The rise of mobile and native video is undoubtedly changing the very way in which we create, distribute and consume video content. So, the question is – can your content stand up to the video evolution revolution?

1. GOING
NATIVEboogie

3. NATIVE VI EO
INTEGRATING
into your content marketing strategy
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4. OO2
Video possesses the unique ability
to offer an immersive experience
“
”
Video has always been
a powerful vehicle
for storytelling. Video
possesses the unique
ability to offer an
immersive experience
through visual and
auditory aide that makes
for a rich storytelling
experience. For the better
part of the 21st century
video content has been
synonymous with YouTube
which democratized video
content creation. However,
mobile video and native
video have transformed
content marketing by
changing the very way
that video content can and is
being created, distributed and
consumed across a growing
number of social channels
optimized for video.

5. OKAY, SO WHAT DOES
NATIVE ADVERTISING
EVEN MEAN THOUGH
According to the almighty, official definition as provided by Wikipedia,
native advertising “is a form of online advertising that matches the
form and function of the platform on which it appears...
FORM
FUNCTION
“Native ads match the visual
design of the experience they
live within, and look and feel like
natural content.” - sharethrough
“Native ads must behave
consistently with the native user
experience, and function just like
natural content.” - sharethrough
“
”
OO3

6. According to WIREWAX, interactive
video extraordinaires, we are in
the midst of a “full force [video]
evolution revolution.” What’s driving
this revolution? Native video content
paired with increasing mobile
video consumption. The old adage
that good things come in threes is
certainly true when it comes to the
emerging video, mobile and native
advertising trifecta of sorts that
allows for more methods of native
mobile video delivery than ever
before. For those in marketing and
advertising mobile, video and native
advertising have become top priority
due to rising consumer consumption
of mobile video at a ravenous pace.
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Mobile, video and native advertising
have become top priority
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”

7. “
”
HAS ALWAYS BEEN A
VIDEO
POWERFUL
VEHICLE FOR STORYTELLING

8. Facebook has not only begun to improve the mobile
functionality of their native video player, added view
counts for video and integrated an auto-play feature,
but it is rumored to acquire QuickFire Networks in a
move to optimize video quality without compromising
their current low cost bandwidth. Facebook and now
Twitter are adopting native video
advertising to their platforms which
presents a tremendous opportunity
for content creators and brand
publishers to distinguish their
content and distribute it directly
to their audience using means of
targeting and hyper-segmentation
built into these social sites.
This shift from merely driving traffic to domains outside
of a social platform via referral links (i.e. YouTube links
that display embedded) to hosting native video content
on social platforms is forcing content marketers to shift
their own focus to revise their creation and distribution
strategy and adapt as platforms do themeslves. The
realm of video publishing is becoming increasingly
more complex and competition for attention from the
considerable amount of traffic that social networks is
being driven to its hilt.
OO6
Facebook and now
Twitter are adopting
native video advertising
to their platforms
“
”

9. THE REALM OF
VIDEO PUBLISHING
is becoming increasingly more complex
“
” OO7

10. Facebook boasts almost
incomprehensible
numbers in their
September 2014 report
that state overall, since
June 2014, video content
on the site has received on average 1 billion views
per day. Prior to June 2014, Facebook was using
pre-roll tactics to attract advertisers. In the past
Facebook executives have cited a need to protect
user’s experience with the platform as the primary
reason that they don’t see room for pre-roll video
in the site’s future. Pre-roll video advertising is
usually limited to between 15 and 30 seconds in
length and automatically plays prior to a user’s
selected video content.
Native video content is user-
initiated and does not have
a limit on video length. For
marketers and advertisers the
choice between creating and
distributing content optimized
for YouTube or Facebook may seem daunting. Brands
want the most bang for their buck when it comes to
paying for viewership, so what should they be looking
for when comparing the two? Kevin Lange, senior VP
of social media at Starcom MediaVest Group, says in
reference to the matter, “You have to look at all the
factors. Autoplay vs. skippable is just one thing. You
have to look at targeting, cost and more importantly,
how your audience are engaging with content.”
The choice between creating
and distributing content
optimized for YouTube or
Facebook may seem daunting
“
”
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12. AUDIENCE
Visitors on YouTube are in theory more open to
watching an ad than Facebook users considering the
basis of the platform is to play video content. YouTube
visitors are also more likely to have their sound
enabled in anticipation of video
content, but as daily video views
on Facebook continue to rise
so does the likelihood that their
audience is expecting to view
video content on the platform.
OO10

