SEPTEMBER 2017 - 4C Insights

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4C PRESENTS

SOCIAL
VIDEO
  101
 SEPTEMBER 2017

Contents
THE DIGITAL VIDEO LANDSCAPE....................2

WHAT MAKES SOCIAL VIDEO UNIQUE?..........3

THE RISE OF SOCIAL VIDEO.............................3

KEY TRENDS AND OPPORTUNITIES................4
Personalization.......................................................................... 4
Live Video................................................................................. 5
Vertical Video........................................................................... 5
Multiple Screens....................................................................... 6

THE INS AND OUTS OF EACH PLATFORM.......7
Facebook.................................................................................. 7
Snapchat................................................................................... 8
Instagram.................................................................................. 8
YouTube.................................................................................... 8
Twitter....................................................................................... 9
Pinterest.................................................................................... 9

SUMMARY.........................................................9

The Digital Video Landscape
Spending on various forms of display advertising, such as banner ads and sponsorships, has been shrinking
and is continuing to shrink. However, video spending is expected to grow throughout 2017, exceeding all other
categories of digital advertising spending except mobile. This comes as no surprise considering that 72% of
marketing professionals claim that video content has the best ROI. TV remains the primary platform for video
brand campaigns, but social media platforms are capturing an increasing share of attention from ad buyers.

The number of digital video viewers will continue to grow over the next 4
72% OF MARKETERS CLAIM years. With more than 4 in 5 internet users already watching digital video,
a 3.1% increase from 2016, the market is approaching saturation. By 2021,
video has the it is expected that 83.5% of internet users will be watching digital video.
With the penetration of digital video viewers growing, the number of pay
best ROI. TV viewers will continue to shrink. Nielsen estimates that pay TV viewers
will shrink from 201.8 billion users in 2017 to 193.7 billion users in 2021.

On the other hand, Netflix streaming subscriptions and overall users accessing TV content digitally (also
known as “over the top”) remain on the rise, with an audience that is spread throughout multiple age groups.
Millennials are the most likely viewers of digital video on their mobile devices. In fact, recent research suggests
that Millennials are twice as likely to be focused on video they watch on their mobile devices compared to
video consumed on TV.

With video ad spending and mobile ad spending both on the
4 IN 5 INTERNET USERS ARE
rise, it is time to look at the future of social video. As Mark
Zuckerberg has said, Facebook is “looking for ways to grow
the ecosystem of video content on Facebook.” Most recently, already watching
Facebook is looking to expand video through the introduction
of Watch, a dedicated tab to house original content made digital video.
specifically for Facebook.

Social platforms are taking a variety of approaches to grow video content. Snapchat was built on a video-
centric strategy and is continuing to expand its video footprint. Facebook, Twitter, and Snapchat are pursuing
live video, premium programming, and connected TV. Facebook is also in the process of developing a video
app for smart TV platforms and Instagram recently offered a live video service in which videos disappear
after they have been streamed. Twitter recently announced new live streaming deals and collaborations. And,
Pinterest announced promoted video with auto-play.

What Makes Social
Video Unique?
Social video is designed to be seen and shared through social
media. Social video can be a lot of different things, since each
social platform is different with a unique audience. Social
videos require unique formats and content to be optimized for
consumers’ feeds in each platform. The goal of social video
is not necessarily to reach as many people as possible, but to
reach and engage a target market in real time. With social video,
marketers can capitalize on their viewer’s emotions by creating
a conversation and connection through video, which can be
amplified among other social media users.

Social video has grown rapidly for two main reasons: more people are now connected through smartphones
and the growth of 4G internet usage. 4G users now outnumber 3G users on the Internet. Since video requires
a faster connection, this change enables greater video consumption.

The Rise of Social Video
The rise in social video is not just a fad. Social video is big and it’s only getting bigger. In 2016, 60% of
marketers used video in their social media marketing and 73% of marketers plan on increasing their use of
social video marketing. By 2019, video content is expected to be the driving factor behind 85% of search traffic
in the United States.

