![According to WIREWAX, interactive
video extraordinaires, we are in
the midst of a “full force [video]
evolution revolution.” What’s driving
this revolution? Native video content
paired with increasing mobile
video consumption. The old adage
that good things come in threes is
certainly true when it comes to the
emerging video, mobile and native
advertising trifecta of sorts that
allows for more methods of native
mobile video delivery than ever
before. For those in marketing and
advertising mobile, video and native
advertising have become top priority
due to rising consumer consumption
of mobile video at a ravenous pace.
OO4
Mobile, video and native advertising
have become top priority
“
”](https://image.slidesharecdn.com/goingnativedownloadable-150825161957-lva1-app6892/85/Going-Native-integrating-native-video-into-your-content-marketing-strategy-6-320.jpg)
Going Native | integrating native video into your content marketing strategy
- 3. NATIVE VI EO INTEGRATING into your content marketing strategy OO1
- 4. OO2 Video possesses the unique ability to offer an immersive experience “ ” Video has always been a powerful vehicle for storytelling. Video possesses the unique ability to offer an immersive experience through visual and auditory aide that makes for a rich storytelling experience. For the better part of the 21st century video content has been synonymous with YouTube which democratized video content creation. However, mobile video and native video have transformed content marketing by changing the very way that video content can and is being created, distributed and consumed across a growing number of social channels optimized for video.
- 5. OKAY, SO WHAT DOES NATIVE ADVERTISING EVEN MEAN THOUGH According to the almighty, official definition as provided by Wikipedia, native advertising “is a form of online advertising that matches the form and function of the platform on which it appears... FORM FUNCTION “Native ads match the visual design of the experience they live within, and look and feel like natural content.” - sharethrough “Native ads must behave consistently with the native user experience, and function just like natural content.” - sharethrough “ ” OO3
- 6. According to WIREWAX, interactive video extraordinaires, we are in the midst of a “full force [video] evolution revolution.” What’s driving this revolution? Native video content paired with increasing mobile video consumption. The old adage that good things come in threes is certainly true when it comes to the emerging video, mobile and native advertising trifecta of sorts that allows for more methods of native mobile video delivery than ever before. For those in marketing and advertising mobile, video and native advertising have become top priority due to rising consumer consumption of mobile video at a ravenous pace. OO4 Mobile, video and native advertising have become top priority “ ”
- 7. “ ” HAS ALWAYS BEEN A VIDEO POWERFUL VEHICLE FOR STORYTELLING
- 8. Facebook has not only begun to improve the mobile functionality of their native video player, added view counts for video and integrated an auto-play feature, but it is rumored to acquire QuickFire Networks in a move to optimize video quality without compromising their current low cost bandwidth. Facebook and now Twitter are adopting native video advertising to their platforms which presents a tremendous opportunity for content creators and brand publishers to distinguish their content and distribute it directly to their audience using means of targeting and hyper-segmentation built into these social sites. This shift from merely driving traffic to domains outside of a social platform via referral links (i.e. YouTube links that display embedded) to hosting native video content on social platforms is forcing content marketers to shift their own focus to revise their creation and distribution strategy and adapt as platforms do themeslves. The realm of video publishing is becoming increasingly more complex and competition for attention from the considerable amount of traffic that social networks is being driven to its hilt. OO6 Facebook and now Twitter are adopting native video advertising to their platforms “ ”
- 9. THE REALM OF VIDEO PUBLISHING is becoming increasingly more complex “ ” OO7
- 10. Facebook boasts almost incomprehensible numbers in their September 2014 report that state overall, since June 2014, video content on the site has received on average 1 billion views per day. Prior to June 2014, Facebook was using pre-roll tactics to attract advertisers. In the past Facebook executives have cited a need to protect user’s experience with the platform as the primary reason that they don’t see room for pre-roll video in the site’s future. Pre-roll video advertising is usually limited to between 15 and 30 seconds in length and automatically plays prior to a user’s selected video content. Native video content is user- initiated and does not have a limit on video length. For marketers and advertisers the choice between creating and distributing content optimized for YouTube or Facebook may seem daunting. Brands want the most bang for their buck when it comes to paying for viewership, so what should they be looking for when comparing the two? Kevin Lange, senior VP of social media at Starcom MediaVest Group, says in reference to the matter, “You have to look at all the factors. Autoplay vs. skippable is just one thing. You have to look at targeting, cost and more importantly, how your audience are engaging with content.” The choice between creating and distributing content optimized for YouTube or Facebook may seem daunting “ ” OO8
- 12. AUDIENCE Visitors on YouTube are in theory more open to watching an ad than Facebook users considering the basis of the platform is to play video content. YouTube visitors are also more likely to have their sound enabled in anticipation of video content, but as daily video views on Facebook continue to rise so does the likelihood that their audience is expecting to view video content on the platform. OO10
- 13. TARGETING Considering a person has to be logged into their Facebook account in order to view videos advertisers are able to hyper-target and segment video content using demographic, psychographic, geographic and behavioral information. Though YouTube does offer means to target, they aren’t nearly as specific or individualized. What YouTube ad targeting does allow for is directing content towards categories of interest filtered by channels. OO11
- 14. COST The self-serve tools offered by Facebook and YouTube are similar in that they both allow for an advertiser to set their budget and targeting specifications, but they are also fundamentally different. YouTube’s tool works by asking for the maximum value an advertiser will pay for a completed view, and then takes that information into consideration to estimate an average cost per view. Average cost per view is a product of dividing up the estimated views per day. Facebook on the other has a fixed cost model. Because of this a brand may wind up spending less than its budget considering the cost per view is contingent upon how many views YouTube can supply or how many impressions Facebook yields. S OO12
