Best practices for creation, distribution, and amplification

1. Social Video – What’s Next?
Shannon K. Murphy Wednesday August 31st, 2016
@shannonkmurphy
Best Practices for Creation, Distribution, and Amplification

2. Video across social networks is where audiences
obtain news, information, and entertainment.
Video in social streams can be utilized across social
properties to start a two-way dialogue with prospects
and customers.
These content assets are essential to how brands tell
their stories in an increasingly visual digital forum.
What is Social Video?

3. Facebook now sees 8 billion average daily video views
from 500 million users.
Of small business owners and marketers who plan to
spend money on social media in the next 12 months,
two-thirds plan to promote video on Facebook, more
than any other channel.
Social Video on the Rise

4. 82% of Twitter users watch video content on Twitter.
65.8% of US companies with 100+ employees use
Twitter for marketing.
77% of Twitter users feel more positive about a brand
when their Tweet has been replied to.
Social Video on the Rise

5. YouTube is still 11.3 times bigger than Facebook
video in the U.S. and 8.2 times bigger worldwide in
terms of viewing hours, on the web, and in-app
Social Video on the Rise

6. Social Video:
The Customer Journey

7. Awareness

8. Awareness

9. Engagement

10. Conversion

11. Conversion

12. Conversion

13. Conversion

14. Conversion

15. Retention

16. Advocacy

17. Advocacy

18. Advocacy

19. Social Video:
Channel-Specific Best Practices

20. How to Share Video on Facebook
Facebook Video
Counts as view 3 seconds
Autoplay default? Yes
Autoloop? No
Audio state default Muted
Maximum length 2 hours or 4GB upload
Public view counts? Yes
Metrics dashboard? Yes
Favors native video? Yes
Source: Pew Research Center

21. Twitter Video
Counts as view Click to play
Autoplay default? Yes
Autoloop? No
Audio state default On
Maximum length 140 seconds (00:02:20)
Public view counts? No
Metrics dashboard? No, Advertisers only
Favors native video? Yes
How to Share Video on Twitter
Source: Pew Research Center

22. YouTube Video
Counts as view 30 seconds
Autoplay default? Yes
Autoloop? No
Audio state default On
Maximum length None
Public view counts? Yes
Metrics dashboard? Yes
Favors native video? N/A
How to Share Video on YouTube

23. Key Social Video
Content Takeaways

24. • Start with Social in Mind
• Create a Mission Statement for Each Platform
• Champion Stories that Elicit Emotions
• Keep it Short
Key Takeaways

25. Distribution & Analysis

26. • Differentiate Videos Across Audiences & Social Sites
• Post Native Video to Each Social Media Channel
• Collect Social Media Data to Reach Goals
• Track Growth
• Tie Together Social Distribution/Measuring and OVP
Metrics
• Integrate with Marketing Tech Stack (MAP and CRM)
Distribution & Analysis

27. Questions?
Thank you! Connect after the webinar by following
or tweeting @shannonkmurphy