Nine Ways To Supercharge Your Social Video

Nine Ways To Supercharge Your Social Video
SHARE
THIS



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).

Kate Richardson

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:

  1. 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.

  1. 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.

  1. 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).

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. Sometimes it’s okay to break the rules

 

Please login with linkedin to comment

Latest News

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account
  • Advertising

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account

Accenture-owned agency The Monkeys has bolstered its client ranks, having been chosen to handle the creative for the NRMA. The Monkeys CEO Paul Green confirmed to B&T that the agency had been appointed to the NRMA account by parent company IAG, which also includes brands CGU and Swann Insurance. M&C Saatchi was the incumbent creative […]

by B&T Magazine

B&T Magazine
A waitress carries beer mugs in the Hofbraeuhaus tent after the opening of the famous Bavarian
  • Marketing

Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”

New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer. And while younger consumers may have been the most enthusiastic drinkers in previous generations, […]

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt
  • Advertising
  • Campaigns

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt

Brisbane creative agency Engine Group has launched an integrated campaign for the Queensland government promoting the benefits of buying locally and supporting local small businesses. The ‘Go Local, Grow Local’ social marketing campaign celebrates small businesses across Queensland and highlights that small businesses are the lifeblood to growth in local communities. Central to the new […]

Sam Weir, Editor - The Advertiser & AdelaideNow 
 Editorial 
 
 Picture: Turner Matt
  • Media

News Corp Appoints New Editor For The Courier-Mail

News Corp Australia has announced the appointment of Sam Weir (pictured above) as editor of Queensland’s The Courier-Mail. Weir is one of Australia’s most accomplished editors, having edited the Perth Sunday Times and for the last four-and-a-half years, The Advertiser in Adelaide. News Corp Australasia executive chairman Michael Miller said: “I am delighted Sam has […]

Is This The Creepiest Ice-Cream Ad Ever?
  • Campaigns

Is This The Creepiest Ice-Cream Ad Ever?

Look, a terrifying ice-cream ad! And by "terrifying" we really mean Tony Abbott in his sluggos kind of "terrifying".

by B&T Magazine

B&T Magazine
Creatives, Step Up To The CX Plate!
  • Marketing
  • Opinion

Creatives, Step Up To The CX Plate!

Aussie creatives urged to step up to the CX plate! That's the Adobe boss saying it; like B&T would never say try harder.

Opinion

by B&T Magazine

B&T Magazine