13. TARGETING
Considering a person has to be logged into
their Facebook account in order to view videos
advertisers are able to hyper-target and segment
video content using demographic, psychographic,
geographic and behavioral information. Though
YouTube does offer means to target, they aren’t
nearly as specific or individualized. What YouTube
ad targeting does allow for is directing content
towards categories of interest filtered by channels.
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14. COST
The self-serve tools
offered by Facebook and
YouTube are similar in
that they both allow for
an advertiser to set their
budget and targeting
specifications, but they
are also fundamentally different. YouTube’s
tool works by asking for the maximum value an
advertiser will pay for a completed view, and
then takes that information into consideration
to estimate an average cost per view.
Average cost per view is a product of dividing
up the estimated views per day. Facebook on
the other has a fixed cost model. Because of
this a brand may wind up spending less than
its budget considering the cost per view is
contingent upon how many views YouTube
can supply or how many impressions
Facebook yields.
S
OO12

15. It is worth mentioning that
Facebook and YouTube viewership
stats are measured differently
and that must be taken into
consideration when comparing
the success metrics of the two.
Watching a video on YouTube for
more than 30 seconds counts as a
single view, whereas on Facebook
even if a video has not been clicked, as spots autoplay
on the platform, just three seconds of runtime is
considered as a view. What the two platforms do share
in common is that measurement of engagement scores
for both are comprised of likes, comments and shares.
Facebook cites their shift to video as a means to
predominantly increase engagement, but an ulterior
motive and byproduct of this is that other social
platforms equipped with embedded players but not
autoplay now appear outdated, less intuitive and
ultimately inferior. As a result, Mashable reports that
YouTube videos are steadily being shared less on
Facebook and engagement with them on the platform
has plummeted, whereas metrics for video native to
Facebook have soared.
OO13
Measurement of engagement
scores for both are compromised of
likes, comments and shares
“
”

16. As Facebook works to foster this shift, attention
and viewability become essential metrics for video
content creators to measure and monitor. Video
content in Facebook’s ever evolving algorithm
are now being driven to the top of a user’s News
Feed, so what does this mean for content creators?
According to Facebook’s January
2015 blog post, it means creators
should be more conscious than ever
of the context in which people will
be consuming your content.
At the heart of native video is
the intention of simultaneously
blending in and standing out. Video
content is held to the high standard
of being at least as engaging as
other content your audience is
consuming, and ideally more so to
capture the scrolling attention of a viewer within
the first frames and seconds of a video, often
initially without the aid of audio since auto-play
video is silent unless otherwise tapped to hear.
OO14
At the heart of native video is
the intention of simultaneously
blending in and standing out
“
”

17. “
”
AT THE HEART OF
NATIVE VIDEO
SIMULTANEOUSLY
IS THE INTENTION OF
BLENDING IN AND STANDING OUT

18. Content marketing
strategies built entirely
around video are not out
of the realm of possibility
in the very near future, but
even now any visual content
created must be scaleable
and shareable to succeed.
Short form content performs
well on mobile but people
are becoming increasingly
more receptive to long form
content as smartphone’s
wireless networks provide
access to higher bandwidth,
wider Wi-Fi access, increased
processing power of devices
and increased internal memory
capacity, not to mention HD
cameras and screens prime
for creation, distribution and
consumption of video. As the
popularity of mobile native
video consumption rises, so
does consumer’s tolerance of
and demand for longer-form
video content.
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Short form content performs well on mobile“
”

19. the objectives of any piece of video content
remains the same for creators. Every piece
of video content should aim to do at least
one, or ideally all, of the following:
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REGARDLESS IF A VIDEO IS SHORT
OR LONG-FORM...

