Facebook is aggressively growing Live video into the next generation digital television network. And, video ads on Facebook perform better than any other ad type. What does this mean for marketers? There is a golden window of opportunity right now for savvy brands and businesses to stand head and shoulders above the competition with a robust and compelling video strategy. But it's not just standalone video; the strategy must be holistic and include personalized, end-to-end customer experiences. In this lively session, world renowned Facebook expert, Mari Smith, will walk you through case studies and specific steps to achieving maximum results and ROI. Hear Mari Smith LIVE on Tuesday, September 26th, 2017 at 10:30 AM in room East 157 and again for an Encore session at 1:00 PM in East 151. If you were not able to catch these sessions, HubSpot will be making replay videos available for all attendees. Thank you!

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Facebook TV
MARI SMITH
Premier Facebook Marketing Expert
How To Maximize Your Reach &
Results Using Video

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1. Facts & Stats: Facebook video, TV, Live, Watch
2. Facebook & Instagram: What's working?
3. Your video strategy: What marketers need to know
4. Best practices: Facebook & Instagram video ads
5. Customer experience: How to optimize with video
Agenda

3. 1. Facts & Stats
Facebook video, TV, Live, Watch Platform
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A recent eye-
tracking study
shows people
gaze FIVE times
longer at video
than static content
on Facebook &
Instagram.

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“We identified five factors related
to the rise of online video viewing”
Smartphones
Shorter attention spans
Binge-watching
Importance of context
Thrill of novelty
Five Facebook video factors

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59% of
executives would
rather watch
video than read
text.
~Forbes

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90% of Facebook viewers think video quality is the
most important aspect of Facebook Live videos
80% of people would rather watch live video from
a brand than read a blog
…and 82% prefer live video from a brand to social
posts
Breaking news makes up 56% of most-watched
live content
Conferences and speakers tied with concerts and
festivals in second place at 43%
Live Streaming Stats

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Facebook Watch

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Streaming
Video
35.2%
17.5%+
4.3%Double since 2015
% = 2016 share of downstream traffic on the Internet
1.9%
2.7%

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Facebook fully intends to take a slice of this pie
Television advertising industry in the US:
$70.6 billion in 2016
$75.2 billion in 2021
Globally:
$175 billion in 2016
$210 billion in 2020
Facebook TV Advertising

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Blue check verified
Well known, celebrity, public figure
Large following
Minimum 2,000 followers (for ads)
Weekly show (series, episodes)
Well produced, quality, professional
High audience retention
Minimum 300 concurrent viewers (for ads)
How to get your show on Watch

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“Video will be a
much bigger driver
of what we’ll do over
the next 2-3 years
than Messenger and
WhatsApp.”
~Zuck
FB Q2 2017 Earnings Call

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15. 2. Facebook & Instagram video
What’s working now?
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All ads must DRIVE BUSINESS
Proxy metrics:
Video views, likes, lift in ad recall
Ad = purchase (Sheryl Sandberg)
See an ad, go out and buy a truck
See an ad, go get a Starbucks
Facebook’s new #1 focus

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+100M every 9 months
500M to 600M = 6 months
600M to 700M = 4 months
Instagram is Facebook’s next Facebook
WhatsApp is next up for monetization…

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Video & images native to mobile include:
Square
Portrait
Canvas
Stories
Carousel
Up to 10 images/videos
Optimize for mobile

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People are
67 percent more
likely to watch a
square video to
completion than
they are to watch a
horizontal one.
~Laundry Service

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43% of marketers said
they’d create more
video content if there
were no obstacles like
time, resources, and
budget.
~Buffer
The challenge with video

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Visit: www.animatron.com/wave
Wave app

27. 3. Your video strategy
What marketers need to know
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Video 🎬
> 60 seconds
Place on both Facebook and Instagram
BUT, use separate campaigns, ad copy, CTAs
Carousel 🎠
Swipeable ‘cards’
Showcase up to 10 images/videos, with unique links
Works on mobile or desktop
Two best ad units

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Begin with the end in mind
What is your CTA?
Drive business! 
Who is your video for?
What audience?
What is the main theme/topic of the video?
What video length are you aiming for?
Do you have your brand elements ready?
Where will you share your video?
Before you start…

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Create a compelling Facebook Cover Video
Also use as your Landing Page Video
People spend on average 2.6x more time on
pages with video than without.
~Wistia
Landing Page Videos

31. 4. Best practices
For Facebook & Instagram video ads
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Develop
short-form,
‘snackable’
content.
~Sheryl Sandberg
FB Q2 2017 Earnings Call

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Enjoyment of
video ads
increases
purchase intent
by 97%
and brand
association by
139%.
~Unruly

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Tropicana
6 second vs. 15 second video ads
Which performed best?
Example - short

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Captures attention immediately
Evokes emotion
Personal, relatable
Designed for sound off
Add text overlay
And/or captions
Elements of effective video

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iPhone Photography School
Longer videos
Tutorials
Educational
Or entertaining!
Example - long

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Short, catchy creative!
Average = 84 characters, median = 61 characters
Use thumb-stopping creative

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41. 5. Customer experience
How to dramatically optimize with video
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Involve & engage your audience
Invite guests to join your
Facebook Lives
BeLive.tv
BlueJeans
Wirecast
Zoom
Build community

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Shopify real-time shopping
Facebook Meets QVC

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Do you have a bot?!
Generate leads
Nurture relationships
Build trust
Make sales!
Customer support
Special offers
Messenger automation

45. “If we get
someone to
engage,
they’re
more likely
to buy.”
Neil Patel

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“Technology may be
moving at warp speed….
But, fundamentally,
human beings have not
changed all that much.”

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“It’s about the level of consciousness.”
Tom Chi

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Create way more VIDEO content!
Broadcast using Facebook LIVE
Build for MOBILE (square video) + Canvas
Integrate MESSENGER (consider a bot)
Get ready for m-COMMERCE
Community & SERVICE will always prevail
Summary

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Cheers!
www.marismith.com/inbound17
 Facebook: @marismith
 Twitter: @marismith
 Instagram: @mari_smith
 LinkedIn: marismith
 Web: marismith.com
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