The Rise of Social Media Video Marketing

Marketing

gary-vaynerchuk
  • GARY VAYNERCHUK If you’re in the business of making online content,
  • GARY VAYNERCHUK (which, I might add, you all ARE) https://www.garyvaynerchuk.com/every-company-is-a-media-compa-694949418.html http://www.grubstreet.com/2015/02/starbucks-media-company.html http://digiday.com/publishers/good-read-red-bull-as-media-company/ http://contently.com/strategist/2015/03/12/why-starbucks-is-trying-to-launch-a-media-company/ http://qz.com/339124/gopro-steps-closer-to-becoming-media-company-with-its-new-roku-channel/ http://www.theatlantic.com/technology/archive/2014/05/gopro-is-turning-into-a-media-company-100-million-ipo-filing-shows/371269/ http://www.fastcocreate.com/1679907/red-bull-ceo-dietrich-mateschitz-on-brand-as-media-company
  • GARY VAYNERCHUK you have to understand that video is one of your most POWERFUL tools.
  • GARY VAYNERCHUK Whether it’s on: FACEBOOK or SNAPCHAT or YOUTUBE or TWITTER...
  • GARY VAYNERCHUK the content you need to be producing is video. PERIOD.
  • GARY VAYNERCHUK But things are shifting, like they always do.
  • GARY VAYNERCHUK You can’t attack internet video the same way you did two years ago. http://mashable.com/2013/09/06/vine-brands/ http://mashable.com/2013/09/06/vine-brands/ http://mashable.com/2013/09/06/vine-brands/ http://mashable.com/2013/09/06/vine-brands/
  • GARY VAYNERCHUK So I decided to put together a helpful guide, a state of the union, if you will... https://instagram.com/garyvee/
  • GARY VAYNERCHUK on HOW TO DO VIDEO RIGHT ON SOCIAL.
  • GARY VAYNERCHUK Let’s start with YouTube.
  • GARY VAYNERCHUK Established: February 14, 2005
  • GARY VAYNERCHUK 300 hours worth of video content are pushed to YouTube every minute...EVERY MINUTE! https://www.youtube.com/yt/press/statistics.html
  • GARY VAYNERCHUK I got my start on YouTube with WINE LIBRARY TV... and I still use it today for #ASKGARYVEE. https://www.youtube.com/user/WineLibraryTV https://www.youtube.com/user/GaryVaynerchuk http://tv.winelibrary.com/ https://www.youtube.com/playlist?list=PLfA33-E9P7FAbhMdhKkEq5oOMJMUMrHUW
  • GARY VAYNERCHUK It’s the standard.
  • GARY VAYNERCHUK But being the standard means it’s crowded and noisy.
  • GARY VAYNERCHUK AND when you compare it to FACEBOOK’S 4 BILLION views a day, it’s finally got a real competitor. http://fortune.com/2015/06/03/facebook-video-traffic/
  • GARY VAYNERCHUK Especially when you start talking about targeting capabilities against consumer data
  • GARY VAYNERCHUK Because when it comes to data, we know who’s winning there.
  • GARY VAYNERCHUK That’s right. FACEBOOK.
  • GARY VAYNERCHUK Established: February 4, 2004
  • LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK Facebook video has become the best way to reach MY fans at scale. https://www.youtube.com/watch?v=E6M-XUW4xYY&index=13&list=PLfA33-E9P7FAbhMdhKkEq5oOMJMUMrHUW
  • GARY VAYNERCHUK Now I’m not talking about putting something on YouTube and linking out to it on Facebook.
  • LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK I’m talking about natively posting video content directly to Facebook.
  • GARY VAYNERCHUK WHY? Because right now, Facebook is making a play to become a video platform...
  • GARY VAYNERCHUK and that means Facebook’s Newsfeed algorithm is placing an enormous amount of weight on videos (which translates into organic reach).
  • LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK Couple that with their new video ad products for sales and direct response... https://www.facebook.com/business/news/video-ads-on-facebook
  • GARY VAYNERCHUK and you have some serious reasons to spend some real money on video content for Facebook.
