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6 Keys to Boosting Social
Engagement with Video
PRESENTED BY
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@Animoto @SproutSocial #SproutWebinar

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Presenters
Jeff Kahsen Michael Patterson
Video Marketing, Animoto Social Marketing, Sprout Social
@Animoto @SproutSocial #SproutWebinar

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Overview
Why You Need to Embrace Video
•
How Companies Currently Utilize Videos
•
6 Keys to Boosting Engagement with Video
•
Q&A
@Animoto @SproutSocial #SproutWebinar

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Quantitative
Measures
Qualitative
Measures
Why does video matter?
One important question
Two very different answers
@Animoto @SproutSocial #SproutWebinar

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Video Increases Social KPIs
https://www.facebook.com/SproutSocialInc/insights/
@Animoto @SproutSocial #SproutWebinar

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Video drives engagement
Videos generate
153%
more Facebook
interaction than any
other media type
88%
of website visitors stay
on a site longer when a
prominent video
is displayed
@Animoto @SproutSocial #SproutWebinar

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Video generates leads
Consumers are
46%
more likely seek
information about a
product or service
after viewing a video
77%
consider companies
that make video to be
more engaged with
their customers
@Animoto @SproutSocial #SproutWebinar

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Video drives conversion
96%
of consumers find
videos helpful when
making purchase
decisions
73%
of users are more
likely to purchase a
product or service
after watching a
video
Video generates an
86%
lift in conversion
versus print based
content
@Animoto @SproutSocial #SproutWebinar

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Video helps create connections
EVERYWHEREFOREVERYOU
SHAREABLE EASY
@Animoto @SproutSocial #SproutWebinar

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EXPLAINER
How businesses use social video
@Animoto @SproutSocial #SproutWebinar

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How businesses use social video
PRODUCT
REVEAL
@Animoto @SproutSocial #SproutWebinar

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How businesses use social video
CUSTOMER
TESTIMONIAL
@Animoto @SproutSocial #SproutWebinar

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How businesses use social video
EVENT
INVITATION /
RECAP
@Animoto @SproutSocial #SproutWebinar

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How businesses use social video
BEHIND THE
SCENES
@Animoto @SproutSocial #SproutWebinar

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How businesses use social video
LONG-FORM
PREVIEWS
@Animoto @SproutSocial #SproutWebinar

16.
&
EVENT
INVITATION /
RECAP
PRODUCT
REVEAL
EXPLAINER
CUSTOMER
TESTIMONIAL
BEHIND THE
SCENES
How businesses use social video
LONG-FORM
PREVIEWS
@Animoto @SproutSocial #SproutWebinar

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6 Keys to Boosting Social
Engagement with Video
@Animoto @SproutSocial #SproutWebinar

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Key #1: KISS 2.0
Keep it short & succinct
20%
of viewers will
click away
from a video within
10 seconds
@Animoto @SproutSocial #SproutWebinar

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Key #1: KISS 2.0
Keep it short & succinct
Average Video Length: 55.3 seconds
Average View Duration: 18.2 seconds
@Animoto @SproutSocial #SproutWebinar

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INCLUDE A
CLICKABLE
CALL TO
ACTION
MUSIC
MATTERS
SHOW OFF
YOUR
BRAND
HOOK ‘EM
EARLY
MAKE IT
PERSONAL
Key #2: Content Matters
TEXT
MATTERS
@Animoto @SproutSocial #SproutWebinar

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Key #2: Content Matters
Source: Twitter, Nielsen, DAN
4 Best Practices for Video on Twitter
1) Create personal connection early - Videos that feature people in the opening
moments are 2x as likely to drive consumers to opt in to view
2) Tell a story - Videos with a clear story arc boost purchase intent by up to 9%
3) Entertain to maximize engagement - Videos intended to entertain viewers
increase view opt in by 13% and sharing by 15%
4) Focus on customer value - Videos that highlight how a product will improve a
customer’s life drives lift of 14% for brand affinity
@Animoto @SproutSocial #SproutWebinar

