Social Media Week London — New Creative Opportunities For A Video First World
Here are my notes from my first event at #SMWLDN:
- 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.
- People in the USA check their devices 30+ times a day
- Video views grew 800% between 2015 and 2016, 1 billion to 8 billion.
- 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.
- Video on mobile devices is different than TVC
- Mobile video feeds need a new creative approvach
- The future of video is active
How do we Feed Proof Your Video Concepts?
- Capture Attention Quickly (Add stylized supers to deliver the message without the need for sound / Add an initial question to spark curiosity)
- Design the creative to work without sound.
- Frame your visual story for how the video will be displayed on the device (No 16x9, instead square or verticle)
- 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.
- 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)
- 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.
- Start with the end. Start with the product, then you become visually entranced. Tide #Gets staines out, starts with wine on shirt then disappears.