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Easily pump out super shareable videos to your customers’ newsfeeds

(MARKETING NEWS) With the ability to create short, visually-pleasing videos in just minutes, we’ll likely be seeing even more video content on our feeds in the future.

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Sound comes second

It’s not news to marketers and publishers that most videos on Facebook are viewed without sound. In fact, we reported earlier this year that almost 85 percent of people do not have sound on when watching videos on their Facebook feed. As a result, big video sharers like Buzzfeed, Mashable and AJ+ are opting for a new style of video where sound takes the backseat and on-screen, subtitle-like text graphics are the focus.

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Indian start-up Rocketium is working to expedite the process for creating these visual stories with a buzzed-about platform that lets you easily create image and text-driven videos. Images can be uploaded or pulled from a stock gallery, and custom text can then be overlayed in a variety of fonts and colors.
Publishers will also love that the videos can be created in a variety of aspect ratios, meaning they’ll fit seamlessly on Snapchat, Facebook or Instagram.

Bye, bye, boring stories

In a survey done by Adobe, it was found that 52% of marketing professionals around the world said video was the type of content that had the most return on investment. Even more impressive is the fact that in 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion according to the company’s end of year reports.

Both old and young users of Facebook and other social media sites are watching more video than ever, and publishers have been searching for the most effective way to display it for years now. Facebook made headlines in 2013 when they set videos to autoplay on the site, opting to turn sound off by default to minimize disruption (in a work environment or on public transportation, for example). Instagram, Twitter and Tumblr quickly followed suit, and now muted, auto-played videos are the default on most platforms.

Automating the process

While Rocketium is not the first start-up to take on simplifying social video creation, their straightforward and adaptable platform is one of the most effective so far. With free options for casual users, Rocketium is tackling both the professional industry of journalists, bloggers and marketers, but also potentially disrupting the way we share travel photos, big announcements or other updates online.

For customization purposes, video journalists may want to stick to creating their content other ways, but the built-in themes and customizable animations, colors and filters will be appealing to the average user looking to grow out their video efforts.

With the ability to create short, visually-pleasing videos online or on your phone in just a matter of minutes, we’ll likely be seeing even more video content on our feeds in the future.

#Rocketium

Brian is a staff writer at The American Genius who lives in Brooklyn, New York. He is a graduate of Washington University in St. Louis, and majored in American Culture Studies and Writing. Originally from California, Brian has a podcast, "Revolves Around Me," and enjoys public transportation, bicycles, the beach.

Business Marketing

Facebook adjusts how much repeat video views matter

(MARKETING) For video creators and marketers alike, Facebook updates can mean a world of difference. What’s new now?

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mid-roll facebook video

For Facebook Video, intent and repeat viewership matter. Recently, Facebook updated video distribution methods to build more effective monetization tools and improve viewing experiences for users, namely regarding video distribution, ad breaks, and pre-roll.

Most video watching on Facebook takes place in the news feed, making this a great place to reach target audiences. It is the primary hub of activity, featuring status updates, photos, app activity, and video posts.

New ranking methods promote videos people seek out or want to return to, like serial episodes from creators regularly publishing content. Partners fostering communities by actively posting weekly or daily content get a boost as well.

If content publishers link a Show Page with their regular Page, they can distribute episodes directly to followers. This makes it easier to maintain and grow audiences, connecting users with relevant content.

However, although New Feed is a popular zone for creators and publishers, Facebook expects video engagement to eventually move to Watch, the platform for shows. In Watch’s Discover tab, shows people come back to will be prioritized for more convenient access.

After all, News Feed isn’t the easiest place to go for returning viewers since they have to sift through a constantly changing barrage of status updates. Watch offers a place more akin to YouTube, where episodes and content are contained in one place.

Creating a Facebook Group for the show adds another level of engagement, providing viewers a social viewing experience to connect with other fans.

Putting videos and content in an appealing, easily accessible area makes your viewers likelier to stick around. Grouping similar content will encourage binging, keeping your viewers in one place to engage with your content.

If content is difficult to find, or re-find when showing friends, it’s less likely to spread.

Revisions to Ad Breaks will hopefully drive up engagement as well. Previously, videos were eligible for Ad Breaks if they were at least 90 seconds, and the ad could show up as early as twenty seconds into the video.

Starting in January, videos must be at least three minutes long to have an Ad Break, and the break won’t come until at least one minute has passed.

Although Ad Breaks benefit content creators with a share of the revenue, disruptions to already short videos can drive users away. Delaying the break may improve viewer satisfaction, keeping people watching longer.

Creators now have an Ad Break insights tab to better understand video monetization performance, tracking impressions and clicks per minute.

Additionally, Pages with over fifty thousand followers can now have Live Ad Breaks. Smaller Pages and Profiles aren’t eligible since Facebook determined these publishers are less likely to comply with their monetization guidelines. Plus, their audiences are typically smaller, meaning it’s more difficult to gain significant revenue from Ad Breaks.

Facebook also plans on testing six second pre-roll ads, but only in places like Watch since viewers are already actively seeking out this content.

Combining metrics tracking insight and updated distribution tactics with intentionally crafted content may promote repeat viewership, leading to more success for publishers.