  • GARY VAYNERCHUK YouTube should honestly be scared...
  • GARY VAYNERCHUK because Facebook is sitting on an enormous amount of targetable consumer data.
  • GARY VAYNERCHUK Let’s take an example:
  • LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK Say you’re a local ice cream shop. You want to bring in some families for the summer months.
  • GARY VAYNERCHUK If you upload a video natively, you can target it to people who: 1. Love ice cream 2. Live in your area 3. Have kids
  • GARY VAYNERCHUK Just like that, you’re only reaching the audience that is most relevant and profitable to you.
  • GARY VAYNERCHUK Get it? That is something no other platform is doing as well as Facebook.
  • GARY VAYNERCHUK I am well aware of the debate of “viewability,” but let’s ask another question...
  • GARY VAYNERCHUK When you go to YouTube, you want to watch this cat video. That is your intent. https://www.youtube.com/watch?v=Awf45u6zrP0
  • GARY VAYNERCHUK What Google then does is show you a video BEFORE the video you actually want to see.
  • GARY VAYNERCHUK FACEBOOK is different: It knows you’re a cat enthusiast and puts a cat video in front of you.
  • GARY VAYNERCHUK INTENT MATTERS.
  • GARY VAYNERCHUK YouTube is showing you an ad. On Facebook, your content IS the ad.
  • GARY VAYNERCHUK Facebook video is clearly a HUGE deal. But don’t sleep on the other platforms either…
  • GARY VAYNERCHUK Established: March 21, 2006
  • GARY VAYNERCHUK Twitter’s new video products have changed the way I use the platform.
  • GARY VAYNERCHUK As Twitter has grown, the amount of noise has increased, while the amount of meaningful engagement has dropped.
  • GARY VAYNERCHUK That’s why the real way to win with Twitter video is through engagement. https://twitter.com/garyvee/status/623681359366615040 https://twitter.com/garyvee/status/623681359366615040
  • GARY VAYNERCHUK Use it as PULL rather than PUSH.
  • GARY VAYNERCHUK When a celebrity favorites your tweet you get excited.
  • GARY VAYNERCHUK Not because it took any real effort on their part, but because that social interaction is hugely meaningful. https:[email protected]/the-selfie-is-the-new-autograph-39ac9f3e79a9
  • GARY VAYNERCHUK With Twitter’s new video feature, they’ve been able to take that feeling to the next level.
  • GARY VAYNERCHUK Get in there, reply to tweets with a video, and see if your engagement doesn’t skyrocket. https://twitter.com/garyvee
  • GARY VAYNERCHUK It works.
  • GARY VAYNERCHUK The other great thing about Twitter video?
  • GARY VAYNERCHUK There is more room for tone.
  • GARY VAYNERCHUK Sometimes it’s hard to convey a nuanced opinion in only 140 characters and context is lost.
  • GARY VAYNERCHUK But with 15 seconds of video, you can get your point across loud and clear.
  • GARY VAYNERCHUK Finally we have...
  • GARY VAYNERCHUK Established: September, 2011
  • GARY VAYNERCHUKGARY VAYNERCHUK Snapchat is huge right now.
  • GARY VAYNERCHUKGARY VAYNERCHUK More than 60% of U.S. 13 to 34 year-old smartphone users are Snapchatters. http://www.bloomberg.com/news/features/2015-05-26/evan-spiegel-reveals-plan-to-turn-snapchat-into-a-real-business http://www.bloomberg.com/news/features/2015-05-26/evan-spiegel-reveals-plan-to-turn-snapchat-into-a-real-business
  • GARY VAYNERCHUKGARY VAYNERCHUK One of the things I used to love about Snapchat was how you had to hold your finger on the screen.
  • GARY VAYNERCHUKGARY VAYNERCHUK That is, of course, no longer the case. https://www.garyvaynerchuk.com/snapchat-tap-to-view-new-snapchat-update-1227043959.html https://www.garyvaynerchuk.com/snapchat-tap-to-view-new-snapchat-update-1227043959.html
  • GARY VAYNERCHUKGARY VAYNERCHUK But the videos are still limited, since they can only ever stick around for a certain amount of time.
