Facebook TV - How To Maximize Your Reach & Results Using Video - MARI SMITH #INBOUND17

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1 #INBOUND17 @MariSmith #INBOUND17 Facebook TV MARI SMITH Premier Facebook Marketing Expert How To Maximize Your Reach & Results Using Video

Transcript of Facebook TV - How To Maximize Your Reach & Results Using Video - MARI SMITH #INBOUND17

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Facebook TV

MARI SMITH

Premier Facebook Marketing Expert

How To Maximize Your Reach & Results Using Video

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1. Facts & Stats: Facebook video, TV, Live, Watch

2. Facebook & Instagram: What's working?

3. Your video strategy: What marketers need to know

4. Best practices: Facebook & Instagram video ads

5. Customer experience: How to optimize with video

Agenda

1. Facts & StatsFacebook video, TV, Live, Watch Platform

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A recent eye-tracking study shows people

gaze FIVE times longer at video

than static content on Facebook &

Instagram.

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“We identified five factors related to the rise of online video viewing”

Smartphones

Shorter attention spans

Binge-watching

Importance of context

Thrill of novelty

Five Facebook video factors

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59% of executives would

rather watch video than read

text. ~Forbes

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90% of Facebook viewers think video quality is the most important aspect of Facebook Live videos

80% of people would rather watch live video from a brand than read a blog

…and 82% prefer live video from a brand to social posts

Breaking news makes up 56% of most-watched live content

Conferences and speakers tied with concerts and festivals in second place at 43%

Live Streaming Stats

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Facebook Watch

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Streaming Video

35.2%

17.5%+

4.3%Double since 2015

% = 2016 share of downstream traffic on the Internet

1.9%2.7%

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Facebook fully intends to take a slice of this pie

Television advertising industry in the US:

$70.6 billion in 2016

$75.2 billion in 2021

Globally:$175 billion in 2016

$210 billion in 2020

Facebook TV Advertising

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Blue check verified

Well known, celebrity, public figure

Large followingMinimum 2,000 followers (for ads)

Weekly show (series, episodes)Well produced, quality, professional

High audience retentionMinimum 300 concurrent viewers (for ads)

How to get your show on Watch

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“Video will be a much bigger driver of what we’ll do over the next 2-3 years

than Messenger and WhatsApp.”

~ZuckFB Q2 2017 Earnings Call

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2. Facebook & Instagram videoWhat’s working now?

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All ads must DRIVE BUSINESS

Proxy metrics:

Video views, likes, lift in ad recall

Ad = purchase (Sheryl Sandberg)

See an ad, go out and buy a truck

See an ad, go get a Starbucks

Facebook’s new #1 focus

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+100M every 9 months

500M to 600M = 6 months

600M to 700M = 4 months

Instagram is Facebook’s next Facebook

WhatsApp is next up for monetization…

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Video & images native to mobile include:

Square

Portrait

Canvas

Stories

Carousel

Up to 10 images/videos

Optimize for mobile

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People are 67 percent more likely to watch a square video to completion than

they are to watch a horizontal one.

~Laundry Service

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43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. ~Buffer

The challenge with video

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Visit: www.animatron.com/wave

Wave app

3. Your video strategyWhat marketers need to know

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Video 🎬

> 60 seconds

Place on both Facebook and Instagram

BUT, use separate campaigns, ad copy, CTAs

Carousel 🎠

Swipeable ‘cards’

Showcase up to 10 images/videos, with unique links

Works on mobile or desktop

Two best ad units

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Begin with the end in mind

What is your CTA?

Drive business!

Who is your video for?

What audience?

What is the main theme/topic of the video?

What video length are you aiming for?

Do you have your brand elements ready?

Where will you share your video?

Before you start…

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Create a compelling Facebook Cover Video

Also use as your Landing Page Video

People spend on average 2.6x more time on pages with video than without. ~Wistia

Landing Page Videos

4. Best practicesFor Facebook & Instagram video ads

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Develop short-form, ‘snackable’ content. ~Sheryl SandbergFB Q2 2017 Earnings Call

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Enjoyment of video ads increases

purchase intent by 97%

and brand association by

139%. ~Unruly

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Tropicana6 second vs. 15 second video ads

Which performed best?

Example - short

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Captures attention immediately

Evokes emotion

Personal, relatable

Designed for sound off

Add text overlay

And/or captions

Elements of effective video

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iPhone Photography School

Longer videos

Tutorials

Educational

Or entertaining!

Example - long

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Short, catchy creative!

Average = 84 characters, median = 61 characters

Use thumb-stopping creative

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5. Customer experienceHow to dramatically optimize with video

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Involve & engage your audience

Invite guests to join your Facebook Lives

BeLive.tv

BlueJeans

Wirecast

Zoom

Build community

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Shopify real-time shopping

Facebook Meets QVC

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Do you have a bot?!

Generate leads

Nurture relationships

Build trust

Make sales!

Customer support

Special offers

Messenger automation

“If we get someone to engage, they’re more likely to buy.”

Neil Patel

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“Technology may be moving at warp speed….But, fundamentally, human beings have not changed all that much.”

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“It’s about the level of consciousness.”Tom Chi

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Create way more VIDEO content!

Broadcast using Facebook LIVE

Build for MOBILE (square video) + Canvas

Integrate MESSENGER (consider a bot)

Get ready for m-COMMERCE

Community & SERVICE will always prevail

Summary

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Cheers!

www.marismith.com/inbound17

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