video distribution bord bia january 30th 2019 · influencers listen to their followers and ask them...
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VIDEO OPTIMISATION MASTERCLASSBORD BIA
JANUARY 30th 2019
YOU HAD SOME QUESTIONS!
1/31/2019
Video landscape Optimum length of
videos
Formats for different
platforms
What’s considered
good?
Types of video Tips on inhouse video
Setting up kpi’s Best practice content Key elements for
engagement
How to sweat the
asset
Distribution
strategy/seeding
Influencer ROI
AGENDA
• PART ONE; 9.30-11.15
• QUICK OVERVIEW OF THE VIDEO
LANDSCAPE 2019
• UNDERSTANDING THE ROLE OF YOUR
VIDEO
• HOW TO THINK ABOUT YOUR TARGET
AUDIENCES
• BREAK; 11.15-11.35
• PART TWO; 11.35-13.30
• PLATFORM DEEP DIVE
• HOW DO I SET THE VIDEO UP FOR
MAXIMUM RESULTS ONCE IT’S ONLINE
• WHAT KPI’S DO I SET UP
• PUTTING IT ALL TOGETHER
WHAT’S HOT IN 2019?
1/31/2019
SPONTANEOUS STORIES
1/31/2019
EMPLOYEES GET OUT FROM BEHIND YOUR DESKS!
1/31/2019CAROLE ANN CLARKE CONSULTING
LIVE STREAM Q&A’S AND ”ASK ME ANYTHING - THIS ONE IS FOR YOUR MD OR CEO!
1/31/2019CAROLE ANN CLARKE CONSULTING
VIDEO PODCASTS
CAROLE ANN CLARKE CONSULTING 1/31/2019
B2B – 1 TO 1 VIDEOS
1/31/2019
VIDEO IN EMAIL
1/31/2019
CAROLE ANN CLARKE CONSULTING
BASED ON WHAT YOU HAVE SEEN,
WHAT TRENDS ARE RELEVANT TO
YOU?
CAROLE ANN CLARKE CONSULTING
1/31/2019
WHAT REPRESENTS THE BIGGEST SHARE OF VIDEO CONTENT ON YOUTUBE?
1/31/2019CAROLE ANN CLARKE CONSULTING
FOOD AND BEVERAGE!
CAROLE ANN CLARKE CONSULTING Source; Social Pixability
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING Source; Social Pixability
It’s all about
Branded
Content!
15% more
views and
36% more
engagements
on average
than tutorials
without
branded
products
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
WHO IS THE HEAD CHEF, INFLUENCER OR BRAND?
Influencers listen to their
followers and ask them
what they want and
push through emerging
trends
Influencers think
about how best they
can bring relevancy
to your brand
CAROLE ANN CLARKE CONSULTING
EXTEND YOUR AUDIENCE
ENGAGEMENT STRATEGIES ACROSS
PLATFORMS
CAROLE ANN CLARKE CONSULTING
Coke TV brings online video and influencer strategy together
MILLENNIALS LOVE THEIR FOOD!
BASED ON WHAT YOU HAVE SEEN –
WHAT ARE THE IMPLICATIONS
FOR YOUR BRAND OR WHAT IDEAS COME TO MIND?
CAROLE ANN CLARKE CONSULTING 1/31/2019
CAROLE ANN CLARKE CONSULTING
OBJECTIVES &
MEASUREMENTGO HAND IN
HAND
#1. WHAT IS YOUR OBJECTIVE? HOW WILL YOU MEASURE SUCCESS?
MARKETING GOAL; AWARENESS CONSIDERATION ACTION/CONVERSION
VIDEO KPI’S VIEWS VIEW-THROUGH RATE CLICKS (sites, content, sales)
IMPRESSIONS WATCH TIME/RATE CALLS
UNIQUE USERS FAVORABILITY LIFT SIGN UPS/SUBCRIPTIONS
AWARENESS LIFT CONSIDERATION LIFT SHARES
VIDEO RECALL LIFT BRAND INTEREST LIFT COMMENTS
FB REACH LIKEABILITY (content) SALES
TWITTER REACH BRAND PERCEPTION PURCHASE INTENT LIFT
YOU TUBE REACH EARNED MEDIA LIKES TRIAL/ EVENT SIGN UPS
COMPLETION RATE BLOGGER TAKE UP
1/31/2019CAROLE ANN CLARKE CONSULTING
#NO.2 –WHO IS YOUR TARGET AUDIENCE? (WHERE ARE THEY,
WHEN, WHAT CONTENT DO THEY LIKE, WHAT DO THEY LIKE?)
CAROLE ANN CLARKE CONSULTING
Who will bring you The mostRevenue?
