Shareablee founder and CEO Tania Yuki recently hosted a webinar with WARC called Best Practices for Social Video . We’ve already summarized the presentation by identify 3 key takeaways : creating useful content, identifying content partnerships, and embracing new and innovative formats like Facebook Live.
But we continue to get questions about social video so Tania hosted a Facebook Live Q&A to answer them.
Check out the video, but if you can’t right away, we’ve summarized Tania’s answers (in italics) below and added some additional social video insights.
Although I prefer the focus to be on metrics such as duration and unique viewers, the view - at least for the time being - is the most consistent way of looking at video across all platforms. In terms of thinking about a unified metric across Facebook, Instagram, and Twitter, views (even though the length of time that determines a view across platforms) are going to be the starting place for currency.
- Are views going to be the right metric to measure video?
- Should videos be created to be viewed with or without sound?
There is an obsession with sound “on” vs. sound “off” and I’m not so sure that this is the right question. Mobile video consumption happens in situ, and often it makes sense to quickly view something with the sound off, because of where you are or what you’re doing. Recipe videos are the best examples of content created and optimized for this experience.
It just is shareable and it works intensely well for the format.
To find out just how much, we dug a bit deeper and evaluated how all media publishers had performed in the first half of 2016 compared with the second half of 2015 (BuzzFeed’s Tasty didn’t burst onto the scene until July 2015).
All publishers experienced a 1% engagement decline in H1 2016 compared with H2 2015. However, engagement from video content increased 103%, driven in part by the success of recipe video producers. In H1 2016, six recipe video producers finished among the 25 most-engaged publishers, including Tasty (#2), Tastemade (#5), Tip Hero (#9), BuzzFeed Food (#13), 12 Tomatoes (#17) and Delish (#22).
However, if you evaluate the top publishers by engagement from video content, eight recipe video producers finished among the Top 25. Joining them were Cooking Panda and Get in My Belly, which increased video engagement by more than 8x in H1 2016. Top brands Tasty and Tastemade only tripled their video engagement since H2 2015.
Ad blocking is a big thing that we’re struggling with, every marketer is struggling with. That traditional exchange that I give you great content and you sort of suck it up and watch ads, that kind of value exchange doesn’t go down in the same way for the average consumer. So it’s an issue, but it’s much less of an issue in the context of something like Facebook where it’s really melded in as part of the experience and particularly with the ( branded content ) announcement.
This is a practice now where content creators or celebrities and influencers can actually go in and officially find ways to partner around content. This is sort of a way of bringing the advertising experience into the content experience and doing what we as an industry more traditionally with product placements. Interestingly, I think there are a lot of questions too around how do we deal with this with respect to the FTC guidelines. There’s a very specific way, if you’re a publisher or a content creator or a celebrity receiving dollars or any type of sponsorship for this type of content placements, you need to very clearly tag it inside the post and often that actually will trigger reporting for the advertisers, too.
I’ve definitely not witnessed any data that proves that (branded content partnerships) undermines the content or makes it any less likely for people to view it. In many cases, it actually ups the performance
- Does ad blocking make it better or worse for social media marketing?
An example of a co-branded between Tastemade and Gold Peak Tea.
The experience of Facebook is different to the experience of Twitter. It’s different to the experience of Instagram or Snapchat. It’s definitely different than the experience of what it’s like to tune in on linear TV. The TV creative really needs to somehow live a little differently on social channels. It’’s really important for people to be exposed on multiple platforms, but definitely not the case where you want to be exposing people to the same message over and over. Because that really does diminish the value of having people in a cross-platform way.
- How to think about rolling out a video campaign across Facebook, Twitter and Instagram?
It really does vary. Typically you’ll see very short videos under two minutes work incredibly well on Facebook. Then there’s a sweet spot that’s a little longer. It tends not to get the same sort of views, but you do see a lot more engagement in terms of engaged duration. Almost all of those rules go out the window when it comes to Facebook Live.
With the more ephemeral nature of Twitter and the breaking news nature of Twitter, we do see that videos tend to be shorter when it comes to overall engagement and viewing. That’s just a matter of it being predominantly mobile. Make sure that the first seconds really count, and I’d say that’s important across the board, but particularly so with Twitter.
- How do you determine video length and does it vary by platform?
So it’s probably a little too early to truly know. Breaking news, of course. What a powerful way on the scene way of thinking about live video. We’ve actually seen some really successful live broadcasts.
