop Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's Performance
Elysian Digital Services Pvt. Ltd.
 
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
AJHSSR Journal
 
Iconic Logix | Best Digital Marketing Agency For Iconic Success
Iconic Logix | Best Digital Marketing Agency For Iconic SuccessIconic Logix | Best Digital Marketing Agency For Iconic Success
Iconic Logix | Best Digital Marketing Agency For Iconic Success
iconictecnologies
 
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra VinhFactors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
AJHSSR Journal
 
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
AJHSSR Journal
 
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
AJHSSR Journal
 
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMSTUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
AJHSSR Journal
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
SocioCosmos
 
SOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and serviceSOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and service
viralbusinessmarketi
 
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
AJHSSR Journal
 
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
anubug
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
Charles Bayless
 

Recently uploaded (15)

UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
 
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
 
Top Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's PerformanceTop Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's Performance
 
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
 
Iconic Logix | Best Digital Marketing Agency For Iconic Success
Iconic Logix | Best Digital Marketing Agency For Iconic SuccessIconic Logix | Best Digital Marketing Agency For Iconic Success
Iconic Logix | Best Digital Marketing Agency For Iconic Success
 
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra VinhFactors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
 
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
 
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
 
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMSTUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
 
SOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and serviceSOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and service
 
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
 
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
 

2015 Trends

  • 1. Key Trends in Social Media for 2015 by Marshall Manson & James Whatley @marshallmanson @whatleydude marshall.manson@ogilvy.com james.whatley@ogilvy.com
  • 2. At the close of 2013, Marshall Manson, managing director of Social@Ogilvy EMEA, and James Whatley, social media director of Ogilvy & Mather Advertising London, put their heads together and came up with their 2014 trend predictions for the year ahead. This document outlines a brief review of those ideas as well as a more in-depth look at the thoughts, trends and predictions for next year, 2015.
  • 3. 2014: Trend Review Disposable Content Last year, inline with millennial interest in keeping as much control over their anonymity as they do their content, disposable content became an actual thing. Here’s the proof: 1.According to Global Web Index, Snapchat was the fastest growing social network of 2014. Not bad at all. 2.Stealing with pride, many copycat apps sprang up and are trying to emulate said success. Slingshot, WindUp, and Bolt to name but three. 3.Dizzee Rascal, with his Halloween hit ‘Couple of Stacks’, delivered a music video for the Snapchat generation by giving it a time limit and, by the time November rolled around, it was deleted again. Amazing.
  • 4. 2014: Trend Review Brand Banter The kids are cool, didn’t you hear? And like dads dancing at a disco, many brands tried to be cool too. 1.Tesco Mobile picked up several awards for its ‘#nojoke’ ‘campaign’ – winning all the way to the banter bank* 2.From Royal Babies to celebrity backsides, ‘owning the moment’ became the latest fad to fellate the never-ending content calendars of 2014. ‘Brandter’ indeed. *- Bankter? No, just stop...
  • 5. 2014: Trend Review Sub-dividing Communities When Marshall came up with this bad boy towards the end of last year, we all thought he was nuts. But with the advent of hyper- targeting on Facebook, the smartest brands of 2014 really took this to the next level. Our favourite example: Did you know that for the 2014 Superbowl, Coca-cola made 12 different cuts of its ‘America is Beautiful’ ad and targeted across the many cultures, races, and creeds that live therein? Incredible.
  • 6. 2014: Trend Review Facebook as a paid media channel Nailed it.
  • 7. 2015 Trends Let’s get to the good stuff…
  • 9. 9 Background: 2014 gave us Facebook Zero
  • 10. 10 Background: 2015 will bring us more And now Twitter have stated very publicly that they will indeed, eventually, head down the very same path…
  • 12. 12 • Twitter’s user numbers have hit a plateau, yet the volume of content published to Twitter continues to accelerate. • To combat this growth inertia, Twitter is searching for fresh ways to attract new users, make its onboarding experience for new users easier to understand, and do a better job of serving relevant content to its existing users. • And fundamentally, Twitter needs to keep making money. Defining Twitter Zero
  • 13. 13 •In 2015, like Facebook before it, Twitter is sure to embrace algorithmic content serving, and move away from its traditional reverse chronological format. •The implication for brands is clear: Organic reach will approach zero, and there will be greater pressure to deploy Twitter’s suite of paid products in support of branded content. Defining Twitter Zero
  • 14. How do you prepare for this?
  • 15. 15 Preparing for Twitter Zero: Focus on Performance Build Communities of Fans Organic Reach Fuels WOM / Earned Old New Test with Organic (while it lasts) Use Paid to Fuel WOM / Earned Organic reach and building Likes should be filed away with 2014’s taxes. For 2015 test with what works with your audience first then boost with paid to work your best performing content harder.
  • 16. 16 v There is a WEALTH of targeting options across the major platforms rooted in audience’s social behaviours. Delivering editorial content via sophisticated targeting can deliver massive performance benefits. Preparing for Twitter Zero: Win with Targeting
  • 17. 17 Embrace Twitter Cards Twitter Cards not only a provide way to stand out in the feed but also pave the way for a more commercial approach to content delivery. App Download CardLead Gen CardProduct Card
  • 18. 18 Embrace Twitter Cards As you read this, Integrated e-Commerce is being beta tested in the US. If you sell direct to your consumer, then this should be on your radar right now.
  • 19. 19 Don’t forget Facebook: you can do a little with a lot A lot of SMEs we speak to are concerned that they’re going to be priced out of social by the demise of organic reach. But you might be surprised with what you can achieve; we recommend experimenting with small amounts and seeing what works. The below chart demonstrates a reach of over 100,000 Facebook users with only a £300 spend We’re able to reach over 100k Facebook users with a Facebook paid media spend of only £300.
