Is Your Event Video Strategy Where It Needs To Be?
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It has been said that 2015 is the year of video marketing. On average, there are more than 3 billion video views on Facebook every day. Globally, Facebook users are uploading 75% more clips per person–– 94% more in the US–– compared to this time last year. These rates increase even more due to video sharing across other social platforms like Twitter, Instagram, Meerkat, and Periscope. Event organizers and marketers everywhere are realizing the importance of securing budgets and resources to prioritize video production. Learn: Must-know trends in video marketing How to incorporate videos into your event strategy 5 key takeaways to consider right now to ensure your video marketing is as impactful as possible
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Is Your Event Video Strategy Where It Needs To Be?
- 1. Is Your Event Video Strategy Where it Needs to Be? Gemma Craven Executive Director, Strategic Markets Spredfast
- 2. • Must-know trends in video marketing • How to incorporate videos into your event strategy • Takeaways to consider right now
- 3. 1. The Rise Of Real Time Storytelling
- 5. Be Careful Regarding Rights
- 6. Big Brands Are Jumping On Board
- 7. 2. Snapchat = The New Teaser Video • https://www.youtube.com/watch?v=88Cu3yN -LlM
- 8. Snapchat Stories Drive Awareness
- 9. Snapchat Generates Buzz For NARS
- 10. 3. Vine = Powerful Influencers
- 11. 4. Facebook = Integrating Video Into Fans’ Conversations
- 12. 5. Instagram = Creative Video Options
- 13. 6. YouTube Is A Powerful Network
- 15. Don’t Create Aimless Content • Clarify your purpose by thinking about a video marketing mission statement for your event. This keeps you from creating aimless content. • Your videos should have a purpose aligned with your event goals. • Establish who is responsible for creating content and what the different formats require production wise • Determine where your video content will live • Figure out how you will measure the reach of your video content • Think about the three parts of an event – pre, during and post – as video will work differently during each • To align with these three parts, think about your story arc
- 16. Divide Your Event Into 3 Parts Pre event • Focus on teasers, asking speakers or special guests to create videos, pre-releasing info about the event using Snapchat • Highlight must see elements of a location (e.g. hotel, city, local attraction) with short form video • Personalize the event via ivideos from other attendees or past attendees • Send out personalized invites via video on social channels to key influencers you want to invite • Publish some content from previous events on a video hub to give a flavor of previous events
- 17. Divide Your Event Into 3 Parts During the event • Encourage attendees to create videos and share them across social networks; display UGC prominently at the event • Use new live streaming videos to bring the event to life to those who are not there • Launch exclusive content around the event via live stream • Invite influencers to live broadcast an event or create short form videos during it, using the power of their networks to spread their video content • Video record sessions and speakers to be able to create a hub of content from the event, think about interesting vantage points • Conduct interviews with attendees and speakers at the event
- 18. Divide Your Event Into 3 Parts After the event • Create an event recap video and publish on a video hub such as YouTube • Release additional supporting material on your YouTube hub to build out content for visitors • Publish video from your event across social channels using paid media to get in front of target audiences • Use social search tools to aggregate and display video content across your social platforms
- 19. Key Takeaways
- 20. Be Bold & Experiment • Be bold and experiment with newer forms of video around your event – it is the perfect opportunity and a use case many in marketing long for • Have a plan, even if experimenting. What is your strategy? Always ask yourself why you are doing something, rather than just do it for the sake of it • Get professional help to create content that needs to look slick • There are many video “stars” out there who can be engaged to help add some oomph to your event
- 21. Be Bold & Experiment • Don’t forget the power of the crowd – ask for submissions around an event, empower a group of ‘live streamers’, write calls to action into the flow of the event • Video is a powerful tool for telling a story, doing a big reveal, transmitting your event to attendees globally • Watch and learn – this is an exciting age of experimentation by big brands with big budgets. Learn from their lessons!
