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
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
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.