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Kristy  Sammis,  Founder  of  Clever  Girls  
BREAKING  INTO  VIDEO  
4/13/16  @kristysf  
The  Ul'mate  Influencer  Marke'...
@kristysf  
IT’S  2016:  
YOU  NEED  VIDEO  
IN  YOUR  LIFE  
@kristysf  
64%  
YOU  NEED  VIDEO  IN  YOUR  LIFE  
79%  
4X  
1200%  
Online  video  accounted  for  64%  of  all  
cons...
@kristysf  
THE  STAGE  IS  SET  
•  The  video  market  has  matured  
•  Marketers  cannot  rely  on  long-­‐form  story...
@kristysf  
CONSUMERS  ARE    
85%  MORE  LIKELY    
TO  PURCHASE  A    
PRODUCT  AFTER    
WATCHING  A    
PRODUCT  VIDEO...
@kristysf  
INFLUENCER  MARKETING  IS  READY  
CONVERGENCE    
Video  isn’t  siloed  from  the  rest  of  digital  and  in...
@kristysf  
POPULAR  PLATFORMS:  
Who's  On  Them,  What  They're  Doing  &  When  To  Engage  Them  
@kristysf  
6M  Views  (in  3  weeks)  
@kristysf  
•  82%  of  all  internet  users  visit  YouTube  
  
•  300  hours  of  video  are  uploaded  every  minute  ...
@kristysf  
@kristysf  
•  At  least  28%  of  adults  online  use  Instagram  
  
•  Majority  of  adults  are  aged  18-­‐29    
  
...
@kristysf  
Amanda  Cerny    |    14M  Loops    |    311K  Likes    |    84K  Revines  
@kristysf  
•  200M  monthly  viewers  
    
•  Over  70%  are  millennials  or  younger  
  
•  Teens  and  tweens  LOVE ...
@kristysf  
Fajita  Stuffed  Chicken  
35M  Views  
539K  Likes  
115K  Comments  
  
DIY  Cat  Tent  
57M  Views  
441K  L...
@kristysf  
•  70%  of  Facebook  video  is  uploaded  directly  to  the  plaform:  it’s  easy  and  “everyday”  
people  ...
@kristysf  
@frmheadtotoe  @victoriassecret   @Shonduras    &  @Emgarber  
@kristysf  
THE  GOOD:    Over  100M  daily  acSve  users.  60%  of  Snapchat  users  are  in  the  13-­‐24  
age  range. ...
@kristysf  
“Tune  in  March  26-­‐29  between  1-­‐9  p.m.  ET  
for  sets  and  words  with  Lil  Wayne,  George  
Clint...
@kristysf  
•  10M  users,  half  are  millennials  
•  100M  broadcasts  
•  SSll  working  on  widespread  adopSon  
•  ...
@kristysf  
?
?
?
?
?
?
?
?
?
?
?
FACEBOOK  LIVE/YOUTUBE  CONNECT  
@kristysf  
•  More  live-­‐streaming  opSons  means  consumers  and  brands  will  adjust  to  live  video  
being  a  “n...
@kristysf  
BEST  PRACTICES:  
•  Product  Reviews  
•  Tutorials  
•  “Hauls”    
•  Day  in  the  Life/Just  for  Fun  
...
@kristysf  
WAS  IT  AWESOME?  
YOU  GET  WHAT  
YOU  MEASURE  
(JUST  LIKE  EVERY  OTHER  SOCIAL  
PLATFORM  EVER)  
@kristysf  
WAS  IT  AWESOME?  
•  Video  is  not  a  magic  bullet!    
  
•  You  can  only  measure  success  if  you  ...
@kristysf  
LET’S  NOT:  
CONTROL  THE  VOICE  
You  can  control  the  message,  but  not  how  the  influencer  is  conve...
@kristysf  
A  QUICK  WORD  ABOUT  KIDS,  TEENS,  
TWEENS  &  COPPA-­‐COMPLIANCE  
•  Powerful,  growing  segment  
  
•  ...
GOOD  LUCK  SHOWING  
YOUR  STORIES!  
Interested  in  working  with  us?  
info@clevergirlscollecSve.com  
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Womma Webinar: Video Influencer Marketing

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This guide to video influencer marketing will provide a breakdown of key video platforms and their audiences including Snapchat, Periscope, Facebook Video, Vine, Instagram Video, YouTube Connect and Facebook Live. Individual channel and general best practices will also be covered. To learn more about influencer marketing, head to www.clevergirlscollective.com.