Why are marketers adapting to social video? Because it has proven to be undoubtedly effective in generating
revenue and engaging social media users around the world.

According to research conducted in April 2016, most U.S.
brand professionals are embracing mobile video advertising BY 2019 VIDEO IS EXPECTED TO DRIVE

85% of search
because of its ability to increase brand awareness. Video
ads on social media see 500% higher engagement rates
and 600% higher share rates than static ads. Since video
advertisements are more stimulating, they evoke a higher
consumer response.
traffic in the U.S.
America is shifting to become what Mark Zuckerberg calls a “video first world.’’ Video is now the most popular
and desired advertising format among social media users. According to a survey, 4x as many consumers would
rather watch videos about products than read about them.

With the ability to command a greater attention share and drive greater interaction, social is poised to become
a leader in video content on the Internet. Marketers are jumping at the opportunity to maximize their visibility
and customer engagement with social video, and if they’re not, they should be.

Key Trends and Opportunities
In order to maximize ROI, it is important for companies to understand the impact and trends of social media
video marketing. Here’s what to look for.

PERSONALIZATION
Social video marketing has unique capabilities that allow for niche targeting and a more curated user experience.
As a result, brands are taking different approaches to social video as compared to digital video.

"With social video, we go into more granular interest targeting since we are able to pick up users
likes and dislikes better vs a digital video unit where we base the audiences’ interests on what the
environment is about."
JASMINE WANG, SENIOR SPECIALIST, MEDIA SERVICES, MERKLE

Since social video is more dynamic and personalized, an opportunity for marketers in 2017 is making video
interactive and utilizing it for lower-funnel initiatives. Interactive videos can include clickable videos as well as
including embedded questionnaires, surveys, and forms to help marketers personalize content. This will aid in
generating leads, quantifying customers, and driving greater engagement.

Targeting the right people is part of the battle, but to achieve success from social video, marketers must also
concentrate on making their video advertisements immediately engaging and relevant to address the challenge
of dealing with short consumer attention spans. With more and more content being created on social media,
it is important for brands to create content that aligns with each of their consumers’ values and environments.
Customers who feel a connection to a video on social media are more likely to engage with it and share it for
other users.

LIVE VIDEO
“Going live” is on the rise. Social media users want to see authentic content in real time that doesn’t focus on
a hard sell. With live videos, brands can market themselves with honest and engaging content. Twitter started
the trend by integrating live streaming platform, Periscope, into its app. Now, YouTube, Facebook, Instagram,
and Snapchat also offer a live video feature inside their platforms.

Facebook has adapted its algorithm to make live video a key feature.
FACEBOOK USERS SPEND Facebook users spend 50x more time watching live videos than
traditional videos. Live video viewers increased by 81% in 2016 and
50X more time there are no signs that this growth will slow down anytime soon.

watching live Marketers should hop on the live streaming bandwagon as an
opportunity to engage their users with honest, authentic content.

videos. There are many ways a brand can incorporate live videos into their
marketing campaign. Some popular examples are how-to videos and
behind-the-scenes looks into businesses. How-to videos are one of
the most popular searches on YouTube as they provide brands with a great opportunity to offer value to
customers. Continually, behind-the-scenes videos keep customers engaged and excited by providing them
with exclusive content that they otherwise would not be able to access. Other examples of live video include
event coverage, news updates, product announcements, and demonstrations. Producing live content regularly,
however, can be a challenge.

4C Account Executive, Christian West, recommends starting with Snap Ads or Instagram Story Ads to see how
consumers respond for brands looking to step into live video for the first time.

VERTICAL VIDEO
More and more people are using their smart phones to watch video. In fact, according to Animoto, 48% of
millennials watch videos only on their mobile device. So, in order to reach the consumers of the future, brands
need to ensure content is adapted to mobile. For this reason, Snapchat created a huge new trend with vertical
video, which make watching videos on mobile devices easier for users. Snapchat ads have seen 9X higher
completion rates when vertical videos are used. Over 10 billion vertical videos are watched every day and
Facebook and YouTube have made vertical video possible on their platforms. Consumers are much more likely
to be engaged with an ad when there are no disruptions, such as having to turn their screen horizontally.

