Creating and sharing video content is one of the hottest trends in social media marketing. Consumers want more video content, and the social networks are creating more functionality to support that growing need. Marketers who can ride the video trend early can grow their following, customers and revenue.
The social media experts at Sprout Social have teamed up with the video creation professionals at Animoto to present a webinar all about how to easily create and share videos to boost your social media engagement. Among other things, you’ll learn how to:
Create unique social media videos at scale.
Distribute your videos to your social channels.
Analyze performance to inform new videos.
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
6 Keys to Boosting Engagement with Videos
1. 6 Keys to Boosting Social
Engagement with Video
PRESENTED BY
&
@Animoto @SproutSocial #SproutWebinar
2. &
Presenters
Jeff Kahsen Michael Patterson
Video Marketing, Animoto Social Marketing, Sprout Social
@Animoto @SproutSocial #SproutWebinar
3. &
Overview
Why You Need to Embrace Video
•
How Companies Currently Utilize Videos
•
6 Keys to Boosting Engagement with Video
•
Q&A
@Animoto @SproutSocial #SproutWebinar
5. &
Video Increases Social KPIs
https://www.facebook.com/SproutSocialInc/insights/
@Animoto @SproutSocial #SproutWebinar
6. &
Video drives engagement
Videos generate
153%
more Facebook
interaction than any
other media type
88%
of website visitors stay
on a site longer when a
prominent video
is displayed
@Animoto @SproutSocial #SproutWebinar
7. &
Video generates leads
Consumers are
46%
more likely seek
information about a
product or service
after viewing a video
77%
consider companies
that make video to be
more engaged with
their customers
@Animoto @SproutSocial #SproutWebinar
8. &
Video drives conversion
96%
of consumers find
videos helpful when
making purchase
decisions
73%
of users are more
likely to purchase a
product or service
after watching a
video
Video generates an
86%
lift in conversion
versus print based
content
@Animoto @SproutSocial #SproutWebinar
17. &
6 Keys to Boosting Social
Engagement with Video
@Animoto @SproutSocial #SproutWebinar
18. &
Key #1: KISS 2.0
Keep it short & succinct
20%
of viewers will
click away
from a video within
10 seconds
@Animoto @SproutSocial #SproutWebinar
19. &
Key #1: KISS 2.0
Keep it short & succinct
Average Video Length: 55.3 seconds
Average View Duration: 18.2 seconds
@Animoto @SproutSocial #SproutWebinar
21. &
Key #2: Content Matters
Source: Twitter, Nielsen, DAN
4 Best Practices for Video on Twitter
1) Create personal connection early - Videos that feature people in the opening
moments are 2x as likely to drive consumers to opt in to view
2) Tell a story - Videos with a clear story arc boost purchase intent by up to 9%
3) Entertain to maximize engagement - Videos intended to entertain viewers
increase view opt in by 13% and sharing by 15%
4) Focus on customer value - Videos that highlight how a product will improve a
customer’s life drives lift of 14% for brand affinity
@Animoto @SproutSocial #SproutWebinar
22. &
CAMERA
Key #3: Quality is key
But you don’t have to break the budget to achieve it
Canon EOS 70D (MSRP: $1000)
@Animoto @SproutSocial #SproutWebinar
23. &
AUDIO
EQUIPMENT
Key #3: Quality is key
But you don’t have to break the budget to achieve it
Shotgun Microphone and Stand
MSRP: $50
@Animoto @SproutSocial #SproutWebinar
24. &
LIGHTING
Key #3: Quality is key
But you don’t have to break the budget to achieve it
Softbox Lighting Kit (MSRP: $125)
@Animoto @SproutSocial #SproutWebinar
26. &
Key #3: Quality is key
But you don’t have to break the budget to achieve it
Canon EOS 70D (MSRP: $1000)
Shotgun Microphone and Stand
(MSRP:
$50)
Softbox Lighting Kit (MSRP:
$125)
@Animoto @SproutSocial #SproutWebinar
27. &
Key #3: Quality is key
But you don’t have to break the budget to achieve it
http://wistia.com/library@Animoto @SproutSocial #SproutWebinar
28. &
Key #3: Quality is key
But you don’t have to break the budget to achieve it
http://animoto.com/blog
@Animoto @SproutSocial #SproutWebinar
30. &
YouTube
Over 1 billion YouTube
users consume hundreds
of millions of hours of
video every day.
Key #4: Social Media Distribution
Facebook
Over 4 billion Facebook
video views a day. Native
autoplay and CTA.
Twitter
Up to 30 second videos.
Twitter videos autoplay in
the stream.
Instagram
3 - 5 second clips that
autoplay in users’
Instagram stream.
Snapchat
Users opt-in to organic
posts from brands, which
can be 10 seconds long.
@Animoto @SproutSocial #SproutWebinar
32. &
Key #6: Video Analytics
@Animoto @SproutSocial #SproutWebinar
33. Key #6: Analyzing Video Data - Questions to Consider
• Which videos drive the most
engagement?
• Which videos receive the most
shares?
• What type of content resonates
with your audience?
• What length of video is
preferred?
&@Animoto @SproutSocial #SproutWebinar
34. &
1. Length
Keep your videos short
and succinct.
6 Keys to Creating Engaging Social
Videos
2. Content
Spend time creating
content that resonates
3. Quality
You don’t need to break the
bank to get solid equipment.
4. Distribution
Optimize your videos for
each social network.
5. Frequency
Share your videos as
often as you can.
6. Analytics
Use video data to inform
your future strategies.
@Animoto @SproutSocial #SproutWebinar
37. &
• Manage your social
communication effectively.
• Find and join important social
conversations.
• Work your way through
messages by marking them
complete.
Engagement
SPROUT SOCIAL DEMO &
38. &
• Queue posts to send at the
best times.
• Simultaneously post to
multiple networks.
• Schedule months of content
in advance.
Publishing
SPROUT SOCIAL DEMO &
40. &
• Manage your Inbox as a
team.
• Turn any message into a
task.
• Utilize our Zendesk and
UserVoice integrations.
Collaboration
SPROUT SOCIAL DEMO &
41. &
Sign-Up for a free 30-day Trial
sproutsocial.com
@Animoto @SproutSocial #SproutWebinar
43. &
Sign-Up for a free 14-day trial
animoto.com
@Animoto @SproutSocial #SproutWebinar
Notes de l'éditeur
Goal of social video is to get the viewer to engage. Take the first step…. Could be liking or commenting, could be clicking on the CTA for more information.
Consumes are extremely fickle. They will scroll through social feeds fast. Autoplay helps but you only get 2-3 seconds to convince the user to press play.
That’s why there’s a boom in short form videos. These ‘snackable’ videos are filling news feeds because they suit our impatient nature and our busy lives. And the more videos are consumed on mobile, the shorter they need to be.
Autoplay exacerbates it. Need to create content that leaves an impression in the first 10 seconds without sound!
Keep videos relevant, interesting and as short as possible. Preferably under 30 seconds. Under 20 seconds is even better.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.
Brand - Worked hard to establish. Make presence known - and early!
Personal - People respond to videos that show personality the most. Get in front of the camera!
Clickable call to action - Social only meant to be a lead in. Viewers will likely want to have more. Have a call to action - preferably clickable (Facebook lead form at the end)
Hook them early - We’ve seen that length matters. Play around with
Text Matters - Used to be Music Matters. Still very true but with the advent of auto-play and silent videos dominating newsfeeds, it’s less important for social. Here, subtitles matter as the context will be what keeps them watching and clicking to see more.