  • GARY VAYNERCHUKGARY VAYNERCHUK That could be 24 hours...
  • GARY VAYNERCHUKGARY VAYNERCHUK or one second.
  • GARY VAYNERCHUKGARY VAYNERCHUK That creates urgency.
  • GARY VAYNERCHUKGARY VAYNERCHUK And urgency is a tremendous way to get someone’s attention.
  • GARY VAYNERCHUKGARY VAYNERCHUK and attention is the number one asset.
  • GARY VAYNERCHUKGARY VAYNERCHUK On top of that, the ability to draw over your images is massively important and allows for tremendous amounts of creativity.
  • GARY VAYNERCHUKGARY VAYNERCHUK Just look at Shonduras. http://shonduras.com/ http://shonduras.com/
  • GARY VAYNERCHUKGARY VAYNERCHUK The importance of Snapchat as a marketing and communications tool right now is even further validated by Snapchat Discover. http://blog.snapchat.com/post/109302961090/introducing-discover
  • GARY VAYNERCHUKGARY VAYNERCHUK A big-brand marketing feature that is basically gift wrapping the 13-34 demo for brands like Dailymail and Cosmo.
  • GARY VAYNERCHUKGARY VAYNERCHUK You may not be able to afford to join Discover...
  • GARY VAYNERCHUKGARY VAYNERCHUK ...but what you should know is that it’s the most underpriced inventory for meaningful conversation in the 13 to 35 demo.
  • GARY VAYNERCHUK BOTTOM LINE: There is a f*ckton going on in video right now.
  • GARY VAYNERCHUK I’m not saying you should give up on YouTube.
  • GARY VAYNERCHUK But I AM saying you need to at least familiarize yourself with everything in this deck.
  • GARY VAYNERCHUK Check out my other tips on social media: THANKS FOR READING! MAKE A SNAPSTERPIECE DON’T MAKE THIS MISTAKE http://www.slideshare.net/vaynerchuk/6-snapchat-hacks-too-easy-to-ignore http://www.slideshare.net/vaynerchuk/slidesharegvtwitter-v4-28507504
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  • GARY VAYNERCHUK If you’re in the business of making online content,
  • GARY VAYNERCHUK (which, I might add, you all ARE) https://www.garyvaynerchuk.com/every-company-is-a-media-compa-694949418.html http://www.grubstreet.com/2015/02/starbucks-media-company.html http://digiday.com/publishers/good-read-red-bull-as-media-company/ http://contently.com/strategist/2015/03/12/why-starbucks-is-trying-to-launch-a-media-company/ http://qz.com/339124/gopro-steps-closer-to-becoming-media-company-with-its-new-roku-channel/ http://www.theatlantic.com/technology/archive/2014/05/gopro-is-turning-into-a-media-company-100-million-ipo-filing-shows/371269/ http://www.fastcocreate.com/1679907/red-bull-ceo-dietrich-mateschitz-on-brand-as-media-company
  • GARY VAYNERCHUK you have to understand that video is one of your most POWERFUL tools.
  • GARY VAYNERCHUK Whether it’s on: FACEBOOK or SNAPCHAT or YOUTUBE or TWITTER...
  • GARY VAYNERCHUK the content you need to be producing is video. PERIOD.
  • GARY VAYNERCHUK But things are shifting, like they always do.
  • GARY VAYNERCHUK You can’t attack internet video the same way you did two years ago. http://mashable.com/2013/09/06/vine-brands/ http://mashable.com/2013/09/06/vine-brands/ http://mashable.com/2013/09/06/vine-brands/ http://mashable.com/2013/09/06/vine-brands/
  • GARY VAYNERCHUK So I decided to put together a helpful guide, a state of the union, if you will... https://instagram.com/garyvee/
  • GARY VAYNERCHUK on HOW TO DO VIDEO RIGHT ON SOCIAL.
  • GARY VAYNERCHUK Let’s start with YouTube.