THINK ABOUT THEIR PERSONA TO HELP YOU BUILD OUT YOUR AUDIENCE GROUPS AND CLARIFY YOUR MESSAGING
CAROLE ANN CLARKE CONSULTING
WHO IS YOUR LOW HANGING FRUIT? DO YOU HAVE
AN IDEA OF THEIR
PERSONA?
CAROLE ANN CLARKE CONSULTING 1/31/2019
WHAT ARE YOU ALL
DOING ON YOUR
PHONES 57 TIMES PER
DAY?
CAROLE ANN CLARKE CONSULTING
MICRO MOMENTS… WHEN WE TAKE OUT OUR PHONES TO TAKE ACTION;
1/31/2019
IMPLICATIONS FOR YOU…
1. BE THERE; think about moment
mapping for your brand and your
category
2. BE RELEVENT; Match with what
your target audience cares about
3. BE QUICK; Video is a great short
cut to reach consumers –
snackable content built around
the relevant moments (6 second
bumpers ideal!)
HERO, HUB, Help: A Framework for BrandPublishing
Media
Spend/R
each
#NO.3 - UNDERSTAND THE TYPE OF CONTENT YOU NEED OR HAVE CREATED
INTRINSIC OR EXTRINSIC?
• WHY WOULD I CARE, WHY
WOULD I SHARE?
CAROLE ANN CLARKE CONSULTING
• WHAT’S IN IT FOR ME? WHAT VALUE
IS THIS BRINGING ME, IS IT USEFUL
FOR SOMEONE ELSE?
AND LOOK TO THIRD PARTY PROVIDERS TO HELP BUILD UP AND DISTRIBUTE YOUR CONTENT
FRAMEWORK
1/31/2019CAROLE ANN CLARKE CONSULTING
WHILST CREATING CONSISTENCY IN YOUR OWN CONTENT
CAROLE ANN CLARKE CONSULTING
THINKING ABOUT YOUR RECIPE VIDEOS OR OTHER
ANOTHER VIDEO YOU HAVE MADE, WHAT MOMENTS ARE YOU TAPPING INTO?
WHERE WOULD YOU PLACE YOUR VIDEO IN THE HERO,
HUB OR HELP FRAMEWORK?
CAROLE ANN CLARKE CONSULTING
1/31/2019
#NO.4; UNDERSTAND YOUR PLATFORMS AND CREATE THE RIGHT FORMATS
Sources; e-markable, 80/20, campaign live, Reuters, Ipsos,statista
32% of Population
Growth up 5%
Average age; 23.3
70% of posts not seen
Creative channel
34% higher engagement for
Videos posts 9pm weekdays
65% of the population
Growth up 1%
Highest daily usage @69%
Average age; 30.6
BUT Mobile users average
Age = 25
29%
53% = 15-24
BUT 92% of all journalists use it
In growth after a period of decline
44% users + 35yo
But very large young audience
too
43% of users between 15-24
Average age; 20
5% of the population, 51% <>
18 & 24, 32% <> 25 & 34
1% find matches!
advert via FB audience network
20% use Pinterest
40% use Whatsapp
Video Formats relevant for any platform
1. Animated
2. Stop Motion
Cost effective,
Can do yourself
3. Live Action
Think
relevancy
4. “Banner Video”
Think
Asset
Re-use
5. Gifs
Lower quality
But still work!
4. Videos From Banner Ads
Results
Spend €1,225
145K views
CPV €0.01
Conversions: 207
Revenue €13,455
ROAS 10:1
Cost: No cost - €300
5. Gifs
Results
Spend €250
52K views
CPV €0.01
Cost: €500
#NO.5 ; FOLLOW AN EFFICIENT AMPLIFICATION PROCESS
CAROLE ANN CLARKE CONSULTING
OWNED EARNED SHARED PAID
Exhaust your
own channels
first;
Leverage any
influencers
What partners
can you build
alliances with?
If you want it to
reach consumers
you have to put
some paid behind
it
LOVES VIDEO!
1/31/2019
A brand is 53% more likely to show
up first on google if you have video
embedded on your website*
*video explainers 2018, bigcommerce.com
A video in your emails can…*
•Boost open rates by 19%.
•Boost click-through rates by 65%.
•Reduce unsubscribes by 26%.
Exhaust your own channels first with your video;
BRAND FANS LOVE VIDEO!
1
YouTube
View (30 secs)
10
Views (3 secs)
=• Great for quality watched time
• 5 seconds per impression
• Non-completed views (or less than
30sec views) are free!
