Video + SEO - Best Practices for Online Video Publishing & E-Commerce
4 Practices for Video Success in 2017
-
Upload
julian-cole -
Category
Marketing
-
view
4.882 -
download
0
Transcript of 4 Practices for Video Success in 2017
2
EXECUTIVE SUMMARYThe proliferation of video outlets in 2016 has created an even more cluttered environment for marketers to reach their desired consumers. As we anticipate these opportunities growing even more widespread in 2017, BBDO has authored a recap of learnings for breakthrough video tactics and research centered around four key categories:
1. How to use video to make a true splash in culture2. How to optimize video for the social feed 3. How to build video for YouTube Trueview4. How to build effective Snapchat lenses
3
THERE’S MORE TO ONLINE VIDEO THAN JUST PRE-ROLL
WE SET OUT TO BREAK
THROUGH THE CLUTTER WITH BREAKTHROUG
H ONLINE VIDEO TACTICS
WE SET OUT TO DEVELOP
KEY LEARNINGS TO
INCREASE ONLINE VIDEO EFFECTIVENES
S
WE SET OUT TO
UNDERSTAND WHERE THE
ONLINE VIDEO OPPORTUNITIES ARE TODAY
TVAddressableSNAPCHAT
Lenses, Video Ads
YOUTUBEBumpers
PINTERESTVideo Pins
FACEBOOK360, Live, Canvas
INSTAGRAMStories, Live
VIDEO OPPORTUNITIES
EXPLODED IN 2016
5
JOHN OSBORNCEO, BBDO New York
“BBDO has always been recognized for creative excellence and storytelling. As the video landscape continues to grow and evolve, we have made a commitment to exert that creative excellence across all video formats and channel touchpoints.”
6
IN 2016, WE DOUBLED DOWN ON VIDEO, CREATING MORE CONTENT THAN EVER
BEFORE.
OVER 4,500 VIDEO ASSETS WERE CREATED.
*4,500 video assets produced by BBDO New York
People love when brands “wow” them. Consumer expectation for brand innovation has increased 33% in the last year.
BUZZWORTHY VIDEO CONTENT
We’re seeing an increasing interest in emotional, longer form content from brands. In fact, the top 10 YouTube ads of 2015 were over approximately 2 minutes long.
INNOVATIVE USES OF TECH DRIVE FAME Identifying platform and user insights can help uncover new ways of activating across different channels.
INSIGHT: People watch Facebook video without sound.
INNOVATION: Snickers hid “sounds of hunger” in their content.
INSIGHT: People tap through content fast on Snapchat.
INNOVATION: Lowe’s used the tapping technology to empower DIYers to take on new projects.
INSIGHT: People tap back & forth between content on Instagram Stories.
INNOVATION: Bacardi turned users into DJs by turning the frames of their story into turntables.
Snickers Hungry Singers Lowe’s In a Snap Bacardi Instant DJ
LONG FORM STORYTELLING Long form video formats give brands a great canvas for telling emotional stories that often stand out amongst other advertisements.
