Brian is the Strategic Partnerships Manager at Buffer. He started his marketing career as a social media manager for Cal Poly State University. He is the co-host of one of the top social media marketing podcasts called The Science of Social Media and has grown the podcast to over 100 episodes 1 million downloads.

1. How Buffer Generated
More Than 2,000,000 Video
Views on Social Media in
One Year
BRIAN PETERS
DIGITAL MARKETING STRATEGIST
AT BUFFER
@Brian_G_Peters #StukentDS18

2. The Power of Emotion
#StukentDS18

3. BRIAN PETERS
@Brian_G_Peters
Someone Waits
For You
At Home,
DON'T DRINK
& DRIVE
#StukentDS18

4. BRIAN PETERS
@Brian_G_Peters
1
2
3
4
THE WHY
THE HOW
THE VIDEOS
THE BEST-PRACTICES
#StukentDS18

5. BRIAN PETERS
@Brian_G_Peters
1
THE WHY
#StukentDS18

6. BRIAN PETERS
@Brian_G_Peters
stats,stats,stats • By 2019, global consumer Internet video traffic will account for 80% of traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• 80% of users recall a video ad they viewed in the past 30 days
• 90% of users say that product videos are helpful in the decision process
• Social video generates +1200% more shares than text/images combined
• Video posts on Facebook have +135% organic reach > photo posts
• After watching a video, +64% of users are more likely to buy a product online
• Companies using video enjoy +41% web traffic from search than non-users
• People spend 3X longer watching a live social video compared to one that has
been pre-recorded (Source: Social Media Today)
• 55% of people watch videos online every day
#StukentDS18

7. BRIAN PETERS
@Brian_G_Peters
stats,stats,stats • By 2019, global consumer Internet video traffic will account for 80% of traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• 80% of users recall a video ad they viewed in the past 30 days
• 90% of users say that product videos are helpful in the decision process
• Social video generates +1200% more shares than text/images combined
• Video posts on Facebook have +135% organic reach > photo posts
• After watching a video, +64% of users are more likely to buy a product online
• Companies using video enjoy +41% web traffic from search than non-users
• People spend 3X longer watching a live social video compared to one that has
been pre-recorded (Source: Social Media Today)
• 55% of people watch videos online every day
#StukentDS18

8. BRIAN PETERS
@Brian_G_Peters
Facebook Generated 2,000,000 Views Alone in 2017...
Not so good...
Good!
#StukentDS18

9. BRIAN PETERS
@Brian_G_Peters
Completely switched
our video strategy
#StukentDS18

10. BRIAN PETERS
@Brian_G_Peters
stats,stats,stats • By 2019, global consumer Internet video traffic will account for 80% of traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• 80% of users recall a video ad they viewed in the past 30 days
• 90% of users say that product videos are helpful in the decision process
• Social video generates +1200% more shares than text/images combined
• Video posts on Facebook have +135% organic reach > photo posts
• After watching a video, +64% of users are more likely to buy a product online
• Companies using video enjoy +41% web traffic from search than non-users
• People spend 3X longer watching a live social video compared to one that has
been pre-recorded (Source: Social Media Today)
• 55% of people watch videos online every day
#StukentDS18

11. BRIAN PETERS
@Brian_G_Peters
2
THE HOW
#StukentDS18

12. BRIAN PETERS
@Brian_G_Peters
START
WITH
WHAT
ALREADY
WORKS
AMPLIFY
WITH
VIDEO
Blog Posts
Curated Content
Campaigns
Events
Product Demos
Education / Entertainment
#StukentDS18

13. BRIAN PETERS
@Brian_G_Peters
VIDEO IS NOT A WHOLE NEW
TYPE OF MARKETING…
VIDEO IS A WAY TO AMPLIFY
YOUR EXISTING MARKETING.
#StukentDS18

14. importance
longevity
short-lived
&
important
perpetual
&
important
perpetual
&
secondary
short-lived
&
secondary
e.g. product release e.g. blog content
e.g. event recap e.g. viral video

15. BRIAN PETERS
@Brian_G_Peters
importance
longevity
short-lived
&
important
perpetual
&
important
perpetual
&
secondary
short-lived
&
secondary

16. BRIAN PETERS
@Brian_G_Peters
importance
longevity
● Do
● Learn
● Do
● Learn
● Do
● Learn
● Test
● Learn
● Improve
#StukentDS18

17. BRIAN PETERS
@Brian_G_Peters
3
THE VIDEOS
#StukentDS18

18. BRIAN PETERS
@Brian_G_Peters
Question:
Where do I even start?

19. BRIAN PETERS
@Brian_G_Peters
Blog Content
#StukentDS18

20. BRIAN PETERS
@Brian_G_Peters
Industry News
#StukentDS18

21. BRIAN PETERS
@Brian_G_Peters
Inspiration
#StukentDS18

22. BRIAN PETERS
@Brian_G_Peters
Hacks, Tips, & Tricks
#StukentDS18

23. BRIAN PETERS
@Brian_G_Peters
12TypesofVideos
Create
Awareness
Convert Customers
#StukentDS18

24. BRIAN PETERS
@Brian_G_Peters
Creation
Graphics
Footage
#StukentDS18

25. BRIAN PETERS
@Brian_G_Peters
Creation
Graphics
Footage
#StukentDS18

26. BRIAN PETERS
@Brian_G_Peters
4
THE BEST-PRACTICES
#StukentDS18

27. BRIAN PETERS
@Brian_G_Peters #StukentDS18

28. BRIAN PETERS
@Brian_G_Peters #StukentDS18

29. BRIAN PETERS
@Brian_G_Peters
Square Video
● 10 tests, 60 variations
● +70% engagement
● 40% more views
● 33% lower CPC
● 41% higher CTR
#StukentDS18

30. BRIAN PETERS
@Brian_G_Peters
Most Popular Video Topics
#StukentDS18

31. BRIAN PETERS
@Brian_G_Peters
Optimal Video Timing
#StukentDS18

32. BRIAN PETERS
@Brian_G_Peters
You Don’t Have to Be An Expert
Sound Lighting Stability
Crisp & Clear Natural Light
Professional
Feel
Lavalier Mic
Window,
white light Tripod
#StukentDS18

33. BRIAN PETERS
@Brian_G_Peters
Our Most Successful Videos...
Hacks Tips How-Tos
#StukentDS18

34. BRIAN PETERS
@Brian_G_Peters
Our Biggest Learnings...
● Tap into the wealth of Facebook data
● Don’t use the “Boost” button (target in Ads Manager)
● You don’t have to spend a ton to get initial results
● Test A LOT. Iterate and improve
● You can make great videos with little resources
● Emotions are the most powerful video tool you have
#StukentDS18

35. BRIAN PETERS
@Brian_G_Peters
“
“
The power of social
media isn't in the
individual platforms.
The magic's in the
content and right
now video is
magical.
#StukentDS18