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Social Video Marketing Tips and Trends from the Trenches

Laura Fitton

Inbound Evangelist, HubSpot

Deeply silly. Fiercely optimistic. Makes things happen from scratch.

@pistachio

LAURA FITTON

1. Social Video Trends

2. Tips: Shape and share your messages via video

3. Tips: Build social influence and community

Social Video Marketing

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1 Social Video Trends

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6 Billion – Facebook – 3Q 2015

8 Billion

– Snapchat – 1Q 2016 ~60 videos per user per day! 5x over 1Q 2015

Proliferation of Video: Daily Views

http://www.kpcb.com/internet-trends

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95% of Facebook users watch video

in the feed with the sound

OFF

Text Matters. A Lot.

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Facebook surfaces

video in the feed more often than any other type of

content

Your Mileage May Vary

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Facebook Live videos get

3x More views WHILE they are live vs. later on

#FOMO

Now Playing

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http://adage.com/article/digitalnext/tv-budgets-shifting-social-time-worry/304078/

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Social Video: Ad Growth

http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977

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YouTube (85%) & Netflix (66%)

have already outpaced TV

(62%).

Facebook (53%), Instagram

(37%), and Snapchat (33%),

are coming up fast.

Where Are Youth Watching?

http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977

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Video comes in as

the #3 most

desired content on

computer/laptop.

On mobile, it’s #2

on mobile.

Content, Ranked

Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond

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Video = Most Thoroughly Consumed

Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond

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Appetite for Future Content

Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond

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2 Tips: Shape and Share Your Message via Video

Tweet Quote!

“ Make the customer the hero of your story. Ann Handley Chief Content Officer MarketingProfs

Image Credit: Fotographia Guerilla

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“The Art of Telling Someone Else’s Story”

http://bit.ly/someonesstory

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http://www.hubspot.com/customers

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8 of 10 Most viewed case studies for 2015

Included video

PS… It works!

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“Experiment. If something

works, keep doing it.” - Rachel Zarrell, (BuzzFeed) MTV

Experiment

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Type View Rate*

First Person (Talking Head) 35% Primarily Words 27% Primarily Imagery 24% Third Person (Narrative) 23%

*ratio of videos served vs views measured

Experiment & Measure: Formats

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Snapchat “view” counts instant Facebook “view” counts >3 seconds Facebook (desired) >10 seconds Snapchat Ads 3-10 seconds Snackable videos 45-120 seconds Maximum* 5 minutes

Experiment & Measure: Duration

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Experiment & Measure: Subjects

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If the content FITS… Facebook Instagram Twitter Snapchat

Experiment & Measure: Platforms

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•  Animals, kids & food (visuals!) = most views •  How-to videos = best conversions •  Provide something catchy: get attention <3

seconds, keep through at least 10+ seconds •  Embed links midway or in post (not end) •  Text is crucial •  Content is more important than timeslot

Experiment & Measure: HubSpot Learnings

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Make it Work, Together

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Share Across Multiple Media/Channels

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3 Tips: Build Influence & Community

Influence (was) Attract attention to yourself

Provide attention & value to others

Influence (is)

Image: http://inay.org #INBOUND14

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So, You’ve Got This… Post Announcement Offer Infographic Story Promotion Photo Event

V I D E O

…THINGY

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Don’t Do This to People.

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Like, Ever.

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What Would You Do?

“If you want someone to share your work, why don’t you start by … talking to her or him?” -Amy Vernon

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https://wiki.hubspotcentral.com/display/~bhalligan/Hubris+--+A+Company+Killerany+Killer

Audience, Prospect, Customer, Employee, Influencer

Nurture People.

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Have I heard of them? Have they heard of me? Do I know them? Do they know me?

(How) Should You Approach?

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Is relevant to them? At all? Do they have an opinion on ? Do they want ? Did they help create ? Will help them? Will make them look good? Will serve their audience?

Relevant AND Useful

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What Would You Do?

Would You Ever Build A Brand By Sharing Random Shit?

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https://wiki.hubspotcentral.com/display/~bhalligan/Hubris+--+A+Company+Killerany+Killer

What Would You Do?

So Then… Why Should They?

Listen. Learn. Care. Serve.

Take Good AMAZING Care of the Network You

Already Have

To grow ANY network…

Photo: http://www.flickr.com/photos/harmishhk/

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Why Pitch When You Can Connect?

DON’T: •  Spam •  Beg for attention •  Demand value and attention

“Follow me” “Share my stuff” “Reply to me” “Help me” “Tell your followers”

DO: •  Find their contact info •  Earn attention •  Give value and attention

Follow Share their stuff Answer their questions Provide help Show what’s in it for their audience

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“Only Connect.” - E.M. Forster

1. Social Video Trends

2. Tips: Shape and share your messages via video

3. Tips: Build social influence and community

Social Video Marketing

#wistiafest

Thank you.