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How-to Build Your Own Best Practices Around Social Video [Exclusive Masterclass]

How-to Build Your Own Best Practices Around Social Video [Exclusive Masterclass]

In the online video space, it can be a constant, albeit rewarding, battle to keep on top of best practices to ensure you leverage the most out of your programming and distribution strategy. With the main social video platforms constantly evolving their features and algorithms, and users, in tandem, changing the way they consume and engage with video, the onus is on publishers to understand the impact that these changes have – both in the short term, and in the longer term too. To further complicate things, not only do best practices differ from platform to platform, they also differ from genre to genre, and from target audience to target audience.

As the vice president of audience & platforms for Kin Community, a digital media and entertainment company that inspires women to discover and create the life they want through video content and community, I focus on the data-driven insights that drive the heart of our business model. Stellar insights not only propel our programming and distribution strategy around social video, they help us develop up-to-the minute, and constantly evolving best practices across all of our video initiatives.

Now, together with Tubular Labs, I’m excited to let you take a peek behind the curtain into what kind of best practice guidelines we follow in order to build top-line revenue for Kin Community, and ensure our family of channels are fully supported. Click the link below to download our exclusive report, and to watch our in-depth webinar. You’ll learn first hand how to ‘Find Your Own Best Practices’ and create a strategy for success in online video. The report is full of actionable takeaways that you can put into place today!

Click here for the BEST Masterclass on Building Your Own Best Practices Around Social Video

The report and webinar will arm you with the knowledge and tools to deeply understand your audience’s wants, needs and behaviors so you can shape your video to super serve your one-of-a-kind community. You’ll get insights into the best practices that work, and learn concrete skills that allow you to find your own data, and understand what your own audience connects with. The webinar and deck take a deep-dive into:

  • Understanding the metrics that matter for your social video content
  • How to optimise for YouTube and Facebook algorithms
  • How to further develop your Audience Development strategy
  • How to use data to inform your video content strategy
  • How to increase your Audience Retention rate
  • How to find your sweet spot when it comes to Audience Overlap
  • How to balance your video upload schedule
  • The basics of A/B testing your video uploads
  • How Kin Community uses Tubular to find the insights that matter

Social Video: Find Your Own Best Practices

Best practices are so genre and audience specific that universal best practices around social – or short-form – video differ are rare. However, when a platform changes their algorithm it does start a ripple effect in user behavior that affects all video content.

Take Facebook for example. As of last January, best practice for publishing native video to the site was to keep the length around 30-45 seconds, but then Facebook updated its algorithm to favour longer videos around 1 to 2 minutes in length. Now, since the launch of Facebook Watch in August 2017, at Kin Community, we’re seeing increased views and engagement for videos up to 3 minutes in length and decreased views and engagement for videos one minute and below. In fact, in the last 30 days, our second most-viewed native upload to Facebook came in at 3 minutes and 49 seconds!

Aside from the (very) regular algorithmic updates deployed by the major social video platforms, human behaviour also plays a huge part in the way video is consumed, and then engaged with. Your team’s best practices have to take into consideration audience-specific activity, and the objective has to be to understand the motives behind the way that audience may or may not respond to your online video strategy.

Your own particular audience is going to differ from that of Kin Community’s depending on genre, demographics, range of interest and many other factors that make your audience one-of-a-kind. Our audience is primarily Millennial women who love home and lifestyle content, but the insights we give in the report and the webinar will give you a heads-up in developing your own in-house strategies for online video success, based around your own vertical & unique audience

Get the Latest Actionable Insights on Best Practices for Social Video

Gwen Miller, VP of Audience and Platforms for Kin Community, together with Allison Stern, CMO and co-founder of Tubular Labs took a deep-dive into best practices around video on the main social platforms. Together, they answer the questions that the industry is asking around which metrics to measure, how to increase audience retention, and how to optimise for the algorithms on Facebook and YouTube. You can watch the webinar now on playbook, and download the exclusive deck around best practices by clicking the link below.

