This April, our team traveled to the land of blondes and tulips to represent StoryMe at Europe's first VidCon in Amsterdam! They learned about the latest in hot video trends and technologies, sat in on great keynotes and networked with video's finest. Experts talked algorithms, best practices, and overall tips and tricks for video awesomeness across social platforms, especially Facebook and YouTube. Couldn’t make it this year? Don't worry, we’ve got you covered. 😉 Here are the top 8 VidCon takeaways they learned!
1. Facebook & YouTube are at war
It’s a fierce fight, but it’s on. YouTube and Facebook are digital titans and pioneers in their own right. Now Facebook wants to go into the direction of becoming a video platform itself, which means if you post a YouTube link on your company page, your organic reach will dramatically drop. Both sites want to keep people on their sites longer, so anything that links them off their sites goes against your video’s success. Solution? Upload your video directly to Facebook for better reach.
2. Interruption economy vs. conversation economy
On Facebook, it’s important to create video content that keeps the conversation going. At VidCon, Gavin McGarry from JumpWire Media compared likes, comments, and shares to making eye contact, starting small talk, and lastly, to grabbing someone by the hand. In the end, sharing is the most sought after interaction on Facebook, because it means engagement is at its highest. And when conversation goes sour or customers start complaining? McGarry stressed how it important it is for brands to communicate in real-time, to be honest and diffuse any less-than-flattering responses. There are several ways to right a wrong online, and brands shouldn’t be afraid to act human and tackle a PR crisis head on.
3. Don't let your video die!
We learned how important it is to understand different platform algorithms, because they’re definitely not created equal. Brands should create and post content keeping this in mind. Take YouTube for instance! The first 24-48 hours of your upload are super important, and your video needs to perform within that window of time or it will get buried with the millions of other videos that YouTube deems unworthy of getting suggested. Lesson? Once you publish a video, the clock starts ticking, so be sure to share it or watch it sink!
4. Facebook ❤️'s SEO & meta data
You probably aren't using it, but you should start today! Facebook Notes are basically longer form posts and their content is searched by Google. Keep SEO in mind and start using this feature to update your Facebook followers on industry changes, summarize your latest blog post and link to your site. Also, Facebook is trying to optimize people’s video search on their site, so make sure to fill in the meta data for your videos like location, title, keywords etc; if you want to be found!
5. Thumbnails shouldn’t be an afterthought
Thumbnails are the first thing a viewer sees and can help determine if they watch your video or not! So, don't underestimate their power. Make sure they’re mobile friendly and keep it simple with a few large keywords words and an image. Check out Coffee Corner 8 to learn everything you need to know about making irresistibly-clickable thumbnails!
6. Be careful with cross-posting
Posting your video everywhere can potentially dilute your brand. It's the idea that one size does not fit all! Tailor your content to each platform and help create an energy around your video by sharing it from it's main location and find sharing partners. Facebook has a great internal cross-posting tool for companies with multiple Facebook pages. This tool allows you to upload a video once and then post that video to multiple pages. (Like Tasty, for instance.) The post's copy can be unique to the channels but the video stays the same. This allows for a consolidated view counter across posts, which is way better than uploading the same video three separate times and splitting up your views.
7. Branded content vs. content brand
Considering throwing your logo on the first seconds of your video? Don’t. We learned that Facebook’s AI algorithm has the IQ of a four year old. They've created a scanning mechanism that detects branded features on your photos and videos, and as soon as they see anything that looks branded, your reach drops. Testing showed that brands saw a huge lift when they removed logos from the first few seconds of their video. The takeaway? Don’t overload people with your brand! Instead, create content that speaks for itself. Facebook favors brands that act like users, not companies.
8. Give the people what they want!
Don’t lose sight of your followers - speak to your audience’s interests and passions with your brand's compelling video content. Vice had one of the best talks of the weekend, and it was super interesting to see hear that, "80% of all vice traffic is generated through social". The main takeaway? Companies shouldn't underestimate social media's ability to help video content reach huge audiences, and Facebook is a great way to speak to your audience's interests. Your audience should know what to expect when they come to your page, so whether it’s Facebook or YouTube, aim to be the definitive content source for your audience. Be credible, authoritative, and accessible when making and sharing your video content.
Hope you enjoyed our top 8 VidCon takeaways! Check out Coffee Corner Ep. 9 to hear all about Jordan and Monica’s time in Amsterdam. Also, don't forget to subsbcribe to our YouTube channel for all the latest in Video Marketing!