'Video' Category

'Like A (Super)Girl': 3 Ways CBS Could Do Some Serious Good This Fall (Video)

Posted by Rick Mathieson on June 20th, 2015 at 2:32 pm

Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand?
In just the last few weeks, Procter & Gamble's viral sensation "Like A Girl" won the GoodWorks Effie, which is designed to recognize marketers for effectively using their platforms for "purpose-driven' campaigns. That is to say, campaigns that accomplish some social good, beyond (just) promoting the brands behind them.
As most everyone in the world of marketing and advertising knows by now, the video, for P&G's Always brand, explores the meaning of the phrase "like a girl" - and how to redefine it. It's powerful stuff, and since its debut last summer, it has generated nearly 60 million views—and has been likened to some of the best work coming from Unilever's long-running "Campaign for Real Beauty."
Right around the same time, we also saw the release of a six-minute trailer for CBS-TV's new show "Supergirl" from Berlanti Productions—the team behind "The Flash," "Arrow," and the upcoming "Legends of Tomorrow" on CW.
Based on the character in DC comics, the series follows Kara Zor-El, the preteen cousin of baby Kal-El, as she... Read more

How much do luxury fashion brands post in each social media network?

Posted by Doug Schumacher on June 8th, 2015 at 12:00 pm

If you want to understand how much brands value (and get value from) their various social media properties, one interesting benchmark is how much posting they put into each network. Especially relative to their closest competitors.
Of course there are various factors to consider, like the type of industry and the different content types and styles of different networks. But if brands truly value a given network, it’s most likely they’ll put in a respectable level of posting for their industry.
Let’s take a look at some of the leading brands in the luxury fashion space as an example, below.
Posting Volume for Each Network – Luxury Fashion Brands

The first thing you may have noticed in the above example is the broad range of posting volumes in each of the different networks. It suggests considerably different approaches taken by the different brands. That’s great if you’re wanting to learn from the tactics of competitors, as it should provide a wide range of approaches to each network.
As noted above, there are also significant differences in the networks. It would be surprising to see a brand posting more on YouTube than on Twitter, given the different formats of each. In luxury fashion, we can see Twitter... Read more

How much video are brands posting on Instagram?

Posted by Doug Schumacher on June 4th, 2015 at 12:00 pm

It’s been two years since Instagram introduced short videos to their platform. How much have brands adopted this new format? Below, we’re going to take a look at 5 industries to see which are using video the most, and the least. The data represents these brands’ posting activities on Instagram for the month of May, 2015.
First up is Apparel. This would be an industry I’d think would be primed for the use of video, as fashion is so visually driven. However, the video percent of the content is a pretty thin slice.
Apparel

For luxury autos, we can see a slightly higher percent. Auto manufacturers have a lot of video content, which certainly helps increase posting volume.
Luxury Autos

Soft drink brands generally have large budgets, and also tend to be more on the cutting edge of advertising technologies, so it’s probably not surprising to see them exploring video on Instagram. And with Instagram videos in the 3 to 15 second time range, it’s easy for brands to do something more creative that doesn’t require a large budget or an existing stockpile of footage.
Soft Drinks

The luxury fashion industry is posting more than the mainstream apparel brands. Perhaps not surprising as they frequently feature video from runway... Read more

How YouTube videos differ from other social network content

Posted by Doug Schumacher on June 2nd, 2015 at 11:49 am

When analyzing social media, comparing how content works on different networks is central to understanding the complete social landscape.
The challenge is comparing content across two platforms when the platforms themselves function very differently. YouTube in particular operates quite differently from Facebook, Twitter and Instagram.
Since its earliest days, YouTube has been as much content distribution platform as social media platform. Videos could be embedded into almost any environment. A blog post, website home page, even your MySpace page.
This idea of taking YouTube content and deploying it all over the web means that YouTube content is frequently consumed outside of the social network. And as such, its viewing patterns don’t track the way users may use the platform – or any other social platform, for that matter.
Check out the YouTube leaderboard for the Consumer Electronics industry, below. It shows the videos with the most views during the month of May. Note how several of the videos were posted months prior to May, yet continue to gather high numbers of views.
YouTube Videos with New Views – Consumer Electronics

That last post is one you’ve probably seen. The lion whisperer. Currently at over 26 million views. Note the post date of November 13, 2013. Yet it’s still one of... Read more

Snapchat's Small Change Has Big Implications

Posted by Dan Wittmers on May 27th, 2015 at 11:31 am

For those "die-hards" out there, there's good news today! Spiegel says his messaging service is likely going to be making a change that will make the app easier to use when it comes to video: Users may not be required to hold their thumb on the screen to watch video content for much longer.