Tatiana Holifield - Social Video that Entertains
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Social Fresh 2018
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Tatiana Holifield - Social Video that Entertains
- 1. Tatiana Holifield-Arthur VIACOM/BET Networks Senior Director Social Media & Digital Marketing Strategy @TatianaInMedia
- 2. People are 5x more likely to watch video daily
- 4. SOUND OFF
- 6. VIDEO CONTENT BEST PRACTICES Make It Short Be Relevant Speak Without Sound 15 seconds or less is most effective. Take advantage of <7s looping effect Use captions and visual cues Twitter is “What’s Happening”
- 7. TIP: RESHARE CONTENT via Media Studio, tweet out the same asset with different copy while accruing video views Self Retweets or Quote Tweets are a great way to resurface your own content. Source: Twitter
- 8. VIDEO THAT BEATS THE ALGORITHM(for now!...until it changes again!) Meaningful Social Interactions Retentive Score 1-minute view of being pulled in, retentive content Long-form is Trending 3-minute videos are performing better Source: Facebook
- 9. VIDEO THAT ENTERTAINS …and drives engagement/views! Go LIVE Repurpose IG Lives on FB Cross-post Simulcast Co-Watching: * Premiere * Watch Party Interactivity Give call-to-actions Schedule your programming
- 10. NEW FEATURES Video Polling 3D Photos Source: Facebook
- 11. YOUTUBE How the Algorithm Works Thumbnails* Titles* Descriptions & Tags End Screens & Cards Communicating Schedule Collaborations Comments Playlist Community Tab Hashtag Premieres Channel Layout CC, Subtitles, Translations Video Structure Programming & Formats* Source: Little Monster
- 12. THUMBNAILS WHICH WOULD YOU CLICK ON? A. B. Source: Little Monster/BET Networks
- 13. TITLES Great titles are actually great headlines Source: Little Monster
- 14. PROGRAMMING & FORMATS MUSIC VIDEO CHALLENG ES REACTI ON NARRATI VE LISTICLE EXPLAIN ER COMMENTARY INTERVIE W FORMAT S Official Covers Parody Physical Mental Competition Pranks Trying/Reaction Magic Web Series Parodies Sketch Top 10s Hauls Compilations Science How - To Educational “Vlogs” Unboxing Conspiracy Celebrities Draw My Life Comedians Source: Little Monster
- 15. TAXONOMY: STYLE Voice Over To Audience Single Camera Animation Text Based No CameraSTYLES Moving/ Stable Image over shoulder Over Images/ Video Over Text Just audio To each other Away From Camera Voyeur/ Hidden Cam Multi- Camera B-rollOver head 360 THE TAXONOMY • FORMAT • STYLE • TOPIC • PERSONALITY • CREATIVITY • OPTIMIZATION Source: Little Monster
- 16. YOUTUBE STORIES
- 17. CONSUMPTION 40% …but due to the new algorithm, 70% of Instagram posts aren’t seen.
- 18. GET CREATIVE • Integrate trending topics in organic ways • Time-lapse video • Cinemagraphs • Gifs • Boomerangs • Stop action video from stills
- 19. • Memes/video memes • Vertical video • Interactive polls • Time loading bar • 360 video • Tutorials & demonstrations • Testimonials • Repurpose LIVE content
- 20. LOW COST VIDEO TRENDS THAT INCREASE VIEWS/ENGAGEMENT
- 21. Key Takeaways Develop a mobile-first, audience-first strategy Control the audio Be relevant Create thumb-stopping content Make the first 3 seconds count Make it informative & entertaining Research low-cost, creative options Re-share content Stay abreast of trends that affect the algorithm Pay attention to KPIs + KBIs
- 22. Q&A TIME!
Editor's Notes
- No doubt you've heard the stats - online video drives better engagement, while not everyone has the capacity, or capability, to create great video material, there are more options and tools with which to do so than ever before. With a little creative thinking, you should be able to tap into video in some form to help boost your marketing efforts.
- People are five times more likely to watch video daily on a smartphone than on desktop. So what does that mean? Your video strategy must be optimized for mobile-first to reach the widest audience.
- Mobile video usage has increased by nearly 10 million daily viewing minutes in the last two years. Ensure that your videos are optimized for mobile viewing. (Source: https://www.kleinerperkins.com/perspectives/internet-trends-report-2018)
- 85% of Facebook users watch videos with the sound off, 80% of users are annoyed when videos auto-play sound, and it gives them a negative impression of your brand.
- Captioned video ads can increase video view time by an average of 12% The takeaway here is make sure your videos don’t need sound in order to be understood. Taking a little time to add captions could mean the difference between whether or not your videos get viewed.
- Standard rule of thumb is to create ”thumb-stopping” content. Catch their eye before they keep scrolling. It is recommended that you put your best content within the first 3 seconds.
- Twitter recommends that you share the same piece of content 4x a day to reach people logging on at various times.