Click Here Now to Get the Best Masterclass on Building Your Own Best Practices Around Social Video

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Why Paying Celebrity Influencers $500,000 for a #Sponsored Video Ad May Not Give You the Best ROI [Advertising Week 2017]

Why Paying Celebrity Influencers $500,000 for a #Sponsored Video Ad May Not Give You the Best ROI [Advertising Week 2017]

On Monday, I attended several sessions at Advertising Week, including #Sponsored and The Rise of Celebrity Influencers for Subscription & E-Commerce Marketing. If you want the read the top news stories from Advertising Week, I can recommend Adweek’s coverage of the event. But, you already know that Tubular Insights is no longer be reporting news. Instead, we are focusing on delivering strategic insights, critical data, tactical advice, and trends in the digital video marketing business. And the biggest epiphany that I experienced while listening to panelists talk about #Sponsored content and the value of celebrity influencer marketing for small businesses, subscription boxes and services, and e-commerce was the answer to this question: “Is it worth paying Kim Kardashian West $500,000 for a #sponsored #ad?”

Celebrity Influencers & Sponsored Content

Now, no one actually mentioned Kimberly Kardashian West during the sessions that I attended. But, none of the influencers on any of the panels that I attended disclosed how much they get paid by brands to create a sponsored video. But in the session moderated by Ashley Iaconetti, a reality TV personality who first appeared on ABC’s The Bachelor, it became clear why Paul Desisto, a senior talent agent at Central Entertainment Group (CEG), Jolie Jankowitz, the Director of Influencer Marketing for FabFitFun, and Caitlin McLarnon, the Growth Marketing Manager of the US division of HelloFresh, have all worked with Ashley before and would love to work with her again.

Yes, Iaconetti is a fan favorite because she is very open with her emotions. But, CEG’s clients, FabFitFun, and HelloFresh are all trying to leverage influencers to improve their company’s bottom line. And Iaconetti provides a better return on marketing investment (ROMI) than Kardashian West, who is also a reality television personality, would. Wait! How do I know that? Nobody even mentioned Kim Kardashian West during the session on The Rise of Celebrity Influencers for Subscription & E-Commerce Marketing. And nobody mentioned what they had paid or would pay Ashely Iaconetti, either. But, we do know what the Kardashians ask for.

According to “This Is How Much the Kardashians Get Paid for One Instagram Post,” by Sarah Karmali in Harper’s Bazaar UK, Michael Heller, the CEO of digital-marketing firm Talent Resources – the company that arranges many of the reality-TV family’s deals – told US Weekly that some companies have been known to pay up to $500,000 to get access to Kim Kardashian’s (103.3 million) Instagram followers, while sisters Khloé and Kourtney can earn up to $250,000 a post.” (They have 69.1 million and 58.7 million followers respectively).

So, there you have it: You could call it the Kardashian Standard. But, it should come with the following warning: This is what you’d have to pay if you measure influencers on only one dimension: Reach.

Engagement: The Influencer Metric That Matters

But, Desisto, Jankowitz, and McLarnon don’t use any of the Kardashians. But, they all use Iaconetti. Why? Because they measure more than reach; they also measure engagement. And based on my analysis of what they did and didn’t say during the session, they know how to calculate ROMI.

Now, return on marketing investment (ROMI) is calculated using a different formula than the typical return-on-investment (ROI) formulas that most chief financial officers (CFOs) use. It’s different because ROMI measures operational expenditures (OPEX), while ROI measures capital expenditures (CAPEX). But, the amount spent on marketing is typically expensed in the current period (quarter); it isn’t “tied up” in plants and inventory. So, when most CFOs ask their chief marketing officers (CMOs) to report the ROI of an influencer marketing campaign, they’re asking for the wrong measure of success.

Here’s the formula for calculating ROMI: / Marketing Spending ($).

So, Kim Kardashian West charges brands $500,000 for a single Instagram video post like this one. It appeared Aug. 22, 2016, and got more than 16 million views.

