Facebook TV - How To Maximize Your Reach & Results Using Video - MARI SMITH #INBOUND17
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Transcript of Facebook TV - How To Maximize Your Reach & Results Using Video - MARI SMITH #INBOUND17
1#INBOUND17@MariSmith #INBOUND17
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
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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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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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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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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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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
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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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Involve & engage your audience
Invite guests to join your Facebook Lives
BeLive.tv
BlueJeans
Wirecast
Zoom
Build community
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Do you have a bot?!
Generate leads
Nurture relationships
Build trust
Make sales!
Customer support
Special offers
Messenger automation
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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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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