The consumption of vertical video on mobile devices is at an all-time
high. Recent research has found that vertical video is the winning
40% OF MILENNIALS
content format for key social video metrics:
• Almost 4X more engagement than square videos on Facebook
and 2.5X more on Twitter watch videos
only on their
• More audience reach than square video
• More unique viewers

mobile device.
• Higher click-through and swipe-through rates
• Increased ad recall
• 9X higher completion rates compared to horizontal videos

MULTIPLE SCREENS
Delivering content to the right audience at the right time is critical for marketers. With 85% of adults using
another device while watching TV, brands can use multi-screening play to build a stronger connection with the
user. While watching TV at home, two-thirds of YouTube users often watch YouTube on a second screen. Brands
can capitalize on distracted TV viewers by activating digital ads at the same time a TV program or commercial
airs.

Historically, television has been the king of mass reach and emotional resonance. However, with consumers in
control of when, where, and how they consume TV content, the balance of power is shifting. Social video has
proven to be a complementary partner with TV, especially among distracted viewers using the second-screen.
Coordinating TV with real-time social video ads can provide a more consistent message to consumers and
drive a greater impact. By using 4C Social Sync for Snapchat, MTV improved swipe-up rate by 174% and video
views to completion by 20% when promoting Just Tattoo of Us.

It’s imperative for marketers to take a multi-channel advertising approach, social video included. By integrating KPIs
across TV and social, brands can understand the impact TV advertising has on social and vice versa. This will enable
brands to understand what video is resonating best across various audience segments and can even inform when
and where to reach specific audiences on TV, and what creative to use.

The Ins and Outs of Each Platform
Consistent marketing builds trust with audiences and aids in brand recall. Since every social platform is different
with varying capabilities, each requires different videos and techniques to effectively deliver messages and tell
a cohesive story. With that being said, it is crucial for advertisers to develop a unified strategy for video content
across platforms.

FACEBOOK
Facebook is a good place to reach a scaled audience. 60% of consumers are watching branded videos on
Facebook every single day, and 49% of consumers are actively engaging with those videos. Videos on Facebook
should be uploaded natively and should be visually appealing, since videos automatically play without sound.
Also important to driving video views on Facebook, is including subtitles. 4C Product Manager, Stephan
Haggerty, explains that Facebook “makes it seamless to add or create subtitles.” There are tools for marketers
to generate shorter form Facebook videos, as well. Some of the best content to upload to Facebook include
short and informative videos or fun videos, such as GIFs and slideshows.

Facebook has always been early to the scene when
it comes to video and is becoming a leader when
introducing new video capabilities. Brands should learn
from current Facebook initiatives and begin thinking
about how to adopt those learnings as new video
formats roll-out across Facebook and Instagram.

"Instagram has allowed Facebook to expand further
to more curated communities and has given them
a platform to experiment with new creative forms,
such as vertical video and Instagram stories.
Facebook continues to invest in the future of video,
whether it be adding a video tab with a collection
of content partners to their mobile app, the
introduction of Live Video, continued development
of 360 video or VR/AR innovation with Oculus."
STEPHAN HAGGERTY, DIRECTOR PRODUCT
MANAGEMENT, 4C

SNAPCHAT
Snapchat is a video-centric camera platform. Users can use
Snapchat in a variety of ways to publish and watch short
videos. 60% of Snapchat users in the U.S. are under the age
of 24. This makes Snapchat a fantastic platform for targeting
millennials. Quality video is not as important on Snapchat,
since the videos only last for 10 seconds and the platform has
a playful environment. It is important, however, that videos
for Snapchat are filmed vertically. Snapchat is more about
engaging the audience and telling a brand story or covering
a live event. This makes Snapchat best for filming behind the
scenes content or unique events.

