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From clicking to swiping, commenting, liking, subscribing, and binging — we’re living in a new media landscape, where we’re bombarded with more advertisements on more channels than ever before.

According to the American Marketing Association, the average U.S. consumer is exposed to 10,000 brand messages a day.

When considering what’s behind this shift, it’s impossible to ignore the advent of smartphones and social media. Taken together, these technological advancements have ushered in an digital era characterized by a seamless, 24/7 content barrage. Research shows that the average person checks their phones a whopping 85 times a day.

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Given the power and popularity of social platforms and mobile devices, marketing messages are infiltrating consumers’ lives like never before. This is creating the next challenge for modern marketers: Creating enough content to saturate feeds without compromising efficiency, authenticity, and budgets.

What’s more, according to a new Nielsen study, American adults spend more than 11 hours per day watching, reading, listening to or simply interacting with media and that number is growing year over year.

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Did you know?

80% of internet traffic will be videos by 2020

CISCO

WIREBUZZ

HUBSPOT

95% of the message is retained when people watch videos

72% of people prefer to learn about products through video

With the number of online video views forecasted to pass 200 million this year, video should be your go-to format for driving everything from awareness to direct response. More than ever, brands need to utilize the eye-grabbing power of motion-driven ads to cut through the clutter and strike an emotional chord with consumers.

Needless to say, video is both the future — and the present — of storytelling. So, the real question becomes: how can brands adapt their content strategies to capitalize on evolving consumer behaviors and technologies?

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The good news? Creating engaging video doesn’t have to be a headache. Considering the rise of the gig economy and as a result, the accessibility of high-quality creators at scale through technology, it’s just a matter of brands empowering their consumers to create content on their behalf. These creators are the answer to delivering authentic video ads that are cost-effective, produced at speed, and proven to perform.

In fact, video ads that utilize UGC are 31% more likely to be described by consumers as ‘unique’, and 28% more likely to be described as ‘memorable.’

31% 28%more unique more memorable

User-generated videos:

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When working with consumers, brands can bypass the complex approval chain that typically comes with agencies, allowing the creators to effectively act as their own agency. From stay at home moms, to students, to traditional 9-5 workers, the gig economy has empowered anyone to become a creator. Whether it’s a side hustle or full-time role, a whole new world of creatives has been unlocked.

Age: 29Followers: 5KLocation: Madrid, SpainSpeciality: Stop-MotionInterests: Travel, food, sports

Age: 29Followers: 12.4KLocation: Redding, ConnecticutSpeciality: Beauty TutorialsInterests: Lifestyle, beauty, fashion

Age: 20Followers: 34.9KLocation: Goleta, CaliforniaSpeciality: Narrative VideosInterests: Entertainment, fashion, travel

MIKE ESPINOSA

AMANDA BELLANTONI

DONNOVEN NGUYEN

THE FUTURE OF CONTENT:

CONSUMERS ASCREATORS

Meet the creators:

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More and more leading brands are leveraging their consumers to create mobile-friendly, social-optimized videos at scale and on demand. The result: Content created for a fraction of the cost and time typically required for video production.

Created for consumers, by consumers

Created in hours/days instead of weeks/months

SPEED

PERFORMANCE

Created in hours/days instead of weeks/months

COST

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Multiple creative iterations to optimize based on performance

THE STORY:Content created via agencies was inauthentic, expensive and time-consuming, while organic user generated content had inconsistent quality and quantity. Dollar Shave Club wanted to find a way to create high volumes of high quality content to use in paid ads.

THE GOAL:Test the impact of custom user generated content on brand recall and CPA.

THE RESULT:Dollar Shave Club partnered with Social Native, a technology platform for content creation and optimization, to create over 350 images and videos to test in Facebook paid ads. Social Native applied the test-learn-repeat approach to dynamically optimize the content to maximize conversions and lower the campaign’s CPA.

25pt+

6.5%

22%

lift in ad recall for users shown Social

Native content

lower CPA than Dollar Shave Club benchmark

decrease in CPA due to Social Native creative

optimization

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Content toDecrease CPI

THE STORY:Vertical video is the next frontier of how people share and consume content on mobile. Panini NFL, the leading app for NFL collectibles, wanted to find a cost effective vertical video solution for creating content optimized for Snapchat ads.

THE GOAL:Panini NFL partnered with Social Native to create authentic user generated videos of their customers engaging with the NFL app and recommending it to their friends.

THE RESULT:Based on Snapchat ad metrics, the Social Native AI optimized creative production in real-time to increase performance. The brand tested 10 video assets and uncovered 4 attributes of high performing content to replicate and repeat. As a result of the creative optimization, Panini NFL increased performance of Snap ads by 3X.

72

$1,000

3X

hour turnaround for 10 videos

cost per custom video

higher performance with Social Native

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Turn TV commericals intomobile-optimized videos

THE STORY:As an emerging skin care and cosmetic brand, Beautycounter wanted to amplify their Facebook ad strategy to maximize exposure and CTR. The brand was looking to highlight their safe, high-performing products by educating consumers on the importance of eliminating questionable or harmful chemicals from their beauty routines.

THE GOAL:To attract consumers and shine a spotlight on their promise of purity, Beautycounter joined forces with Social Native to convert Beautycounter’s existing assets into eye-catching, mobile-optimized videos.

THE RESULT:By running the mobile-optimized video asset in their Facebook ads, the brand was able to share their campaign message with relevant shoppers in dynamic and immersive ways. The campaign with Social Native videos achieved a 21% lower CPM and 67% higher CTR than the campaign with traditional videos.

67%

21%

higher CTR

lower CPM

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These are just a few examples of how brands are sourcing consumer content creators to generate mobile optimized videos. By doing so, they’re reaping the benefits and high performance of video ads without the drawn-out production time or the expensive tab.

If you’re feeling overwhelmed by the prospect of creating mobile-first videos to fuel social feeds, start by using enabling tech companies, like Social Native, to your benefit. We’ve built a pool of diverse, experienced video creators who can deliver stunning video executions on demand — no matter how exacting or complex. In this way, we’re tapping into the power of many to help brands scale video production without increasing costs.

Unlock the power of video marketing today.

ALL IMAGES & VIDEOS IN THIS WHITEPAPER WERE CREATED VIA SOCIAL NATIVE

MeetSocial Native