coastal social 2015 -- video + gifs for brand storytelling presentation
TRANSCRIPT
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Why you should be utilizing video and GIFs in your brand storytelling
Lauren Gray -- @laurenkgray
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Why does this matter?
Video has 50 x better chance than plain text to getting to top of Google Search rankings
Video accounts for 50% of all mobile traffic– Will be 55% by 2016
52% of consumers say watching videos makes them more confidence in purchase decisions
92% of mobile video viewers will share with others
Forrester, Kantar Media, Cisco, Invodo and NPD
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What we’re covering today
Video on social: Facebook, Twitter, Instagram, YouTube, Vine
Livestreaming: Meerkat and Periscope
GIFs– How to create them
– Why you should use them
– When / where you should use them
Tips for creating videos for your brand
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Video on Facebook Today
Video is the fastest-growing media category on FB
Videos on FB see 4 billion+ daily video views
Facebook’s Autoplay feature and Call-to-Action button
Native videos see more organic reach in the newsfeed
Featured videos show up above your “About” section
Stats via Facebook Earnings Q2 2015
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Facebook Video > YouTube for Brands
Brands are uploading more videos directly to Facebook
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Doritos – FB Case Study
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Drive more traffic to your site
Always upload your video directly to Facebook– Increases organic reach
– The video resolution is much higher
– Autoplay
– Adds a custom CTA
CTA
– Variety of options
– Direct your traffic
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FB Takeaways
Keep videos short & tailored to your audience Use text throughout videos as some autoplay without
sound Upload videos directly to Facebook > YouTube link
– YouTube links don’t autoplay & are lower quality res
Utilize CTA at end of the video– Replay video or custom CTA
Customize
– Title
– Thumbnail
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Video on Twitter Today
90% of videos views on Twitter are mobile (tablet, phone) 70% of users watch videos in their feed Native video drives…
Stats via Twitter Global Marketing Research, May 2015
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Video on Twitter Today
Two ways to share on Twitter– Record from the app OR Import from device
Advertising– Robust targeting
– Charged for views when videos are 100% in-view on the user’s device, and has been watched for at least 3 seconds
Autoplay introduced in June
– Saw a 14% life in video recall over “click to play” option
– Saw a 7% increase in completions of promoted videos
Stats via blog.twitter.com
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Promoted Video Best Practices
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Promoted Video Best Practices
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Promoted Video Best Practices
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Promoted Video Best Practices
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Promoted Video Best Practices
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GIFs on Twitter
Quickly respond to and interact with customers with GIFs Sends a fast 2-5 second message Entertaining and engaging Brief brand storytelling
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Instagram Video
Instagram videos create 2 x more engagement > photos
40% of the top videos from 2014 were created by brands
Instagram videos play in-line on Facebook for desktop users.
Instagram is also great for loop videos!
Stats via Instagram
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Instagram Video
More brand storytelling over directly selling products Editing and filters
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Vine Videos
5 tweets per second contain a Vine link A branded Vine video is 4 x more likely to be seen than a
regular branded video Funny Vine videos go further than serious ones Stop-motion
Tell your story, on loop, quickly Series for your brand
Stats via 7th Chamber
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Vine Videos
Brands on Vine ask users for videos– Cross-promotional strategy
Stats via 7th Chamber
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YouTube Video
You should still be using YouTube 3rd largest search engine behind Google and Facebook Reaches a more general audience
Keep your channel updated – this is your place to shine SEO and search rankings matter with YouTube
Klout Score algorithm now incorporates YouTube data, including views, shares, likes, and dislikes
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Gatorade – Case Study
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Gatorade – Case Study
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Quaker – Case Study
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About livestreaming
Real-time, unscripted access
Share and view live video broadcasts Experience isn’t just one-way; viewers can provide
feedback in the moment Gain a views of the world you can’t get anywhere else
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For brands
Give consumers real-time access to moments that matter
Get real-time feedback from customers Make real-time announcements Interact with consumers in real-time
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Livestream examples
Taco Bell hosted a mock press conference to promote “Breakfast Defector Day.”
Invited viewers to get a free breakfast biscuit taco on launch day
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Livestream examples
Benefit cosmetics streamed makeup artist Maggie Ford Danielson sharing beauty tips
They also answered questions from viewers
Promoted this on social Knew their audience
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Livestream examples
Coach gave followers an inside look to the Coach Men’s 2016 fashion show
Took viewers backstage Broadcasted interviews
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Livestream Tips
Create anticipation– Promote a few days in advance to create buzz and reach a
wider audience
Be authentic– Viewers expect real-time action over a scripted
performance
Be responsive– Interact with viewers, respond to comments and questions
and encourage them to engage back
Encourage replays– Usually last 24 hours, so keep sharing!
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GIFS!
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GIFs!
Quick way to get a longer message across > a photo Interactive & fun Plays on loop – longer retained info > photo
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GIFs!
Make your own – upload your own photos Take clips from a video you already created Respond to comments Add to posts on Facebook (limited) and Twitter
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GIFs!
Tumblr's Creators program + Giphy Studio Brands can work with these programs to create content “The GIF remains the No. 1 piece of content that marketers
want,” - David Hayes, Tumblr's head of creative strategy
Branded GIFs are the perfect combination of content marketing and interactive communication
Interactive = more engagement = lasting impressions
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GIFs!
Mountain Dew posts at least 10 GIFs per month across all their social platforms
"We're not just looking at one GIF as a way of storytelling anymore. We're thinking about how multiple GIFs can work together to tell a bigger story.“ - Christine Ngo, Mountain Dew's digital brand manager
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All the takeaways…
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Video Tips
Create video content tailored to your dedicated fanbase, not just a general video
Create some entertainment! Get funny. Always have a call-to-action
– Watch more
– Read blog
– Visit site
Be consistent– Find out what works best with your audience
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Create More Engaging Videos
Inspire Educate Entertain Connect Call-to-Action Make a series! Original, exclusive, custom content
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Video Tips
Go beyond your brand– What is your consumer interested in?
Build credibility– Show effectiveness of your product or service
Keep them relatively short and sweet – shareability matters! Be authentic – lose the script Use GIFs to respond, entertain and inform GIFs give a more substantial message > a photo
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Let’s wrap it up
Every brand can use videos and GIFs on social
Affordable, fun and customizable options
Great way to interact with and entertain customers & fans
Helps with SEO and search rankings
Gives more insight behind your brand to your viewers