20. 01
INSPIRE
Videos that inspire viewers personally,
professionally, politically, socially or
spiritually receive a considerable amount
more engagement than stagnant sales
messages and wide measurable reach
through shares. Inspiration is one of
the most compelling components of
storytelling. Utilizing an element of
inspiration through the immersive
medium of video being instrumental
should come as no surprise to novice
and seasoned content creators alike.
OO18

21. 02
EDUCATE
Give your viewer a fish and they’ll
consume your content, teach your
viewer to fish and they will integrate
your content into their diet. Whether
it be a quick, digestible tip or a
four-course tutorial, education not
only makes you relevant to your
audience, it makes your brand
useful to them, and leaves them
craving more of your content.
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22. ENTERTAIN
Social media is meant to bring
people together, imitating the
experience of engaging with people
in person by mimicking the types of
conversations friends, family and
people with similar interests have
always had, and translating it into
cyberspace. As much as people
03
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crave being inspired and educated
by content, for most social media is
a well-spring of content to take their
mind off of everyday pressures and
enhance their perspective and mood
through entertainment. Entertaining
content, much like laughter, is
inherently contagious.

23. “
”
CREATED MUST BE
VISUAL CONTENT
SCALEABLE
AND SHARABLE
TO SUCCEED

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these three steps come into play
for creating content that appeals
to engages your audience and is
optimized for auto-play:
ONCE A MOTIVATING OBJECTIVE FOR
YOUR NATIVE VIDEO CONTENT HAS
BEEN ESTABLISHED...

25. CREATEAs auto-play emerges as a
standard for native video
content, the imagery used in
the first few seconds of your
video content is essential to
captivating your audience from
beginning. Releasing rich video
content made exclusively for
a native video platform serves
as an incentive to drive your
audience to your page where you
can measure and control their
experience. To control how your
viewer’s expectations are set,
set up the context for the video
by pulling a compelling quote or
pivotal moment from the video
and using it as a text component
in your post. Create video content
in such a way that the tone of the
post is portrayed even before the
experience has begun, and for
maximum results find a way to
defy or exceed those expectations
within your content.
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26. OPTIMIZEConsider the platform
your audience is most
likely to consume your
content on before you create it,
which may mean considering
a mobile first strategy. Video is
becoming increasingly more likely
to be engaged with by mobile
users, so even if mobile activity
isn’t at the center of your content
creation strategy, optimization still
has to be considered. Native video
content that has been customized for
every device by optimizing it through
responsive web design consistently
yields the greatest engagement results.
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27. ENGAGE
A plain old
view may
make it look
like you are
yielding
results
with your native video content, but
verifiable results mean viewability
has become more important than
ever. Viewability means attention,
and attention means vitality as
native video advertisements and
content converge to become nearly
indistinguishable from each other.
Native content must, in a word, go
“native” to blend in with content
customers on a social platform
are accustomed to interacting
with, want to watch and are willing
to share and engage with. Users
are used to sharing content that
visually represents themselves and
their peers.
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28. “
”
SHARING CONTENT THAT
USERS ARE USED TO
VISUALLY
REPRESENTS THEMSELVES
AND THEIR PEERS

29. Social media sites should no longer
be viewed as a marketing platform
for brands, but rather a platform
for brands and individuals alike to
engage with content as peers.
Content marketer’s success integrating
native video content into their strategy
will be measured of course by its ROI, but
any success will ultimately be determined
by their ability to pivot as social media
networks have become powerful,
autonomous content hubs.
social media networks have become
powerful, autonomous content hubs“
”
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