Firebelly recently teamed up with another creative agency to launch a social media campaign that involved the release of several videos over a period of six weeks. Facebook video ads were an important part of the equation and I wanted to share several best practices and lessons learned so that your next Facebook video ad campaign can be a success too.
Firebelly created this infographic for our client HerRoom, an online lingerie retailer, to help promote the Bra Fitting Secrets series of videos their founder, Tomima Edmark, created to help educate women about obtaining a proper bra fit.
“YouTube videos provide visual proof for static content” – Cameron Hail, Optimization @ Firebelly
Everybody is in a mad rush to make content. But I’m amazed at how little thought is paid to quality, distribution, engagement and conversion. Video content, for example, has so much value. And yet, YouTube is convenient left out of so many corporate social media plans
When I was learning to drive, the very first thing my parents told me was no texting and driving! However, no one ever said anything about vining and driving.
Vine is a mobile app that allows users to view, share, and produce up to 6 second videos. One of my favorite “Viners,” Alx James, is known for vining while driving. Typically most of these vines deal with bad drivers, impatiently waiting at red lights, or anyone who might pull up next to him. While James’ vines are hilarious I never thought about how dangerous they could be. I always just saw the entertainment value.
There has been a lot of excitement about Instagram’s new video tool, released June 20, that records and directly shares 15-second videos into the Instagram feed. While very similar to Twitter’s Vine, which has been around since January, Instagram’s video already seems to be more popular and appreciated by Millennials.
Millennials are 2.5 times more likely to adopt new technology and it is becoming more apparent the best way to reach Millennials is through social media. With more and more users recording mini videos everyday it seems logical for brands to start utilizing the video tool of Instagram as another form of approval and connection from Millennials.
1. Action Packed.
Instagram is perfect for showing action without losing the viewers attention. Millennials, also known as Generation ADD, are use to fast-paced, changing environments, will lose interest, and move on quickly. A 15-second video is perfect to keep Millennials attention while impressing and keeping us coming back for more, short, entertainment. Another benefit? It is in the same feed as Instagram photos, making it easier to check than Vine, and more interesting because one goes from video to photo instantly.
2. It’s Fun and Playful.
Millennials are still young and enjoy playful, silly acts. Promoting your company’s culture in a fun loving, silly way is guaranteed to be appreciated and enjoyed by free-spirited Millennials.
3. Creates Emotional Connections.
Instagram Video is a great way to become connected with your audience and having a personal approach is a way to keep them involved. Millennials have a tendency and willingness to share so use the video tool to ask questions as a way to receive our input, share our ideas, and create a union between your brand and us.
4. Creativity is Never-Ending.
Millennials are pro’s at utilizing social media to express creativity. Millennials also appreciate creativity and the doors social media has opened for new forms of it. Since Instagram only allows 15-second videos creativity is key. If your brand masters creative content Millennials will recognize that, support that, and stay interested in what you come up with next.
By utilizing the most out of what Instagram Video offers and focusing it towards Millennial characteristics, your brand can gain attention and respect from the Millennial generation.
So you shot a video of your latest product offering and you want to get some SEO/content marketing juice out of it. Try putting up a transcription of the audio in with the actual media file. Here’s why:
Right now, a great way to win search is to have your video rank high on YouTube. The best way to do that is simply optimize the video — keywords in the title, description, and tags; link from your website and Twitter to the video. That’s because less than 10% of all videos put up on YouTube are optimized. If you shoot a short product demo video and put it on YouTube, you’ve got a great chance of winning a YouTube search.
And if you can win a YouTube search, chances are your video will also show up near the top of a regular Google search. (The quick moral of the story: If you’re in a fairly competitive vertical on Google, focus on your YouTube strategy instead.)
To give yourself another boost, embed the video on your blog or website, and be sure to promote the link on Twitter, Google+, etc. You can even put the link on the YouTube video (“For more information, visit the Banana Slicer website.”)
But if you really want to make sure your videos are being indexed, helping your SEO, and making it easier for people to find you, create a written transcript of the video, and upload it.
To do this, go to your video, and click on the Captions button. Then, click the Upload caption file or transcript button.
You will need to have written your transcript beforehand, of course. Maybe you were working from a script, maybe you can type really fast, or maybe you even hire a transcription service. (I was recently on Jay Baer’s Social Media Pros podcast, and he told me they used a transcription service.)
It may seem like a lot of work, especially if you have to type the transcription out yourself. But if you’re doing a strong content marketing push for all of your content, this is one valuable step that you can take, and it will be worth the effort.
Google is currently working on a way to transcribe videos that are posted to their website — you can see the beginnings of their efforts on Google Voice’s transcribed voice mail messages — and one day, we won’t need to do this. But until then, you can smoke your competition by following this one step for all your YouTube videos.
I hear from my friends in the video content marketing business that they’re frequently asked to create a viral video. As if it’s something they can just whip up, post it to YouTube, and it will become the next Charlie Bit My Finger, garnering millions of views in a few days.
To tell the truth, you can’t actually create a viral video. You can create a video, and it may or may not go viral. But, there are a few things you can do to help your video go viral. It’s not a guarantee, but it will increase your odds.
- Keep it short. Viral videos are short and easy to enjoy in just a few short minutes. Definitely no more than 4 – 5 minutes. Keep it closer to 2 – 3. People will very likely be watching this on their phones, so they don’t want to watch your 3-hour video epic.
- Don’t spend a lot of money on production. It’s an inside joke among video professionals that clients want crappy camera work in order to make a video “look more viral.” But that doesn’t mean your camera work has to be — or should be — crappy. It just means don’t go out and hire a $500/hour crew to shoot the thing. You can probably get by with a Flip camera or digital camera with video function. Just shoot it professionally and make it look as good as you can.
- Make it funny. The viral videos I usually watch tend to be funny, like Sassy Gay Friend from The Second City Network. Of course, that’s a bias on my part. I don’t like videos that are dramatic, scary, or sad. But think about the best TV commercials we watch during the Super Bowl. Are they sad or funny? Touching or hysterical? The ones we remember are funny, the ones that remind us we’re not feeling fresh or make us wonder if we’re getting enough fiber are, well, not.
- Tie it into a major current event or meme. If you can do something that is based on something in the news, or you just happen to do a video that is later about a topic that becomes news. If it’s timely and relevant, it’s more likely to be shared.
- Be famous. Okay, this one takes a little more work than these other four steps, but it’s the only way you can actually guarantee a video will be seen by hundreds of thousands of people. You need to be Lady Gaga famous, Justin Bieber famous, Kanye West famous. Put out a video of your new song, and it’ll be picked up immediately.