48
Why you should be utilizing video and GIFs in your brand storytelling Lauren Gray -- @laurenkgray
| Date post: | 15-Apr-2017 |
| Category: |
Social Media |
| Upload: | lauren-k-gray |
| View: | 680 times |
| Download: | 0 times |
Why you should be utilizing video and GIFs in your brand storytelling
Lauren Gray -- @laurenkgray
Why does this matter?
Video has 50 x better chance than plain text to getting to top of Google Search rankings
Video accounts for 50% of all mobile traffic– Will be 55% by 2016
52% of consumers say watching videos makes them more confidence in purchase decisions
92% of mobile video viewers will share with others
Forrester, Kantar Media, Cisco, Invodo and NPD
What we’re covering today
Video on social: Facebook, Twitter, Instagram, YouTube, Vine
Livestreaming: Meerkat and Periscope
GIFs– How to create them
– Why you should use them
– When / where you should use them
Tips for creating videos for your brand
Video on Facebook Today
Video is the fastest-growing media category on FB
Videos on FB see 4 billion+ daily video views
Facebook’s Autoplay feature and Call-to-Action button
Native videos see more organic reach in the newsfeed
Featured videos show up above your “About” section
Stats via Facebook Earnings Q2 2015
Facebook Video > YouTube for Brands
Brands are uploading more videos directly to Facebook
Doritos – FB Case Study
Drive more traffic to your site
Always upload your video directly to Facebook– Increases organic reach
– The video resolution is much higher
– Autoplay
– Adds a custom CTA
CTA
– Variety of options
– Direct your traffic
FB Takeaways
Keep videos short & tailored to your audience Use text throughout videos as some autoplay without
sound Upload videos directly to Facebook > YouTube link
– YouTube links don’t autoplay & are lower quality res
Utilize CTA at end of the video– Replay video or custom CTA
Customize
– Title
– Thumbnail
Video on Twitter Today
90% of videos views on Twitter are mobile (tablet, phone) 70% of users watch videos in their feed Native video drives…
Stats via Twitter Global Marketing Research, May 2015
Video on Twitter Today
Two ways to share on Twitter– Record from the app OR Import from device
Advertising– Robust targeting
– Charged for views when videos are 100% in-view on the user’s device, and has been watched for at least 3 seconds
Autoplay introduced in June
– Saw a 14% life in video recall over “click to play” option
– Saw a 7% increase in completions of promoted videos
Stats via blog.twitter.com
Promoted Video Best Practices
Promoted Video Best Practices
Promoted Video Best Practices
Promoted Video Best Practices
Promoted Video Best Practices
GIFs on Twitter
Quickly respond to and interact with customers with GIFs Sends a fast 2-5 second message Entertaining and engaging Brief brand storytelling
Instagram Video
Instagram videos create 2 x more engagement > photos
40% of the top videos from 2014 were created by brands
Instagram videos play in-line on Facebook for desktop users.
Instagram is also great for loop videos!
Stats via Instagram
Instagram Video
More brand storytelling over directly selling products Editing and filters
Vine Videos
5 tweets per second contain a Vine link A branded Vine video is 4 x more likely to be seen than a
regular branded video Funny Vine videos go further than serious ones Stop-motion
Tell your story, on loop, quickly Series for your brand
Stats via 7th Chamber
Vine Videos
Brands on Vine ask users for videos– Cross-promotional strategy
Stats via 7th Chamber
YouTube Video
You should still be using YouTube 3rd largest search engine behind Google and Facebook Reaches a more general audience
Keep your channel updated – this is your place to shine SEO and search rankings matter with YouTube
Klout Score algorithm now incorporates YouTube data, including views, shares, likes, and dislikes
Gatorade – Case Study
Gatorade – Case Study
Quaker – Case Study
About livestreaming
Real-time, unscripted access
Share and view live video broadcasts Experience isn’t just one-way; viewers can provide
feedback in the moment Gain a views of the world you can’t get anywhere else
For brands
Give consumers real-time access to moments that matter
Get real-time feedback from customers Make real-time announcements Interact with consumers in real-time
Livestream examples
Taco Bell hosted a mock press conference to promote “Breakfast Defector Day.”
Invited viewers to get a free breakfast biscuit taco on launch day
Livestream examples
Benefit cosmetics streamed makeup artist Maggie Ford Danielson sharing beauty tips
They also answered questions from viewers
Promoted this on social Knew their audience
Livestream examples
Coach gave followers an inside look to the Coach Men’s 2016 fashion show
Took viewers backstage Broadcasted interviews
Livestream Tips
Create anticipation– Promote a few days in advance to create buzz and reach a
wider audience
Be authentic– Viewers expect real-time action over a scripted
performance
Be responsive– Interact with viewers, respond to comments and questions
and encourage them to engage back
Encourage replays– Usually last 24 hours, so keep sharing!
GIFS!
GIFs!
Quick way to get a longer message across > a photo Interactive & fun Plays on loop – longer retained info > photo
GIFs!
Make your own – upload your own photos Take clips from a video you already created Respond to comments Add to posts on Facebook (limited) and Twitter
GIFs!
Tumblr's Creators program + Giphy Studio Brands can work with these programs to create content “The GIF remains the No. 1 piece of content that marketers
want,” - David Hayes, Tumblr's head of creative strategy
Branded GIFs are the perfect combination of content marketing and interactive communication
Interactive = more engagement = lasting impressions
GIFs!
Mountain Dew posts at least 10 GIFs per month across all their social platforms
"We're not just looking at one GIF as a way of storytelling anymore. We're thinking about how multiple GIFs can work together to tell a bigger story.“ - Christine Ngo, Mountain Dew's digital brand manager
All the takeaways…
Video Tips
Create video content tailored to your dedicated fanbase, not just a general video
Create some entertainment! Get funny. Always have a call-to-action
– Watch more
– Read blog
– Visit site
Be consistent– Find out what works best with your audience
Create More Engaging Videos
Inspire Educate Entertain Connect Call-to-Action Make a series! Original, exclusive, custom content
Video Tips
Go beyond your brand– What is your consumer interested in?
Build credibility– Show effectiveness of your product or service
Keep them relatively short and sweet – shareability matters! Be authentic – lose the script Use GIFs to respond, entertain and inform GIFs give a more substantial message > a photo
Let’s wrap it up
Every brand can use videos and GIFs on social
Affordable, fun and customizable options
Great way to interact with and entertain customers & fans
Helps with SEO and search rankings
Gives more insight behind your brand to your viewers