  • GARY VAYNERCHUK Established: February 14, 2005
  • GARY VAYNERCHUK 300 hours worth of video content are pushed to YouTube every minute...EVERY MINUTE! https://www.youtube.com/yt/press/statistics.html
  • GARY VAYNERCHUK I got my start on YouTube with WINE LIBRARY TV... and I still use it today for #ASKGARYVEE. https://www.youtube.com/user/WineLibraryTV https://www.youtube.com/user/GaryVaynerchuk http://tv.winelibrary.com/ https://www.youtube.com/playlist?list=PLfA33-E9P7FAbhMdhKkEq5oOMJMUMrHUW
  • GARY VAYNERCHUK It’s the standard.
  • GARY VAYNERCHUK But being the standard means it’s crowded and noisy.
  • GARY VAYNERCHUK AND when you compare it to FACEBOOK’S 4 BILLION views a day, it’s finally got a real competitor. http://fortune.com/2015/06/03/facebook-video-traffic/
  • GARY VAYNERCHUK Especially when you start talking about targeting capabilities against consumer data
  • GARY VAYNERCHUK Because when it comes to data, we know who’s winning there.
  • GARY VAYNERCHUK That’s right. FACEBOOK.
  • GARY VAYNERCHUK Established: February 4, 2004
  • LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK Facebook video has become the best way to reach MY fans at scale. https://www.youtube.com/watch?v=E6M-XUW4xYY&index=13&list=PLfA33-E9P7FAbhMdhKkEq5oOMJMUMrHUW
  • GARY VAYNERCHUK Now I’m not talking about putting something on YouTube and linking out to it on Facebook.
  • LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK I’m talking about natively posting video content directly to Facebook.
  • GARY VAYNERCHUK WHY? Because right now, Facebook is making a play to become a video platform...
  • GARY VAYNERCHUK and that means Facebook’s Newsfeed algorithm is placing an enormous amount of weight on videos (which translates into organic reach).
  • LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK Couple that with their new video ad products for sales and direct response... https://www.facebook.com/business/news/video-ads-on-facebook
  • GARY VAYNERCHUK and you have some serious reasons to spend some real money on video content for Facebook.
  • GARY VAYNERCHUK YouTube should honestly be scared...
  • GARY VAYNERCHUK because Facebook is sitting on an enormous amount of targetable consumer data.
  • GARY VAYNERCHUK Let’s take an example:
  • LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK Say you’re a local ice cream shop. You want to bring in some families for the summer months.
  • GARY VAYNERCHUK If you upload a video natively, you can target it to people who: 1. Love ice cream 2. Live in your area 3. Have kids
  • GARY VAYNERCHUK Just like that, you’re only reaching the audience that is most relevant and profitable to you.
  • GARY VAYNERCHUK Get it? That is something no other platform is doing as well as Facebook.
  • GARY VAYNERCHUK I am well aware of the debate of “viewability,” but let’s ask another question...
  • GARY VAYNERCHUK When you go to YouTube, you want to watch this cat video. That is your intent. https://www.youtube.com/watch?v=Awf45u6zrP0
  • GARY VAYNERCHUK What Google then does is show you a video BEFORE the video you actually want to see.
  • GARY VAYNERCHUK FACEBOOK is different: It knows you’re a cat enthusiast and puts a cat video in front of you.
  • GARY VAYNERCHUK INTENT MATTERS.
  • GARY VAYNERCHUK YouTube is showing you an ad. On Facebook, your content IS the ad.
  • GARY VAYNERCHUK Facebook video is clearly a HUGE deal. But don’t sleep on the other platforms either…
  • GARY VAYNERCHUK Established: March 21, 2006
  • GARY VAYNERCHUK Twitter’s new video products have changed the way I use the platform.
  • GARY VAYNERCHUK As Twitter has grown, the amount of noise has increased, while the amount of meaningful engagement has dropped.
  • GARY VAYNERCHUK That’s why the real way to win with Twitter video is through engagement. https://twitter.com/garyvee/status/623681359366615040 https://twitter.com/garyvee/status/623681359366615040
  • GARY VAYNERCHUK Use it as PULL rather than PUSH.
  • GARY VAYNERCHUK When a celebrity favorites your tweet you get excited.
