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