Native Video: The Opportunity & The Urgency

Facebook introduced Native video services in mid-2014. They arrived without a squeak, and today remain mostly unrecognized by the majority of Facebook users (consumers).

However, some very clever technological changes have resulted in significant impact for marketeers.

So much so that last December the number of branded videos uploaded to Facebook exceeded the number shared to YouTube for the first time ever.

In May 2015, Social Bakers and Business Insider revealed startling research showing how brands are moving their video assets aways from YouTube to Facebook #ENGAGE2015.

I have been advocating this approach since October 2014, and launched a new wave of branded Social Ready Video services for this “new” generation of content.

This presentation was delivered 11-times between Jul 2-Aug 10 across Mexico, the US and Canada. I shared my thoughts with journalists from different media genres, associations, PR agencies, videographers, entrepreneurs and anyone and everyone who would listen.

The end result? This is hot, but the innovators in this field are not where they "should" be. And so, it takes some digging to find the next big trend.

Did I find it? Follow me on Instagram @stevekingindxb or Twitter @organikcoms and decide for yourself.

Transcript

1. Native Video: The Opportunity & The Urgency
2. Introductions… • Public Relations Specialist 15 years experience • Technologist • CSR-specialist (GRI, UNGC, ISO 26000) • Speech writer • World traveller • Boxer • Horse Rider • Cyclist
3. Shhh! This is new… • 30% more is being invested in online video in 2015 than 2014 • Over $3bn increase… not canabilising other social media • In 2014 Facebook made practically $nil from online video advertising • By 2016, it will be turning over approx. US1bn and growing • And this is only ‘paid-for’ communications - excluding earned media Source:
4. It’s so new… the online video industry hasn’t yet caught up!
5. Nor the Broadcast Industry…
6. • Facebook launch ‘enhanced native video’ 1H’14 & since June 1bn video views per day: Contently, January • Facebook exceeds YouTube for brand video uploads December 14 & video uploads per person has increased 75% globally and 94% in the US. A 3.6x change in video in timelines in one year: media.fb.com, January • Unruly White Paper on native video shows the new ‘trend’: Forbes, January which is supported by CMO Council • Twitter announces native video similar to Facebook/Instagram in January • Twitter acquires Periscope in March • Snapchat research that portrait videos 9* more likely to be watched to end: Adweek April • WPP forms Truffle Pig in alliance with Daily Mail & Snap Chat for vertical videos • Google Quarter on Quarter earnings down, March • Middle East PR Association shortlisted for a SABRE, April • Social Bakers research that 80% of video engagement now on Facebook: Business Insider May/June • LYNX Awards in Cannes all about online video: Campaign US June
7. Complimentary Technologies Independents Team Twitter Team Facebook
8. Who’s Missing?
10. Amsterdam London Vienna Barcelona Zurich Geneva Johannesburg Ottawa Mexico Los Angeles San Francisco Oakland Berkeley Honolulu Washington DC Instagram stevekingindxb and Twitter @OrganikComs
11. Marketing managers are shifting budgets to online video Online video is the largest consumer of Internet bandwidth globally Video-based marketing maintains the lion’s share of marketing budgets 85% by 2019 Cisco VNI 72% increased in 2014, CMO Council 57% in 2014, Nielsen The Opportunity Mobile is the prefered access device 50% viewership on mobile - Google
12. Source: Social Bakers 2014
13. If you can’t believe your eyes - Facebook’s analytics provide the proof Results of a concentrated video campaign
14. Cricket vs Baseball Av. 7,000 views per video Av. 100 views per video Facebook: World Economic Forum YouTube: ITU (part of United Nations)
15. Small Boosts = Huge Returns USD 30 turns dozens of viewers into thousands https://www.facebook.com/growingleaders http://www.youtube.com/c/BrainDatesTVwithSallyannDellaCasa
16. Which channel was king of the Court?
17. Source: Christopher Ratcliff @ Econsultancy
18. Innovation is happening on the Internet not on the device • Native sharing • Organic posts • Paid-boosts • Incremental viewership • Livestreaming • Any device • Anyone • Anywhere • Consumer engagement • Auto-playing • Reposting • Live commenting • New interfaces • Light (Cicret bracelet) • Gesture (Project Soli) • Shrinking internet • Growth in mobile • Apps • Big Data & walled gardens • Location • Augmented reality • Internet of Things • Commerce • Messenger • Impulse buying
19. It’s a level playing field and a new frontier… UAE expedition to Mars
21. 1. Share with someone you trust 2. Produce more professional edits & share with others 3. Start internally and grow culture, capacity & confidence
22. “We may not live for hundreds of years, but the products of our creativity can leave a legacy long after we are gone.” HH Sheikh Mohammed bin Rashid Al Maktoun, Vice President and Prime Minister of UAE, Ruler of Dubai