  • GARY VAYNERCHUK Not because it took any real effort on their part, but because that social interaction is hugely meaningful. https:[email protected]/the-selfie-is-the-new-autograph-39ac9f3e79a9
  • GARY VAYNERCHUK With Twitter’s new video feature, they’ve been able to take that feeling to the next level.
  • GARY VAYNERCHUK Get in there, reply to tweets with a video, and see if your engagement doesn’t skyrocket. https://twitter.com/garyvee
  • GARY VAYNERCHUK It works.
  • GARY VAYNERCHUK The other great thing about Twitter video?
  • GARY VAYNERCHUK There is more room for tone.
  • GARY VAYNERCHUK Sometimes it’s hard to convey a nuanced opinion in only 140 characters and context is lost.
  • GARY VAYNERCHUK But with 15 seconds of video, you can get your point across loud and clear.
  • GARY VAYNERCHUK Finally we have...
  • GARY VAYNERCHUK Established: September, 2011
  • GARY VAYNERCHUKGARY VAYNERCHUK Snapchat is huge right now.
  • GARY VAYNERCHUKGARY VAYNERCHUK More than 60% of U.S. 13 to 34 year-old smartphone users are Snapchatters. http://www.bloomberg.com/news/features/2015-05-26/evan-spiegel-reveals-plan-to-turn-snapchat-into-a-real-business http://www.bloomberg.com/news/features/2015-05-26/evan-spiegel-reveals-plan-to-turn-snapchat-into-a-real-business
  • GARY VAYNERCHUKGARY VAYNERCHUK One of the things I used to love about Snapchat was how you had to hold your finger on the screen.
  • GARY VAYNERCHUKGARY VAYNERCHUK That is, of course, no longer the case. https://www.garyvaynerchuk.com/snapchat-tap-to-view-new-snapchat-update-1227043959.html https://www.garyvaynerchuk.com/snapchat-tap-to-view-new-snapchat-update-1227043959.html
  • GARY VAYNERCHUKGARY VAYNERCHUK But the videos are still limited, since they can only ever stick around for a certain amount of time.
  • GARY VAYNERCHUKGARY VAYNERCHUK That could be 24 hours...
  • GARY VAYNERCHUKGARY VAYNERCHUK or one second.
  • GARY VAYNERCHUKGARY VAYNERCHUK That creates urgency.
  • GARY VAYNERCHUKGARY VAYNERCHUK And urgency is a tremendous way to get someone’s attention.
  • GARY VAYNERCHUKGARY VAYNERCHUK and attention is the number one asset.
  • GARY VAYNERCHUKGARY VAYNERCHUK On top of that, the ability to draw over your images is massively important and allows for tremendous amounts of creativity.
  • GARY VAYNERCHUKGARY VAYNERCHUK Just look at Shonduras. http://shonduras.com/ http://shonduras.com/
  • GARY VAYNERCHUKGARY VAYNERCHUK The importance of Snapchat as a marketing and communications tool right now is even further validated by Snapchat Discover. http://blog.snapchat.com/post/109302961090/introducing-discover
  • GARY VAYNERCHUKGARY VAYNERCHUK A big-brand marketing feature that is basically gift wrapping the 13-34 demo for brands like Dailymail and Cosmo.
  • GARY VAYNERCHUKGARY VAYNERCHUK You may not be able to afford to join Discover...
  • GARY VAYNERCHUKGARY VAYNERCHUK ...but what you should know is that it’s the most underpriced inventory for meaningful conversation in the 13 to 35 demo.
  • GARY VAYNERCHUK BOTTOM LINE: There is a f*ckton going on in video right now.
  • GARY VAYNERCHUK I’m not saying you should give up on YouTube.
  • GARY VAYNERCHUK But I AM saying you need to at least familiarize yourself with everything in this deck.
  • GARY VAYNERCHUK Check out my other tips on social media: THANKS FOR READING! MAKE A SNAPSTERPIECE DON’T MAKE THIS MISTAKE http://www.slideshare.net/vaynerchuk/6-snapchat-hacks-too-easy-to-ignore http://www.slideshare.net/vaynerchuk/slidesharegvtwitter-v4-28507504
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