Social Video 101: How To Stand Out From The Competition
Social media has become one of the most important arenas for online video, but considering the vast majority of these videos are user-generated, it’s no longer optional for brands to take part, writes Hamish Brown (pictured below), sales manager for Australia and New Zealand at Brightcove.
It’s no secret that video on social networks is huge. The numbers speak for themselves: according to its Q4 2016 earnings call comments, Facebook is generating at least 100 million hours of video views each day, while Bloomberg reported that Snapchat has more than 10 billion video views in 24 hours alone. Those are dwarfed by the fact that YouTube commands some 50 per cent of social video views.
Social media has become one of the most important arenas for video online. Considering the vast majority of these videos are user-generated, it’s no longer optional for brands to take part.
Those brands that have already spent big on social video as part of their content strategy have seen it pay off significantly. Of the 500 million people watching Facebook videos each day, 16 per cent said they watched branded videos. In a recent global survey on branded video by Brightcove, half of Australians said they had purchased an item directly or indirectly as a result of a branded video on social media.
These changes in online shopping and social behaviour have made a fundamental impact on how marketers can take advantage of branded social video to drive and convert sales, but it’s not enough to simply post a video and share it across various social channels. The most successful marketers know a thoughtful publishing strategy is essential to making social video stand out. Distribution of content is more important than ever, but a marketer can no longer rely solely on brand loyalty or awareness to drive video views, let alone convert sales.
Conquering the newsfeed
Nearly half (47 per cent) of Australian respondents in the Brightcove survey said they most watched branded videos in their newsfeeds, meaning these are usually discovered by chance either through programmatic advertising or previous affiliation with the brand. This means newsfeeds present a crucial opportunity to engage viewers.
A first step to conquering the newsfeed is to recognise that each social network handles video differently. For example, Facebook and Twitter’s native video players automatically start playing videos without sound when someone scrolls over the video in their feed. Though Facebook has announced plans to change this on some versions of its platform, such as mobile, it makes for a fundamental departure from how videos need to be developed.
Marketers have to carefully consider how to capture attention visually as soon as the video begins in order to hook an audience, and know the nuances of the social platform they’re using to ensure they are catering to those audiences in an engaging way. Design video with the right screen in mind, consider visual signals like captions and brand cues that get your point across as soon as possible, and aim at generating an instant emotional response.
Standing out in a sea of content
Between user-generated content, algorithmic newsfeeds and other brands, competition for viewer attention has never been more fierce. Not only are unknowns competing amongst each other for eyeballs, they are also up against those with millions in marketing budgets and the big names.
Apple’s ‘Distractingly good’ video campaign, which saw the likes of Taylor Swift go flying off a treadmill, amassed over 20 million views on Instagram and Facebook alone. An up-and-coming consumer tech brand is unlikely to do the same.
So, in what seems like a sea of content, how can brands differentiate themselves from their competition and genuinely engage audiences?
Brands need to be aware of how they position their content. Audiences are intelligent and will quickly pick up on content that is irrelevant, overly promotional and intrusive. Brands should focus on telling their story or introducing their products in a way that is as genuinely engaging and niche as their audiences are.
To that end, uploading repurposed content or popping a TV commercial on a Facebook page won’t yield results. In fact, social networks reward and prioritise native video experiences and build out more functionality around mobile viewing and analytics for them. There’s no doubt it’s in a brand’s best interest to customise across each channel for higher engagement.
Expectations and engagement
In the same Brightcove survey, consumers said they were more likely to engage with videos that provided the right level of information and were relevant to their interests. This means that video content on social shouldn’t be treated with the same mass medium spattering that the advertising industry has strived for over the past 60 years.
Videos on social media need to be targeted, relevant and entertaining, or informational to the specific target audiences that brand is trying to reach – without those aspects, the videos are likely to have little impact. Sportsbet is a great example of how to get this right. The brand creates a connection with audiences by positioning itself not as a gambling company, but as an entertainment company that features sports content. As a result, Sportsbet experiences high engagement and its social content performs particularly well.
Furthermore, audiences already have an expectation of what kind of content they’ll see on each social media network, and it’s important to cater to these views to make a splash. One way to optimise video assets to meet these expectations is to create specific content and publishing guidelines for each channel, taking into consideration unique audience demographics and social video consumption preferences.
Because the editorial principles vary so much across social networks, the mission statement for Twitter should differ from Facebook or YouTube for maximised results
Thankfully, Australians are among the highest engaged video viewers, with 83 per cent of respondents to Brightcove’s survey saying they engaged with brands on social media. But without the right video content strategy in place, that time spent making funny videos in search of virality may be best spent elsewhere.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.