- 22. Thank You
Notas do Editor
- Imagine in our age of user-contribution and interaction the potential when leveraging live video at any live event, including sports, concerts, rallies, demonstrations and more. They could offer alternative (audience created) live streams of the same occurrence. Just imagine the kind of experience a concert or a game becomes when there are a thousand perspectives to view it from. And users, nowadays, includes performers as well (imagine Twitter without Aston Kutcher). You could easily see a band stream live from stage – or even backstage. Indeed we saw that this weekend with the Mayweather Pacaio fight, both Meerkat and Periscope both hosted a flurry of live streams of the fight, resulting in thousands getting to view portions of the pay-per-view event for free. While rights is an issue that is being resolved, HBOBoxing was smart in actually using the platform too - someone posted a stream from inside Pacquiao’s training room to the HBOboxing Twitter account.
- NHL, HBO and others have banned the use of Periscope, Meerkat and other video streaming HBO and Showtime tried to clamp down on this sort of thing before the fight. Both companies even filed a last-minute federal lawsuit and successfully blocked two websites -- BoxingHD.net and Sportship.org -- from showing it live for free HBO and Showtime, which handled the pay-per-view delivery on TV and the Web, had taken legal action in advance against some web sites that promised to illegally show the fight. The purse, including funds from tickets and pay-per-view purchases, was $300 million. But when the starting bell rung at the MGM Grand in Las Vegas, multiple live stream feeds of the action appeared on Meerkat and Periscope from people at home who had paid the $89 or $100 for the fight on their TV. New streams would start each round of the bout, which went 12 rounds and Mayweather won by unanimous decision. Streams found audiences as small as dozens and has high as in the thousands. At least one person at the fight -- tickets for which announced prices ran as high as $7,500 and sold for tens of thousands more on the aftermarket -- streamed part of the fight from the venue, The Verge reported. HBO wants tech companies to develop automatic censors that scan for piracy and block it. YouTube already does this, using algorithms to identify copyrighted content as it's being uploaded to its website. But this isn't a simple HBO vs Periscope fight. HBO itself used Periscope to give the public a behind-the-scenes look inside Pacquiao's private room before the fight.
- Britain came to L.A. Thursday night, when Burberry hosted an epic bash and runway show at the Griffith Observatory in the shadow of the Hollywood sign, with David, Victoria, Brooklyn, Romeo, Cruz and Harper Beckham, Elton John, Rosie Huntington-Whiteley, Cara Delevingne, Jason Statham, January Jones and Anna Wintour among the 700 guests. Burberry, a known early adopter of new technology and social media channels, made its official debut on Periscope to broadcast the show live to fans around the world. Spotify After joining Periscope, the music-streaming service posted a behind-the-scenes video with Irish folk singer Conor O'Brien from the band Villagers. During the live stream, 382 viewers tuned into the live stream, racking up 1,534 hearts—the equivalent of "liking" something on Facebook. As of 6 p.m. last night, the video had been replayed 99 times and received 255 hearts. Red Bull The energy drink is almost always one of the first commercial entities to experiment with new social platforms, and Periscope is no exception. Red Bull tested out the social-video app during Miami Music Week this weekend. The brand will live stream events happening at its Red Bull Guest House. Social content will also be pushed out via Twitter and Snapchat.
- Snapchat Using the application, users can take photos, record videos, add text and drawings, and send them to a controlled list of recipients. The Brit brand just joined Snapchat in an effort to make its L.A. grand opening party a global affair. Though the Rodeo Drive flagship boutique actually opened in Beverly Hills months ago, the company is just now getting around to feting it with an exclusive “London in Los Angeles” bash, hosted by chief creative and CEO Christopher Bailey at the Griffith Observatory on April 16. Leading up to the event, Burberry will be adding behind-the-scenes teasers to its Snapchat story. The label also captured the journey from London to LA on Snapchat, with occasional "takeovers" from the likes of Cara Delevingne and Campbell. The idea is that users can kind of tell a story about their entire day through Stories. It's supposed to be used to give friends a brief look at what interesting things a friend has done in the past 24 hours, no farther back in time than that.Even though we all have access to so many other feed-style apps to share our lives with our friends, Snapchat Stories are at least a great new option to use if you take a fantastic snap that you'd like to be viewable for more than just a few seconds. Sometimes, a message so good needs to be accessible at least a few more times.If you'd like find out how to make snaps last even longer ever, check out our article on taking Snapchat screenshots.
