Seven Top Tips On How To Create a Social Video Campaign That Doesn’t Suck

Old Fashioned Film Countdown at Number 3
SHARE
THIS



In this opinion piece, Now We Collide’s managing partner, Keir Maher, says brands often get the need to for some video content but most haven’t the foggiest of who to get started. Here are his tips if you’re struggling too…

Many brands are now realising the value of content and specifically video content as part of the brand story and contribution to business success, but many are still unsure how to really use content to engage and entertain whilst still bring the overall brand message.

2742f14

For content marketing success, content and content strategy needs to be at the heart of the marketing mix. Within this, video content strategy is becoming more important, driven by improvements in technology, video delivery and people’s consumption habits, video is now the key to content marketing success.

So when it comes to a social video content campaign strategy where do you start? There’s no silver bullet, no magic formula which guarantees success but here are some key considerations we have used which have provided the platform for campaign success:

  1. Define both the overall business and marketing objectives for the campaign – This sounds simple but unless you have a really clear picture of what you are trying to achieve and the business impact you are trying to make it is easy to lose track of your goals and aspirations. Clearly set key performance indicators which are measurable and make sure they are consistent with the over-arching marketing and content strategy.
  2. Take a people first approach – When creating social video content it is even more important that you think differently to the traditional interruption based approach – quite simply you need to put yourself in the shoes of the people you are trying to reach and ask “Will they WANT to watch this, will they be prepared to share it??”
  3. Have a defined distribution strategy – establish how the content will be distributed across the social web and beyond, utilizing paid, owned and earned channels. Research is obviously critical to understanding the habits of the audience and how they are likely to consume, behave, interact and share content.
  4. Make great content – This is important, this is what your audience are actually going to see, experience and engage with. If the content is not well produced and consistent with the audience expectations no amount of planning and distribution can save you. Have a clear understanding of what is required to make good quality content relevant to the audience and which people will share. Don’t lose sight of the fact that the video content is representing your brand and the values attributed to it.
  5. Monitor performance and assess versus the KPIs – Digital provides many ways to monitor and analyse on-going campaign performance but with multiple sources of analytics it is important to have a plan for how you are going to receive data and make it easily digestible. There are many metrics by which a campaign can be judged – views, video completion rates, shares, paid reach, organic reach etc to name a few. It is important to know how the success of your campaign will be judged and monitor throughout your campaign to make sure you are on track to achieve your goals.
  6. Be flexible – This is critical to campaign success, the ability to understand how your campaign is performing and modify the creative, content or distribution to enhance the campaign results.
  7. Collaborate – Collaborating with multiple agencies and partners is the name of the game, the ability to work as a team to achieve a common goal. Clear communication and a willingness to collaborate with partners who can bring their own areas of expertise is important for campaign success.

Latest News

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

JCDecaux-Owned APN Outdoor Snags Perth Airport
  • Media

JCDecaux-Owned APN Outdoor Snags Perth Airport

APN Outdoor, now part of JCDecaux, has signed an important new agreement with Perth Airport. This rounds out its existing contract covering internal advertising in all four terminals, as well as external billboards approaching and within the Perth Airport precinct. APN Outdoor currently holds the rights to all external advertising at the Airport, along with […]

Tavel, Food, Fashion, Health! It’s Pinterest’s Top 100 Trends For 2019
  • Marketing

Tavel, Food, Fashion, Health! It’s Pinterest’s Top 100 Trends For 2019

Social media site Pinterest has today unveiled its top 100 trends for 2019 based on its user searches. The company claims its annual list is based on data from its 250 million visitors each month, while 175 billion ideas have been saved to three billion boards to-date. The list covers everything from travel, health, food, home to men’s and […]

Bunnings & Esky Plus Launch Frightfully Good Summer Ad
  • Advertising
  • Campaigns

Bunnings & Esky Plus Launch Frightfully Good Summer Ad

Cooler box maker Esky together with Bunnings have launched their latest TV commercial titled ‘Prey’ with the release of the new Esky Plus. Set against a far Northern Queensland looking river backdrop, the ad features a frightfully large crocodile as it launches from the riverbed and absconds with the product. The ad, which was conceived […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Marketing
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]

WPP AUNZ Unveils Rebrand As Part Of Global Repositioning
  • Advertising
  • Marketing
  • Media

WPP AUNZ Unveils Rebrand As Part Of Global Repositioning

WPP AUNZ has unveiled a new brand in line with WPP’s global repositioning as a “creative transformation company”. Developed as part of WPP’s refreshed brand identity, the new look also reflects the company’s simplified offer to clients, consisting of four key pillars: communications, experience, commerce and technology. The identity was created by WPP agencies Superunion […]

by B&T Magazine

B&T Magazine
Remarkable Marketers: Meet The AFL’s Julian Dunne
  • Marketing
  • Partner Content

Remarkable Marketers: Meet The AFL’s Julian Dunne

There are some pretty remarkable people in our industry, each offering their own unique perspective to adland. While we spend so much time learning about our peers’ career highlights, B&T thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock. So, we’ve recently […]

Partner Content

by Carat

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]