Laura Fitton presented on social video marketing trends and tips. She discussed how social video views have grown exponentially, with Facebook and Snapchat seeing billions of daily views. She provided tips on shaping video messages by telling others' stories and experimenting with different formats, durations, subjects and platforms. Finally, she advised building social influence and community by nurturing relationships, providing value to others, and focusing on relevance and usefulness rather than self-promotion.
10. #wistiafest
Social Video: Ad Growth
http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977
11. #wistiafest
YouTube (85%) & Netflix (66%)
have already outpaced TV
(62%).
Facebook (53%), Instagram
(37%), and Snapchat (33%),
are coming up fast.
Where Are Youth Watching?
http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977
12. #wistiafest
Video comes in as
the #3 most
desired content on
computer/laptop.
On mobile, it’s #2
on mobile.
Content, Ranked
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
13. #wistiafest
Video = Most Thoroughly Consumed
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
14. #wistiafest
Appetite for Future Content
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
25. #wistiafest
Type View Rate*
First Person (Talking Head) 35%
Primarily Words 27%
Primarily Imagery 24%
Third Person (Narrative) 23%
*ratio of videos served vs views measured
Experiment & Measure: Formats
29. #wistiafest
• Animals, kids & food (visuals!) = most views
• How-to videos = best conversions
• Provide something catchy: get attention <3
seconds, keep through at least 10+ seconds
• Embed links midway or in post (not end)
• Text is crucial
• Content is more important than timeslot
Experiment & Measure: HubSpot Learnings
42. #wistiafest
Have I heard of them?
Have they heard of me?
Do I know them?
Do they know me?
(How) Should You Approach?
43. #wistiafest
Is relevant to them? At all?
Do they have an opinion on ?
Do they want ?
Did they help create ?
Will help them?
Will make them look good?
Will serve their audience?
Relevant AND Useful
47. Take Good AMAZING
Care of the Network You
Already Have
To grow ANY network…
Photo: http://www.flickr.com/photos/harmishhk/
48. #wistiafest
Why Pitch When You Can Connect?
DON’T:
• Spam
• Beg for attention
• Demand value and attention
“Follow me”
“Share my stuff”
“Reply to me”
“Help me”
“Tell your followers”
DO:
• Find their contact info
• Earn attention
• Give value and attention
Follow
Share their stuff
Answer their questions
Provide help
Show what’s in it for their audience