How do brands capitalize on built in social communities? How do you deliver engaging social video content, yet still be authentic? Before you engage, ask yourself is this shareable and would you watch on a mobile device?
Video will account for 2/3rds of mobile traffic by 2015. What makes story telling in video different on mobile and social? It is essential that your content is authentic. You need to respect your audience, be fun, impromptu and natural, irreverent, but not glib. It needs to be highly visual and they need to be able to watch it or read it; the platforms are all short form. Also, keep in mind most mobile will not have their audio on. How do you break through? A brand must deliver the best part of the video to deliver core message in first 3-5 seconds. You need to “ruin” the reveal- give away the goods upfront to get a user’s attention.
There are 80 million millennials that have grown up with the environments of You Tube, Facebook, Twitter, Instagram, Vine and Snapchat. If you want to reach them, you have to go where they are, but keep in mind that each of these social platforms act differently, so you need to see which would work best for your brand and design the video for the specific platform.
Vine is owned by Twitter. The format is 6.5 seconds or 180 frames to tell your story. Every second there are 9 tweets that go out with a Vine video attached. Humor and personality need to be huge here. Vine is truly a natural environment with non-celebrities leading the social pack.
Instagram, 150MM+ users. :15 video format. 17% of US adults use Instagram. 11% of US teens. It is owned by Facebook. Big potential for growth for brands because it is a sophisticated community that shares and uses hashtags to organize photos. Cull from the community and usual highly visual pictures to tell your story.
Snapchat- audience is young, 70% female between the ages of 13-25. 400MM messages are sent per day. Most of these messages are sent to one person, and it is growing. Highly visual, engaged audience.
Twitter, 240MM WW users. Represent 18% of US adults, 46% use daily with 29% coming back multiple times daily. 76% of those use it do so in the mobile space. Twitter is often a first source for news; the audience is sophisticated and aspirational. You have to be part of the real time conversation.
Facebook, 71% of US adults. 94% of US teens. Teens are sampling other networks, but not abandoning it. With Facebook you need to be able to tell a complex story in a simple way. On Facebook, you have to have a story post that will last for 18-48 hours.
So how do you decide which platform? Look at where your audience is. Decide what you want to achieve from your social video and manage your goals to determine the type of engagement you want. Remember: the web is not the same as social. Your content won’t work the same across both. There are different audiences, length, and writing styles for each. You have to design and measure differently for each platform.
Roni Jenkins, VP, Interactive Marketing Director