HOW TO RIDE THE WAVE

Transcription

1 VIDEO IS CHANGING EVERYTHING HOW TO RIDE THE WAVE JASON HSIAO Chief Video Officer BRIAN PETERS Digital Marketing Specialist Fighting the Wave... Anxiety Exhaustion Energy Drain Resource Drain Lack of Direction No Results 1

2 Riding the Wave... Confidence Ease Efficiency Momentum Clear Direction Clear Results THE WHY THE HOW THE VIDEOS THE BEST PRACTICES 2

3 THE WHY THE HOW TYPES OF VIDEOS BEST PRACTICES 1 THE WHY 3

4 STATS, STATS, STATS Video is a mega trend. Video will look like as big a shift in the way we share and communicate as mobile has been. Mark Zuckerberg, CEO of Facebook By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic Facebook generates 8 billion video views on average per day YouTube reports mobile video consumption rises +100% every year 55% of people watch videos online every day 90% of users say that product videos are helpful in the decision process Social video generates +1200% more shares than text and images combined Video posts on Facebook have +135% organic reach > photo posts After watching a video, +64% of users are more likely to buy a product online Companies using video enjoy +41% web traffic from search than non-users People spend 3X longer watching a live social video compared to one that has been prerecorded (Source: Social Media Today) 80% of users recall a video ad they viewed in the past 30 days 4

5 STATS, STATS, STATS By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic Facebook generates 8 billion video views on average per day YouTube reports mobile video consumption rises +100% every year 55% of people watch videos online every day 90% of users say that product videos are helpful in the decision process Social video generates +1200% more shares than text and images combined Video posts on Facebook have +135% organic reach > photo posts After watching a video, +64% of users are more likely to buy a product online Companies using video enjoy +41% web traffic from search than non-users People spend 3X longer watching a live social video compared to one that has been prerecorded (Source: Social Media Today) 80% of users recall a video ad they viewed in the past 30 days 2 THE HOW 5

6 QUESTION: How exactly do I get started with video? START WITH WHAT ALREADY WORKS AMPLIFY WITH VIDEO MESSAGE CONTENT IMAGES CHANNELS 6

7 VIDEO IS NOT A WHOLE NEW TYPE OF MARKETING VIDEO IS A WAY TO AMPLIFY YOUR EXISTING MARKETING. USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST 7

8 USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST Blog SEM + Landing Pages Social Media (Content Marketing) (Lead Nurture, Sales) Website Social Media (Targeting) We are in the GOLDEN ERA of Facebook and Instagram marketing. Gary Vaynerchuk, CEO of Vayner Media 8

9 VIDEO and SOCIAL media are like scallops and bacon. Brian Halligan, CEO of Hubspot QUESTION: How do I measure success? 9

10 USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST Blog SEM + Landing Pages Social Media (Content Marketing) Objective = AWARENESS Success Metric: VIEWS (+ CLICKS, ENGAGEMENT) (Lead Nurture, Sales) Website Social Media (Targeting) Objective = CONVERSION Success Metric: SIGN UPS or PURCHASES WHICH SOCIAL PLATFORM? START HERE 10

11 Why Facebook? 70 Million Businesses 2 Billion Active Users Ability to target very specific audiences It s easy Get started with $100 VIDEO > IN-PERSON Cost Effectiveness Scalability Shareability Brand Amplification Testing Opportunities 11

12 3 THE VIDEOS QUESTION: What type of videos should I have? 12

13 BLOG CONTENT LIVE INTERVIEW 13

14 INDUSTRY NEWS CONTENT OFFER 14

15 EVENT PROMOTION & RSVP PORTFOLIO SHOWCASE 15

16 CUSTOMER TESTIMONIAL HOW-TO VIDEO SUBJECT MATTER EXPERT 16

17 PRODUCT DEMO ANNOUNCEMENTS XXX 17

18 SUCCESS STORIES XXX 12 types of videos 18

19 At Animoto 12 types of videos USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST THOUGHT LEADERSHIP BLOG CONTENT COMPANY OVERVIEW PRODUCT DEMO HOW-TO S ANNOUNCEMENTS PRODUCT ONBOARDING TESTIMONIALS INTERVIEWS EVENT PROMO/RECAP PERSONAL MESSAGE FAQ S USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST THOUGHT LEADERSHIP BLOG CONTENT COMPANY OVERVIEW PRODUCT DEMO If > :10s HOW-TO S ANNOUNCEMENTS PRODUCT ONBOARDING TESTIMONIALS INTERVIEWS EVENT PROMO/RECAP PERSONAL MESSAGE FAQ S If someone has watched more than 10 seconds of our interesting content we target these prospects with videos ads meant to spark interest in Animoto. 19

20 importance TEST LEARN IMPROVE short-lived & important (e.g. product release) perpetual & important (e.g. homepage video) short-lived & secondary (e.g. event recap) perpetual & secondary (e.g. office tour) longevity 20

21 importance Test Learn Improve longevity RECOMMENDED TOOLS Video Creation Animoto BigVu Animaker Graphics & Screenshots Canva Piktochart Giphy Capture Stock Images & Vids Pixabay Video Blocks Pexels 21

22 4 BEST-PRACTICES 22

23 +78% MORE SPACE SQUARE vs. LANDSCAPE 10 tests, 60 variations +70% engagement on social media Square videos 40% more views 3X engagement 23

24 People Location Imagery Every element you use in your video is an opportunity to reinforce your brand. Text/Copy Font Colors Camera Music Logo SAVE THE BEST FOR F I R S T 24

25 Authenticity is more important than hilarity THE WHY THE HOW THE VIDEOS THE BEST PRACTICES 25

26 Again, the 3 key slides (feel free to take a pic!) THE WHY THE HOW TYPES OF VIDEOS BEST PRACTICES 26

27 12 types of videos THE WHY THE HOW TYPES OF VIDEOS BEST PRACTICES 1 Video is a MegaTrend 1 Amplify your existing marketing 1 Start with what already works 1 Create for mobile viewing Compelling & effective Create interest Convert interest 12 types of videos Square videos Preferred way to consume content Know your success metrics Test, learn, improve Save the best for first Mutiple benefits & efficiencies Go to where your audience is Do it yourself w/ simple tools Authenticity > Hilarity USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST THOUGHT LEADERSHIP BLOG CONTENT COMPANY OVERVIEW PRODUCT DEMO HOW-TO S ANNOUNCEMENTS PRODUCT ONBOARDING TESTIMONIALS INTERVIEWS EVENT PROMO/RECAP PERSONAL MESSAGE FAQ S 27

28 USE VIDEO TO CREATE INTEREST USE VIDEO TO CONVERT INTEREST Blog SEM + Landing Pages Social Media (Content Marketing) Objective = AWARENESS Success Metric: VIEWS (+ CLICKS, ENGAGEMENT) (Lead Nurture, Sales) Website Social Media (Video Ads) Objective = CONVERSION Success Metric: SIGN UPS or PURCHASES Ride The Video Wave. 28

29 THANK YOU. VIDEO IS CHANGING EVERYTHING HOW TO RIDE THE WAVE JASON HSIAO Chief Video Officer BRIAN PETERS Digital Marketing Specialist Questions? Join us at the Post Presentation Huddle 29