• Great for impressions
• Niche (specific target)
• Sharable content
• Keep it Short
#YOUTUBE & FACEBOOK OFFER DIFFERENT BENEFITS
OBJECTIVES
• INSPIRE CONSUMERS
• SHOWCASE THE UTILITY OF
AN IRISH FOOD BRAND
CAROLE ANN CLARKE CONSULTING
AMPLIFICATION
• GOOGLE (SEARCH, DISPLAY, VIDEO)
• FACEBOOK (DISPLAY/VIDEO)
• INSTAGRAM (FEED DISPLAY, IN-STORY
DISPLAY, FEED VIDEO)
ALL PAID
• YOUTUBE
RESULTS LEARNINGS
• GOOGLE; 39K IMPRESSIONS, 8K
VIEWS (WEEKLY)
• FB- 21K REACH, 55.5K
IMPRESSIONS, 197 CLICKS, 12.3K
3 SECOND VIEWS
• HIGHER VIDEO VIEWS ON
INSTAGRAM BUT FB HIGHER
CTR AS WELL AS HIGHER
CLICKS ON DISPLAY ADS DUE
TO HIGHER NUMBERS ON FB
FACEBOOK V INSTAGRAM
HOW A CONNECTIONS PLAN MAY LOOK (EXAMPLE ONLY)
1.
FANS FIRST
Host platform upload
(YouTube)
Employees and associates
Opt in CRM Databases
Website
2.
DISCOVERY
(start of Paid)
Google Search
YouTube Search
Influencer
outreach
Twitter Search
3.
VIDEO ADS
Skippable Pre-Rolls
Non Skippable Pre-Roll
Paid Video Seeding
4.
SOCIAL
Social Ad Products (reach)
Custom Match
5. STANDARD
ADS
Display Advertising
Retargeting
1/31/2019
OWNED EARNED SHARED PAID
In terms of paid, FB boosted post and instaagram worked best
– 12,529 views and 397 click to play
YouTube
HOW THIS MIGHT YOUR PLAN LOOK?
1.
FANS FIRST
?
?
?
?
2.
DISCOVERY
(start of Paid)
?
?
?
?
3.
VIDEO ADS
?
?
?
4.
SOCIAL
?)
?
5. STANDARD
ADS
?
?
# NO. – ENSURE YOUR VIDEO IS NOT STAND ALONE CONTENT (AVOID LUGGAGE CREATION)
• MAIN VIDEO
• CREATIVE CUT DOWNS
• RELEVANT AND STANDOUT STILLS
• SEARCH COPY
• POSTS COPY AND LINKS
• OTHER CONTENT TO HELP
• PART OF A CAMPAIGN (KEY CONTENT)
• TELL THE BRAND STORY OR BRAND BENEFITS
CAROLE ANN CLARKE CONSULTING
SOME VIDEO AD FORMATS FOR FB
1/31/2019CAROLE ANN CLARKE CONSULTING
CAROUSEL – 10 IMAGES AND OR VIDEO
SLIDE SHOW ADS – (NO VIDEO PRODUCTION!)
CANVAS – MOBILE FULL SCREEN
VIDEO ADS
SOME VIDEO ADS + ENHANCERS FORMATS FOR YOUTUBE
CAROLE ANN CLARKE CONSULTING
6 second Bumpers – quick + impactful
Youtube Cards
True View – MOBILE
FULL SCREEN
VIDEO ADS
YouTube
Homepage
Take Overs Discovery ads
In-Stream ads
Outstream-Stream Mobile
ads
INSTAGRAM FORMATS
1/31/2019CAROLE ANN CLARKE CONSULTING
INSTAGRAM STORIES 2X MORE ENGAGEMENT
CAROLE ANN CLARKE CONSULTING
OBJECTIVES
• CREATE AWARENESS (NEW
PRODUCT AND NEW
CATEGORY
• COMMUNICATE PRODUCT
BENEFITS
• INFLUENCE PURCHASE
CAROLE ANN CLARKE CONSULTING
AMPLIFICATION
• VOD
PAID PROMOTION ON FB +
INSTA – USE MEDIA AGENCY
FOR HIGHER BUDGET
CAMPAIGNS
RESULTS LEARNINGS
• HIGH REACH
• HIGH ENGAGEMENT
• SHORTER VIDEOS WORK BEST
• OFFER VALUE TO THE CONSUMER (TIPS,
RECIPIES, STATS OF INTEREST
• USE OF INFLUENCERS
• INTEGRATE AS PART OF A BIGGER
CAMPAIGN (OMNICHANNEL)
Parents of children 1-12 prepared to pay a little extra
HOW WOULD YOU AVOID YOUR VIDEO
BEING A STANDALONE?
1/31/2019CAROLE ANN CLARKE CONSULTING
# NO.6 ; GET YOUR VIDEOS READY FOR AMPLIFICATION INCLUDING
WHERE YOU WANT YOUR CONSUMERS TO GO/DO POST VIEW
1. FIND OUT WHAT YOU CAN AND CAN’T
DO ON THE PLATFORMS YOU INTEND
TO USE (INCLUDING YOUR OWN!)