  • 20. 20 When we say Editorial we mean: Timely and relevant 1.It’s good to have marketing that doesn’t look like marketing 2.Facebook have said that posts that look like ads will be downgraded in its algorithm 3.Think about the value exchange But keep it editorial
  • 21. 21 And remember! Social is more than Facebook & Twitter, it shouldn’t matter what channel you use, the important thing is ensuring that you always think about your BUSINESS OBJECTIVE
  • 22. Trend 2: The Battle Royale for Video Dominance Facebook vs. YouTube vs. Twitter
  • 23. 23 May 2014: Facebook tweaked its algorithm to significantly increase the volume of video appearing in users’ newsfeeds. Then a Buzzfeed partnership combined with a certain Ice Bucket Challenge massively increased awareness and usage of native Facebook video. Finally Zuckerberg declared video “A big priority” as recently as Facebook’s Q3’s earnings call. That time Facebook punched YouTube on the nose…
  • 24. 24 …then stole its girlfriend.
  • 25. 25 This metric is crazy: in 2014 Facebook video matched YouTube for views (again, we’d say that Ice Bucket Challenge helped a lot here)
  • 26. 26 Facebook: Better Within Facebook •Data from ad parlor showed that Facebook native delivered: • 2.5x higher CTR • 10% lower cost per engagement • 3.5x lower CPC • 5.5x lower cost per video play •Marketers are responding. As of November 2014, marketers are now choosing to go native with Facebook video instead of embedding from YouTube (see chart above) According to Social Bakers, videos published natively to Facebook delivered 40% better engagement rates than YouTube videos embedded into Facebook.
  • 27. 27 Facebook: stronger for engagement & sharing Even comparing native performance in Facebook to native performance in YouTube, early evidence suggests that Facebook delivers significantly better engagement. The recent John Lewis Christmas ad delivered 0.8% engagement in YouTube (from 18.5m views at the time of writing), while Facebook delivered 5.2% engagement (from 6.2m views). That’s a 550% improvement. And Facebook drove 160% more shares (159,000) than YouTube (61,000) from a third of the views. Put another way, when it came to Monty the Penguin, Facebook video accounted for 72% of the shares from only 25% of the views.
  • 28. 28 Bifurcating and Trifurcating • Facebook’s user share for video is increasing. • Other platforms working to follow. • And (Facebook-owned) Instagram is increasingly first port of call for users, particularly Millennials, to publish short videos created on mobile. • The successful roll out of Hyperlapse is enhancing Instagram’s position, too. • Twitter’s move to present [promoted] video directly in-feed via cards makes it an increasingly relevant player as well, building on Vine’s solid foundation of success. Source: Comscore
  • 29. 29 The Problem of Autoplay Source: Comscore • Facebook’s decision to autoplay videos on desktop and mobile without sound artificially inflates view counts. • It’s also resulting in extremely poor completion rates for video advertising distributed on the platform (one commentator cited a 25% completion rate for Facebook, compared to a typical 80% rate in YouTube). • We’d say it’s a fairly safe bet this is so low due to the scrolling screens that whizz by auto- play videos. Not ideal.
  • 31. 31 • It is a fact that Facebook has disrupted YouTube’s position as the default choice for publishing and distributing video content. • Going forward, marketers will need to publish video content natively to both Facebook and YouTube, and support distribution paid in each platform. • Twitter and Instagram will also become increasingly more relevant as they both make their own bets on video content as ad products. – See: Twitter’s existing (and evolving) video ad proposition. – Prediction: Instagram ad proposition will evolve and include the introduction of video approximately the middle of next year. The Battle for Video Dominance
  • 32. 32 •Facebook recently ended its partnership with Bing and, in doing so, has intimated that it might be, finally, taking search seriously. •Facebook has also added view counts to its videos; the creatives currently enjoying several millions of views on YouTube will need a number for their CVs – this stuff matters (to them). It should not be underestimated how significant this really is. •In 2015 Facebook will get serious on copyright infringement and then, once that’s tidied away, consider revenue sharing for its best content creators. Get those right, and Facebook could be the next YouTube…. The ever improving video platform that is Facebook
  • 33. How do you prepare for this?
  • 34. 34 • If you haven’t already, get used to publishing your videos across Facebook and YouTube. • We’ve said it before and we’ll say it again: take the necessary steps to support consumption and engagement with paid media. Embrace Native Video Publishing
  • 35. 35 As more brands publish native Facebook video, the data will teach us more about user preferences and behaviour. User behaviour will keep evolving as well. Be ready to product variations of your video content, optimised for each platform. Watch the Data. Get Ready to Optimise For example, Facebook users may demonstrate a preference for shorter, more shareable content.
  • 36. Trend 3: Youth in the Digital Age
  • 37. 37 We know this isn’t a trend. But seriously, kids are using the Internet and the behaviours demonstrated by the different generations are only now spilling out into solid research. KIDS ARE USING THE INTERNET!!!
  • 38. 38 One thing we will say however… 2015 will see continual growth in young people using anonymity-friendly platforms. Having a cast iron ‘real name’ identity simply isn’t attractive for people who haven’t worked out who they are yet.
  • 39. 39 - James Whatley, March 2014 “ ” We've been talking about Tumblr usage being high amongst teens due to struggling with / still exploring their self-identity. Having several Instagram accounts and email accounts is considered the norm when your self is so fluid and still growing. When you're old enough to have sex, to drive, buy cigarettes and alcohol, vote... sociological norms define that you must be identifiable. This is a stretch, and possibly the broadest sweeping statement I've made this year but, Facebook [and Google+] work within and around those social norms. When teens 'graduate' in adulthood, they'll 'need' consistent online profiles; at an absolute minimum, a LinkedIn account. The Tumblrs, Whatsapps, and Snapchats of this world (anonymous expression of self, closed social networks, and ephemeral content respectively) work for the still-developing personalities more/better than others. That's not to say they'll stop, just that they may not remain there exclusively once maturity sets in.
  • 40. Random stuff we haven’t figured out yet…
  • 41. 41 Digital is an Extension of Identity? “WE ARE WHAT WE SHARE”
  • 42. 42 Trend Churn? “WE SHARE WHAT WE THINK OTHERS WILL BE SHARING”
  • 43. 43 Luxury Brand Identification as an extension of their storytelling? “WE SHARE WHAT WE WANNA BE”
  • 44. Thank you Marshall Manson marshall.manson@ogilvy.com mobile +44 7879 890 000 @marshallmanson James Whatley james.whatley@ogilvy.com mobile +44 7774 898 681 @whatleydude

