At Sircle Media we have have been talking about the importance of video in your online content game plan for some time now and the momentum just keeps on increasing on the topic. It really is a must have component up and down the communication funnel, from long form marketing pieces, down to short form social media communication assets.
64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.
Facebook video is the main frontier, especially in crowded categories where you want to stand out from the clutter with your USP!
81% of marketers are optimizing their social videos for mobile viewership, including 39% that are creating square and/or vertical videos.
Consumers are watching on mobile devices, so you must be thinking in that format first. Be native!
The report also found that social media video drives brand engagement and sales with 83% of marketers reporting they are confident Facebook video content will drive purchases
I repeat, 83% of marketers are confident that Facebook video content will drive purchases!
Marketers feel the most confident about reaching customers with video on Facebook and YouTube. Consumers are still viewing on these platforms, but are also starting to expand the platforms where they’re watching branded video content. The top three channels they’re watching videos from brands are Facebook, Instagram Stories, and Snapchat.
It is no longer the case that your video strategy is synonymous with YouTube. The consumption is coming from other channels and you need to be thinking about how and where you will be distributing during the creation process. The good news is that the consumers are there, the data clearly shows they are watching videos and then they are taking action based on those messages.
Any marketer not getting in on this action, is making a huge mistake!
At Sircle Media, we are buyers of underpriced attention and we are not overly romantic about where that attention comes from (amen @garyvee). Social networks have made communication at scale so easy, that sometimes we lose site of how each can add value. We always want more, and we get lost in the shiny newness of the next big thing. We encourage that you think about what you want to have happen and then reverse engineer from there.
While some brands are moving away from Twitter, we are finding some pockets of attention that are very attractive on the platform. Last month, we executed a Twitter party with the micro influencer @heyaprill for our client Paula’s Choice Skincare. The client decided to run a last minute promotion to push their 2% BHA liquid exfoliant and came to us looking for a quick program to help generate awareness, buzz and most importantly sales. Of course we looked at Facebook and Instagram organic and paid efforts first, but we also recommended they consider leveraging the captive audience which can come from a Twitter party. They gave us the green light and we got to work.
All Aprill needed from us was a graphic (seen above) talking points (which we crafted and made about BHA specifically), hashtags to track the chat, and prizes provided by the client. We arranged all of this on their behalf, within 24 hours. Prior to the party, she teased the giveaway on her website where people could RSVP for the chat and 1995 people did!
On the day of the chat we had her give away bottles of 2% BHA (every 10 mins), a $100 visa gift card (from @heyaprill), and a grand prize of a year supply of 2% BHA. These were incentives for people to want to join the chat and ultimately keep them participating for the full hour.
The actual chat was amazing and people were so engaged throughout. We monitored all chatter around it on Hootsuite and the notifications were literally non stop. Participants were active and passionate with their messaging and were using the hashtag #BHACHAT as requested. The conversation centered around real issues and the benefits and value of the product to help remedy those problems. This was excellent and highly targeted content consumption.
On top of all of that active and consumed content about the brand and the product, the client also netted 202 new followers in about 10 hours. The party didn’t stop there though, because in the days that followed, we started to see tweets trickle in about people buying the product because of this chat which is a home run and stamp of real measurable ROI and success for the client. That is what really matters and was super sweet coming from a platform and tactic they were quick to dismiss up front.
While not as sexy as Instagram and Snapchat these days, Twitter is a valuable resource in your social media arsenal. #Respectthebird!