Video Rewind: 4 Practices for Video Success in 2017

This report was featured in The Drum.

In 2016, BBDO New York conducted an analysis of more than 4,500 video assets produced by the agency over the course of the past year. Our goal was to better understand ways to optimize video for the ever-increasing number of video opportunities that have emerged today.

The study, titled Video Rewind, focuses on how to optimize video for social feeds, YouTube Trueview, and lenses on Snapchat. Additionally, we looked at trends that caused certain videos to make a true splash in culture.

Social In-Feed

Specific creative elements can be tweaked to significantly increase view through rate and impact:

· No Sound given almost all users watch without sound in feed.

· Account for auto-play by using a compelling opening frame, leveraging brand iconography and not waiting until the end for reveals.

· Vertical Viewing, optimizing for mobile viewing.

· Newsfeed Environment, meaning provide a reason to watch and simplify key messages.

YouTube TrueView

Research shows that certain creative elemnets can be tweaked to impact view through rate and recall in Trueview:

· Include Branding in first 5 seconds

· Include an audio brand mention

· Logos in-situ

· No music in first 5 seconds

· Animation and Text

· CTA

Snapchat Lenses

Various creative approaches helped expose elements that lead to success:

· Include Interactivity, make it engaging

· Optimize for Time Spent, meaning maximize time spent

· Context is Key, meaning relevant dates and concepts help

Making a Splash in Culture

In order to drive a success and make a splash in culture, focus work on:

· Innovative uses of tech to drive fame

· Long form storytelling to tell emotional stories

Check out the whole deck below: