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
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.
B&T’s Campaign Of The Month Wrapped: Queensland Health’s Frightening Skin Cancer Campaign, Via CHEP
Queensland's beautiful one day, perfect the next but there's still lots that can kill you - crocs, skin cancer & XXXX.
TV Ratings (15/4/24): Amidst It All, Seven News Is The Most-Watched Program In Australia
Network 10 may have had a win in the courts yesterday but, alas, it appears viewers heard all about it on Seven.
Even More Cairns Crocodiles Awards Judges Added As Entries Go Gangbusters!
Cairns Crocodiles assembling ominous judging panel that just so happens to coincide with B&T's office sponge bake off.
“Bias Influences Who & How We Appoint”: Aimee Buchanan On Why Diversity In Leadership Matters
When Aimee speaks, B&T goes full Vanilla Ice: "Stop collaborate & listen, GroupM boss back with a brand new invention."
Dove ‘Won’t Use AI To Represent Women’ To Celebrate 20 Years Of ‘Campaign For Real Beauty’
Yet again, Dove pioneering the adland zeitgeist but ignores current clamour around AI, thank god.
Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns
Here's an excellent multilingual AI initiative that will hopefully allow us all to finally comprehend drunk Irish people.
Gate 7 Bolsters Visit California & Brand USA Teams
Travel marketer boosts its team for its US destinations. Any talk of the Aussie dollar remaining strictly off limits.
Mediahub Snares Linda Fagerlund From Carat
Mediahub nabs Carat's Linda Fagerlund after reportedly dangling a large carrot or similar root crop vegetable.
BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
More evidence two brains are better than one comes these two promotions. After all, a third brain can cause tensions.
QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
No one's looking forward to Paris like B&T. We're particularly excited about watching countries who detest one another.
Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
Publicis rings the changes with three new appointments. No wonder, given it got all that new biz money last year.
Slew Of Promotions & A New Hire At History Will Be Kind
It's promotions & new recruits at History Will Be Kind. Plus the inevitable angst for staffers who didn't get one.
Latto “Talks Snack” With Menulog Via Thinkerbell
Do Aussie agencies think ads with Americans makes us want to eat more? The food deliverers appear to think so.
ING Invests In Finance Partnership With Seven
Seven amps up its finance coverage in latest partnership. Sadly, it's not bringing Kochie out of the cryogenic freeze.