4A's Transformation_ The Advent of Social Video _ Jrezab v4
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The Advent of Social Video: What Content Creators Need to Know, presentation deck, Jan Rezab, CEO and Founder, Socialbakers, at Transformation 2015, Austin, Tx.
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4A's Transformation_ The Advent of Social Video _ Jrezab v4
- 1. The Advent of Social Video What Content Creators Need to Know Jan Rezab @janrezab Socialbakers CEO
- 2. Facebook Social Evolution Twitter Snapchat Instagram Video Facebook Native Video Meerkat YouTube Instagram Vine Instagram Hyperlapse Twitter Native Video
- 3. has been the go-to video platform for a decade. That changed late last year when Facebook made video a priority.
- 4. Marketers & content producers are moving to Facebook native video from YouTube Facebook YouTube Vimeo Instagram Others
- 5. These brands had 2 Billion Combined Video Views The top ten YouTube profiles had 7 Billion Video Views in 2014 10 Million Subscribers is still huge
- 6. Number of Videos Uploaded Video Posts Facebook YouTube Facebook YouTube Major brands are moving to Facebook
- 7. Total Interactions Facebook videos dominate in terms of interactions Facebook YouTube Vimeo Instagram OthersVine
- 8. Compared to last year, Super Bowl sponsors have flipped and are now embracing native Facebook video. Facebook YouTube Others 12 % 65 % 23 % 83 % 13 % 4 % Super Bowl Sponsors 2014 Video Type Distribution Super Bowl Sponsors 2015
- 9. Engagement on Super Bowl videos on Facebook was almost exclusively on native video. Facebook YouTube Others 65 % 30 % 5 % 98 % 2 % 0 % Super Bowl Sponsors 2014 Total Interactions Distribution Super Bowl Sponsors 2015
- 10. Getting more interactions matters. Total Visits (Millions) Total Interactions (Thousands) Interactions Correlate with Conversions Sep 2014 Nov 2014
- 11. Videos outperform every other post type in terms of Reach, which correlates with more Engagement. 8.7 % 5.8 % 5.3 % 3.7 % Video Status Link Photo
- 12. The video effect on Facebook ad spend Trends in Share of Ad Spend 2014 2014 2014 2014 Post Engagement Website Clicks Page Likes Website Conversions Mobile App Installs Video Views
- 13. Content production is changing…
- 15. Jan Rezab On the whole, the benefits of having a video go viral are temporary. Content creators should focus on shareability. “Stop Trying to go Viral” January 27, 2015
- 16. Virality has no long-term value in terms of brand awareness for content creators. Daily Video Views Across Entire YouTube Channel Puppy Love | Budweiser Galaxy Note 4 | Samsung Global Be(er) Responsible Day | Budweiser Spider-Man - The Amazing Baby & Me 2 | Evian Patches | Dove Lost & Found | KLM 16 000 000 12 000 000 8 000 000 4 000 000 0 Post Created
- 17. If you’re only looking at your own performance how do you know what “good” is? Don’t Measure in Isolation
- 18. Native Video Metrics to Watch
- 21. Thank You! Jan Rezab @janrezab Socialbakers CEO
Editor's Notes
- Note that YT bounced back in January a bit. Brands doing both?
- It’s not just the switch to FB vid – don’t trash YT. High-level wow stats on YT here: Redbull, GoPro, Playstation have 10 million subscribers among them. They had more than 2 billion combined video views in 2014. The top ten TY profiles had more than 7 billion video views in 2014.
- We have more examples here if you want them. Al Jazeera and like 4 others if you want one more slide on this.
- especially for marketers on FB
- Content production is changing.
- But a key part of measuring social correctly is recognizing that to analyze performance in isolation is extremely limiting. Just as your shareholders assess your revenue growth in comparison to your sector and the economy as a whole, brands need to consider their own performance in the context of the wider social media landscape. If you don’t, then how do you know what ‘good’ is? How do you know whether you’re investing appropriately – in content, in resources, in promoting content? How do you know if you’re focusing on the right areas, content, audiences? How can you make more or less any decision on social media, tactically or strategically if you don’t know what ‘good’ is?
- Talk about how to measure video and its performance.
- (Presenter note – this is an example for Nike. Change the logos for your target prospect – put them in them in the center, their direct competitors in the next circle, then their partners / suppliers / channel or related brands, then any celeb or major brand with whom they are likely to be competing for attention in the Newsfeed.) And if we look at your own landscape as an example, it isn’t just your direct competitors, those with whom your competing for a specific product purchase or brand loyalty. It’s also about the wider ecosystem – your retail partners, other competitors for discretionary spend, and beyond that, other entities with whom your competing for attention in the Newsfeed. This doesn’t mean you have to out perform Beckham or Michael Jordan, or ‘compete’ with Man U or the Patriots, but your own success on social media must be seen in the context of the other competitors for your audience’s precious time.
- (Presenter note – this is an example for Nike. Change the logos for your target prospect – put them in them in the center, their direct competitors in the next circle, then their partners / suppliers / channel or related brands, then any celeb or major brand with whom they are likely to be competing for attention in the Newsfeed.) And if we look at your own landscape as an example, it isn’t just your direct competitors, those with whom your competing for a specific product purchase or brand loyalty. It’s also about the wider ecosystem – your retail partners, other competitors for discretionary spend, and beyond that, other entities with whom your competing for attention in the Newsfeed. This doesn’t mean you have to out perform Beckham or Michael Jordan, or ‘compete’ with Man U or the Patriots, but your own success on social media must be seen in the context of the other competitors for your audience’s precious time.