- **prioritizing video quality signals and MSI - meaningful social interaction 1-minute view of being pulled in - retentive content - retentive score TREND: 3-minute videos are performing better and able for monetization 52% of marketers report seeing their organic reach on Facebook decline in the last year. (Source)
- Live videos on Facebook have an engagement rate of 4.3% compared to 2.2% for non-live videos. If you're looking to take advantage of live video capabilities, make sure to address your audience to make them feel more involved. Projecting the message that your brand listens to its fans will surely strengthen loyalty. -Make it interactive to increase MSI: Add visual elements in real time, Q&A, AMA, Games, Contests, Live Polls, Let the audience choose the outcome. Talking heads are boring. -Give call-to-actions throughout the live: “Hit the share button below”, ”Tag a Friend”, etc -Regularly schedule your programming – form a habit and build buzz Whenever you have the opportunity to choose between live or non-live video, keep in mind that live videos on facebook receive double the engagement. In this example, we had an opportunity to shadow Mary J. Blige when she received her star on the walk of fame. Rather than just recording the video and posting it later, we went live. As you can see, engagement was thru the roof! Being timely is important to driving views % engagement SOURCE: https://telescope.tv/facebook-live-know/
- Video Polling - You can create video polls that ask viewers a question with 2-4 answers for them to select. (Must be an Admin of the page) 3D Photos: While the ability to create and share 3D photos begins to roll out today and will be available to everyone in the coming weeks. Co-Watching: Facebook now offers a couple of co-watching tools that encourage communities to view live video together – PREMIERE & WATCH PARTY. Youtube also offer PREMIERE.
- Youtube is a complicated platform. All the items listed here must be considered when creating a successful youtube strategy. However, the title of this presentation is “Building a video marketing strategy that entertains”, so I’m going to touch on the 3 areas that speak to using entertainment to drive engagement and views. Thumbnails, Titles, Programming & Formats
- Thumbnails are important because it is the first impressive when a viewer discovers your content. Before you get to the first 3-seconds, you see the thumbnail. The goal for your thumbnail should be: Accurately portray what’s in the video. Text should be readable and short. Bugs and branding create awareness and make you stand out amongst the competition. Get your audience excited about what’s in the video. Strong emotions, open mouths. Draw your audiences’ eyes. Close ups on faces, preferably making eye contact or whites of eyes. Bright colors and backgrounds. The other thing to keep in mind is to design for the small screen. Lower right hand corner is ALWAYS obscured, don’t place important content here. Every thumbnail & title combination is a sales pitch for your video. SELL IT
- The combination of your thumbnail and title are important. GOALS FOR TITLES: Accurately portray what’s in the video. Get your audience excited about what’s in the video. Draw your audiences’ eyes. Always use the active voice (ie Runs instead of Ran Include a verb and pronouns Use buzzwords such as “secret”, “exclusive”, “hidden”, “revealed”, “first”, “limited”, etc Use emotionally loaded words such as “passion”, “evil”, “uprising”, “christianity”, “trump”, etc. Make reference to “tent-pole” and/or trending stories. Lists and best-ofs. Ask a question Capitalize your titles if it matches the content. Create a need in the viewer.
- The 8 basic formats, that pretty much all online videos can fall into are: the listicle, explainer, commentary, interview, music video, challenge, reaction, and narrative. These 8 formats comprise the vast majority and potentially all of the popular formats on YouTube.
- A person chooses to watch a YouTube video because they either Like the format and/or style Are interested in the topic Like the talent Or a combination of the above. Consider the style in which works best for your brand. A/B test some of these popular video formats and measure your engagement. Don’t get stuck in one particular style, your audience might get bored.
- YOUTUBE STORIES WAS JUST RELEASED TO CHANNELS WITH 10K+ SUBSCRIBERS. I’M EXCITED TO SEE HOW CONTENT CREATORS AND BRANDS LEVERAGE THIS NEW PRODUCT TO ENGAGE WITH THEIR AUDIENCES IN CLEVER WAYS. THE KEY ENHANCEMENT THAT WILL SET YOUTUBE STORIES APART IS THAT (1) CREATORS CAN HEART & COMMENT WITHIN THE STORY, AND (2) THEY CAN SELECT COMMENTS FROM THEIR FANS/AUDIENCE TO BRING INTO THE STORY. THERE IS ALSO A SUBSCRIBE BUTTON AFTER YOU POST THE STORY TO DRIVE TRAFFIC BACK TO YOUR CHANNEL.
- Instagram’s new algorithm focuses more on past page engagement when choosing what content people will see. To fix this disheartening stat, up your Instagram engagement game. Be different than other businesses on Instagram and use Instagram Stories ads or Live videos to tell unique brand experiences. Let’s take a look at how some brands are using video in clever ways…
- The Burger King (yes, that's the name of their mascot) is famously silent. But on the 199th anniversary of National American Sign Language (ASL) Day, he broke his silence both on Instagram with the video below, and on YouTube with a longer video -- a great example of paring down a longer YouTube video to fit Instagram's platform. In the video, the Burger King calls on their deaf fans to ask what the official sign for their famous burger, the "Whopper," should be. The video encourages fans to submit ideas via social media using the #WhopperSign hashtag. When a winning hand sign was picked, here's how they changed their logo to celebrate: [point to screen] I love this campaign because it also tied into a trending topic/hashtag to optimize engagement. And on the right, CBRE real estate and investment firm produced this stunning time-lapsed video that helped them form an emotional connection with their followers.
- Even if you work for a "boring" industry, you can come up with creative ideas that cater to what type of content your audience wants. One key thing to keep in mind -- especially on Instagram's platform -- is to make your content relatable and approachable. In other words, make it human. No one who's scrolling through their Instagram feed wants to see a cut-and-dry product update. They'll scroll right past it and on to their friend's video of his cat. If it works for your brand, also try being funny and unexpected – it will become highly shareable.
- On the left, Marketer Moves created a video post by mixing a still photo with text, captions, audio and an audio wave. The middle example by Gary Vaynerchuk uses a video loading bar on a meme. The vertical video on the right uses a storyteller app. This one in particular is called Wibbitz. Wibbitz allows you to curate photos, video and gifs with text overlaid.