Instagram Photo

Well, SugarBearHair, the sponsor of Kim’s Instagram post, charges $79.99 for a 3-month supply of Gummy Hair Vitamins. And, let’s say that SugarBearHair’s contribution margin is 50%. This is a scientific wild ass guess (SWAG). So, Kim’s #ad needed to generate over 25,000 orders to deliver $2 million in incremental revenue – / $500,000 – for SugarBearHair to get an ROMI of 1. In plain English, Kim’s Instagram post needed to generate $2 million in orders for SugarBearHair to see $1 in profit for every $1 it spent on her sponsored content. Usually, marketing spending will be deemed as justified if the ROMI is positive.

But, what if Desisto, Jankowitz, and McLarnon had identified 10 micro-influencers who didn’t have Kim’s reach, but had an even greater impact on the purchase decisions of their followers. And let’s say they paid these micro-influencers an average of $25,000 apiece to generate $3 million in orders. Do the math and you’d get / $250,000 = an ROMI of 5. In other words, they got $5 in profit for every $1 they spent on sponsored content. Yes, it took more work to find 10 micro-influencers with above average engagement rates, but that effort resulted in more revenue and higher profits.

That’s the strategic insight that I had while listening to panelists talk about #Sponsored content and the value of celebrity influencer marketing for small businesses, subscription boxes and services, and e-commerce. That’s the biggest takeaway that I’ve had so far from Advertising Week. Let me know what you think about my big epiphany. Share your thoughts on Facebook or Twitter.


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8 Best Practices for Brands Using Instagram Stories

8 Best Practices for Brands Using Instagram StoriesWith an increase of 50 million users in the past three months, Instagram Stories is looking more promising as a way for brands to entice new followers to watch their content on this platform. We look at 8 best practices for brands and publishers using this platform.

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#Oscars 2017: Which Best Picture Nominated Movie Trailers Generated the Most Engagement?

#Oscars 2017: Which Best Picture Nominated Movie Trailers Generated the Most Engagement?'La La Land' looks set to pick up a truckload of trophies at the Academy Awards, but which Best Picture nominated movie trailers for the 2017 Oscars found the most engagement with viewers online? We take a look, and join YouTube movie experts CinemaSins as they provide some commentary on the trailers themselves.

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Facebook Live Playbook: Best Practices and Tips for 2017 [Free White Paper]

Facebook Live Playbook: Best Practices and Tips for 2017 [Free White Paper]Facebook Live has gone from a nice-have to a must-have, and changed the way publishers distribute their content and build their subscriber base on the platform. As video dominates the Facebook user’s News Feed, live video is perhaps the best way to stand out from the crowd right now. Download our brand new Facebook Live playbook today to get the best tips and advice for your campaigns.

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Facebook Live Playbook: Best Practices and Tips for 2017 [Free White Paper]

Facebook Live Playbook: Best Practices and Tips for 2017 [Free White Paper]Facebook Live has gone from a nice-have to a must-have, and changed the way publishers distribute their content and build their subscriber base on the platform. As video dominates the Facebook user’s News Feed, live video is perhaps the best way to stand out from the crowd right now. Download our brand new Facebook Live playbook today to get the best tips and advice for your campaigns.

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Facebook Video: Expert Insights & Latest Best Practices [Interview]

Facebook Video: Expert Insights & Latest Best Practices [Interview]Facebook video is growing at a staggering rate, and this represents both an opportunity and a threat to digital marketers that aren't publishing videos to Facebook directly. We spoke to online video expert Mark Robertson who shared some up-to-date insights, and best practice around getting the most out of your Facebook video marketing strategy.

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Facebook Video: Trends, Insights & Best Practices [FREE Webinar]

Facebook Video: Trends, Insights & Best Practices [FREE Webinar]Join Tubular for our free online video webinar that promises to bring you right up to date with the latest insights, trends, and best practice for Facebook video.

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8 of The Best British Christmas Video Ads of 2016

8 of The Best British Christmas Video Ads of 2016Innovative Christmas ads from the top UK brands are almost as much of a tradition these days as a plate of home-made mince pies. We take a look at 8 of the best for 2016, from retail giants like Sainsburys, John Lewis, and Tesco.

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6 of the Best Branded Instagram Videos October 2016

6 of the Best Branded Instagram Videos October 2016As brands continue to produce innovative short-form snackable video content on Instagram, we take a look at some of the best uploads to the micro-video platform in October 2016.

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