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Business Marketing

How Snapchat earns over $1M a day on just one lil’ feature

(SOCIAL MEDIA) Marketers are jumping on the bandwagon, giving Snapchat more and more money – but what little feature rakes in so much cash!?

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snapchat 3d filters

Although Snapchat is still struggling to net a profit, they make a million dollars a day with branded AR lenses. If Snapchat can remain crazy popular with its users, this may help the company get out of its revenue slump.

Snapchat’s shares dropped 22 percent since their March IPO, and their Q3 earnings saw a revenue loss of $0.14 per share with the slowest user growth ever. But there’s still growth, and Snap has never really been profit focused anyways.

CEO Evan Spiegel certainly isn’t worried, publicly at least. Spiegel’s product strategies have been mirrored by Facebook and Instagram, and a huge chunk of teens prefer Snapchat over these other social media giants.

Which is why Snapchat can charge upwards of one million dollars a day for augmented reality lenses. Snap’s popularity, especially among teens and young adults with disposable income and social influence, bodes well with media agencies.

AR lenses are one of many features offered on Snapchat, allowing users to superimpose augmented reality images on pictures and videos. If you’ve spent any amount of time on the internet, the dancing hotdog is a testament to how easily an AR lens can turn into a meme.

In September, Snapchat introduced sponsored 3D World Lenses, giving advertisers the opportunity to feature targeted campaigns on the platform. Bladerunner 2049 was the first campaign at the launch, and since then Budweiser, BMW, and McDonalds have jumped on the bandwagon.

Pricing varies depending on when the lens goes live, if it’s a “premium” day like a holiday or anticipated movie release, and the targeting criteria of the agency. If a lens is specific to a region, for example, it’s not going to cost as much as a nationwide campaign.

In a report from Digiday, one NYC-based ad executive stated AR lenses are currently Snap’s most expensive ad product, and for some agencies it’s offered as a standalone purchase. Others reported Snapchat offered a “holistic media-buying plan,” including stickers and filters as well as AR lenses.

James Douglas, SVP and Executive Director of social media for Society explained Snapchat Ads are all about media negotiation, with some of his clients signing annual media contracts, while others may try out shorter stints.

“If it’s a well-known consumer packaged goods company, Snapchat may quote $200,000 for an AR lens, but not on a premium day,” he stated. “Snapchat is very flexible to negotiate media investments with agencies, and I like that.”

According to a Snapchat spokesperson, the base price for a 3D lens running up to 12 months is $300,000. However, the final price depends on if the lens is based on audience impressions or a national takeover on a premium day.

While the AR lenses are not necessarily driving sales for featured brands, users are completely engaged with lenses. Featured lenses are widely shared among users, and screenshots of particularly popular, interesting, or funny lenses end ups shared on other social media platforms.

Even if the lens is being mocked, that still leads to impressions since ultimately the ad is being spread when people send Snaps to friends and feature lenses in Snapchat Stories.

Right now, Snapchat is doing all the engineering for AR lenses. Agencies provide the ad assets and Snapchat creates the lens. Future plans involve opening up creation to select brands, as Spiegel announced in November.

Snapchat is testing a pilot program with Lens Studio, a self-service toolkit allowing advertisers to create their own lenses in as little as an hour. Eventually Snap plans on offering the AR toolkit to advertisers for free, but for now it’s only available to top clients.

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Business Marketing

Pantone’s 2018 color of the year (that you’ll see everywhere now): Ultra Violet

(MARKETING NEWS) Check out the Pantone color choice for 2018, and prepare to see it splashed across the internet and in print.

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pantone 2018

Much ado about a hue. Over the past year, Pantone encouraged us to reconnect with nature and once another through the promotion of Greenery, the fresh yellow-green color of 2017. It’s now time to take our personal and business potentials to a whole other level, as inspired by Ultra Violet, PANTONE 18-3838, which is the 2018 Color of the Year.

Now technically, Ultra Violet isn’t a shade of purple as the Pantone color square suggests. In fact, Ultra Violet is a spectrum of light waves that can’t be detected by the human eye in natural circumstances. But that’s kind of the point. Pantone purposefully selected this color to encourage inventiveness and imagination.

The color purple has long represented individuality and artistic expression. Think Prince, David Bowie and Jimi Hendrix. When Ultra Violet was dubbed the iconic color of 2018, this symbolism was not overlooked. They are using Ultra Violet, a blue-based purple, to encourage individuals – and companies – to push boundaries and blaze their own trail.

Ultra Violet can have mystical and spiritual undertones, too. It’s been associated with mindfulness practices such as meditation, which can be a way to detach from today’s non-stop, information overloaded environment.

As a reflection of this new Color of the Year, we will likely see bright nail polishes, funky home décor, and vibrant fashion bring Ultra Violet into the marketplace. However, while material goods and designer’s color schemes are splashed with this dramatic shade of purple, Pantone encourages brands to use this color to inspire consumers to push for a better, and brighter future.

“The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design; it’s truly a reflection of what’s needed in our world today,” said Laurie Pressman, vice president of the Pantone Color Institute.

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