Short Video - Dale Blasingame

SHORT VIDEOS AND SOCIAL
#mc4382u
FACEBOOK NATIVE VIDEO
FACEBOOK NATIVE VIDEO
➤
Videos are uploaded directly
to Facebook
➤
Autoplay when scrolled across
in News Feed
➤
4 billion daily views
➤
75% of views globally are on
mobile
➤
53% of all video views come
from shares
1. TRIBUNE BROADCASTING
TRIBUNE BROADCASTING
➤ Owns
or operates 42
stations across the
U.S.
➤ 6.4
million combined
likes on Facebook
➤ 20
million+
combined Facebook
video plays each
month
“
“What we’re doing is using either different pieces of
content or subsets of that piece of content, and not in
the form of a tease, but giving the meat. If there’s 15
amazing seconds of a 1:30 piece of video, that’s the 15
seconds that’s going on Facebook. Not the 15 seconds
before it and saying ‘Click here to watch the good part.’”
– Steve Baron, Tribune Broadcasting VP of Digital
TRIBUNE’S BIG PICTURE
➤
As the number of native video views on Facebook has
dramatically increased, the number of video views on the
station websites has also dramatically increased
➤
Baron: “There is no cannibalization.”
➤
Also seeing jump in brand awareness
STATION A: MEDIUM-SIZED MARKET, HAS NOT USED
NATIVE VIDEO IN PAST 30 DAYS
STATION B: TOP-20 MARKET, USES NATIVE VIDEO, ISN’T
ON POINT WITH STRATEGY
STATION C: LOVES NATIVE VIDEO AND FINDS IT
IMPORTANT
2. HLN’S THE DAILY SHARE
HLN’S THE DAILY SHARE
➤
Reversed the development
pipeline
➤
Social channels launched in
September 2014
➤
TV show launched in January
2015
➤
Used social for brand
development, audience
development and content
R&D in public
HLN’S THE DAILY SHARE
➤
Using social data to come up
with daily TV rundowns
➤
First six months on social:
One billion video views
➤
Inspirational stories tend to be
best for native Facebook video
COMBINED 36.7
MILLION VIEWS
Native video posted to The
Daily Share and HLN in April
Equivalent of a 13.2 national rating
“
“The art of building an audience is being available to
them where they are. The work we’re doing is creating
stories worth watching and helping them get in front of
people who will appreciate them. Our business is to
create good content – not just good television.”
– Lila King, HLN
THE DAILY SHARE RATINGS
➤
Since its launch, The Daily Share is outperforming MSNBC by
+33% in 18-49 and +2% in 25-54
➤
The Daily Share is up +6% in 18-49 demo from previous
HLN programming in its time slot a year ago
Ratings information provided by HLN
“
“Before you can monetize something, you have to
build an audience. That’s the stage we’re in, and
that’s what we’re focusing on right now.”
– Lila King, HLN
3.NBC’S TODAY SHOW
NBC’S TODAY SHOW
➤
Audience is up and active
early - so TODAY focuses
efforts then
➤
Seen audiences sample
first on Facebook, then
head to the web for more
➤
Videos get double the
views/engagement when
posted within minutes of
happening
“
“There’s a lot of downstream upside to it. While
perhaps it’s not able to be monetized right now, it’s
important to give those free samples out so that
consumers can recognize your brand, fall in love
with your brand on Facebook and then become
super users of your brand.”
– Ashley Parrish, executive producer of digital at TODAY
QZ.COM - MAY 28
BTW, SILENT VIDEO IS BACK
Medium - June 4
“
“These stories have a very quick turnaround, from 30
minutes to a couple hours depending on the complexity of
the story and the way in which we are telling it. We
purposely have formatted these pieces to be very simple and
easy to push out so our team can be dynamic and respond to
news as it breaks.”
– Jigar Mehta, Engagement lead at AJ+
CREATING A SILENT VIDEO
➤
Hook them quickly: “This means a visually engaging first five
seconds of the video”
➤
Silent means…silent: “It is common knowledge that the
majority of people on Facebook are watching these videos
with the sound turned off ”
➤
…which means utilize captions, music beds and quality video:
Many AJ+ videos have no narration
- Quotes from Jigar Mehta
VINE
PRODUCING
A QUALITY
VINE VIDEO
With some help from videomaker.com
1. PRACTICE
1. PRACTICE
➤ You
edit as you go in
Vine, so you need to
know what the story is
supposed to be and
show
➤ There
are no re-shoots,
only do-overs
➤ More
difficult shoots
will require even more
practice
2. BE SMART
2. BE SMART
➤ Don’t
waste time with
pans, tilts or zooms
➤ Think
about looping those camera or video
movements will look
awful on repeat
➤ KISS
3. TRY ANIMATION
3. TRY ANIMATION
➤
Vine’s “touch-to-shoot”
functionality makes stop
animation fairly easy
➤
HOLD IT STEADY
4. WATCH YOUR MIC
4. WATCH YOUR MIC
➤
Vine’s default option is
silent
➤
But that doesn’t mean
your audio won’t be
selected
➤
So be careful…
➤
And if you use audio,
use your phone wisely
INSTAGRAM
HYPERLAPSE