MAKING SOCIAL VIDEO WORK FOR YOU
A TOOLKIT FOR GETTING STARTED
You will learn how easy, inexpensive and impactful it can be to use social video in your marketing campaigns.
A new chapter will arrive in your inbox every day, with a new challenge to help you create your campaign step by step.
PART #3: INSPIRATION AND IDEAS
In Part #2 of our series we discussed the principles of finding and communicating your true value. Today, you’ll be using a downloadable challenge sheet to help you bring together those messages and the audience insights you identified in Day 1. Now it’s time to move onto ideation. To help you, we have selected 3 videos for inspiration that are great examples of using a strategic approach to social video.
The selected social videos are below, with explanations of why we chose them. Once you’ve absorbed them, move onto today’s task.
VIDEO 1 – EMOTIONAL CONNECTION: AMEX
What? For this social video campaign, Amex capitalised on the trend of social media users sharing their “adulting” topics (hosting their first dinner party, getting a promotion etc.). They used Facebook’s API to identify the subjects that were most engaged with, and then recruited Tina Fey to be in snappy and shareable clips about them.
Why? Obviously, we can’t all afford Tina Fey, but fortunately we don’t have to. This campaign perfectly captures the strategic approach that you should be using with your social video. Amex found out what their audience was doing online, and then produced some content with confidence that it would succeed. AMEX was making sure it was funny enough to secure that emotional response. The campaign received 30 million views.
VIDEO 2 – SHOWING VALUE: HUBSPOT
What? HubSpot develop software that supports “inbound” content marketing, rather than more traditional sales and advertising. As practitioners of what they preach, Hubspot also produce a lot of content. In the video we’ve selected, they deliver an educational 5 minutes on how to optimise your website content for Google’s featured snippet box.
Why? With videos like this, Hubspot are speaking directly to the needs and interests of their audience. They have invested time in understanding the questions that their potential and current clients are asking in their online searches, and then produced a very useful and easy to absorb video as an answer. It’s very important to note that they have delivered this value to a very relevant audience, without promoting their own product.
Samsung x WeWork: Miami
Together with Samsung Mobile USA, we aim to explore the relationship between self-promotion and perception - and their net effect on business growth, ideation and making.Join us for a panel discussion with:Alain Macklovitch (A-Trak) Dave Macklovitch (Chromeo)Lars Hemming (VIRTUE Worldwide, VICE) Mark Fleming (Rosie Lee) Meg Donohoe + Mitch Paone (DIA)Posted by WeWork on Montag, 22. Januar 2018
VIDEO 3 – CLEAR AUTHENTICITY: WEWORK
What? WeWork is a global company that refurbishes buildings and reinvents them as co-working spaces. They use Facebook Live videos to broadcast book clubs and award events, and to showcase activities by clients that are driven by important causes. Each video is filmed in one of their buildings so they are able to promote their product at the same time.
Why? The films often have a very unaffected feel because they are stripped back to the essentials of a professional person sitting in front of a camera (or a phone!) talking about what they believe in. Their strategy delivers benefit for all because the featured participants are given publicity while WeWork showcase their workspaces, and the viewer learns about something of importance. The WeWork Facebook page has gathered over 700k followers who are alerted about new content.
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