6 Keys to Boosting Social Engagement with VideoPresented By&

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Presenters

Jeff KahsenMichael PattersonVideo Marketing, AnimotoSocial Marketing, Sprout Social

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OverviewWhy You Need to Embrace Video How Companies Currently Utilize Videos6 Keys to Boosting Engagement with VideoQ&A

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Quantitative MeasuresQualitative MeasuresWhy does video matter?

One important questionTwo very different answers

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Video Increases Social KPIs

https://www.facebook.com/SproutSocialInc/insights/

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Video drives engagement

Videos generate153%more Facebook interaction than any other media type

88%of website visitors stay on a site longer when a prominent video is displayed

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Video generates leads

Consumers are46%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

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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 an86%lift in conversion versus print based content

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Video helps create connections

EVERYWHERE

FOREVER

YOU

SHAREABLE

EASY

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EXPLAINER How businesses use social video

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How businesses use social video

PRODUCT REVEAL

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How businesses use social video

CUSTOMER TESTIMONIAL

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How businesses use social video

EVENT INVITATION / RECAP

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How businesses use social video

BEHIND THE SCENES

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How businesses use social video

LONG-FORM PREVIEWS

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EVENT INVITATION / RECAP

PRODUCT REVEAL

EXPLAINER

CUSTOMER TESTIMONIAL

BEHIND THE SCENESHow businesses use social video

LONG-FORM PREVIEWS

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6 Keys to Boosting Social Engagement with Video

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Key #1: KISS 2.0Keep it short & succinct

20% of viewers willclick awayfrom a video within 10 seconds

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Goal of social video is to get the viewer to engage. Take the first step. Could be liking or commenting, could be clicking on the CTA for more information. Consumes are extremely fickle. They will scroll through social feeds fast. Autoplay helps but you only get 2-3 seconds to convince the user to press play.Thats why theres a boom in short form videos. These snackable videos are filling news feeds because they suit our impatient nature and our busy lives. And the more videos are consumed on mobile, the shorter they need to be.Autoplay exacerbates it. Need to create content that leaves an impression in the first 10 seconds without sound!

Key #1: KISS 2.0Keep it short & succinct

Average Video Length:55.3 secondsAverage View Duration: 18.2 seconds

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Keep videos relevant, interesting and as short as possible. Preferably under 30 seconds. Under 20 seconds is even better.

INCLUDE A CLICKABLE CALL TO ACTION

MUSIC MATTERS

SHOW OFF YOUR BRAND

HOOK EMEARLY

MAKE IT PERSONALKey #2: Content Matters

TEXT MATTERS

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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

Key #2: Content MattersSource: Twitter, Nielsen, DAN4 Best Practices for Video on Twitter Create personal connection early - Videos that feature people in the opening moments are 2x as likely to drive consumers to opt in to viewTell a story - Videos with a clear story arc boost purchase intent by up to 9%Entertain to maximize engagement - Videos intended to entertain viewers increase view opt in by 13% and sharing by 15%Focus on customer value - Videos that highlight how a product will improve a customers life drives lift of 14% for brand affinity

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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

PRESENTATION TITLE

CAMERAKey #3: Quality is keyBut you dont have to break the budget to achieve it

Canon EOS 70D (MSRP: $1000)

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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

AUDIO EQUIPMENTKey #3: Quality is keyBut you dont have to break the budget to achieve it

Shotgun Microphone and StandMSRP: $50

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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

LIGHTINGKey #3: Quality is keyBut you dont have to break the budget to achieve it

Softbox Lighting Kit (MSRP: $125)

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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

EDITING SOFTWAREKey #3: Quality is keyBut you dont have to break the budget to achieve it

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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

Key #3: Quality is keyBut you dont 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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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

Key #3: Quality is keyBut you dont have to break the budget to achieve ithttp://wistia.com/library

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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

Key #3: Quality is keyBut you dont have to break the budget to achieve it

http://animoto.com/blog

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Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

LIGHTING

CAMERA

EDITING SOFTWARE

AUDIO EQUIPMENTKey #3: Quality is keyBut you dont have to break the budget to achieve it

@Animoto @SproutSocial #SproutWebinar

&

Brand - Worked hard to establish. Make presence known - and early!Personal - People respond to videos that show personality the most. Get in front of the camera!Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)Hook them early - Weve seen that length matters. Play around with Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, its less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.

YouTubeOver 1 billion YouTube users consume hundreds of millions of hours of video every day.Key #4: Social Media DistributionFacebookOver 4 billion Facebook video views a day. Native autoplay and CTA.TwitterUp to 30 second videos. Twitter videos autoplay in the stream.Instagram3 - 5 second clips that autoplay in users Instagram stream.

SnapchatUsers opt-in to organic posts from brands, which can be 10 seconds long.

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Key #5: Repurposing Your Videos

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Key #6: Video Analytics

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Key #6: Analyzing Video Data - Questions to ConsiderWhich 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?&

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1. LengthKeep your videos short and succinct.6 Keys to Creating Engaging Social Videos2. ContentSpend time creating content that resonates3. QualityYou dont need to break the bank to get solid equipment.4. DistributionOptimize your videos for each social network.5. FrequencyShare your videos as often as you can.6. AnalyticsUse video data to inform your future strategies.

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Presentation Title

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Presentation TitleSprout helps with

Engagementpublishinganalyticscollaboration

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Manage your social communication effectively.Find and join important social conversations.Work your way through messages by marking them complete.EngagementSprout Social Demo

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Queue posts to send at the best times.Simultaneously post to multiple networks.Schedule months of content in advance.PublishingSprout Social Demo

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Export presentation-ready reports.Pull data on your top social content.Review profile, group androll-up analytics.AnalyticsSprout Social Demo

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Manage your Inbox as a team.Turn any message into a task.Utilize our Zendesk and UserVoice integrations.CollaborationSprout Social Demo

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Questions?

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