- To add to the awareness and excitement over Kevin Durant’s Most Valuable Player award this week, the NBA leveraged the Snapchat Stories feature. In a three photo story, the NBA created a story to encourage fans to tune in on real time on NBATV.com and NBA.com as Kevin accepted the award.
- Call it the ultimate teaser – cosmetics company NARS recently turned to Snapchat to release a preview of its upcoming Guy Bourdin color cosmetics collection. Snapchat, an app where you can share a photo or video in increments of anywhere from one to ten seconds, allows users to send exclusive content to its followers. The catch? Once the photo or video is viewed for the set time duration, it disappears and cannot be viewed again. To promote the exclusive Snapchat preview, the company spread the news via its @NARSissist Twitter and Instagram account. Only individuals who added NARSissist as a friend on Snapchat before 12:00 p.m. EST on September 24th had access to the preview content. Feedback on the NARS exclusive preview was largely positive, predominately for the company’s interest in trying something new to generate buzz around a new product launch. The biggest debate seemed to be around the length of the video. While one fan tweeted, “The @NARSissist Snapchat reveal was amazing. Best 3 seconds of the day,” others lamented that they couldn’t get a strong sense of the collection in only a few seconds. The lack of screen shots readily available online supports that the content may have been too brief to allow influencers to further “leak” a Snapchat screen shot from the preview, which actually could have been a strategic way to further generate buzz. In general, the campaign and subsequent response reinforced Snapchat as a tool for brands to consider. Research how brands are currently using Snapchat and you’ll find that not many have leveraged the app in a meaningful way. There’s plenty of opportunity to be creative and show fans that you appreciate them with a photo or video. Similar to how a response on Facebook or Twitter can make a fan’s day, imagine what sending a personalized Snapchat could do to make them smile, or thank them for their loyalty.
- While Vine is still a relatively new platform, just celebrating its second birthday in January 2015, it’s impossible to ignore the effect the channel has had on pop culture. Terms originated in Vine videos, like “on fleek,” have been used by CEOs of major companies, albeit incorrectly. Every day users have reached celebrity-status releasing number one songs, attending awards ceremonies, movie premieres and the coveted front cover of AdWeek. Vine offers a refreshing platform for advertisers. While most other social channels have been infiltrated by paid advertisements, Vine has remained unmonetized. Content appears more organic without any “promoted” or “sponsored” branding and is weaved into natural content. Consumers look to Vine for relaxed, offhand content. Using influencers allows brands to infiltrate that popular space and reach an audience that trusts the messenger. As we’ve previously covered, when social media content is shared from friends, it resonates more effectively with consumers. Vine attracts a user that many marketers want to reach: the Millennial. While Vine has not released official demographic information, numerous surveys have shown that a large portion of users are in their teens and early twenties. The quick nature and innate virality of Vine offers brands the opportunity to reach a large audience in a short amount of time. In fact, Domo reports that 8,333 videos are shared on Vine every minute. Like many other brands, Hewlett-Packard took advantage of this, launching the #BendTheRules campaign to announce its newest product, the HP Pavilion x360. The brand hired a dozen Vine influencers to create content and gain awareness in the millennial market. This tactic paid off, with HP reporting almost 1 million active engagements and over 50 million organic views. The Vines were so successful, that HP has continued the campaign and extended offers to even more influencers on Vine.
