Social Media Week London 2017: Smart Insights’ Recap

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Social Media Week London is a three-day conference that focuses on the latest trends in communication, engagement, VR, Mobile, influencer marketing, and of course social media. SMW London holds over 50 sessions and workshops, with brands such as Buzzfeed, Twitter, Adaptly, and ITV.

During SMW London 2017, Smart Insights kept us updated on the latest happenings and the key takeaways from each talk. See their recap of Adaptly’s SMW session below:

Telling Impactful Stories with Social Video – Adaptly

The key focus of this talk is that we live in a mobile first culture and video is our main consumption. The way we consume video is changing. Sean O’Neal the president of Adaptly covered the following points:

  • Mobile video is the number one fastest growing ad format in the world and has been doubling YoY
  • 38% of brand recall is driven by video impressions shorter than 2 seconds. The challenge is making that content stick
  • Vertical formats are on the rise – 70% of people won’t turn their phone to view a horizontal video ad
  • It’s all about video by 2020, it will make up 80% of all online consumer internet traffic
  • 60% of marketers use video in their campaigns
  • Social media is stealing ad dollars
  • Video is about storytelling, it is the closest you will get to a face to face conversation with your audience
  • 4x as many consumers prefer watching videos about products than actually reading about them

He interviewed two guest speakers. The first was Angela Bertram, Social Media and Content Manager at Carphone Warehouse. She said that 90% of the content they share is video. Their biggest challenge is capturing their audience’s attention in the first 3 seconds and fitting in all the points they need to make. She also recommended changing your content for each platform. For example, what you do for Facebook will not work for Instagram. Make something different for each platform and you need to be very impactful with your visuals.

Secondly, he interviewed David Wilding, Head of Planning at Twitter. His key point was that  ‘Video isn’t a strategy it’s a tactic’.  It’s important before you dive into video you need a strategy behind what you’re doing. Make clear objectives, don’t just use video for the sake of it. He also believes Twitter isn’t about ‘look at me’ but more’ look at that’.

They summarised by making predictions for 2020 in social media:

  • Brands will need to be better planned
  • We need to learn and develop our video making skills as this will soon be an essential skill in digital
  • As video content increases so will quality, invest time and money into making professional high-quality video content
  • Key take away: The way we consume video is changing, soon almost all the content we consume will be video

A version of this article first appeared on Smart Insights.