Nine Ways To Supercharge Your Social Video
We’re watching more video than ever. Faster internet speeds, the shift to mobile and the much-heralded arrival of internet TV are all contributing to the surge in online video, writes Red Engine SCC general manager Kate Richardson (pictured below).
A growing part of our consumption is social, and the likes of Facebook, Snapchat and Instagram are both capitalising on and driving this trend.
In his February earnings call, Mark Zuckerberg described video as a “megatrend” and one that will keep him heavily invested in a video first approach across all of the company’s apps.
Facebook in particular has done an excellent job of stealing share from YouTube, a channel that really hasn’t innovated much beyond its original model and which over time, has become more search engine than social media.
Interestingly in the first few months of this year, Twitter added the highest number of new users in about two years. This may be partly attributable to the geo-political climate and the Trump factor, but there is also a likely correlation with the platform’s increasing focus on video and major content partnerships, with the likes of Buzzfeed and Bloomberg who bring exclusive streaming content to the platform.
Migration to mobile has been a major driver of social video, but this change in behaviour has been given a boost by platform investment in infrastructure and an improved mobile experience.
Snapchat might be the posterchild for this, but Facebook’s copycat strategy has seen Instagram Stories recently hit an extraordinary 200 million daily users less than a year after launch.
Superior mobile cameras and bigger screens have helped, while content creators (including the amateurs) have improved their grasp of the mobile format and are producing better content.
As we know the dollars follow the eyeballs, and significant ad money has recently flowed into social video. In the US, search and social accounted for 95 per cent of digital dollar growth in 2016 (unsurprising given Facebook and Google’s dominance). In 2017, social video ad spend is expected to double again to over $4 billion.
Locally, PwC reports that mobile advertising is on the rise, with online video now accounting for a third of display ad spend and forecast to grow by 23.8 per cent over the next five years.
There is no doubt video offers great opportunities for brands. An expansive canvas for storytelling, inexpensive modes of production, and importantly, cost-effective reach.
But the medium also presents challenges, particularly in social.
Short attention spans, competition for interest, the skippable (or interruptive) nature of placements and the increasing need to conceptualise and customise content for individual channels that are constantly innovating and changing.
So, here are 10 ways to make your social video work harder:
- Tell your story in as short a time as possible
On key channels such as Instagram and Facebook, we’re seeing significant drop off rates after 15 seconds, and especially beyond 30 seconds.
Given the average time people spend on mobile with Facebook content is less than two seconds, you need to get a move on. Aim for no more than 15 to 20 seconds on Facebook, and 15 seconds on Instagram. YouTube is the one channel where you can take more time to delve into your story, and where emotion packed storytelling can shine as brightly as low fi how-to videos.
- Include a hook in the first three seconds
It’s a bit like when you scan the headline and then feel you don’t need to read the article. Give people a reason to keep reading, or in this case, to keep watching. You need a visual hook that grabs their attention and interrupts the scroll or swipe.
- Re-engineer the traditional story arc
Forget the traditional TVC or short-form approach where the pay off or reveal comes at the end.
Account for the fact people may only watch you for a handful of seconds and tell your story front to back.
Unilever has done a clever job on this with a Tide video that shows the stain being removed from a dress up front, rather than the traditional problem followed by solution structure of a television commercial.
If you get your three seconds right, Nielsen and Facebook research shows that you can deliver an increase in recall (although keeping someone around for 10 seconds will give you a more decent bump).
- Make it memorable
Of course, this requires making content that hits the mark, but it also means reinforcing and refreshing memory structures with an appropriate level of branding. Ensure distinctive assets feature up front and throughout the video. Don’t wait for the end frame 30 seconds in.
Apply elements (e.g. colour, product in context) in a flexible way in line with the type of story you’re telling.
- Maximise screen real estate
Frame your subject for mobile, and prioritise square and vertical video. A recent Facebook survey showed that square and vertical formats deliver an uplift in brand recall of three times that of 16:9. If you’re doing vertical on Facebook, keep the supers within the square format to avoid the potential for cut off.
- Design for sound off
Yes, social channels are increasingly sound on, but don’t assume anyone is listening. Tell a simple, visual story and design for sound off.
- Play with functionality and format
Sometimes being early is more important than being the best. Try new formats and functionality. Social offers simple, cost-effective ways to experiment and conduct simple A/B testing.
- Conceptualise and customise for the individual channel
The evolving and distinctive nature of different platforms requires an increasing focus on designing video content for channel and format. Forget the produce once and publish often mantra.
Compare Snapchat and YouTube, for example. Putting their very different roles to the side, the format on each channel is decidedly different. Snapchat is sound off, vertical video centric, 10 seconds or less for paid placements, and demands a more user-generated look and feel in keeping with the platform. In contrast, YouTube is sound on, 16:9, and suitable for all content types as well as longer lengths post-one minute.
- Sometimes it’s okay to break the rules
Latest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.