“Snap Ads allow advertisers to place short, compelling
video ads within User Stories, Our Stories, and Discover.
Snap Ads allow swipe-able attachments that allow brands
to include longer video elements, app installs, and
imbedded website views.”
CARL DAVIS, SENIOR PRODUCT MANAGER, 4C

INSTAGRAM
Unlike Snapchat, Instagram allows marketers to publish
permanent videos in addition to stories. This enables
users to more easily share content. Therefore, content on
Instagram should be focused on quality. Videos should be
visually appealing and contribute to building a brand profile
and identity. In order for users to discover new content on
Instagram, it is important for videos to have the right hashtags.

YOUTUBE
YouTube is also very important for marketers. 74% of millennials
follow brands on YouTube. Unlike other platforms, users do not
incidentally watch videos, rather, people go to YouTube solely
for watching videos. 63% of YouTubers search for specific
videos. With that being said, users have a longer attention span
on YouTube, which makes it ideal for posting longer content.
Brands can create channels on YouTube that organize how-to,
FAQ, and product demo videos.

TWITTER
Twitter is a great platform for discovery. 70% of Twitter users discover new content on a regular basis. This
makes Twitter a platform ideal for teaser videos that link to full length content or a brand’s website. This also
makes Twitter a fantastic platform for live streaming news. Twitter has always been a company that owned live
engagement.

“Twitter acquired Periscope, the live streaming app, in 2015 and have partnerships in place with a number
of publishers for live content, which provide them with pre-roll and mid-roll advertising spots for live
video content. This enables them to amplify advertising products.”
STEPHAN HAGGERTY, DIRECTOR PRODUCT MANAGEMENT, 4C

Twitter recently announced 14 new deals and collaborations that will add hundreds of hours of exclusive content
to the platform. The new live premium content will come from partenrs including the MLB, NFL, WNBA, PGA,
Viacom, BuzzFeed, Bloomberg Media, Live Nation, IMG Fashion, and Ben Silverman's Propagate. Twitter is
making itself the platform users will go to figure to figure out what is happening in the moment.

PINTEREST
Pinterest is also a highly-engaging platform that is centering more
around video. Its value as a tool for consumer discovery and inspiration
can not be overstated.

“Pinterest started out as a visual platform made up of mainly brand-
generated content. This is the type of content that users expect
and are most engaged with on Pinterest. Auto-play video, which
just rolled out in 2017, is the next step in engaging and inspiring
users with visual content. There are a variety of ways to use
video on Pinterest from DIY tutorials and cooking demos to mini
commercials featuring a brand’s products.”
JENNIFER WORMINGTON, PRODUCT MANAGER DIGITAL ACTIVATION, 4C

Summary
It is no longer enough for marketers to just have digital video in their marketing campaigns. It is imperative to
integrate video into all marketing communications plans through social media. This, in turn, will increase audience
engagement through social video, a much more specialized approach to digital video. Marketers must stay up to
date with the trends in social video in order to stay competitive in the multi-screen world. While not all facets of
social video will be a fit for each brand, using it appropriately will distinguish elite brands from the rest.

Social video is here to stay, are you? Get in touch with 4C to learn more about how we can help you seize
the future of media.

4C is a global leader in data science and media technology with solutions for multi-screen
convergence. Brands, agencies, and media owners rely on the 4C Insights Affinity Graph™
to identify their most valuable audiences and improve effectiveness across channels. With
$1 billion in annualized media spend running through its software-as-a-service platform,
4C offers activation on Facebook, Twitter, LinkedIn, Pinterest, Instagram and Snapchat as
well as TV Synced Ads across display, search, social and video. The company also provides
paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring
network which detects over 400 million TV asset airings on an annual basis. Founded
in 2011 and based in Chicago, 4C has staff in 15 worldwide locations across the United
States, United Kingdom, the Netherlands, France, Hong Kong, India, and Singapore. Visit
www.4Cinsights.com for more information.

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