Want to follow the news of social media, but shortly? We have you covered! This week (episode # 110), we discuss all this and more:
- According to an interesting article from Digiday, Facebook is changing gear with brand advertisers. After years of trying to sell brands on the news feed Facebook, they change the idea in Instagram, Stories and Messenger.
- Facebook interviewed some of the top producers of social media videos and compiled their latest tips. and helpful suggestions for moving your business forward with video.
- YouTube requires a single goal. Best practices for YouTube videos will not necessarily be the same as on Facebook or Twitter. We have some really interesting YouTube statistics on how to improve your brand's performance on YouTube.
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A new Facebook guide to create videos, Instagram and Messenger ads and 5 facts on YouTube you can not miss [complete podcast transcript]
The following is a slightly modified transcription of the conversation between Hailley Griffis and Brian Peters.
- Part I: The Move to Instagram Advertising Stories and Messenger
- Part II: A Brand New Facebook Guide to Creating Video
- Part III: 5 Interesting Facts on YouTube That You Can not Miss
Brian : Hello everyone! I am Brian Peters and here is the science of social media, a podcast of Buffer. Your weekly sandbox for stories, ideas, experimentation and learning on social media.
Hailley: Welcome to the episode # 110! I'm Hailley Griffis and this week we have an exciting episode to present to you this week. Tons of interesting things to tell in the world of social media, including a brand new Facebook guide on creating videos, moving to stories and messenger instagram, youtube and so much more!
Brian : The style episodes are full of things that have already happened on social media, but this week we are looking to the future and how your brand can stay relevant on social media in the weeks and next month.
Hailley: Launch the show!
Part I: The passage to stories on Instagram Advertising and engagement on Messenger
Brian : Facebook changes gears with brand advertisers. Well, they are after a very interesting article from Digiday.
Essentially, after years of trying to sell brands on Facebook's news feed, they're changing their tone for Instagram.
Hailley: have somewhat calmed down on the newsreel as an advertising vehicle because they are beginning to see it as a mere place for cheaper direct response commercials, have said four advertising buyers interviewed in the Digiday article.
noticed that Facebook has not been able to operate brand budgets in the news because of competition and saturation of content, and therefore its performance – which is performs.
Brian The selling point was to be focused on the scope, but as Digiday has mentioned, over time, advertisers have expressed growing concern about the fact that the news thread is a "safe" environment and that the ads are actually visible in the
Users are also withdrawing from Facebook in favor of Instagram.
According to Merkle, advertising spend growth on Instagram quadrupled (about 177%), while ad spend on Facebook increased only about 40% in the second quarter.
Hailley: To add to that, the market value of Facebook, last month, dropped by $ 120 billion – the largest business loss ever recorded – when it announced a slowdown in growth . Thus, with news outlets running in the news feed, Facebook is looking for their pride, Instagram, to help accelerate growth quickly.
Brian : Facebook Frames, With All That Happens
In short, and I thought it was a great way to look at the current advertising ecosystem, the wire of # Facebook news is sold as a product for performance advertisers.
Instagram, with its short video stories and visual content, is more brand building game.
And Messenger is for brands interested in customer relationship management. Which, as we have talked about in the past, is extremely important in our time.
Hailley: Agreement. That's a big part of why we spend a lot of time and investment on creating and improving our Buffer Reply product. We believe that customer service, branding and branding will be an essential part of marketing strategies.
But of all the advertising options of the Facebook ecosystem, Stories is the next big factor of revenue.
According to Instagram, Stories is now used by 400 million active users a day.
Brian : I think that one of the most interesting aspects of Stories, in addition to its incredible growth, is the idea of vertical video. is still relatively new for so many brands.
The demand for the Stories ads product is therefore still low, but I really believe that we will soon be at a point where a good many brands and budgets are using Stories as an advertising platform.
Hailley: One of the things that Instagram really has for them, even though their total audience is less than that of Facebook (about half), the commitment is very strong.
And I think that's partly because its a very visual platform where brands are almost forced to create beautiful content. For if they do not do it, they will not be able to compete with those who do it.
