Social Media Week London — New Creative Opportunities For A Video First World

Here are my notes from my first event at #SMWLDN:

  1. Facebook has officialy become a Video First World. What does that mean? They are going to priotiritze all of their platforms to showcase video in the best possible way.
  2. People in the USA check their devices 30+ times a day
  3. Video views grew 800% between 2015 and 2016, 1 billion to 8 billion.
  4. If a Facebook user watches 0:03 of a video, 65% will watch 0:10 of it. If they make it to 0:10, 45% will watch 0:30.

The three things Facebook wants us to know about videos on their platforms.

  1. Video on mobile devices is different than TVC
  2. Mobile video feeds need a new creative approvach
  3. The future of video is active

How do we Feed Proof Your Video Concepts?

  1. Capture Attention Quickly (Add stylized supers to deliver the message without the need for sound / Add an initial question to spark curiosity)
  2. Design the creative to work without sound.
  3. Frame your visual story for how the video will be displayed on the device (No 16x9, instead square or verticle)
  4. Play More (Experiment with what will work through Facebook, BuzzFeed’s Watermelon Live Video)

We need to work with New Story Arcs because the TVC Story arc won’t work.

  1. Heartbeat Frequency. (Every few seconds a new vignette starts, Cinemagraphs work really well when connected to create a single story) (See image at end of story)
  2. Zigs & Zags. (Hook/Product then Hook/Product then Hook/Product). Pepsi’s Emoji campaign did a great job of showing a visual gag then a Pepsi can.
  3. Start with the end. Start with the product, then you become visually entranced. Tide #Gets staines out, starts with wine on shirt then disappears.

Images:

Heartbeat Frequency
Start with the end
Video Ad from Target that showcases delayed video so it looks as the character is walking through a screen
One clap, two clap, three clap, forty?

By clapping more or less, you can signal to us which stories really stand out.