- Are there any parallels between live TV and live Facebook video?
FOX 5 Atlanta posted a live feed of coverage from Dallas in July after a gunman killed five police officers, which included interviews and statements from authorities. The video generated nearly 200,000 actions, including 41% shares, and 2.9 million views.
We’ve seen some brands leveraging their influencers to do things for the first time. There was a fun campaign by Monster Energy where they had one of their influencers take trick requests. Comedy central did a really spectacular live video for Broad City in the lead up to their season finale.
I think there hasn’t been as much with respect to live sports. I think there’s going to be some interesting new trends coming up with the Olympics . But definitely anything that's time-sensitive when you can get contemporaneous viewers, the rules of live television should work.
One thing that I will say that I’ve noticed, there’s a much better pain tolerance on Facebook Live. Meaning, if it’s a little scrappier, if it’s not framed as beautifully, if it doesn’t do perfect cutaways or have a great studio setup, that almost feels more authentic. The expectation for Facebook Live is it’s behind the scenes, not a completely produced piece.
What we have seen is the thing that is really powerful is that the comments coming out of Facebook Live are so much higher than what we’ve seen in other formats and definitely many of the brands that are doing really well with Facebook Live and high comment ratios are generally doing well with consumers.
- How has Facebook Live impacted brand pages?
- What are some of the social video trends that you’re seeing?
- Live : Brands that are going all in on all formats do tend to emerge as the winners. I’m intensely excited about what we’re seeing trendwise with Facebook Live. There’s some really exciting news with the NFL Twitter announcement , about all of that livestreaming.
- Co-branded content : In my humble opinion, a lot of traditional advertising is dead. The ability to craft sponsored content that is relevant to people’s lives, that is entertaining and fun and otherwise feels like good content instead of advertising that's getting stuffed down someone’s throat I believe the future of all marketing. So the co-branded entertainment rules are incredibly exciting to me and i think a great opportunity for publishers, influencers and celebrities to monetize all of the hard work they’ve been doing on Facebook and increasingly on other platforms as well.
- New innovations : I don’t have enough time in the world to go into why augmented reality is exciting. I’ve been beating this drum for a while and then Pokémon Go happens and everyone goes “Duh.” But layering these new technologies onto the world is incredibly important and being able to leverage that is so critical. And you see it in small ways too for 360 video and just other things that make it a lot more experiential and bring the consumer into a more immersive world.
Almost any kind of video content would be better produced beforehand than live. Live is much more about being there in a moment, taking questions and obviously if you have time to prep them, you’ll be better. What I love about live and what I think, as an industry, we’re trying to grapple with, is how to adapt to the promise and opportunity of live. It’s why you’d rather go the theater than watching a recording of Hamilton or a recording of a broadway show. There’s something about being there, as a human being, as something is actually unfolding that enables you to be part of that action and I think that is really powerful.
Learning how to create content and learning how to be flexible enough to move in the moment and adapt to the world as it’s happening, that’s a really exciting skill that video producers have not had to have because you have the luxury of scripting.
- Do you think there are any types of video content that are better produced beforehand versus live?
So far, we haven't seen any impact from this. It doesn't appear to geo target quite yet either, but that could definitely change.
- Does including your location increase your reach?
- What is the impact of Live on the Facebook algorithm? During early days of adoption will low views and engagement impact placement in the News Feeds negatively?
Facebook said in March that live videos would rank higher in the News Feed
. Because a vast majority of a live video’s views are captured after the videos air, indicates that they’re staying atop News Feeds and viewers continue to watch and interact with that content. Over time, if audiences don’t engage with that content, it will fall out of the News Feed.
- What effect has the longer video content on Instagram had on engagements and overall growth of instagram as a platform for brands?
We haven’t seen a noticeable difference in engagement since Instagram upped its video length to 1 minute from 15 seconds earlier this year. However, longer videos allow content producers to create richer, more meaningful experiences on social. Take recipe video producers, for example. Tasty initially starting posting its recipes on Instagram, but didn’t find success until moving them to Facebook
, in part because of the longer video format at that time.
- How do you see VR impacting the use of Live Video overall?
Eventually, you’ll be able to attend the Super Bowl or the Oscars, or just about anything you can imagine from your living room. It’s the ultimate goal of top social video platforms like facebook, which are racing to provide experiences so immersive that it feels like you’re actually there. According to the story, Facebook is working on its own version of live VR.
Do you have any more questions? If you do, leave them in the comments section.