On the Facebook side, as we discussed in episode 109, brands were involved brand content earlier this year.
Brian : According to interviews in this Digiday article, the engagement of Instagram can be three times higher than on Facebook and cheaper to reach. What we definitely experienced here at Buffer
For example. Greg Allum, Global Head of Social Affairs at Jellyfish, found that the CPM (or cost per 1,000 people) of Stories was four to five times cheaper than the Facebook news announcements.
And for Kenshoo customers, the average price for Instagram Stories ads, 1,000 times was $ 4.70 versus $ 5.34 for standard Facebook ads. This is not a huge difference, but noticeable, especially on a large scale.
Hailley: It's pretty clear that Facebook is heavily focused on improving Instagram's creative stories. It seems that they are launching a new feature every week there.
And for many brands and small businesses, it means working more with influencers and improving their creations. Creatives are video quality, audience targeting, product advertising and more.
Finally, of course, Instagram hopes to double its revenue by directing large advertising budgets to Instagram TV. The next evolution of Instagram Stories.
Part II: An All-New Facebook Guide to Creating Videos on Social Networks
Brian : Video is an ever-growing opportunity and it is evolving faster than ever. Vertical, square, landscape, whatever the format, the data shows that people LOVE to consume video content on social networks.
Hailley: Recently, Facebook has been talking with the biggest producers about tips, tricks, and helpful suggestions for moving your business forward with video.
We thought we would share some of our favorites here with you.
Brian : at the very top of the Facebook list
Which is good, but what does it really mean?
On an organic level, this means investing in the brand image. awareness campaigns. More often than not, people are not trying to be sold to, at least they do not think that they are.
Hailley: Creating content that focuses on brand awareness, not selling things. One of them is that you will develop commitment and trust. High-end content is much more likely to be shared by users.
By simply accessing potential customers on social media, you are helping to increase the chances of real sales in the future.  Brian : Exactly, and that could mean educational content, fun, entertaining content, contests, awards, and so on. At this point, you focus on informative and helpful interactions with customers.
Once your brand awareness campaigns are underway, you can start focusing your efforts on moving users around.
Users who have already viewed and demonstrated the value of your product by visiting certain pages or even adding an item to their cart are a great way to help them.
Hailley: Well, and the video content at this point should not necessarily be sales-oriented either, although it may be. Try to give these people the reason to move on to the next step by encouraging them to buy or learn more.
Make sure to be consistent with your brand and your general narration. At every step of the customer journey, you need to consider the relationships you establish with your audience.
Are your brand's ads random and contradictory? Or do they see a coherent story?
Brian : And I know we are not all used to creating humorous content, BUT a breakdown of 250 video ads of 22 brands on Facebook revealed that humorous videos could drive a rate of 70% higher video completion for informative videos and costs 60% less than emotional video ads.
This really shows the psychology of people on the social. I have the impression that when I see a fun advertisement, I am much more interested in the company and, by extension, in the business. I could even share it with a friend.
Hailley: Another good Facebook tip in this study was that you should aim to present your brand in the first 1 to 2 seconds of the video.
You can save your logo or make a mark at the end of the video, but adjusting the video creation to the first 1 to 2 seconds can help improve the brand's visibility.
And be sure to tell your story with early visual descriptions that can provide important information and context to viewers. Studies show that it is possible to increase the viewing time up to 30%.
Brian : Part of this study that I found interesting relates to the subject of the duration of the video. And I do not know why I did not expect Facebook to say that, but they mentioned that to capture the attention, remember that 6 and 15 seconds are the new digital standards for video .
This is in 2018. Shorter videos tend to be more performant to capture the attention of new audiences and can develop brand awareness.
Hailley: Today, messaging and videos are concise.
Let's assume that the viewer ignores the video content that starts. Which means you have to give them a reason to stay.
And by measuring the success of your videos, focus on the relevance score. Relevance determines whether your audience stops to watch your videos. Whether you're running direct response campaigns or promotional campaigns, you need interesting content right from the start.
Brian : Yes, the criterion of relevance is the main feature of all our advertising content. comes to the notoriety of the brand. A score of 8.9 or 10 is ideal for funnel campaigns.
