VIDEO MARKETING

Christina Dick

ABOUT ME

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AN AUTHENTIC APPROACH TO SOCIAL:

Take the pressure off of yourself

“We often get so caught up in making sure we’ve used all the right hashtags and links that we forget to sound like the human beings we are.” -Forbes

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WHAT WE’RE GOING TO COVER

Why video?

What channels are best for video content?

Who is doing an awesome job?

How to start using video yourself

Q&A

“More video content is uploaded in 30 days than all three major U.S. TV networks combined have created in the past 30 years.”

VIDEO OPTIMIZATIONS BY CHANNEL

FACEBOOK

• Use “square” or 1:1 format. Studies show 1:1 outperforms landscape videos by 30-35% (source)
• Add captions to your video! 85% of videos are viewed on Facebook without sound (source)
• Make the first 3 seconds count. Facebook’s Autoplay will count 3 seconds as a “view” (source)

THE TASTY REVOLUTION

Tasty is just two years old, but by several measures it is now producing some of the most popular digital content in the world.

FACEBOOK LIVE

• Write a compelling headline for your Facebook Live sessions to attract more viewers (source)
• Promote the day and time of your Facebook Live. Better yet, get your videos on a schedule/series.

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TWITTER

• Humanize your videos. Videos showing people in the first moments are 2x more like to be viewed (source)
• Tell a story. Videos that have a clear beginning, middle, and end can increase viewership (source)
• Videos that simply aim to entertain your audience can lead to a 15% higher intent to share (source)
• Maximum video length is 140 seconds with a file size of up to 512mb (source)
• The video format supported for mobile apps are MP4 and MOV (source)

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INSTAGRAM

• Use “square” or 1:1 format. Studies show it costs 33% less to get someone to engage with square video (source)
• Think “no sound.” Instagram requires that you “tap video for sound” meaning silence is automatic (source)
• Part of the appeal of Instagram is the quality of content. Aim to keep your videos on par with your photos
• Posts with at least one hashtag get 12% more engagement. Remember to optimize captions & tags (source)
• Instagram Stories allows uploading of videos within 24 hours of being “added” to your phone. Anything you create on your computer and send to your phone counts within that rule
• “Bring your photos to life” with Instagram Stories. Behind-the-scenes looks at how the photo was created

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INSTAGRAM STORIES

“Your Instagram Stories don’t have to be as polished as in-feed content. In fact, the ad-hoc, “let’s stop getting polite and start getting real” nature of the Instagram Stories feature is a huge part of its appeal for Instagram users weary of glossy visuals and impossibly perfect lifestyle shots.”

• Instagram Stories allows uploading of videos within 24 hours of being “added” to your phone. Anything you create on your computer and send to your phone counts within that rule
• “Bring your photos to life” with Instagram Stories. Behind-the-scenes looks at how the photo was created

YOUTUBE

• Add captions to your video! YouTube videos may see 40% more views with captions/subtitles (source)
• Make the first 3-10 seconds count. 20-25% of viewers will watch less than 10 seconds (source)
• Use robust video descriptions and tagging in addition to meta data to help with SEO rankings (source)
• Use high-resolution 720p or 1080p HD. 720p format has a resolution of 1280 x 720 or an aspect ratio of 16:9 and 1080p format has a resolution of 1920 x 1080 or an aspect ratio of 16:9 (source)
• Spend some time picking the right keywords to unlock major channel growth and video views (source)

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SNAPCHAT

• Add text and drawings to your video! 33% of videos are viewed on Snapchat without sound (source)
• Make the 1st Snap count. We’ve found that 22% of viewers drop off after one Snap (Add us on Snapchat)
• Record in a vertical format. Viewers tend to engage more with content that looks and feels native (source)
• Provide a variety of content that your users will find either entertaining or helpful (source)

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How to start using video yourself

THE GATEKEEPERS ARE GONE

"Let's talk about picking yourself. All of us are surrounded by people who can't wait to be picked. Authors used to need to be on Oprah, we want to be picked by our local political party. We want to be picked our boss. We get picked, which authorizes us to do art. �But gatekeepers don't have all the power anymore. If you want to make a record, make a record. Put it on iTunes. Pick yourself. If you want to write, write. Build a blog. If you want to start a software company, you don't need a permit, you don't need anything. You just start it. And so we see authors and writer and singers and entrepreneurs and anyone who wants to, because we're all one clock away from each other. Raise your hand and say, "I'm in. Here's what I make. Here's what I do." Don't be so desperate to be picked." - Seth Godin

LOOK TO THE BEST

OUTCOME, NOT OUTPUT

Quality over quantity.

Don’t create content for content’s sake

CREATE ONCE. PUBLISH EVERYWHERE

• Video is not for everything. Think about how video can enhance your current strategy. It doesn’t need to replace it completely.
1. Product Demos
2. Tutorials
3. Interviews

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INVEST IN VIDEO RESOURCES

Camera

Mic

Tripod

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LEVERAGING CONTENT CREATORS

If you can’t create great content for yourself, pitch yourself or your clients to existing content powerhouses and leverage that content across other channels.

SCREEN-SHARE VIDEOS

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Don’t forget about educational, informative or exclusive and intimate video content. Go live in a Facebook group to train or explain.

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Nervous to get started?

“Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit home and think about it. Go out and get busy.” Dale Carnegie

You Can Also Hire It Out

Here are a few local agencies you can hire to create top-notch video content if you want to invest in video content.

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ASK ME ANYTHING

APPENDIX

SOCIAL MEDIA TODAY | Social Video Marketing Tips for Small Business

SOCIAL MEDIA TODAY | 12 Perfect Video Types for the B2B Customer Lifecycle

INC | How to Leverage Social Media In 2018: A Video Marketing Guide for Brands

BUFFER | A Video Marketing Guide On Creating Epic Content for Facebook, Snapchat, Twitter, and More

AMY SCHMITTAUER | The Only Video Equipment You Need

NY TIMES | How BuzzFeed’s Tasty Conquered Online Food

SOCIAL MEDIA EXAMINER | How To Use Video On LinkedIn

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