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CAMERA
Key #3: Quality is key
But you don’t have to break the budget to achieve it
Canon EOS 70D (MSRP: $1000)
@Animoto @SproutSocial #SproutWebinar

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AUDIO
EQUIPMENT
Key #3: Quality is key
But you don’t have to break the budget to achieve it
Shotgun Microphone and Stand
MSRP: $50
@Animoto @SproutSocial #SproutWebinar

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LIGHTING
Key #3: Quality is key
But you don’t have to break the budget to achieve it
Softbox Lighting Kit (MSRP: $125)
@Animoto @SproutSocial #SproutWebinar

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EDITING
SOFTWARE
Key #3: Quality is key
But you don’t have to break the budget to achieve it
@Animoto @SproutSocial #SproutWebinar

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Key #3: Quality is key
But you don’t have to break the budget to achieve it
Canon EOS 70D (MSRP: $1000)
Shotgun Microphone and Stand
(MSRP:
$50)
Softbox Lighting Kit (MSRP:
$125)
@Animoto @SproutSocial #SproutWebinar

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Key #3: Quality is key
But you don’t have to break the budget to achieve it
http://wistia.com/library@Animoto @SproutSocial #SproutWebinar

28.
&
Key #3: Quality is key
But you don’t have to break the budget to achieve it
http://animoto.com/blog
@Animoto @SproutSocial #SproutWebinar

29.
&
LIGHTING
CAMERA
EDITING
SOFTWARE
AUDIO
EQUIPMENT
Key #3: Quality is key
But you don’t have to break the budget to achieve it
@Animoto @SproutSocial #SproutWebinar

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YouTube
Over 1 billion YouTube
users consume hundreds
of millions of hours of
video every day.
Key #4: Social Media Distribution
Facebook
Over 4 billion Facebook
video views a day. Native
autoplay and CTA.
Twitter
Up to 30 second videos.
Twitter videos autoplay in
the stream.
Instagram
3 - 5 second clips that
autoplay in users’
Instagram stream.
Snapchat
Users opt-in to organic
posts from brands, which
can be 10 seconds long.
@Animoto @SproutSocial #SproutWebinar

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Key #5: Repurposing Your Videos
@Animoto @SproutSocial #SproutWebinar

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Key #6: Video Analytics
@Animoto @SproutSocial #SproutWebinar

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Key #6: Analyzing Video Data - Questions to Consider
• Which videos drive the most
engagement?
• Which videos receive the most
shares?
• What type of content resonates
with your audience?
• What length of video is
preferred?
&@Animoto @SproutSocial #SproutWebinar

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1. Length
Keep your videos short
and succinct.
6 Keys to Creating Engaging Social
Videos
2. Content
Spend time creating
content that resonates
3. Quality
You don’t need to break the
bank to get solid equipment.
4. Distribution
Optimize your videos for
each social network.
5. Frequency
Share your videos as
often as you can.
6. Analytics
Use video data to inform
your future strategies.
@Animoto @SproutSocial #SproutWebinar

35.
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Sprout helps with…
ENGAGEMENT PUBLISHING ANALYTICS COLLABORATION

37.
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• Manage your social
communication effectively.
• Find and join important social
conversations.
• Work your way through
messages by marking them
complete.
Engagement
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38.
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• Queue posts to send at the
best times.
• Simultaneously post to
multiple networks.
• Schedule months of content
in advance.
Publishing
SPROUT SOCIAL DEMO &

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• Export presentation-ready
reports.
• Pull data on your top social
content.
• Review profile, group and
roll-up analytics.
Analytics
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• Manage your Inbox as a
team.
• Turn any message into a
task.
• Utilize our Zendesk and
UserVoice integrations.
Collaboration
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41.
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Sign-Up for a free 30-day Trial
sproutsocial.com
@Animoto @SproutSocial #SproutWebinar

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Questions?
@Animoto @SproutSocial #SproutWebinar

43.
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Sign-Up for a free 14-day trial
animoto.com
@Animoto @SproutSocial #SproutWebinar