Embed Size (px)
Citation preview
1
VIDEO IS CHANGING EVERYTHING
HOW TO RIDE THE WAVE
JASON HSIAO
Chief Video Officer
Animoto
@jason_hsiao
BRIAN PETERS
Digital Marketing Specialist
Buffer
@Brian_G_Peters
• Anxiety
• Exhaustion
• Energy Drain
• Resource Drain
• Lack of Direction
• No Results Fighting the Wave...
2
Riding the Wave...
• Confidence
• Ease
• Efficiency
• Momentum
• Clear Direction
• Clear Results
THE WHY 1
THE HOW 2
THE VIDEOS 3
THE BEST PRACTICES 4
3
THE WHY THE HOW TYPES OF VIDEOS BEST PRACTICES
THE WHY
1
4
Video is a mega trend.
Video will look like as big a
shift in the way we share
and communicate as
mobile has been.
Mark Zuckerberg, CEO of Facebook
“
”
• By 2019, global consumer Internet video traffic will account for 80% of all
consumer Internet traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• 55% of people watch videos online every day
• 90% of users say that product videos are helpful in the decision process
• Social video generates +1200% more shares than text and images combined
• Video posts on Facebook have +135% organic reach > photo posts
• After watching a video, +64% of users are more likely to buy a product online
• Companies using video enjoy +41% web traffic from search than non-users
• People spend 3X longer watching a live social video compared to one that
has been prerecorded (Source: Social Media Today)
• 80% of users recall a video ad they viewed in the past 30 days
STA
TS
, STA
TS
, STA
TS
5
• By 2019, global consumer Internet video traffic will account for 80% of all
consumer Internet traffic
• Facebook generates 8 billion video views on average per day
• YouTube reports mobile video consumption rises +100% every year
• 55% of people watch videos online every day
• 90% of users say that product videos are helpful in the decision process
• Social video generates +1200% more shares than text and images combined
• Video posts on Facebook have +135% organic reach > photo posts
• After watching a video, +64% of users are more likely to buy a product online
• Companies using video enjoy +41% web traffic from search than non-users
• People spend 3X longer watching a live social video compared to one that
has been prerecorded (Source: Social Media Today)
• 80% of users recall a video ad they viewed in the past 30 days
STA
TS
, STA
TS
, STA
TS
THE HOW
2
6
QUESTION:
How exactly do I
get started with video?
AMPLIFY
WITH
VIDEO
START WITH WHAT
ALREADY
WORKS
• MESSAGE
• CONTENT
• IMAGES
• CHANNELS
7
VIDEO IS NOT A WHOLE NEW
TYPE OF MARKETING…
VIDEO IS A WAY TO AMPLIFY
YOUR EXISTING MARKETING.
USE VIDEO TO
CREATE INTEREST
USE VIDEO TO
CONVERT INTEREST
8
USE VIDEO TO
CREATE INTEREST USE VIDEO TO
CONVERT INTEREST
Social Media (Content Marketing)
Website
Email (Lead Nurture, Sales)
SEM + Landing Pages
Blog
Social Media (Targeting)
We are in the
GOLDEN ERA of Facebook and
Instagram marketing.
Gary Vaynerchuk, CEO of Vayner Media
“
”
9
“
”
VIDEO and SOCIAL media are like
scallops and bacon.
Brian Halligan, CEO of Hubspot
QUESTION:
How do I measure success?
10
Social Media (Content Marketing)
Website
Email (Lead Nurture, Sales)
SEM + Landing Pages
Blog
Social Media (Targeting)
USE VIDEO TO
CREATE INTEREST USE VIDEO TO
CONVERT INTEREST
Objective =
AWARENESS
Success Metric:
VIEWS (+ CLICKS, ENGAGEMENT)
Objective =
CONVERSION
Success Metric:
SIGN UPS or PURCHASES
WHICH SOCIAL PLATFORM?
START HERE
11
Why Facebook?
• 70 Million Businesses
• 2 Billion Active Users
• Ability to target very
specific audiences
• It’s easy
• Get started with $100
VIDEO > IN-PERSON
• Cost Effectiveness
• Scalability
• Shareability
• Brand Amplification
• Testing Opportunities
12
THE VIDEOS
3
QUESTION:
What type of videos
should I have?
