No doubt you've heard this before - video is the medium for social in 2017.
A quick recap:
- Online video is forecast to account for 74% of all web traffic in 2017
- More than 500 million people are watching Facebook videos every day, while 1.5 billion users log onto YouTube every month
- Year over year, the time people spend watching video on Instagram is up more than 80%
If you have access to the internet, it’s likely that you’ve spent (and occasionally wasted) a good chunk of time watching and sharing video content.
The amount of time the average user spends watching digital video more than tripled between 2011 and 2015 - YouTube recently announced that more than a billion hours of video content is watched from their platform every day.
All the statistics make video seem like a no-brainer for any content marketing strategy, but when most of your personal favorite videos feature funny comedians, cute animals, or famous musicians, it can be difficult to imagine what video content would look like for your brand.
YouTube is reportedly investigating the possibility of launching live 360-degree virtual reality broadcasts on the platform. Technological hurdles remain in stitching 360-degree video by various camera manufacturers.
Stop me if this sounds familiar: You hear everybody talking about how great an opportunity YouTube advertising is. After all, this video-sharing website claims that more than 4 billion videos are viewed each day. That actually bigger than Facebook's reach (and growing).
Social video is everywhere - every time you check Facebook these days it turns out one of your friends has been “Live” or posted a video update. When you need to put together furniture you “YouTube“ it, when you’re out on a Saturday night, you post videos on Snapchat.
But social video is much more than putting together Ikea furniture or watching how your friends spend their evenings.
Facebook and Snapchat are each serving billions of individual video views per day, while YouTube reported recently that people are now watching a billion hours of content on their platform every twenty-four hours.
Here's a big prediction for 2016: consumers are going to continue living connected lives. In fact, they're going to get even more connected in the coming year. Shocking, right?
Hopefully, for most advertisers, the connected world presents tons of opportunity to innovate and find better ways to engage their audiences, because connectivity is here to stay. The real trends and innovations in 2016 emerge from how fast everything is continuing to change as a result of this connectivity, and how quickly consumers are changing their behaviors in pace with this evolution.
Because over-the-top (OTT) content is often central to this connectivity -- essentially allowing consumers to turn laptops, tablets and phones into "TV" devices -- digital video is quickly becoming the all-device connector of consumers and content. And, of course, where there are consumers and content, there are advertisers and brands vying to get their attention. This means that 2016 will undoubtedly see a significant shift in the way video is delivered, what video looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
Here are six things brands and advertisers can expect going into the new year:
While YouTube is the dominant platform when it comes to video SEO, the video offerings on platforms like Facebook, Instagram, Pinterest, and Snapchat shouldn't be ignored.
By now it likely you've heard that YouTube is the second most popular search engine after Google in the U.S. and probably globally. That's a lot of visibility and SEO/Social opportunity. But I urge you to think beyond YouTube in your video SEO and social strategy.
With hits like Purina's Dear Kitten (approaching 14.7 million views), Purina's A Cat's Guide To Taking Care of Your Human (5.8 million views and counting) and Clean & Clear's Awkward Things We All Do In Our Teens But Would Never Admit (almost at 1.8 million views), BuzzFeed Video is arguably one of the biggest names that produces millennial-targeted branded content.
"These are viewers who have actively decided that this is a piece of content that speaks to them—and it happens that it is conjunction with a brand. I think that's what the next level of branded video is about: really tapping into things like emotion and identity. When you can create that piece of content that speaks to somebody about they're going through, it's going to resonate better," said Jonathan Perelman, gm of video at BuzzFeed.
AT&T Inc. and the Chernin Group are nearing a deal to acquire a majority stake in Fullscreen Inc., a popular YouTube video network, a source close to the transaction said.
The deal between Fullscreen and Otter Media, a joint venture of AT&T and Chernin, would put the valuation of the company at $200 million to $300 million, said the source, who was not authorized to comment on the transaction.
Comcast is preparing to launch a video platform that will compete for ad dollars with web video players like Facebook and YouTube.
The service is called “Watchable,” Business Insider reports, but that name could change before launch time.
Video and social complement each other in many ways. Here are some tips that will ensure your marketing strategy leverages the links between the two.
Between the NBA's 3.5 million followers on Instagram, a General Electric (GE) Vine that received 25,000 likes, and an EA Sports video that generated more than 8 million YouTube views in a single month, one thing has become clear: social sites are where brands, and brand videos thrive. Marketers are using online video to engage consumers, yes. But it's social media they rely on to build and sustain their user base.
Facebook announced a host of new features for video ads Wednesday, highlighted by an automated captioning tool.
Facebook and Twitter aren't the only companies pushing forward with video ads this year.
