Check out this C3 presentation by Lorelei Orfeo, Senior Manager of Trends & Content Development at Birchbox, to discover why multi-platform video distribution is crucial in 2015. Learn the direct impact video can have on product conversion from a team that produces more than 25 videos each month. See examples of using video content to connect with your customers across your distribution channels to help them make better decisions about the products they buy. Presentation by: Lorelei Orfeo – Sr. Manager of Trends and Content Development, Birchbox This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5
C3 2015 BREAKOUT SESSION
REACHING YOUR CUSTOMERS
FROM RESEARCH TO REORDER:
USING VIDEO IN EVERY STAGE OF THE
BUYERS JOURNEY Sr. Manager, Trends & Content
Development
Lorelei Orfeo

2. #C3NY
1. Introduction to Birchbox and myself
2. Why B2C companies should invest in video
3. Why a multi-platform video distribution strategy is a
must
4. Strategies and tips for creating videos for different
channels
5. Questions
AGENDA

3. #C3NY
• Discovery retailer with beauty and
grooming subscriptions, ecommerce
shop, and online content
• Launched in 2010 and now in 5
countries with over 1 MM subscribers
• Educational content is a core
principle
• Currently producing 20-25
videos/month
WHAT IS BIRCHBOX?

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BIRCHBOX VIDEOS

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WHY B2C COMPANIES
SHOULD INVEST IN VIDEO

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• YouTube reaches more 18-49 year olds than any cable network
• The number of hours people spend watching videos on YouTube
is up 60% year over year
• On average there are more than 4 BILLION video views on
Facebook every day
MORE PEOPLE ARE WATCHING VIDEO THAN
EVER BEFORE

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VIDEO IS THE MOST AUTHENTIC AND DIRECT
WAY TO CONNECT WITH YOUR CUSTOMERS

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VIDEO IS THE MOST AUTHENTIC AND DIRECT
WAY TO CONNECT WITH YOUR CUSTOMERS

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• 66% of recent shoppers agree that “YouTube is one of the
best sites to help me visualize how different products fit
into my lifestyle.”
• 73% of respondents said “a brand that regularly gave me
useful information in their advertising” is important when
choosing where to shop and 70% said “a brand that
engaged me in my passions and interests with their
advertising” is important.
SHOPPERS USE VIDEO TO DECIDE WHAT TO
BUY AND WHERE TO BUY IT

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• 1 in 5 people have watched an unboxing video
• 34% of the views happen during Oct-Dec
• 62% of people who watch unboxing videos are watching
while researching a product
UNBOXING VIDEOS ARE A POWERFUL TOOL

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• On Birchbox.com, having a related video on a product
page increases odds of purchase by 40%
• Clicking on the video increases odds of purchasing by an
additional 24%
VIDEOS DIRECTLY IMPACT CONVERSION

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WHY A MULTI-PLATFORM
DISTRIBUTION STRATEGY
IS A MUST

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• YouTube:
• Community building
• Longer tail views and engagement
• Views from search
EACH PLATFORM HAS DIFFERENT
ADVANTAGES AND STRATEGIES

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• Facebook/Twitter:
• Quick “viral” growth potential
• Higher engagement thanks to native
sharing
• Short lifespan
EACH PLATFORM HAS DIFFERENT
ADVANTAGES AND STRATEGIES

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• AOL/Partner organic syndication:
• Wide distribution across network
sites
• High impressions
• Less ability to measure direct
impact
• Less control
EACH PLATFORM HAS DIFFERENT
ADVANTAGES AND STRATEGIES

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• Snapchat/Periscope:
• Interact completely transparently
with most engaged customers
• Lowest production quality
expectations
EACH PLATFORM HAS DIFFERENT
ADVANTAGES AND STRATEGIES

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• On site:
• Easiest place for direct selling and
measuring ROI
• Ideal for educating customers
EACH PLATFORM HAS DIFFERENT
ADVANTAGES AND STRATEGIES

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STRATEGIES FOR
CREATING VIDEOS FOR
DIFFERENT CHANNELS

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• Before video production:
1. Determine where you are the expert
2. Decide goals (direct conversion? brand building? education?)
3. Decide how you will promote:
• Across social channels
• On-site placements
• Email
• Organic syndication
• Co-promotion via partners
• Press outreach
• Paid promotion
4. Plan how you will adapt footage for different channels.
• On your site: Product functionality and education. Emphasis on search.
DETERMINE IDEAL DISTRIBUTION ROLLOUT

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1. Longer lengths work well
2. Speak directly to camera
3. Evergreen topics to optimize for search
4. Excellent thumbnail images are key: bright, slightly over-saturated,
text/graphic element leads to higher clicks
PLATFORMS: YOUTUBE BEST PRACTICES

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1. 30-60 seconds max
2. Grab attention within the first 3 seconds with a flashy title screen
3. Consider text-heavy videos that don’t require sound
4. Consider humor and lower production quality
5. Paid promotion may be necessary
PLATFORMS: FACEBOOK/TWITTER BEST
PRACTICES

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1. Celebrity content
2. Timely tutorials related to touchstone events (award shows,
holidays)
3. Range of styles and lengths work well
4. Fill a hole in their lineup that will be valuable to their viewer
PLATFORMS: AOL/MEDIA ORGANIC
SYNDICATION

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1. 15 seconds max length
2. High production quality is important
3. Consider celebrity content
PLATFORMS: INSTAGRAM VIDEO BEST
PRACTICES

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1. Instant access
2. Unproduced BTS content
3. Vertical video
4. Access to your most engaged customers
PLATFORMS: SNAPCHAT/PERISCOPE BEST
PRACTICES

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1. Consumers want more video content
2. Reaching audiences through video
requires a multi-platform strategy
3. The most successful videos will be
created with best practices for
different channels in mind
TAKEAWAYS

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QUESTIONS?

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Lorelei Orfeo is a content strategist and
beauty editor. For four years she led
Birchbox’s video program, expanding the
program and building an in house production
team responsible for creating more than 25
videos a month. She is currently the Sr.
Manager of Trends and Content
Development, charged with keeping
Birchbox's content innovative
and competitive.
Lorelei Orfeo
Instagram.com/LoreleiO
Twitter.com/LoreleiO
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