2. RESEARCH UP TO DATE BEST
PRACTICE TIPS (YOUTUBE AND
FACEBOOK ARE GOOD RESOURCES
FOR THIS)
3. ENSURE THE TIMING OF YOUR VIDEOS
IS APT (RECIPE VIDEOS 20-40
SECONDS ON FB, BUT LONGER FORM
ON YOUTUBE – BUT DON’T EXCEED 2
MINUTES)
CAROLE ANN CLARKE CONSULTING
HELP GOOGLE HELP YOU GET MORE CONVERSIONS
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Help consumers find your video
Use annotations to make your video work harder You have less than 2 seconds for someone to
notice your thumbnail
CAROLE ANN CLARKE CONSULTING
Jamie Oliver understands Video Strategy (well his team does!)
CAROLE ANN CLARKE CONSULTING
Make an impact in the first few seconds
The Shorter the better (20 Seconds)
– send them to your site for full recipe or youtube channel
You have less than 2 seconds for someone to
notice your thumbnail
Mobile or Desktop?Subtitles
CAROLE ANN CLARKE CONSULTING
Irish Retailers soon?
Be Ready to move out of product pages
Into categories, occasions, recipes and more!
CAROLE ANN CLARKE CONSULTING
#NO.8 ; ONCE LIVE YOU NEED TO OPTIMISE (MAINLY FOR PAID)!
TEST AND LEARN
Overall campaign lift 5.4%.
Video with coloured / recognisable branding had a 16.1% lift whereas the
other individual videos did not show a significant lift.
#9. WHAT KPI’S WOULD YOU PUT AGAINST YOUR VIDEO BASED ON EVERYTHING YOU HAVE SEEN
TODAY?
MARKETING GOAL; AWARENESS CONSIDERATION ACTION/CONVERSION
VIDEO KPI’S VIEWS VIEW-THROUGH RATE CLICKS (sites, content, sales)
IMPRESSIONS WATCH TIME/RATE CALLS
UNIQUE USERS FAVORABILITY LIFT SIGN UPS/SUBCRIPTIONS
AWARENESS LIFT CONSIDERATION LIFT SHARES
VIDEO RECALL LIFT BRAND INTEREST LIFT COMMENTS
FB REACH LIKEABILITY (content) SALES
TWITTER REACH BRAND PERCEPTION PURCHASE INTENT LIFT
YOU TUBE REACH EARNED MEDIA LIKES TRIAL/ EVENT SIGN UPS
BLOGGER TAKE UP
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
OBJECTIVES CONSIDERATIONS TARGET AUDIENCE OESP MEASUREMENT LEARNINGS
• To create thumb
stopping content
• To increase top of
mind awareness
at key moments
• To enhance the
taste factor and
product usage
occasion
• Limited
distribution
outside of Dublin
• Launched
popcorn to the
product family Jan
2019
• 25-45 year oldsMale/female
• Working professionals
• Like to buy quality Irish brands
• Seek out
experiences
• Website
• FB
• VOD
• You Tube
Can Target well on
these platforms –
less expensive
than TV
• Mainly Reach
as awareness
objective
• VOD & You Tube
performed above
expectations -
outperformed
YouTube benchmarks
• The video we
created for VOD and
You tube we cut
down for FB from 30
seconds to 10
seconds. This did
not work. 10
seconds was far too long
• -We then created
bite size 5 second
videos for social
only and this
increased our reach
and completion rate from 0.01% to 8%
WHAT HAVE WE COVERED TODAY?
1. WHAT ARE YOUR FUTURE OPPORTUNITIES TO EMBRACE?
2. WHAT IS YOUR OBJECTIVE? HOW WILL YOU MEASURE SUCCESS?
3. WHO IS YOUR TARGET AUDIENCE? (WHERE ARE THEY, WHEN, WHAT
CONTENT DO THEY LIKE, WHAT DO THEY LIKE?)
4. UNDERSTAND THE TYPE OF CONTENT YOU NEED OR HAVE CREATED
5. UNDERSTAND YOUR PLATFORMS AND CREATE THE RIGHT FORMATS
6. FOLLOW AN EFFICIENT AMPLIFICATION PROCESS
7. ENSURE YOUR VIDEO IS NOT STAND ALONE CONTENT (AVOID LUGGAGE
CREATION)
8. GET YOUR VIDEOS READY FOR AMPLIFICATION INCLUDING WHERE YOU
WANT YOUR CONSUMERS TO GO/DO POST VIEW
9. ONCE LIVE YOU NEED TO OPTIMISE!
10. YOUR VIDEO AMPLIFICATION BRIEF (OF SORTS!)
CAROLE ANN CLARKE CONSULTING
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