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GARY VAYNERCHUK
If you’re in the business of making online content,
GARY VAYNERCHUK
(which, I might add, you all ARE)
GARY VAYNERCHUK
you have to understand that video is one of
your most POWERFUL tools.
GARY VAYNERCHUK
Whether it’s on:
FACEBOOK
										 or SNAPCHAT
							 			 or YOUTUBE
			 or TWITTER...
GARY VAYNERCHUK
the content you need to be producing is video.
PERIOD.
GARY VAYNERCHUK
But things are shifting,
like they always do.
GARY VAYNERCHUK
You can’t attack internet video the same way
you did two years ago.
GARY VAYNERCHUK
So I decided to put together a helpful guide,
a state of the union, if you will...
GARY VAYNERCHUK
on HOW TO DO VIDEO RIGHT ON SOCIAL.
GARY VAYNERCHUK
Let’s start with YouTube.
GARY VAYNERCHUK
Established:
February 14, 2005
GARY VAYNERCHUK
300 hours worth of video content are pushed
to YouTube every minute...EVERY MINUTE!
GARY VAYNERCHUK
I got my start on YouTube with WINE LIBRARY TV...
and I still use it today for #ASKGARYVEE.
GARY VAYNERCHUK
It’s the standard.
GARY VAYNERCHUK
But being the standard means it’s
crowded and noisy.
GARY VAYNERCHUK
AND when you compare it to
FACEBOOK’S 4 BILLION views a day,
it’s finally got a real competitor.
GARY VAYNERCHUK
Especially when you start talking about
targeting capabilities against consumer data
GARY VAYNERCHUK
Because when it comes to data,
we know who’s winning there.
GARY VAYNERCHUK
That’s right. FACEBOOK.
GARY VAYNERCHUK
Established:
February 4, 2004
LOREM IPSUM dolor sit amet, consectetur
adipiscing elit. Sed mattis id libero bibendum mattis.
GARY VAYNERCHUK
Facebook video has become the best way
to reach MY fans at scale.
GARY VAYNERCHUK
Now I’m not talking about putting something on YouTube
and linking out to it on Facebook.
LOREM IPSUM dolor sit amet, consectetur
adipiscing elit. Sed mattis id libero bibendum mattis.
GARY VAYNERCHUK
I’m talking about natively posting video content
directly to Facebook.
GARY VAYNERCHUK
WHY?
Because right now, Facebook is making a play
to become a video platform...
GARY VAYNERCHUK
and that means Facebook’s Newsfeed algorithm is
placing an enormous amount of weight on videos
(which translates into organic reach).
LOREM IPSUM dolor sit amet, consectetur
adipiscing elit. Sed mattis id libero bibendum mattis.
GARY VAYNERCHUK
Couple that with their
new video ad products
for sales and direct response...
GARY VAYNERCHUK
and you have some serious reasons to spend some real
money on video content for Facebook.
GARY VAYNERCHUK
YouTube should honestly be scared...
GARY VAYNERCHUK
because Facebook is sitting on an enormous amount
of targetable consumer data.
GARY VAYNERCHUK
Let’s take an example:
LOREM IPSUM dolor sit amet, consectetur
adipiscing elit. Sed mattis id libero bibendum mattis.
GARY VAYNERCHUK
Say you’re a local ice cream shop.
You want to bring in some families for
the summer months.
GARY VAYNERCHUK
If you upload a
video natively,
you can target it to
people who:
1. Love ice cream
2. Live in your area
3. Have kids
GARY VAYNERCHUK
Just like that, you’re only reaching the audience that is
most relevant and profitable to you.
GARY VAYNERCHUK
Get it? That is something no other platform
is doing as well as Facebook.
GARY VAYNERCHUK
I am well aware of the debate of “viewability,”
but let’s ask another question...
GARY VAYNERCHUK
When you go to YouTube, you want to watch
this cat video. That is your intent.
GARY VAYNERCHUK
What Google then does is show you a video
BEFORE the video you actually want to see.
GARY VAYNERCHUK
FACEBOOK is different: It knows you’re a cat enthusiast
and puts a cat video in front of you.
