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Video for Public Relations:Master Video & Live Streaming
To Build Your Brand
@MikeDelgado
Video Trends
Business Challenges
Use Cases
Snapchat & Instagram
360° Video & VR
Video Apps & Tools
Live Video Best Practices
ex.pn/prnews
VIDEO TRENDS
Online video accounted
for 60% of all web
traffic in 2013, but
projected to make up
to 76% by 2018.
Cisco Visual Networking Forecast, 2016
RISE OF VIDEO VIEWING
Videos are now
viewed 8 billion
times daily on
Facebook, up from 1
billion a year ago.Mendelsohn, Facebook VP, 2016
In five years, most
of Facebook will
be video.Zuckerberg, 2016
RISE OF VIDEO VIEWING
People comment
10X more on
Facebook Live videos
than on regular videos.Facebook Blog, 2016
RISE OF LIVE VIDEO
People spend 3X
longer watching live
video vs. watching
recorded video.SocialMediaToday, 2016
Americans spend 29%
of their time watching
video vertically,a
compared with only 5%
in 2010.KPCB Research, 2016
Mobile phones are
used in portrait mode
98% of the time.Mobile Marketer, 2016
RISE OF VERTICAL VIDEO
Full-screen vertical
video ads on
Snapchat have 9X
higher completion
rate vs. horizontal
mobile video ads.John Steinber, CEO Daily Mail
RISE OF VERTICAL VIDEO
Facebook vertical
video ads receive
3X better CPMs.AdWeek, 2016
RISE OF VERTICAL VIDEO
The rise of mobile
phones has sharply
increased the number
of vertical videos on
YouTube. Uploads of
vertical videos has
grown 50% in 2015.New York Times, 2015
RISE OF VERTICAL VIDEO
85% of Facebook
video is watched
without sound.Digiday, 2016
1/3 of Snapchat
users have sound
turned off. MarketingLand, 2016
RISE OF SUBTITLED VIDEO
Augmented reality market
is expected to grow from
60 million users in 2013 to
200 million in 2018.Statista, 2016
RISE OF AUGMENTED VIDEO
550 million VR
headsets could be sold
by 2025. 171 million
could be using VR
hardware by 2018.Motley Fool, 2016
RISE OF VIRTUAL REALITY
AR, VR and Mixed
Reality is set to
become a $165 Billion
dollar industry by 2020.TheNextWeb, 2016
RISE OF MIXED REALITY
CHALLENGES
FEAR
COMPLIANCE
TECH
BUDGET
TROLLS
USE CASES
SAP hosts conference
interviews live on Periscope
and Facebook Live.
THOUGHTLEADERSHIP
AMA
Ryan Holmes, CEO of
HootSuite, hosted an
AMA on Periscope to
answer questions
from businesses.
AMA
Facebook CEO Mark
Zuckerberg hosts live
Facebook videos to
shares updates &
answers questions
Experian hosts live
interviews across different
video channels.
INTERVIEWS
Adobe uses live
video to teach and
inspire artists to
use their tools.
TUTORIALS
PRODUCTLAUNCHES
SanDisk launched a
new product on
Periscope using an
influencer account
SNAPCHAT INSTAGRAM
SNAPCHAT STATS
Snapchat videos are
receiving 10 billion views
per day – averaging 150
million daily users.
STORYBOARDING 10-SECOND SNAPS
KEEP IN MIND THOSE WITHOUT SOUND
Brands are using
Geofilters on Snapchat
to reach their target
audiences: conferences,
events, schools, offices
GEOFILTERS
SNAPCHAT GEOFILTER PROCESS
Create geofence
100 meters around
location due to GPS
fluctuations.
Analytics limited to
uses and views.
SNAP SPECTACLES
Spectacles allow you to
record 180 degree video
that can be uploaded into
Snapchat. Rumor is that
360 video is next.
Instagram has 300 million
daily active users. 80% of
users are outside the
United States. Instagram
launched Stories in August
2016.
The Instagram user
experience (and FB
Stories) is much more
intuitive than Snapping.
Ease of discoverability on
Instagram makes it a
prime channel for brands.
Most people have
larger followings on
IG, which has led
many people to
spend more time
creating Instagram
stories (instead of
Snapchat).
STATS
Snapchat views has
decreased 40% since
IG Stories launched. It
will be interesting to see
how FB stories will
change usage more.
360° VIDEO & VR
360° video gives viewers
control on what they want
to focus on. It’s the
gateway drug to VR.
VIEWER CONTROL
MEMORABLE
Live 360° video
creates experiences for
viewers (which are
more memorable than
flat video). Immersion
can lead to conversion.
INCLUSION
360° video helps
people feel part of
events. Imagine
having a 360 view of a
favorite performance
or game.
EDUCATION
Teachers are using
360° video to help
kids experience
locations and events.
VIDEO TOOLS & APPS
ex.pn/equipment
TRIPOD
LIGHTING
MICROPHONE
LENSES
EDITING APP
You want a tripod that is lightweight, small
and easy to set-up when going to locations.
You need a phone holder to easily switch
between vertical & horizontal shots.
Use lighting kits to remove shadows.
You should have a shotgun microphone,
lavalier mic, and handheld.
Get a lens kit with a wide angle and zoom.
Dozens of apps to edit video:
iMovie, Video Shop, Splice, etc.
Shoot 360 photos and video with a Ricoh
Theta S, Kodak SP360, IC Real Tech Allie,
or GoPro 360 Rig
Editing 360 video requires software
like Adobe Premier.
ex.pn/spatial >>>
BEST PRACTICES
Test wifi, lighting,
microphone, camera
positioning, battery,
commenting, and
saving process.
TESTING
Keep most important
visuals on top-third
of your screen in
portrait mode.
POSITION@Experian_US
Choose topics your
target audience cares
about. Use content from
popular blog posts.
KEY TOPICS@AmandaAbella
Welcome
Introduce Topic
Share Insights
Engage
Recap
TEMPLATE
@SophiaBera
Heavily promote your
live video event 7
days before your live
streaming event.
PROMOTE@HisAndHerMoney
Track questions and
names of engagers
to understand
community better &
fuel future content
CURATION
@SavingsATLMoms
You can’t ignite your
audience if you aren’t lit.
LIGHTING
@EbongEka
Presenter should
engage with viewers
by asking questions,
responding to
questions, sharing
insights, and
providing value.
ENGAGE
Upload favorite live videos
to YouTube, Facebook.
Create a blog post around
topic (embedding video).
Use audio for podcasts.
REPACKAGE
@jjeffrose
@PatFlynn
Track metrics: engagement,
viewers, replays, shares on
social channels, follower
growth, etc
ANALYTICS
Live streaming is a way to keeping your community locked in.
Q&A