13
BLOG CONTENT
LIVE INTERVIEW
14
INDUSTRY NEWS
CONTENT OFFER
15
EVENT PROMOTION & RSVP
PORTFOLIO SHOWCASE
16
CUSTOMER TESTIMONIAL
HOW-TO VIDEO SUBJECT MATTER EXPERT
17
PRODUCT DEMO
ANNOUNCEMENTS
XXX
18
SUCCESS STORIES
XXX
12 types of videos…
19
COMPANY OVERVIEW
HOW-TO’S ANNOUNCEMENTS
PRODUCT DEMO
TESTIMONIALS
INTERVIEWS FAQ’S PERSONAL MESSAGE EVENT PROMO/RECAP
THOUGHT LEADERSHIP BLOG CONTENT
PRODUCT ONBOARDING
12 typ
es o
f vid
eo
s…
USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST
HOW-TO’S ANNOUNCEMENTS
INTERVIEWS EVENT PROMO/RECAP
THOUGHT LEADERSHIP BLOG CONTENT COMPANY OVERVIEW PRODUCT DEMO
TESTIMONIALS
FAQ’S PERSONAL MESSAGE
PRODUCT ONBOARDING
USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST
If > :10s
If someone has watched more than 10 seconds of our ‘interesting’ content…
…we target these ‘prospects’ with videos ads meant to spark interest in Animoto.
At A
nim
oto
…
20
TEST LEARN IMPROVE
imp
ort
an
ce
perpetual &
important
perpetual &
secondary
short-lived &
important
short-lived &
secondary
longevity
(e.g. product release) (e.g. homepage video)
(e.g. event recap) (e.g. office tour)
21
• Test • Learn • Improve
imp
ort
an
ce
longevity
Video Creation
Stock Images & Vids
Graphics & Screenshots
RECOMMENDED TOOLS
Animoto BigVu Animaker
Canva Piktochart Giphy Capture
Pixabay Video Blocks Pexels
22
BEST-PRACTICES
4
23
+78% MORE SPACE
SQUARE vs. LANDSCAPE
• 10 tests, 60 variations
• +70% engagement on
social media
• Square videos…
• 40% more views
• 3X engagement
24
People Location Imagery
Font Colors
Camera Music
Text/Copy
Logo
Every element you use
in your video is an
opportunity to
reinforce your brand.
“
”
SAVE THE BEST FOR
F I R S T
25
Authenticity is more important than hilarity.
THE WHY 1
THE HOW 2
THE VIDEOS 3
THE BEST PRACTICES 4
26
Again, the 3 key slides… (feel free to take a pic!)
THE WHY THE HOW TYPES OF VIDEOS BEST PRACTICES
27
Video is a MegaTrend
Compelling & effective
Preferred way to consume content
Mutiple benefits & efficiencies
Go to where your audience is
Amplify your
existing
marketing
Create interest Convert interest
Know your success metrics
Start with what already works
12 types of videos
Test, learn, improve
Do it yourself w/ simple tools
Create for mobile viewing
Square videos
Save the best for first
Authenticity > Hilarity
THE WHY THE HOW TYPES OF VIDEOS BEST PRACTICES
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
COMPANY OVERVIEW
HOW-TO’S ANNOUNCEMENTS
PRODUCT DEMO
TESTIMONIALS
INTERVIEWS FAQ’S PERSONAL MESSAGE EVENT PROMO/RECAP
THOUGHT LEADERSHIP BLOG CONTENT
PRODUCT ONBOARDING
12 typ
es o
f vid
eo
s…
USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST
28
Social Media (Content Marketing)
Website
Email (Lead Nurture, Sales)
SEM + Landing Pages
Blog
Social Media (Video Ads)
USE VIDEO TO
CREATE INTEREST USE VIDEO TO
CONVERT INTEREST
Objective =
AWARENESS
Success Metric:
VIEWS (+ CLICKS, ENGAGEMENT)
Objective =
CONVERSION
Success Metric:
SIGN UPS or PURCHASES
Ride The Video Wave.
29
THANK YOU.
JASON HSIAO
Chief Video Officer
Animoto
@jason_hsiao
BRIAN PETERS
Digital Marketing Specialist
Buffer
@Brian_G_Peters
VIDEO IS CHANGING EVERYTHING
HOW TO RIDE THE WAVE
Questions? Join us at the Post Presentation Huddle