Editor's Notes

  1. http://techcrunch.com/2014/11/25/tumblr-overtakes-instagram-as-fastest-growing-social-platform-snapchat-is-the-fastest-growing-app/
  2. http://qz.com/304960/why-your-facebook-news-feed-is-getting-cluttered-full-of-videos/
  3. http://www.wsj.com/articles/facebook-tries-to-muscle-in-on-youtube-1410474459?
  4. http://www.beet.tv/2014/10/brandcomscorefulgoni.html
  5. http://www.socialbakers.com/blog/1417-facebook-videos-vs-youtube-links-which-gets-higher-engagement http://adparlor.com/promoting-videos-on-a-facebook-page-youtube-vs-native/ http://www.socialbakers.com/blog/2279-content-creators-flee-from-youtube-flock-to-facebook-for-videos http://uk.businessinsider.com/facebook-video-v-youtube-market-share-data-2014-12
  6. http://uk.businessinsider.com/john-lewis-christmas-ad-facebook-vs-youtube-2014-11?r=US
  7. http://uk.businessinsider.com/facebook-vs-youtube-video-audience-share-comscore-2014-11?r=US
  8. http://www.clickz.com/clickz/column/2381961/facebook-vs-youtube-who-will-win-the-video-advertising-war
  9. http://www.fool.com/investing/general/2014/11/05/3-things-facebook-must-do-before-it-can-take-on-yo.aspx
  10. http://www.fool.com/investing/general/2014/11/05/3-things-facebook-must-do-before-it-can-take-on-yo.aspx
  11. http://www.fool.com/investing/general/2014/11/05/3-things-facebook-must-do-before-it-can-take-on-yo.aspx