Publicada em: Marketing
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Womma Webinar: Video Influencer Marketing

  1. 1. Kristy  Sammis,  Founder  of  Clever  Girls   BREAKING  INTO  VIDEO   4/13/16  @kristysf   The  Ul'mate  Influencer  Marke'ng  Pla5orm     Author  of  Influencer  Marke,ng  for  Dummies  
  2. 2. @kristysf   IT’S  2016:   YOU  NEED  VIDEO   IN  YOUR  LIFE  
  3. 3. @kristysf   64%   YOU  NEED  VIDEO  IN  YOUR  LIFE   79%   4X   1200%   Online  video  accounted  for  64%  of  all   consumer  internet  traffic  in  20151   By  2018  that  number  is  expected  to  be  79%2   4x  as  many  consumers  would  rather  watch  a   video  about  a  product  than  read  about  it3   Social  video  generates  1200%  more  shares   than  text  and  images  combined4   1,2,3:  eMarketer,  4:  Brightcove  
  4. 4. @kristysf   THE  STAGE  IS  SET   •  The  video  market  has  matured   •  Marketers  cannot  rely  on  long-­‐form  storytelling  anymore   •  No  one  has  the  aRenSon  span     •  Social  media  is  increasingly  visual     Now  we  show  our  stories.    
  5. 5. @kristysf   CONSUMERS  ARE     85%  MORE  LIKELY     TO  PURCHASE  A     PRODUCT  AFTER     WATCHING  A     PRODUCT  VIDEO.  
  6. 6. @kristysf   INFLUENCER  MARKETING  IS  READY   CONVERGENCE     Video  isn’t  siloed  from  the  rest  of  digital  and  influencer  planning     TECHNOLOGY   Especially  mobile  –  has  caught  up  with  consumer  demand  
  7. 7. @kristysf   POPULAR  PLATFORMS:   Who's  On  Them,  What  They're  Doing  &  When  To  Engage  Them  
  8. 8. @kristysf   6M  Views  (in  3  weeks)  
  9. 9. @kristysf   •  82%  of  all  internet  users  visit  YouTube     •  300  hours  of  video  are  uploaded  every  minute     •  YouTube  Influencers  are  becoming  more  predictable     Use  YouTube  for  product  reviews  or  tutorials  that  need  to  be  minutes   (rather  than  seconds)  long  
  10. 10. @kristysf  
  11. 11. @kristysf   •  At  least  28%  of  adults  online  use  Instagram     •  Majority  of  adults  are  aged  18-­‐29       •  Strong  African  American  and  Hispanic  presence     •  Instagram  spans  ages,  race,  gender,  income,  educaSon,  and  other  demographics  more   widely  than  other  plaforms     Instagram’s  short  video  format  is  about  the  aestheScs:  use  for  showing  off   preRy  things  like  beauty,  fashion,  visual  products,  or  stories     OR  as  teasers  for  longer-­‐format  video  (YouTube)  
  12. 12. @kristysf   Amanda  Cerny    |    14M  Loops    |    311K  Likes    |    84K  Revines  
  13. 13. @kristysf   •  200M  monthly  viewers       •  Over  70%  are  millennials  or  younger     •  Teens  and  tweens  LOVE  vine  videos,  all  6  seconds  of  them     Vine  is  less  about  the  aestheScs,  more  about  the  fun  and  the  funny    
  14. 14. @kristysf   Fajita  Stuffed  Chicken   35M  Views   539K  Likes   115K  Comments     DIY  Cat  Tent   57M  Views   441K  Likes   305K  Comments    
  15. 15. @kristysf   •  70%  of  Facebook  video  is  uploaded  directly  to  the  plaform:  it’s  easy  and  “everyday”   people  (including  “micro-­‐influencers”)  take  part     •  Anything  that  happens  in  Facebook  plaform  has  the  built-­‐in  “shareable”  edge     Best  new  use  is  short  instrucSonal  videos,  like  BuzzFeed’s  Tasty  and   Nipy  channels  
  16. 16. @kristysf   @frmheadtotoe  @victoriassecret   @Shonduras    &  @Emgarber  
