The Advent of Social Video: What Content Creators Need to Know, presentation deck, Jan Rezab, CEO and Founder, Socialbakers, at Transformation 2015, Austin, Tx.
8. Compared to last year, Super Bowl sponsors have flipped and are now
embracing native Facebook video.
Facebook
YouTube
Others
12 %
65 %
23 %
83 %
13 %
4 %
Super Bowl Sponsors 2014
Video Type Distribution
Super Bowl Sponsors 2015
9. Engagement on Super Bowl videos on Facebook was almost
exclusively on native video.
Facebook
YouTube
Others
65 %
30 %
5 %
98 %
2 %
0 %
Super Bowl Sponsors 2014
Total Interactions Distribution
Super Bowl Sponsors 2015
10. Getting more interactions matters.
Total Visits (Millions) Total Interactions (Thousands)
Interactions Correlate with Conversions
Sep
2014
Nov
2014
11. Videos outperform every other post type in terms of Reach, which
correlates with more Engagement.
8.7 %
5.8 %
5.3 %
3.7 %
Video
Status
Link
Photo
12. The video effect on Facebook ad spend
Trends in Share of Ad Spend
2014 2014 2014 2014
Post Engagement Website Clicks Page Likes Website Conversions Mobile App Installs Video Views
15. Jan Rezab
On the whole, the benefits of having a video go viral are
temporary. Content creators should focus on shareability.
“Stop Trying to go Viral”
January 27, 2015
16. Virality has no long-term value in terms of brand awareness for content
creators.
Daily Video Views Across Entire YouTube Channel
Puppy Love | Budweiser
Galaxy Note 4 | Samsung
Global Be(er) Responsible Day | Budweiser
Spider-Man - The Amazing Baby & Me 2 | Evian
Patches | Dove
Lost & Found | KLM
16 000 000
12 000 000
8 000 000
4 000 000
0
Post
Created
17. If you’re only looking
at your own
performance how do
you know what “good”
is?
Don’t Measure
in Isolation
Note that YT bounced back in January a bit. Brands doing both?
It’s not just the switch to FB vid – don’t trash YT. High-level wow stats on YT here:
Redbull, GoPro, Playstation have 10 million subscribers among them. They had more than 2 billion combined video views in 2014.
The top ten TY profiles had more than 7 billion video views in 2014.
We have more examples here if you want them. Al Jazeera and like 4 others if you want one more slide on this.
especially for marketers on FB
Content production is changing.
But a key part of measuring social correctly is recognizing that to analyze performance in isolation is extremely limiting. Just as your shareholders assess your revenue growth in comparison to your sector and the economy as a whole, brands need to consider their own performance in the context of the wider social media landscape.
If you don’t, then how do you know what ‘good’ is?
How do you know whether you’re investing appropriately – in content, in resources, in promoting content?
How do you know if you’re focusing on the right areas, content, audiences?
How can you make more or less any decision on social media, tactically or strategically if you don’t know what ‘good’ is?
Talk about how to measure video and its performance.
(Presenter note – this is an example for Nike. Change the logos for your target prospect – put them in them in the center, their direct competitors in the next circle, then their partners / suppliers / channel or related brands, then any celeb or major brand with whom they are likely to be competing for attention in the Newsfeed.)
And if we look at your own landscape as an example, it isn’t just your direct competitors, those with whom your competing for a specific product purchase or brand loyalty. It’s also about the wider ecosystem – your retail partners, other competitors for discretionary spend, and beyond that, other entities with whom your competing for attention in the Newsfeed.
This doesn’t mean you have to out perform Beckham or Michael Jordan, or ‘compete’ with Man U or the Patriots, but your own success on social media must be seen in the context of the other competitors for your audience’s precious time.
(Presenter note – this is an example for Nike. Change the logos for your target prospect – put them in them in the center, their direct competitors in the next circle, then their partners / suppliers / channel or related brands, then any celeb or major brand with whom they are likely to be competing for attention in the Newsfeed.)
And if we look at your own landscape as an example, it isn’t just your direct competitors, those with whom your competing for a specific product purchase or brand loyalty. It’s also about the wider ecosystem – your retail partners, other competitors for discretionary spend, and beyond that, other entities with whom your competing for attention in the Newsfeed.
This doesn’t mean you have to out perform Beckham or Michael Jordan, or ‘compete’ with Man U or the Patriots, but your own success on social media must be seen in the context of the other competitors for your audience’s precious time.