GARY VAYNERCHUK
INTENT MATTERS.
GARY VAYNERCHUK
YouTube is showing you an ad.
On Facebook, your content IS the ad.
GARY VAYNERCHUK
Facebook video is clearly a HUGE deal.
But don’t sleep on the other platforms either…
GARY VAYNERCHUK
Established:
March 21, 2006
GARY VAYNERCHUK
Twitter’s new video products have changed
the way I use the platform.
GARY VAYNERCHUK
As Twitter has grown, the amount of noise
has increased, while the amount of meaningful
engagement has dropped.
GARY VAYNERCHUK
That’s why the real way to win with Twitter video
is through engagement.
GARY VAYNERCHUK
Use it as PULL
rather than PUSH.
GARY VAYNERCHUK
When a celebrity favorites your tweet you get excited.
GARY VAYNERCHUK
Not because it took any real effort on their part,
but because that social interaction is hugely meaningful.
GARY VAYNERCHUK
With Twitter’s new video feature, they’ve been
able to take that feeling to the next level.
GARY VAYNERCHUK
Get in there, reply to
tweets with a video, and
see if your engagement
doesn’t skyrocket.
GARY VAYNERCHUK
It works.
GARY VAYNERCHUK
The other great thing about Twitter video?
GARY VAYNERCHUK
There is more room for tone.
GARY VAYNERCHUK
Sometimes it’s hard to convey a nuanced opinion
in only 140 characters and context is lost.
GARY VAYNERCHUK
But with 15 seconds of video, you can get
your point across loud and clear.
GARY VAYNERCHUK
Finally we have...
GARY VAYNERCHUK
Established:
September, 2011
GARY VAYNERCHUKGARY VAYNERCHUK
Snapchat is huge right now.
GARY VAYNERCHUKGARY VAYNERCHUK
More than 60% of U.S. 13 to 34 year-old
smartphone users are Snapchatters.
GARY VAYNERCHUKGARY VAYNERCHUK
One of the things I used to love about Snapchat
was how you had to hold your finger on the screen.
GARY VAYNERCHUKGARY VAYNERCHUK
That is, of course, no longer the case.
GARY VAYNERCHUKGARY VAYNERCHUK
But the videos are still limited,
since they can only ever stick around
for a certain amount of time.
GARY VAYNERCHUKGARY VAYNERCHUK
That could be 24 hours...
GARY VAYNERCHUKGARY VAYNERCHUK
or one second.
GARY VAYNERCHUKGARY VAYNERCHUK
That creates urgency.
GARY VAYNERCHUKGARY VAYNERCHUK
And urgency is a tremendous way
to get someone’s attention.
GARY VAYNERCHUKGARY VAYNERCHUK
and attention is the number one asset.
GARY VAYNERCHUKGARY VAYNERCHUK
On top of that, the ability
to draw over your images is
massively important and
allows for tremendous
amounts of creativity.
GARY VAYNERCHUKGARY VAYNERCHUK
Just look at Shonduras.
GARY VAYNERCHUKGARY VAYNERCHUK
The importance of Snapchat
as a marketing and
communications tool right
now is even further validated
by Snapchat Discover.
GARY VAYNERCHUKGARY VAYNERCHUK
A big-brand marketing feature that is
basically gift wrapping the 13-34 demo for
brands like Dailymail and Cosmo.
GARY VAYNERCHUKGARY VAYNERCHUK
You may not be able to afford to join Discover...
GARY VAYNERCHUKGARY VAYNERCHUK
...but what you should know is that it’s the
most underpriced inventory for meaningful
conversation in the 13 to 35 demo.
GARY VAYNERCHUK
BOTTOM LINE:
There is a f*ckton going on in video right now.
GARY VAYNERCHUK
I’m not saying you should give up on YouTube.
GARY VAYNERCHUK
But I AM saying you need to at least familiarize
yourself with everything in this deck.
GARY VAYNERCHUK
Check out my other tips on social media:
THANKS FOR
READING!
MAKE A SNAPSTERPIECE DON’T MAKE THIS MISTAKE

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The Rise of Social Media Video Marketing