- Facebook Facebook beefing up its video capabilities, fashion brands cranked out a mix of short and long clips for New York Fashion Week. Exclusive data from Socialbakers tracked video activity across all of the Fashion Week designers' pages to see which posts people interacted with most. The upshot: High-quality video that shows off runway shows beats behind-the-scenes sneak peeks. Whereas YouTube used to be the go-to place for brands to share, now there are options. Facebook is one of the more powerful offerings after developing autoplay video and serving up more videos to users' News Feeds. Facebook users view 3 billion clips a day now, up from 1 billion less than six months ago, according to multiple sources. There has been tremendous focus across social media to deliver more video—Twitter is the latest to develop an autoplay feature for marketers. Twitter is perhaps the top platform still for marketing during live events, but Marvel chose Facebook for its video push during ESPN's broadcast of Monday night's collegiate pigskin grand finale, showing the value of a strong native video platform. "It's a smart move to go to Facebook and put the trailer there because it's in the stream of conversation about the game—so it's very naturally woven in The ease of sharing, however, is giving an edge to Facebook
- Instagram Since launching video and new video features such as ads and fast-motion Hyperlapse over the past year, major advertisers have been experimenting with the format. Banana Republic was among the first to put a sponsored video—of a designer sketching an outfit—on the Instagram app, which counts more than 300 million users. Video is a top priority for some of the biggest brands, who want to get the most out of posts and ads on social networking sites. This is 15-second, autoplay, looping format. The Instagram app, counts more than 300 million users. Instagram is still an evolving platform, and for now, it's mostly a vehicle for brand awareness rather than direct sales. It also lacks the targeted sophistication of Facebook, but its user base is surging. And brands like the fact that whatever they post there shows up in followers' feeds, unlike on Facebook, where an algorithm determines who sees what.
- YouTube Videos have a longer shelf life YouTube is still, and likely will remain for a long time, the main video platform for brands, according to Williamson. A new eMarketer report found YouTube had 162.3 million viewers in October, No. 1 compared to Facebook at No. 2 with 93.8 million viewers. "Facebook is a challenge, but marketers and agencies are very used to using YouTube as a library of content to point people to videos," Williamson said. "They don't want to create baby YouTubes on every social site." While YouTube is an amazing (and incredibly important) distribution channel, it’s not a strategy. At the end of the day YouTube has an interest in keeping people on their site, whereas you can really only prompt conversion on your own site. That’s why you not only need links back to your website within your SEO-optimized YouTube descriptions, but you’ll also want to create a destination on your site where prospects can go through a content journey and become increasingly immersed in your brand and message with lots of videos, mimicking the addictive YouTube experience. You’ll notice that major brands behaving like media companies tend to have entire pages of their websites devoted to video. Take a look at The Lego Group for instance (they’ve got an entire “videos” section on their site, organized by story and character). Or, for a B2B example, see SAP and their resource hubs which contain their professional and humanizing brand videos. To get started with video on your own site, try incorporating relevant videos into blog posts and creating a video hub where all of your content is organized into categories. Also see our distribution checklist to determine where else your videos should be syndicated. Come along as three GoPro Heros take you on a VR Experience in full 360 degrees! Experience it all in the Land, Air and Sea and learn more about the GoPro and Kolor relationship here: http://gopro.com/news. For best mobile experience head to http://gopro.com/spherical on your mobile device. Shot 100% on the HERO3+® camera from http://GoPro.com. Stitched 100% on Kolor from http://Kolor.com. Get stoked and subscribe: http://goo.gl/HgVXpQ
- Come along as three GoPro Heros take you on a VR Experience in full 360 degrees! Experience it all in the Land, Air and Sea and learn more about the GoPro and Kolor relationship here: http://gopro.com/news. For best mobile experience head to http://gopro.com/spherical on your mobile device. Shot 100% on the HERO3+® camera from http://GoPro.com. Stitched 100% on Kolor from http://Kolor.com. Get stoked and subscribe: http://goo.gl/HgVXpQ