social video marketing: tips and trends from the trenches
TRANSCRIPT
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Social Video Marketing Tips and Trends from the Trenches
Laura Fitton
Inbound Evangelist, HubSpot
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Deeply silly. Fiercely optimistic. Makes things happen from scratch.
@pistachio
LAURA FITTON
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1. Social Video Trends
2. Tips: Shape and share your messages via video
3. Tips: Build social influence and community
Social Video Marketing
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1 Social Video Trends
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6 Billion – Facebook – 3Q 2015
8 Billion
– Snapchat – 1Q 2016 ~60 videos per user per day! 5x over 1Q 2015
Proliferation of Video: Daily Views
http://www.kpcb.com/internet-trends
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95% of Facebook users watch video
in the feed with the sound
OFF
Text Matters. A Lot.
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Facebook surfaces
video in the feed more often than any other type of
content
Your Mileage May Vary
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Facebook Live videos get
3x More views WHILE they are live vs. later on
#FOMO
Now Playing
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http://adage.com/article/digitalnext/tv-budgets-shifting-social-time-worry/304078/
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Social Video: Ad Growth
http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977
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YouTube (85%) & Netflix (66%)
have already outpaced TV
(62%).
Facebook (53%), Instagram
(37%), and Snapchat (33%),
are coming up fast.
Where Are Youth Watching?
http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977
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Video comes in as
the #3 most
desired content on
computer/laptop.
On mobile, it’s #2
on mobile.
Content, Ranked
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
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Video = Most Thoroughly Consumed
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
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Appetite for Future Content
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond
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2 Tips: Shape and Share Your Message via Video
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Tweet Quote!
“ Make the customer the hero of your story. Ann Handley Chief Content Officer MarketingProfs
Image Credit: Fotographia Guerilla
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“The Art of Telling Someone Else’s Story”
http://bit.ly/someonesstory
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http://www.hubspot.com/customers
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8 of 10 Most viewed case studies for 2015
Included video
PS… It works!
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“Experiment. If something
works, keep doing it.” - Rachel Zarrell, (BuzzFeed) MTV
Experiment
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Type View Rate*
First Person (Talking Head) 35% Primarily Words 27% Primarily Imagery 24% Third Person (Narrative) 23%
*ratio of videos served vs views measured
Experiment & Measure: Formats
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Snapchat “view” counts instant Facebook “view” counts >3 seconds Facebook (desired) >10 seconds Snapchat Ads 3-10 seconds Snackable videos 45-120 seconds Maximum* 5 minutes
Experiment & Measure: Duration
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Experiment & Measure: Subjects
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If the content FITS… Facebook Instagram Twitter Snapchat
Experiment & Measure: Platforms
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• Animals, kids & food (visuals!) = most views • How-to videos = best conversions • Provide something catchy: get attention <3
seconds, keep through at least 10+ seconds • Embed links midway or in post (not end) • Text is crucial • Content is more important than timeslot
Experiment & Measure: HubSpot Learnings
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Make it Work, Together
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Share Across Multiple Media/Channels
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3 Tips: Build Influence & Community
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Influence (was) Attract attention to yourself
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Provide attention & value to others
Influence (is)
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Image: http://inay.org #INBOUND14
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So, You’ve Got This… Post Announcement Offer Infographic Story Promotion Photo Event
V I D E O
…THINGY
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Don’t Do This to People.
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Like, Ever.
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What Would You Do?
“If you want someone to share your work, why don’t you start by … talking to her or him?” -Amy Vernon
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https://wiki.hubspotcentral.com/display/~bhalligan/Hubris+--+A+Company+Killerany+Killer
Audience, Prospect, Customer, Employee, Influencer
Nurture People.
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Have I heard of them? Have they heard of me? Do I know them? Do they know me?
(How) Should You Approach?
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Is relevant to them? At all? Do they have an opinion on ? Do they want ? Did they help create ? Will help them? Will make them look good? Will serve their audience?
Relevant AND Useful
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What Would You Do?
Would You Ever Build A Brand By Sharing Random Shit?
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https://wiki.hubspotcentral.com/display/~bhalligan/Hubris+--+A+Company+Killerany+Killer
What Would You Do?
So Then… Why Should They?
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Listen. Learn. Care. Serve.
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Take Good AMAZING Care of the Network You
Already Have
To grow ANY network…
Photo: http://www.flickr.com/photos/harmishhk/
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Why Pitch When You Can Connect?
DON’T: • Spam • Beg for attention • Demand value and attention
“Follow me” “Share my stuff” “Reply to me” “Help me” “Tell your followers”
DO: • Find their contact info • Earn attention • Give value and attention
Follow Share their stuff Answer their questions Provide help Show what’s in it for their audience
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“Only Connect.” - E.M. Forster
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1. Social Video Trends
2. Tips: Shape and share your messages via video
3. Tips: Build social influence and community
Social Video Marketing
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Thank you.