- 15. It is worth mentioning that Facebook and YouTube viewership stats are measured differently and that must be taken into consideration when comparing the success metrics of the two. Watching a video on YouTube for more than 30 seconds counts as a single view, whereas on Facebook even if a video has not been clicked, as spots autoplay on the platform, just three seconds of runtime is considered as a view. What the two platforms do share in common is that measurement of engagement scores for both are comprised of likes, comments and shares. Facebook cites their shift to video as a means to predominantly increase engagement, but an ulterior motive and byproduct of this is that other social platforms equipped with embedded players but not autoplay now appear outdated, less intuitive and ultimately inferior. As a result, Mashable reports that YouTube videos are steadily being shared less on Facebook and engagement with them on the platform has plummeted, whereas metrics for video native to Facebook have soared. OO13 Measurement of engagement scores for both are compromised of likes, comments and shares “ ”
- 16. As Facebook works to foster this shift, attention and viewability become essential metrics for video content creators to measure and monitor. Video content in Facebook’s ever evolving algorithm are now being driven to the top of a user’s News Feed, so what does this mean for content creators? According to Facebook’s January 2015 blog post, it means creators should be more conscious than ever of the context in which people will be consuming your content. At the heart of native video is the intention of simultaneously blending in and standing out. Video content is held to the high standard of being at least as engaging as other content your audience is consuming, and ideally more so to capture the scrolling attention of a viewer within the first frames and seconds of a video, often initially without the aid of audio since auto-play video is silent unless otherwise tapped to hear. OO14 At the heart of native video is the intention of simultaneously blending in and standing out “ ”
- 17. “ ” AT THE HEART OF NATIVE VIDEO SIMULTANEOUSLY IS THE INTENTION OF BLENDING IN AND STANDING OUT
- 18. Content marketing strategies built entirely around video are not out of the realm of possibility in the very near future, but even now any visual content created must be scaleable and shareable to succeed. Short form content performs well on mobile but people are becoming increasingly more receptive to long form content as smartphone’s wireless networks provide access to higher bandwidth, wider Wi-Fi access, increased processing power of devices and increased internal memory capacity, not to mention HD cameras and screens prime for creation, distribution and consumption of video. As the popularity of mobile native video consumption rises, so does consumer’s tolerance of and demand for longer-form video content. OO16 Short form content performs well on mobile“ ”
- 19. the objectives of any piece of video content remains the same for creators. Every piece of video content should aim to do at least one, or ideally all, of the following: OO17 REGARDLESS IF A VIDEO IS SHORT OR LONG-FORM...
- 20. 01 INSPIRE Videos that inspire viewers personally, professionally, politically, socially or spiritually receive a considerable amount more engagement than stagnant sales messages and wide measurable reach through shares. Inspiration is one of the most compelling components of storytelling. Utilizing an element of inspiration through the immersive medium of video being instrumental should come as no surprise to novice and seasoned content creators alike. OO18
- 21. 02 EDUCATE Give your viewer a fish and they’ll consume your content, teach your viewer to fish and they will integrate your content into their diet. Whether it be a quick, digestible tip or a four-course tutorial, education not only makes you relevant to your audience, it makes your brand useful to them, and leaves them craving more of your content. OO19
- 22. ENTERTAIN Social media is meant to bring people together, imitating the experience of engaging with people in person by mimicking the types of conversations friends, family and people with similar interests have always had, and translating it into cyberspace. As much as people 03 OO20 crave being inspired and educated by content, for most social media is a well-spring of content to take their mind off of everyday pressures and enhance their perspective and mood through entertainment. Entertaining content, much like laughter, is inherently contagious.
- 23. “ ” CREATED MUST BE VISUAL CONTENT SCALEABLE AND SHARABLE TO SUCCEED
- 24. OO22 these three steps come into play for creating content that appeals to engages your audience and is optimized for auto-play: ONCE A MOTIVATING OBJECTIVE FOR YOUR NATIVE VIDEO CONTENT HAS BEEN ESTABLISHED...
- 25. CREATEAs auto-play emerges as a standard for native video content, the imagery used in the first few seconds of your video content is essential to captivating your audience from beginning. Releasing rich video content made exclusively for a native video platform serves as an incentive to drive your audience to your page where you can measure and control their experience. To control how your viewer’s expectations are set, set up the context for the video by pulling a compelling quote or pivotal moment from the video and using it as a text component in your post. Create video content in such a way that the tone of the post is portrayed even before the experience has begun, and for maximum results find a way to defy or exceed those expectations within your content. OO23
- 26. OPTIMIZEConsider the platform your audience is most likely to consume your content on before you create it, which may mean considering a mobile first strategy. Video is becoming increasingly more likely to be engaged with by mobile users, so even if mobile activity isn’t at the center of your content creation strategy, optimization still has to be considered. Native video content that has been customized for every device by optimizing it through responsive web design consistently yields the greatest engagement results. OO24
- 27. ENGAGE A plain old view may make it look like you are yielding results with your native video content, but verifiable results mean viewability has become more important than ever. Viewability means attention, and attention means vitality as native video advertisements and content converge to become nearly indistinguishable from each other. Native content must, in a word, go “native” to blend in with content customers on a social platform are accustomed to interacting with, want to watch and are willing to share and engage with. Users are used to sharing content that visually represents themselves and their peers. OO25
- 28. “ ” SHARING CONTENT THAT USERS ARE USED TO VISUALLY REPRESENTS THEMSELVES AND THEIR PEERS
- 29. Social media sites should no longer be viewed as a marketing platform for brands, but rather a platform for brands and individuals alike to engage with content as peers. Content marketer’s success integrating native video content into their strategy will be measured of course by its ROI, but any success will ultimately be determined by their ability to pivot as social media networks have become powerful, autonomous content hubs. social media networks have become powerful, autonomous content hubs“ ” OO27
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