How to Use Video on Social Media
If you’re in the business of making online content, GARY VAYNERCHUK
(which, I might add, you all ARE) GARY VAYNERCHUK
you have to understand that video is one of your most POWERFUL tools. GARY VAYNERCHUK
Whether it’s on: FACEBOOK or SNAPCHAT or YOUTUBE or TWITTER... GARY VAYNERCHUK
the content you need to be producing is video. PERIOD. GARY VAYNERCHUK
But things are shifting, like they always do. GARY VAYNERCHUK
You can’t attack internet video the same way you did two years ago. GARY VAYNERCHUK
So I decided to put together a helpful guide, a state of the union, if you will... GARY VAYNERCHUK
on HOW TO DO VIDEO RIGHT ON SOCIAL. GARY VAYNERCHUK
Let’s start with YouTube. GARY VAYNERCHUK
blished: a Est y 14, 2005 ar u Febr GARY VAYNERCHUK
300 hours worth of video content are pushed to YouTube every minute...EVERY MINUTE! GARY VAYNERCHUK
I got my start on YouTube with WINE LIBRARY TV... and I still use it today for #ASKGARYVEE. GARY VAYNERCHUK
It’s the standard. GARY VAYNERCHUK
But being the standard means it’s crowded and noisy. GARY VAYNERCHUK
AND when you compare it to FACEBOOK’S 4 BILLION views a day, it’s finally got a real competitor. GARY VAYNERCHUK
Especially when you start talking about targeting capabilities against consumer data GARY VAYNERCHUK
Because when it comes to data, we know who’s winning there. GARY VAYNERCHUK
That’s right. FACEBOOK. GARY VAYNERCHUK
blished: a Est y 4, 2004 ar u Febr GARY VAYNERCHUK
Facebook video has become the best way to reach MY fans at scale. LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK
Now I’m not talking about putting something on YouTube and linking out to it on Facebook. GARY VAYNERCHUK
I’m talking about natively posting video content directly to Facebook. LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis. GARY VAYNERCHUK
WHY? Because right now, Facebook is making a play to become a video platform... GARY VAYNERCHUK
and that means Facebook’s Newsfeed algorithm is placing an enormous amount of weight on videos (which translates into organic reach). GARY VAYNERCHUK
Couple that with theirLOREM IPSUM dolor sit amet, consectetur adipiscing elit. Sed mattis id libero bibendum mattis.new video ad products for sales and direct response... GARY VAYNERCHUK
and you have some serious reasons to spend some real money on video content for Facebook. GARY VAYNERCHUK
YouTube should honestly be scared... GARY VAYNERCHUK
because Facebook is sitting on an enormous amount of targetable consumer data. GARY VAYNERCHUK
Let’s take an example: GARY VAYNERCHUK
Say you’re a local ice cream shop. LOREM IPSUM dolor sit amet, consectetur You want to bring in some families for adipiscing elit. Sed mattis id libero bibendum mattis. the summer months. GARY VAYNERCHUK
If you upload a video natively, you can target it to people who: 1. Love ice cream 2. Live in your area 3. Have kids GARY VAYNERCHUK
Just like that, you’re only reaching the audience that is most relevant and profitable to you. GARY VAYNERCHUK
Get it? That is something no other platform is doing as well as Facebook. GARY VAYNERCHUK
I am well aware of the debate of “viewability,” but let’s ask another question... GARY VAYNERCHUK
When you go to YouTube, you want to watch this cat video. That is your intent. GARY VAYNERCHUK
What Google then does is show you a video BEFORE the video you actually want to see. GARY VAYNERCHUK
FACEBOOK is different: It knows you’re a cat enthusiast and puts a cat video in front of you. GARY VAYNERCHUK
INTENT MATTERS. GARY VAYNERCHUK
YouTube is showing you an ad. On Facebook, your content IS the ad. GARY VAYNERCHUK
Facebook video is clearly a HUGE deal. But don’t sleep on the other platforms either… GARY VAYNERCHUK
blished: a Est March 21, 2006 GARY VAYNERCHUK
Twitter’s new video products have changed the way I use the platform. GARY VAYNERCHUK
As Twitter has grown, the amount of noise has increased, while the amount of meaningful engagement has dropped. GARY VAYNERCHUK
That’s why the real way to win with Twitter video is through engagement. GARY VAYNERCHUK
Use it as PULL rather than PUSH. GARY VAYNERCHUK
When a celebrity favorites your tweet you get excited. GARY VAYNERCHUK
Not because it took any real effort on their part, but because that social interaction is hugely meaningful. GARY VAYNERCHUK
With Twitter’s new video feature, they’ve been able to take that feeling to the next level. GARY VAYNERCHUK
Get in there, reply to tweets with a video, and see if your engagement doesn’t skyrocket. GARY VAYNERCHUK
It works. GARY VAYNERCHUK
The other great thing about Twitter video? GARY VAYNERCHUK
There is more room for tone. GARY VAYNERCHUK
Sometimes it’s hard to convey a nuanced opinion in only 140 characters and context is lost. GARY VAYNERCHUK
But with 15 seconds of video, you can get your point across loud and clear. GARY VAYNERCHUK
Finally we have... GARY VAYNERCHUK
Est a blished: Septembe r, 2011 GARY VAYNERCHUK
Snapchat is huge right now. GARGARY VY VAAYNERCHUKYNERCHUK
More than 60% of U.S. 13 to 34 year-old smartphone users are Snapchatters. GARGARY VY VAAYNERCHUKYNERCHUK
One of the things I used to love about Snapchat was how you had to hold your finger on the screen. GARGARY VY VAAYNERCHUKYNERCHUK
That is, of course, no longer the case. GARGARY VY VAAYNERCHUKYNERCHUK
But the videos are still limited, since they can only ever stick around for a certain amount of time. GARGARY VY VAAYNERCHUKYNERCHUK
That could be 24 hours... GARGARY VY VAAYNERCHUKYNERCHUK
or one second. GARGARY VY VAAYNERCHUKYNERCHUK
That creates urgency. GARGARY VY VAAYNERCHUKYNERCHUK
And urgency is a tremendous way to get someone’s attention. GARGARY VY VAAYNERCHUKYNERCHUK
and attention is the number one asset. GARGARY VY VAAYNERCHUKYNERCHUK
On top of that, the ability to draw over your images is massively important and allows for tremendous amounts of creativity. GARGARY VY VAAYNERCHUKYNERCHUK
Just look at Shonduras. GARGARY VY VAAYNERCHUKYNERCHUK
The importance of Snapchat as a marketing and communications tool right now is even further validated by Snapchat Discover. GARGARY VY VAAYNERCHUKYNERCHUK
A big-brand marketing feature that is basically gift wrapping the 13-34 demo for brands like Dailymail and Cosmo. GARGARY VY VAAYNERCHUKYNERCHUK
You may not be able to afford to join Discover... GARGARY VY VAAYNERCHUKYNERCHUK
...but what you should know is that it’s the most underpriced inventory for meaningful conversation in the 13 to 35 demo. GARGARY VY VAAYNERCHUKYNERCHUK
BOTTOM LINE: There is a f*ckton going on in video right now. GARY VAYNERCHUK
I’m not saying you should give up on YouTube. GARY VAYNERCHUK
But I AM saying you need to at least familiarize yourself with everything in this deck. GARY VAYNERCHUK
THANKS FOR READING! Check out my other tips on social media: MAKE A SNAPSTERPIECE DON’T MAKE THIS MISTAKE GARY VAYNERCHUK