Why You Need to Define Video on Each Social Platform Differently
From modest YouTube beginnings to effortless livestreaming from a smartphone, social video has evolved immensely over the past decade. Today, over 100 million hours of video are consumed on Facebook daily, smartphone users spend 45 minutes each day watching videos on their phones.
With video formats constantly evolving and each social platform tracking video metrics differently, it can be difficult for advertisers to get a handle on social video advertising. Vertical video, Instagram Stories, private messaging on Snapchat, Facebook Live, and every other format in-between is just a small part of the overall social video equation.
So, how should we track views and understand metrics across platforms? According to Nikhil Sethi (Co-Founder and CEO, Adaptly) at #SMWNYC, we must first define and understand what and how videos work on each platform, and then align those definitions with our goals before choosing the platforms to invest time and money in.
Further analysis and commentary from this #SMWNYC talk:
70% of Instagram stories are viewed with sound on — design for sound off, but use sound to complement video. @JDT #SMWNYC #SMWAdaptly
— Lily Rau (@lily_rau) March 1, 2017
Mobile friendly video:
1. Capture attention early
2. Design for sound off
3. Frame your visual story
4. Play more #smwnyc #SMWAdaptly— Emily Anne Gray (@EmilyAnneGray_) March 1, 2017
Empathy is key to successful social videos. "It literally has to feel and have a connection." – @KenBlom #SMWNYC #SMWAdaptly pic.twitter.com/w1UGS0LsUP
— Catherine Tymkiw (@ctymkiwcnn) March 1, 2017
Evolution of social #video: content is meant to be shared. It's a means of saying something better than you can say it! #SMWAdaptly #SMWNYC pic.twitter.com/beAKTXydk0
— Andre H. (@AndreJulian_) March 1, 2017
"60% of people prefer online video platforms to live tv" #TVtoDigital #smwadaptly
— Laura Sundberg (@laurasundberg) March 1, 2017
TV, smartphone, tablet, spectacles, oculus… it's the #evolutionofvideo.@nsethi #SMWAdaptly #SMWNYC
— Samantha Hershman (@samhershman) March 1, 2017
How do different platforms and methods of video count views? @adaptly @nsethi #smwadaptly #smwnyc pic.twitter.com/Oo806tSUbz
— Rose Bender (@thetrickisto) March 1, 2017
Don't wait for millions budget to succeed on #socialmedia with #video : just test experiment try !#SMWAdaptly pic.twitter.com/nxLSXjwqM6
— catherine le berre (@leberrecath) March 1, 2017
Brand's media needs to be social, personalized, on demand & empathetic // @KenBlom of @BuzzFeed #SMWNYC #SMWAdaptly pic.twitter.com/E5ulqLlCHD
— Liza Dorison (@lizadorison) March 1, 2017
Social is taking ad spend from TV. 45 min a day are spent viewing video on smartphones. #SMWNYC #SMWAdaptly #smdk @adaptly pic.twitter.com/6D2v8SlrRe
— Christina Andreasen (@AeChristina) March 1, 2017
“Focus on the share, focus on the story happening underneath the thing you’re creating.” – @kenblom #SMWNYC #SMWAdaptly
— Risa Xu (@RisaXu) March 1, 2017
"Buzzfeed has 200 Facebook pages." #smwnyc #smwadaptly pic.twitter.com/YeRAPzbiQo
— Jesse Ferrell (@Accu_Jesse) March 1, 2017
Who changes the viewing behavior? The platform has to change these behaviors, and the users have to adapt. – @KenBlom #SMWNYC #SMWAdaptly
— Samantha Hershman (@samhershman) March 1, 2017
With new Instagram photo gallery, you not only have to optimize for scrolling the feed, you have to optimize for left and right. #SMWAdaptly
— Greg Saperstein (@gregsaperstein) March 1, 2017
The original article can be found on Social Media Week.