  17. 17. @kristysf   THE  GOOD:    Over  100M  daily  acSve  users.  60%  of  Snapchat  users  are  in  the  13-­‐24   age  range.     THE  BAD:    SSll  totally  mysterious  and  ever-­‐changing.  Brands  spending  the  $  on   Discover  have  had  successes  (but  sSll  hard  to  track  app-­‐to-­‐in-­‐store  conversions)     THE  UGLY:    REALLY  hard  as  an  influence  tool     The  best  use  of  Snapchat  with  Influencers  today  is  for  brands  to  find   “mini-­‐celebs”  and  use  them  for  guest  content  creaSon  +  boosSng  the   brand’s  followers      
  18. 18. @kristysf   “Tune  in  March  26-­‐29  between  1-­‐9  p.m.  ET   for  sets  and  words  with  Lil  Wayne,  George   Clinton  and  more.”  
  19. 19. @kristysf   •  10M  users,  half  are  millennials   •  100M  broadcasts   •  SSll  working  on  widespread  adopSon   •  Not  totally  brand-­‐safe       Tremendous  potenSal  for  influencer  engagement  around  live  events:   •  Product  launch   •  Party     •  Conference   •  Behind-­‐the-­‐scenes   •  A  day  in  the  life...  
  20. 20. @kristysf   ? ? ? ? ? ? ? ? ? ? ? FACEBOOK  LIVE/YOUTUBE  CONNECT  
  21. 21. @kristysf   •  More  live-­‐streaming  opSons  means  consumers  and  brands  will  adjust  to  live  video   being  a  “new  normal”  part  of  our  social  media  lives     •  Notable  downside  to  YouTube  Connect  is  that  there’s  no  built-­‐in  way  to  tell  people   you’re  live-­‐streaming  (but  there  is  with  Periscope  and  Facebook)     •  Possible  that  Facebook  or  YouTube  will  allow  users  to  save  their  live  streams,   whereas  Periscope  deletes  streams  aper  24  hours   LIVE   CONNECT  
  22. 22. @kristysf   BEST  PRACTICES:   •  Product  Reviews   •  Tutorials   •  “Hauls”     •  Day  in  the  Life/Just  for  Fun   •  Facebook  Short  Videos,  a  la  Buzzfeed   •  Tasty   •  Nipy   What  Works?   Broma  Bakery  
  23. 23. @kristysf   WAS  IT  AWESOME?   YOU  GET  WHAT   YOU  MEASURE   (JUST  LIKE  EVERY  OTHER  SOCIAL   PLATFORM  EVER)  
  24. 24. @kristysf   WAS  IT  AWESOME?   •  Video  is  not  a  magic  bullet!       •  You  can  only  measure  success  if  you  know  what  you  are  measuring  against     •  Set  realisSc  goals  and  put  #s  to  them:  “Grow  our  audience”  =  “by  how  much?”     •  Bigger  isn’t  always  beRer  –  even  “viral”  videos  are  useless  if  it’s  not  viral  among  your   target  demographic  
  25. 25. @kristysf   LET’S  NOT:   CONTROL  THE  VOICE   You  can  control  the  message,  but  not  how  the  influencer  is  conveying  it     FIRE/AIM/READY   “We  need  video”  isn’t  a  strategy!  Video  is  expensive  and  disasters  are  more  costly  than  ever     APPLY  ARBITRARY  “ROI”   Unless  you’re  tying  your  programs  to  sales  data,  you’re  not  truly  measuring  ROI   Measuring  acSvity  is  important,  but  remember  that  influencer  markeSng  is  about  building   brand  awareness,  and  video  sSll  isn’t  direct-­‐response     EXPECT  MIRACLES   We’ve  already  made  all  the  social  media  markeSng  mistakes,  so  let’s  not  repeat  them!    
  26. 26. @kristysf   A  QUICK  WORD  ABOUT  KIDS,  TEENS,   TWEENS  &  COPPA-­‐COMPLIANCE   •  Powerful,  growing  segment     •  In  Feb.  16,  most-­‐watched  YouTube  channel  was     #1:  JusSn  Bieber  (722M  views)   #2:  “Ryan’s  Toys  Review”  (644M  views)     •  As  of  last  summer,  57%  of  kids  prefer  watching  video  on   devices  (v.  tv)     •  Let’s  be  innovaSve  leaders  here  as  we  reach  out  to  this   demographic,  ensuring  we’re  abiding  by  the  laws:   •  Parents  own  the  channels   •  Parents  make  decisions   •  No  contest  or  personal  info.  collected  from  viewers   The  made-­‐for-­‐tweens  sponsored   video  shown  here  has  garnered   over  30M  views  as  of  4/16  
  27. 27. GOOD  LUCK  SHOWING   YOUR  STORIES!   Interested  in  working  with  us?   info@clevergirlscollecSve.com  

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