In general, we get scores of 9 or 10 when we dynamize organic publications or user-generated content.
content is less intrusive compared to the ads produced. Users are more likely to engage longer in ads that mimic other content in their news feed.
Hailley: Exactly and that is really understanding your audience. We live in a mobile first generation and our campaigns should respond to this behavior.
For example, people make decisions on the spot via their phone, does your video reflect it?
Consumers read reviews and do research, does your video incorporate social proof?
Brian : Such a way of thinking, Hailley.
Today, consumers are expecting incredible experiences. and they make more and more last minute plans. Make sure your brand reflects these behaviors.
And speaking of mobile, Facebook recommends not to be afraid of the rule of 3 seconds. Basically, the first three seconds are as long as necessary for people to keep watching or not.
Try to capture the viewer's attention at the beginning with a powerful hook.
Hailley: And of course, if the theme or atmosphere of your content requires a longer video and its performance generates high returns, do not be afraid to push the limits of each advertising channel.
You should definitely try different types of videos, lengths, styles and formats. Each brand is unique and will experience different results depending on its audience.
So, for each user:
When planning, producing, and producing branded content, start with social media and mobile visualization. 19659006] Brian : Be sure to convey your creative idea in 6 to 15 seconds
Challenge yourself or your creative team to show how video can convey the same message in a shorter time . 19659019] And finally, always include captions if your video has a dialogue or voiceover.
Part III: 5 Important Facts on YouTube That You Can not Miss
Hailley: If you're ready to learn more about video, perfect, because we came across some amazing facts on YouTube that you can not miss as a business or brand.
But like all platforms, YouTube requires special attention. Best practices for YouTube videos will not necessarily be the same as on Facebook or Twitter.
Brian : With that, we have amazing YouTube statistics on how to improve your brand's performance. on Youtube. And if you find that interesting, you'll love episode 95 where we talk about strategies that have allowed us to increase our channel by more than 59% in 30 days.
Be that as it may, let's go back to the statistics. First, the comments are directly related to the ranking of your YouTube videos. The more comments you have in the video, the more it usually ranks.
Hailley: Secondly, the longer videos far outweigh the shorter videos on YouTube. Get this, the average length of videos that rank on the first page is 14 minutes and 50 seconds.
This goes back to YouTube being as much a search engine as a social media channel. The user intent is very high and so they are willing to spend more time watching the content to learn.
Brian : This new statistic is obvious, but deserves to be mentioned. . In order to get more views to improve the rankings, you need to make sure to include keywords in your title, your meta tag and your description, as well as to optimize the video for YouTube. Again, everything is covered in episode 95 of this show.
Hailley: Second, subscription-based videos have a fairly strong correlation with video rankings. In other words, videos that lead to subscriptions are better ranked. That's why you always see people asking for a subscription at the beginning and at the end of their videos.
This is an excellent tactic.
Brian : Last but not least, about 20% of people who start watching your video will leave after the first 10 seconds.
And this concerns most social media channels. You have to create a killer intro with a solid anchor point in the first few seconds to keep people around.
Hailley: Thank you very much for listening to the science of social media today. The introductory notes to this episode are now available on the blog blog at blog.buffer.com, with a full transcript.
If you ever want to get in touch with me or Hailley, we're always here for you using the hashtag #bufferpodcast. You can also say hello anytime and [email protected]
Brian : Yes, we would love to hear from you. Fun fact, we have just exceeded 17,000 weekly listeners on the series. Big Criout to all of you, finally, be great.
And a big thank you to everyone who leaves the iTunes reviews! Wherever you are listening and around the world, you have a special place in our hearts.
Two weeks later, we discuss LinkedIn's strategy and content discovery.
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The Science of Social Media is your weekly sandbox for stories, ideas, experimentation and inspiration on social media. Every Monday (and sometimes more), we share the most advanced tactics in social media marketing of brands and influencers from all sectors. If you're a social media team, a business, a marketer, or just someone interested in social media marketing, you're sure to find something useful in every episode. We hope you'll join our more than 17,500 iTunes weekly listeners and channel your social networks accordingly!
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