Flipboard, a popular social news reading app, is planning to introduce video advertising in September, CEO Mike McCue announced during an appearance at a ReadWrite event in San Francisco on Wednesday night.
The first video advertiser on the platform will be Chanel, with more advertisers to come later.
2015 is undoubtedly the year of social video. So much so that the world’s largest social network has already made significant strides developing its strategy, more than tripling the amount of year over year video content in News Feeds worldwide. Here’s where advertisers may be missing out.
Humor is a potentially powerful weapon in a brand’s arsenal, but they must be savvy when they wield it in video form. That means in part creating relatable content that isn't too long and tells a brand’s story.
Laughter is often said to be the best medicine, and when it comes to digital marketing, it certainly presents unique opportunities for consumer engagement.
Like the social outcast who discovers he can make the star quarterback laugh and finds himself suddenly catapulted into the upper echelons of high-school society, a funny branded video can quickly engage an audience and raise a brand's social currency.
Video is becoming the most important medium for companies to master in order to stand out in 2017. For most of the last 15 years, value-adding blogs with a couple of eye-catching images were enough content to develop trust and build a following. While written words are still important, the expectation among internet users is changing.
Increased digital bandwidth and the lowered cost of video production has filled every corner of the web with video. As a result, users are relying less on blogs and ebooks, and more on engaging videos to provide them with the information they seek.
Facebook once again has news involving its use of videos, but this time it involves Instagram. The company revealed that carousel ads on its photo-sharing app will now support use of videos that it hopes will create “a richer storytelling experience.” As of yesterday, advertisers can have carousel ads entirely made up of videos, photos, or a mixture of the two formats.
Most people don't seem to consider YouTube a social network, but they ought to. The overwhelming majority of views of brand-related content come from user-generated content.
By guest columnist Matt McGowan, Google
Most of us are familiar with YouTube. More than 84 percent of us tune-in at least once a month and many much more often to get our daily dose of news from channels such as Vice or The Young Turks, recipes and cooking shows from the The Food Network and SORTED, or even beauty and fashion advice from the likes of Michelle Phan, LKISStyle and more.
Wendy’s and Coca-Cola's Brazilian brand Kuat are the first companies experimenting with the new GIF ad format Facebook is featuring on its business pages.
Despite been reticent toward animated GIFs for years, Facebook has finally started to let businesses post them as ads and page posts.
It’s never been easy for advertisers to get people to pay attention to them. It’s even harder when millions of people literally can’t hear their commercials.
But in a world where Americans are consuming more and more Web video on mobile phones, or in Web environments where video ads play without sound–particularly onFacebook–brands and top creative executives are having to adjust quickly.
With the new offering, announced at The Daily Mail's NewFront event yesterday, Snapchat's publishing partners can run 10-second ads on Discover.
Snapchat's latest ad offering, 10-second video ads, will run between articles and videos on Discover at a rate of $0.02 per view.
Pinterest has launched promoted videos that play sound and link viewers to pins for related products for purchase. Pinterest has seen a 60% increase in video saves to the platform in the last year and says that 75% of links and images saved come from businesses.
Advertisers are going to have a lot more to work with on Pinterest starting today.
The company is rolling out several new tools and pricing options for advertisers today. Perhaps the biggest of them is Pinterest’s take on a new video-like Promoted Pin — but, not in the way you might expect.
Can Creative Execution Ever Catch Up To Facebook Targeting?
With the emergence of Facebook as a leading direct response venue, and as the new “Target Marketing Data” behemoth, it seems likely that the upper hand in the “merry war” between the data wonks and the creative teams may have gone to the wonks for good.
You guys are about to become famous,” Gary Vaynerchuk told young, popular Vine video creators during invite-only meetings in May 2013 in New York and Los Angeles. “Be prepared for that journey, and figure out how to navigate through those things.”
Vaynerchuk was pitching producers of viral video clips to join his new talent-driven production company, GrapeStory, founded with partner Jerome Jarre. GrapeStory produces clips for major brands like General Electric, Samsung, Unilever and Virgin Mobile, companies that pay up to $25,000 per six-second video to place sponsored posts on Vine, Instagram and Snapchat. The 25 popular video creators on GrapeStory’s talent roster get an 80 percent cut from each clip they make.
Think of legacy media brands (as you probably often do) and some seemingly stodgy names come to mind. Newsweek. The Chicago Tribune. CBS News.
These companies and products have largely lost the Internet wars, at least so far. Their audiences have aged, and they have failed to change their product or their ways of distributing it. Revenue and prestige have both sagged. Others brands, meanwhile—like The New York Timesor NPR—are still struggling, but they seem to have fared better.
Twitter really wants publishers to embed Vines (its short, looping videos) into their sites, so today it released a WordPress plugin that makes it easier to do so.
