coastal social 2015 -- video + gifs for brand storytelling presentation

Why you should be utilizing video and GIFs in your brand storytelling

Lauren Gray -- @laurenkgray

Why does this matter?

Video has 50 x better chance than plain text to getting to top of Google Search rankings

Video accounts for 50% of all mobile traffic– Will be 55% by 2016

52% of consumers say watching videos makes them more confidence in purchase decisions

92% of mobile video viewers will share with others

Forrester, Kantar Media, Cisco, Invodo and NPD

What we’re covering today

Video on social: Facebook, Twitter, Instagram, YouTube, Vine

Livestreaming: Meerkat and Periscope

GIFs– How to create them

– Why you should use them

– When / where you should use them

Tips for creating videos for your brand

Video on Facebook Today

Video is the fastest-growing media category on FB

Videos on FB see 4 billion+ daily video views

Facebook’s Autoplay feature and Call-to-Action button

Native videos see more organic reach in the newsfeed

Featured videos show up above your “About” section

Stats via Facebook Earnings Q2 2015

Facebook Video > YouTube for Brands

Brands are uploading more videos directly to Facebook

Doritos – FB Case Study

Drive more traffic to your site

Always upload your video directly to Facebook– Increases organic reach

– The video resolution is much higher

– Autoplay

– Adds a custom CTA

CTA

– Variety of options

– Direct your traffic

FB Takeaways

Keep videos short & tailored to your audience Use text throughout videos as some autoplay without

sound Upload videos directly to Facebook > YouTube link

– YouTube links don’t autoplay & are lower quality res

Utilize CTA at end of the video– Replay video or custom CTA

Customize

– Title

– Thumbnail

Video on Twitter Today

90% of videos views on Twitter are mobile (tablet, phone) 70% of users watch videos in their feed Native video drives…

Stats via Twitter Global Marketing Research, May 2015

Video on Twitter Today

Two ways to share on Twitter– Record from the app OR Import from device

Advertising– Robust targeting

– Charged for views when videos are 100% in-view on the user’s device, and has been watched for at least 3 seconds

Autoplay introduced in June

– Saw a 14% life in video recall over “click to play” option

– Saw a 7% increase in completions of promoted videos

Stats via blog.twitter.com

Promoted Video Best Practices

Promoted Video Best Practices

Promoted Video Best Practices

Promoted Video Best Practices

Promoted Video Best Practices

GIFs on Twitter

Quickly respond to and interact with customers with GIFs Sends a fast 2-5 second message Entertaining and engaging Brief brand storytelling

Instagram Video

Instagram videos create 2 x more engagement > photos

40% of the top videos from 2014 were created by brands

Instagram videos play in-line on Facebook for desktop users.

Instagram is also great for loop videos!

Stats via Instagram

Instagram Video

More brand storytelling over directly selling products Editing and filters

Vine Videos

5 tweets per second contain a Vine link A branded Vine video is 4 x more likely to be seen than a

regular branded video Funny Vine videos go further than serious ones Stop-motion

Tell your story, on loop, quickly Series for your brand

Stats via 7th Chamber

Vine Videos

Brands on Vine ask users for videos– Cross-promotional strategy

Stats via 7th Chamber

YouTube Video

You should still be using YouTube 3rd largest search engine behind Google and Facebook Reaches a more general audience

Keep your channel updated – this is your place to shine SEO and search rankings matter with YouTube

Klout Score algorithm now incorporates YouTube data, including views, shares, likes, and dislikes

Gatorade – Case Study

Gatorade – Case Study

Quaker – Case Study

About livestreaming

Real-time, unscripted access

Share and view live video broadcasts Experience isn’t just one-way; viewers can provide

feedback in the moment Gain a views of the world you can’t get anywhere else

For brands

Give consumers real-time access to moments that matter

Get real-time feedback from customers Make real-time announcements Interact with consumers in real-time

Livestream examples

Taco Bell hosted a mock press conference to promote “Breakfast Defector Day.”

Invited viewers to get a free breakfast biscuit taco on launch day

Livestream examples

Benefit cosmetics streamed makeup artist Maggie Ford Danielson sharing beauty tips

They also answered questions from viewers

Promoted this on social Knew their audience

Livestream examples

Coach gave followers an inside look to the Coach Men’s 2016 fashion show

Took viewers backstage Broadcasted interviews

Livestream Tips

Create anticipation– Promote a few days in advance to create buzz and reach a

wider audience

Be authentic– Viewers expect real-time action over a scripted

performance

Be responsive– Interact with viewers, respond to comments and questions

and encourage them to engage back

Encourage replays– Usually last 24 hours, so keep sharing!

GIFS!

GIFs!

Quick way to get a longer message across > a photo Interactive & fun Plays on loop – longer retained info > photo

GIFs!

Make your own – upload your own photos Take clips from a video you already created Respond to comments Add to posts on Facebook (limited) and Twitter

GIFs!

Tumblr's Creators program + Giphy Studio Brands can work with these programs to create content “The GIF remains the No. 1 piece of content that marketers

want,” - David Hayes, Tumblr's head of creative strategy

Branded GIFs are the perfect combination of content marketing and interactive communication

Interactive = more engagement = lasting impressions

GIFs!

Mountain Dew posts at least 10 GIFs per month across all their social platforms

"We're not just looking at one GIF as a way of storytelling anymore. We're thinking about how multiple GIFs can work together to tell a bigger story.“ - Christine Ngo, Mountain Dew's digital brand manager

All the takeaways…

Video Tips

Create video content tailored to your dedicated fanbase, not just a general video

Create some entertainment! Get funny. Always have a call-to-action

– Watch more

– Read blog

– Visit site

Be consistent– Find out what works best with your audience

Create More Engaging Videos

Inspire Educate Entertain Connect Call-to-Action Make a series! Original, exclusive, custom content

Video Tips

Go beyond your brand– What is your consumer interested in?

Build credibility– Show effectiveness of your product or service

Keep them relatively short and sweet – shareability matters! Be authentic – lose the script Use GIFs to respond, entertain and inform GIFs give a more substantial message > a photo

Let’s wrap it up

Every brand can use videos and GIFs on social

Affordable, fun and customizable options

Great way to interact with and entertain customers & fans

Helps with SEO and search rankings

Gives more insight behind your brand to your viewers

Thank you!

@laurenkgray laurenkgray2@gmail.com

Let’s get to those questions!