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Articles on Social Video Sharing and Social Media Video Marketing
The latest news articles, tips and trends about social video and social media video marketing and sharing on Facebook, Twitter, Vine, Instagram, Google+ and LinkedIn, including best practices for social videos, statistics on social media audiences and sharing behaviors, tips for generating engaging social media videos people will want to share, and news of inspired and successful social media campaigns.
Lacoste, the French sportswear and athletic equipment brand, has launched a new fashion line and tennis racquet, harnessing the power of interactive video mobile apps for promotion.
Director Romain Laurent, who has also directed videos for other luxury brands like Hermés, together with Paris-based agency MNSTR created seven videos for Instagram and Vine introducing the new sportswear and racquet. Users were also encouraged to follow Lacoste on their Snapchat to view behind-the-scenes shots of the videos in progress. The campaign was unified by the #BeautifulTennis hashtag.
Lacoste also simultaneously published a 128-page print book written by Desports magazine Editor Adrien Bosc entitled A History of Tennis and Elegance. It contains a short history of the sport and its influence on Lacoste design through the decades. The book also has a video component -- if the user holds their phone to certain images in the book they will transform into a video through the camera. The same feature works on Instagram when browsed on your computer.
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Adweek's Christopher Heine offers a suggestion to brands looking to capitalize on the National Basketball Association's March Madness week with a lesson from the NBA itself - maximize your social media video marketing content through Instagram. The NBA's has consistently held the No. 1 slot for sports leagues on the Adweek/Shareablee weekly brand charts for Instagram clips. They do so by offering short, concise and riveting moments from the previous night's highlights in rapid-fire clips.
Sean Miller of digital agency Rokkan advises, "A great video is only as good as its best frame." So if your content is lacking in quality content, stick to photos. But if you can create a compelling narrative, definitely use the video functionality. The benefit of using Instagram as a content video marketing tool is that it will cater to short attention span of users who are used to consuming content quickly. Brands can also share behind-the-scenes content, which is a best practice for social media marketing. Behind-the-scenes content creates a familiarity that surpasses the superficial. Instagram's story-telling functionality also allows users to share unexpected stories and relive their favorite memories during March Madness.
For small businesses social video marketing is most effective when the right platforms are used to reach target audiences. Snapchat can be a great venue to reach younger viewers, while Pinterest naturally lends itself to businesses including event planning and hospitality. From a time standpoint, small businesses may only need to spend twenty minutes daily interacting across social media networks.
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Branding is a primary reason organizations run paid social video marketing campaigns on Facebook. The social media network indicated that marketers buying paid video ads are not looking at video impressions as a key campaign metric. Facebook offers a way for viewers to discover social video content.
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The emergence of autoplay videos became a big trend among social media networks in 2014. From a social video marketing perspective, autoplay videos do seem to have a higher viewer completion rate than manual start videos. However, not all social media networks want to offer the autoplay option.
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Instagram has become a key component to successful social video marketing campaigns. Popular among users eager to share visual content, Instagram has surpassed Twitter in the number of official users. Currently more than 284 million use the Facebook-owned social media network. Mimicking other social media sites, Instagram will begin to offer verified user accounts in 2015.
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Instagram can be successfully used for social video marketing. The popular mobile app, used primarily for creating and sharing visual content, offers the opportunity to post :15-second videos. Brands such as GoPro use Instagram to share user generated video content (USG), showing GoPro cameras in action.
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According to a Social Media Marketing Industry report, 42 percent of marketers plan to increase their use of the Instagram platform to leverage visual and video opportunities. Industry analysts expect Instagram to outperform Vine for social video marketing campaigns in 2015. Marketers now have the option to purchase :15-second video ads on Instagram.
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Understanding the target audience is the first step to social video marketing initiatives. Once the audience has been identified, social video content can be developed. Social video distributions do need to be managed to ensure that the video is reaching the right viewers. Finally, incorporating a call to action and linking video content to a landing page will help to measure the program's success.
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The vast amount of video shared by users is done within the Facebook social media network according to metrics compiled by Unruly. Social video marketing professionals should include Facebook as part of their distribution strategy. Nearly 60 percent of social video shares occur within Facebook. The remaining 40.6 percent of social video shares are spread out between Twitter, Google+, Tumblr, Pinterest, and other social networks.
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Twitter understands the importance of social video marketing. The social media network is building video capabilities directly into its main app. While the new tool will encourage users to post video content, the real purpose for this feature is to enable brands to distribute video to audiences.
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The consumer should be at the forefront of social video marketing. Social video enables marketers to reach viewers through a multitude of different avenues. Some networks, such as YouTube or Facebook, offer the opportunity to leverage an embedded media player that supports video content. Other channels, like Twitter, are a way to reach viewers through real-time content.
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Fifteen seconds of footage with an unobtrusive logo is how brands can conquer social video marketing via Instagram and other apps. GoPro distributes social video content across a multitude of social networks, using content created by consumers. Simplicity can be the most effective way to gain social video views.
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Organizations, especially retailers, should incorporate Pinterest into their social video marketing distribution strategy. Videos pinned to Pinterest can broaden audience exposure and reach, resulting in more video plays. A video's thumbnail image needs to be eye-catching in order to attract Pinterest users. Follow other video best practices by utilizing strong keywords and adding a URL back to the webpage or blog page where the video lives.
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A social video marketing campaign utilizing the Vine app has been extended by Hyundai Motor America in support of the new Sonata model. The automaker created a series of Vine videos to showcase different features available in Sonata. Vine was selected as a medium because Hyundai was able to conceptualize some quirkier content that they thought would appeal to younger audiences.
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How viewers interact with social video marketing content will be one of the major social media trends of 2105. It is not enough for brands to post re-purposed TV content to YouTube. Audiences expect social video content to be digestible and interactive. Create content to fit the format. Also, it is essential that social video be vieweable across all devices. People are spending more time on mobile, making mobile the first device point of interaction.
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Uploading web video content directly to Facebook is one of the best ways for organizations to use the site for social video marketing. Video content posted to the Facebook social network performs better than sharing links to videos hosted on YouTube and other video platforms. Facebook wants to keep the user traffic, so native videos will receive a better position than links to other video content.
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American political candidates are not only expected to have an online video presence, but they increasingly need to engage with social video marketing to reach voters. In hotly contested states, the 2014 midterm election cycle has brought a surge of new video content deployed in support of candidates. Negative ads along with discussions of national topics have been key components of the political video content.
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A strategic social video marketing tactic is to upload video directly to social networks, such as Facebook. The ability to post native video along with new autoplay video products has helped Facebook to grow to the second most important social video platform. Videos posted directly to Facebook appear to perform better than YouTube video links shared on the social media network.
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According to comScore's August 2014 metrics, Facebook generated more social video views during the month than YouTube. There were a billion video views generated on Facebook during the month. However, YouTube outperformed Facebook on total mobile video views during the reported period.