Built on top of the Vine oEmbed API, the new official Vine plugin for WordPress lets users embed a Vine simply by pasting in the URL. More, from Twitter:
For years, Twitter Inc. has struggled with its Main Street appeal. Now the social-media service also may be losing its Madison Avenue allure. Twitter last week badly missed its first-quarter revenue estimates, attributing the shortfall to big-brand advertisers not increasing their spending as quickly as expected.
A year ago, Twitter released a new video ad option called First View, which gives marketers the opportunity to ensure their Promoted Video will be the first ad their target audience sees when they log onto Twitter for the first time on any given day.
As explained by Twitter:
“First View’s exclusive placement enables brands to achieve “Love at First View,” getting attention at the top of the timeline when users are at their most receptive.”
Some media companies say that despite Twitter's smaller audience, they are generating more money from advertising on Twitter than on Facebook. "We're making so little from Facebook video that the finance team doesn't even share it in the monthly reports. Twitter is a different story. It's looking a lot better than Facebook's 'suggested video' revenue," one media executive said.
Viewability matters when it comes to digital advertising -- if ads are more likely to be seen, they are more likely to be effective -- but what is the relationship between viewability and certain branding metrics such as purchase intent, message recall and product awareness?
According to TubeMogul, a programmatic video ad platform, serving ads on sites with higher viewability rates can nearly double purchase intent -- and boost message recall and product awareness as well. TubeMogul’s research comes from over one million streamed video ads.
TubeMogul divided the sites the ads were viewed on into two categories: one half with better viewability rates and one half with worse.
The platform has developed a number of new features, among them "Loop Counts," a new metric that allows Vine users to observe in real time how popular their videos are.
Vine, the Twitter-owned video-sharing platform, has unveiled "Loop Counts," a new feature to help users track their video views.
The new metric updates the number of viewers who have looped a video, both on Vine and in embeds across the Web, in real time. Although the new feature seems like a step in the right direction towards greater video marketing functionalities for Twitter, some market participants fear that it may also lead to deception.
Roughly 6 in 10 US adults say they watch videos when they visit a brand website with video content, and 4 in 10 prefer watching a brand video over reading the same information, per results from a survey [download page] conducted by Levels Beyond. The study results add to a growing body of research suggesting that consumers have a healthy appetite for video marketing, with numerous surveys (such as this one) indicating that online product videos boost consumers’ purchase likelihood. But what types of videos do consumers want to see?
According to the Levels Beyond survey, consumers are most interested in how-to, instructional or tutorial videos (67%), followed by:
For the first time in what seems like a long time Twitter answered its own question: "What's happening?"
"Saucy is happening," a Twitter-made marketing montage flashed across the screen at the platform's NewFronts event on Monday. Also happening, according to Twitter: "Gorgeous," "oops," "slam" and "creation."
Twitter has been using the phrase "it's what's happening" in its marketing to attract fresh attention to itself as a cultural touchstone. As a business, though, the question of what's happening hasn't always had a clear answer.
Simon Khalaf, Yahoo’s senior vice president of publisher products, today outlined some big shifts in the mobile ecosystem and unveiled some new tools for mobile developers. He made the announcements on-stage at the Yahoo Mobile Developer Conference in New York City and in relatedblog posts.
A recent study of paid social media finds that YouTube is more effective at both introducing customers to products and converting sales than any other social platform.
YouTube is leading the way in introducing new products to consumers and converting them to purchase, according to a recent study by AOL Platforms.
The report, which tracked data from 500 million clicks and 15 million conversions, found that YouTube was the clear winner in the first stage of the purchase funnel when it comes to paid advertising on social media platforms. Facebook came in as the second best platform for introductions and final purchases, followed by Google+ in third place. In last place was Twitter, which demonstrated that it is nearly 16 percent less likely than YouTube to introduce a client to a new product at the first stage of the buying cycle and 13 percent less likely to be the deciding factor in a purchase at the last stage.
YouTube has launched a free video-ad production service called Director Onsite in six US cities for small businesses that commit to spending $150 on the site. The platform has also released a video-ad creation tool called YouTube Director.
In a play to keep its stars from defecting to other platforms, YouTube is providing its top creators with "millions of dollars" in funding to produce new content.
Yesterday, the platform announced that it will provide provide funding for some of its most popular stars – such as fashion star Bethany Mota and Epic Rap Battles of History – enabling them to create higher-budget content and experiment with video format.
"Now, we feel the time is right to make another important investment in our creators. That’s why we’ve decided to fund new content from some of our top creators, helping them not only fulfill their creative ambitions but also deliver new material to their millions of fans on YouTube," wrote Alex Carloss, YouTube's head of originals, in a blog post announcing the news.