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The Rise of Social Media Video Marketing
- 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