Ranked on Adweek 10 Best Ads of
2016
Ranked onGoogle/Webbys Best Ads of the
Year
15
WE FOCUSED ON 4 KEY AREAS
OPTIMIZING VIDEO FOR THE SOCIAL FEED
SKIPPING THE TRUEVIEW SKIP BUTTON
BUILDING EFFECTIVE SNAPCHAT LENSES
MAKING A SPLASH IN CULTURE
90 million people in the US alone are now watching video on Facebook
90% of Facebook users are watching video on their mobile devices
Only 16% of brands are optimizing for the mobile newsfeed
65% of viewers decide if they’re going to watch a piece of video content in the first 3 seconds
*Source: Facebook Internal Data; BBDO Internal Data, 2016
THE MOBILE NEWSFEED
A/B TESTED ORIGINAL TV WORK VS. CONTENT DEVELOPED FOR THE FEED
Updated animated title card to grab viewer's attention and introduce “life happens in 5” messaging
Added supers to contextualize “will he dare?” narrative
Cut down the film length, maximizing action and focusing on countdown to engage viewer
Resized to square to increase visibility in feed environment
1
2
4
5
Lightened footage for better comprehension in feed environment
3
23
No Sound
Autoplay
Crop for MobileCut the video to 1:1 to maximize
mobile real estate
Focus on Key Characters
Give the narrative a clear focus
Use Oversized Text Utilize big supers
to maximize impact
Newsfeed Environme
ntUse Title CardsContextualize the
story upfront
Integrate SupersUse copy as part of
the narrative
Show Product / Branding in Situ
Show the product / brand in use
Consider CarouselUtilize multiple
frames and associated copy to
tell a VO heavy story
Use a Compelling Opening Frame
Prioritize the most eye catching frame
upfront
Don’t bury the leading content
Don’t wait until the end for reveals
Leverage Brand Iconography
Include branding elements other than the logo
Provide reason to watch
Outline the key benefit for watching
Simplify key messages Tell the absolute
simplest version of the story
Shorten the DurationTell the absolute
shortest version of the story
Quick CutsIncrease the pace of
the story where possible
Start with a QuestionCreate personal
relevancy with the viewer
Vertical Viewing
Specific creative elements can be tweaked to significantly increase view through rate and impact:
WHAT WE LEARNED
*Source: YouTube Trueview Playbook
Pre-roll on YouTube that can be skipped after 5 seconds.
People who choose to watch an ad are 75% more engaged than those who are forced to do so.
YOUTUBE TRUEVIEW
28
Previous research from Google showed that certain creative elements can be tweaked to impact view through rate and recall.*
WE USED EXISTING RESEARCH TO IMPACT THE WORK
*Source: Google Research, 2015, BBDO & YouTube working to solidify these creative guidelines in 2017
Branding in first 5 seconds
Audio brand mention
Branding in-situ (on product or in background)
Music not used in first 5 seconds
Utilize animation and text
Include calls to action
1ST PLACE
2ND PLACE
3RD PLACE
WE CREATED 10 DIFFERENT VIDEOS We leveraged Google’s existing research to create 10 different creative expressions of the same idea. The top three were measured by most impact on VTR and Branded Recall.
THE MOST EFFECTIVE ELEMENTS IN THE TEST
*Source: Google + BBDO Research, 2015
Included branding in first 5 seconds
Included an audio brand mention
Did not include a logo slaps (seen in-situ)
Did not include music in first 5 seconds
Utilized animation and text
Included calls to action
1ST PLACE
2ND PLACE
3RD PLACE
*Source: Snapchat Internal Data
In 2016, Snapchatters watched over 10 billion videos per day.
Sponsored lenses allow users to manipulate their face and/or environment in some way. Users are spending upwards of 20 seconds with them.
Lenses provide brands with a true unprecedented video opportunity for engagement.
SNAPCHAT BRANDED LENSES
DIFFERENT APPROACHES FOR DIFFERENT LENSES Various creative approaches helped expose the elements that lead to a successful execution:
Face Alteration:Significantly
manipulated the user’s face
Aligned to Larger
Campaign:Supported other consumer facing communications
Time Relevant: Live on Halloween
Innovative Use of Tech:
First to flip head upside down
Altered User’s Environment:Changed the
surroundings in addition to the face
Altered Voice: Changed the voice of
the user
35
Leverage Interactive Features
Voice changers & “Try With a Friend” increases usage
State Features ClearlyEnsure viewers know what features are included in the
lens with clear copy
Focus on The FaceConcept ideas that alter someone’s face rather than their environment
Lengthen AnimationMaximize time spent with
the filter by taking advantage of the full 10
second animation
Relevant DateStrategize a date that
makes sense for the lens concept to increase usage
Brand Authenticity Ensure the concept aligns to the brand and doesn’t
feel like a force-fit
IncludeInteractivit
y
Optimize for Time
Spent
Context is Key
WHAT WE LEARNED
37
First few seconds Design the leading content to draw in the viewer across feed-based environments like Facebook and opt-in environments like YouTube TrueView
Don’t sit on SnapchatLeverage their new advertising offerings while consumers are still highly receptive to them
Do something differentThink about how to use popular platforms in a way that no one has before.
CONSIDERATIONS FOR 2017