Laura Fitton presented on social video marketing trends and tips. She discussed how social video views have grown exponentially, with Facebook and Snapchat seeing billions of daily views. She provided tips on shaping video messages by telling others' stories and experimenting with different formats, durations, subjects and platforms. Finally, she advised building social influence and community by nurturing relationships, providing value to others, and focusing on relevance and usefulness rather than self-promotion.

1. #wistiafest
Social Video
Marketing
Tips and Trends from
the Trenches
Laura Fitton
Inbound Evangelist, HubSpot

2. Deeply silly.
Fiercely optimistic.
Makes things happen
from scratch.
@pistachio
LAURA
FITTON

3. 1. Social Video Trends
2. Tips: Shape and share your messages via video
3. Tips: Build social influence and community
Social Video Marketing

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1 Social Video Trends

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6 Billion
– Facebook
– 3Q 2015
8 Billion
– Snapchat
– 1Q 2016
~60 videos per user per day!
5x over 1Q 2015
Proliferation of Video: Daily Views
http://www.kpcb.com/internet-trends

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95%
of Facebook users watch video
in the feed with the sound
OFF
Text Matters. A Lot.

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Facebook surfaces
video
in the feed more often than any other type of
content
Your Mileage May Vary

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Facebook Live videos get
3x
More views WHILE they are live vs. later on
#FOMO
Now Playing

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Social Video: Ad Growth
http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977

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YouTube (85%) & Netflix (66%)
have already outpaced TV
(62%).
Facebook (53%), Instagram
(37%), and Snapchat (33%),
are coming up fast.
Where Are Youth Watching?
http://www.emarketer.com/Article/Video-Ad-Spending-on-Social-Platforms-Rising-Fast/1013977

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Video comes in as
the #3 most
desired content on
computer/laptop.
On mobile, it’s #2
on mobile.
Content, Ranked
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond

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Video = Most Thoroughly Consumed
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond

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Appetite for Future Content
Coming soon at: https://research.hubspot.com/reports/content-consumption-trends-for-2016-and-beyond

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2 Tips: Shape and Share Your
Message via Video

18. Tweet Quote!
“Make the customer
the hero of your
story.
Ann Handley
Chief Content Officer
MarketingProfs
Image Credit: Fotographia Guerilla

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“The Art
of Telling
Someone
Else’s
Story”
http://bit.ly/someonesstory

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8 of 10
Most viewed case studies for 2015
Included video
PS… It works!

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“Experiment. If something
works, keep doing it.”
- Rachel Zarrell, (BuzzFeed) MTV
Experiment

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Type View Rate*
First Person (Talking Head) 35%
Primarily Words 27%
Primarily Imagery 24%
Third Person (Narrative) 23%
*ratio of videos served vs views measured
Experiment & Measure: Formats

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Snapchat “view” counts instant
Facebook “view” counts >3 seconds
Facebook (desired) >10 seconds
Snapchat Ads 3-10 seconds
Snackable videos 45-120 seconds
Maximum* 5 minutes
Experiment & Measure: Duration

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Experiment & Measure: Subjects

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If the content FITS…
Facebook
Instagram
Twitter
Snapchat
Experiment & Measure: Platforms

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• Animals, kids & food (visuals!) = most views
• How-to videos = best conversions
• Provide something catchy: get attention <3
seconds, keep through at least 10+ seconds
• Embed links midway or in post (not end)
• Text is crucial
• Content is more important than timeslot
Experiment & Measure: HubSpot Learnings

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Make it Work, Together

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Share Across Multiple Media/Channels

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3 Tips: Build Influence &
Community

33. Influence (was)
Attract attention to yourself

34. Provide attention & value to others
Influence (is)

35. Image: http://inay.org #INBOUND1

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So, You’ve Got This…
Post Announcement
Offer Infographic
Story Promotion
Photo Event
V I D E O
…THINGY

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Don’t Do This to People.

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Like, Ever.

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What Would You Do?
“If you want someone to share your work,
why don’t you start by … talking
to her or him?” -Amy Vernon

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https://wiki.hubspotcentral.com/display/~bhalligan/Hubris+--+A+Company+Killerany+Killer
Audience, Prospect, Customer, Employee, Influencer
Nurture People.

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Have I heard of them?
Have they heard of me?
Do I know them?
Do they know me?
(How) Should You Approach?

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Is relevant to them? At all?
Do they have an opinion on ?
Do they want ?
Did they help create ?
Will help them?
Will make them look good?
Will serve their audience?
Relevant AND Useful

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What Would You Do?
Would You Ever Build A Brand
By Sharing Random Shit?

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https://wiki.hubspotcentral.com/display/~bhalligan/Hubris+--+A+Company+Killerany+Killer
What Would You Do?
So Then…
Why Should They?

46. Listen.
Learn.
Care.
Serve.

47. Take Good AMAZING
Care of the Network You
Already Have
To grow ANY network…
Photo: http://www.flickr.com/photos/harmishhk/

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Why Pitch When You Can Connect?
DON’T:
• Spam
• Beg for attention
• Demand value and attention
“Follow me”
“Share my stuff”
“Reply to me”
“Help me”
“Tell your followers”
DO:
• Find their contact info
• Earn attention
• Give value and attention
Follow
Share their stuff
Answer their questions
Provide help
Show what’s in it for their audience

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“Only Connect.”
- E.M. Forster

50. 1. Social Video Trends
2. Tips: Shape and share your messages via video
3. Tips: Build social influence and community
Social Video Marketing

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Thank you.