Co-op hatched the perfect Facebook video strategy for Easter. See how they did it.
Faceboook video is a hugely valuable marketing tool.
This video in my feed today really made me stop and...
well actually, that's the amazing thing right?
It made me stop... Stop scrolling and watch. I even took in the company's message.
Yeah, you heard me. It worked.
So what can a woman being hit in the face with a fish tell us?
Other than that she needs a pay rise.
What makes this TransferWise ad so effective on Facebook?
1. It catches attention immediately
Scroll, scroll, scroll.. woman, screaming, being hit in the face with a fish?! Stop.
2. It works without sound
If anything, it's even better without the music.
Facebook video auto-plays without sound, so it's essential your video works with no audio.
3. It has a clear, uncluttered message
It's so easy to see and read the text; to get the message of the ad.
4. It has a clear call to action
If that button gets people signing up, what a clear return on investment.
Still, if it had said 'find out more' I might have actually clicked.
5. It's fun and shareable
If I 'like' or comment on this video, it will start to appear in my friends' feeds too.
Share it? Even more so. Thousands of people already have.
I'm not saying I find it hilarious, I'm not saying you should copy it; but it's incredibly effective and it's worth considering why and what you can do to tick these boxes with your own Facebook videos, ads or not.
Just as you're about to stop watching.... screamy-fish-girl gets squirted with hotdog sauces and suddenly your attention is back again wondering what might happen next.
And what might happen next? You might just click 'like', 'share' or 'sign up'. Shocker.
Want to figure out how to make Facebook video work for your business? Get in touch!
Below: How the video appeared in my Facebook feed.
Making your video is just part of the job.
Now you need to make it work for you. You need to get it seen.
Twitter's a great way of getting your video content out there in front of people.
Here are my favourite free and paid methods to do just that...
1. Post your YouTube content
This feels like the 'old' traditional way of sharing your videos on Twitter. It still works well.
Simply post the url and Twitter embeds it to play (when clicked) within your tweet. A bit like this handsome devil did:
AND - it's not just about YouTube - you can post your Vimeo of course and Vines as well.
You might think: 'why wouldn't I just post all of my videos like this and be done with it?'
Well, if you drive people to your site/YouTube channel/Facebook page instead - here they will encounter more content and maybe purchase from you, or hit 'subcribe' to your channel or e-news letter etc.
So that's why another option is to post a thumbnail of your video and a link to the page you'd rather they visit, like this:
2. Upload direct to Twitter
You can upload video 'native' to Twitter. The benefit? It will play automatically in people's feeds (just like Facebook native video does on FB). You can even capture video directly from the app.
Keep in mind that tweets soon drop down feeds so if you've created something specifically for Twitter, it's worth paying to promote your tweet.
Short form video works best and Twitter limits you to 30 seconds.*
(*although big brands partnering with Twitter can upload longer)
So, either make nice snappy content:
Or, if you have longer form content, try making a Twitter trailer.
I love this example by Wistia. When they made their longer video tutorial, they took time to create this Twitter specific promo and then paid to promote it.
Here's another example from GoPro. Notice how they've specifically made a short form video for Twitter but in the text direct us to the full video on YouTube.
Plus, this from Stella Artois during The Open, is a standalone trailer... but rollover the video and you see a YouTube link that takes you through to the full length 90 second edit.
And here's General Electric promoting their live Periscope video streaming event (on Twitter) by using a native Twitter promo. Yep, they're all over it. And not being remotely 'general' about it.
Which leads us nicely into...
3. Live Stream 'Behind The Scenes'
Using Periscope or Meerkat apps you can share live video via your twitter feed.
Why not share the process of your normal video content being made? Draw in the audience, make them aware of what you make; people love 'behind the scenes' sneaky views. It doesn't just have to the 'filming', you could chat through your post-production process too.
Gary Vaynerchuk streams the filming of his YouTube/Facebook/Podcast show '#AskGaryVee' for example.
Meanwhile Landrover used Periscope to show live filming of a video for their rugby social content.
AND - remember, these apps also allow the live audience to interact with you, so take time out from your shoot to chat to them, that engagement strengthens the relationship with you/your brand and ultimately will bring them back to your core content: they'll want to see how the video they watched being made actually turned out and will discover your other videos too.
4. Get other people to share your content
It may seem obvious, but it's easy to overlook: Twitter is SOCIAL - you want people to share your content right?
But as well as making something cool/emotive and hoping people will share it, you can also be deliberate about this.
Take this example of a Red Bull tweet containing video being shared by Absolute Radio.
Above - the original tweet from Red Bull UK
Notice how the original tweet by Red Bull includes the twitter handles of presenters @OC and @RichieFirth along with @AbsoluteRadio and also @GoProUK (it was shot on GoPro) - ALL of whom could share that video.
So if you make a video that includes someone else, include them in the tweet - get them sharing!
You might even go out of your way to include other people/businesses in your videos for this very purpose. If you've filmed someone at your business/event get their Twitter details there and then to make this easy!
5. Twitter Cards
'Cards' are one of the way Twitter ads put your content in front of people. The crucial difference between a Card and a promoted tweet is the Call To Action Button.
Button text can be whatever you like: 'Install Now', 'Buy Now', of course you want to say 'Watch Now' or 'View Now'. Don't forget 'Now' - it makes a difference.
Here's what they look like in action:
Pay attention to your thumbnail image and sub-headlines as well - powerful tools you don't get in a normal Tweet.
Cards also have the advantage of taking people away from Twitter and on to your own site. So instead of watching your video on Twitter and then getting distracted by something else, the viewer stays engaged with your site/content/brand.
Yes, you have to pay... but if you have the budget to do so, cards are a great technique to try out.
Video marketing, social marketing - it's all very much experimental right now. So try things out and see what works for your brand and your audience. Even changing the wording of your tweets, or the time you post can dramatically alter your success rate.
Don't just make a video, make it work for you.
Get on Twitter.
Get it seen.
I'd love to hear how it works for you. Get in touch!
When it comes to marketing, the folk at Apple know what they're doing.
And with the launch of Apple Watch they put a whole lot of love into a video marketing strategy, take a look: