1. Use social platforms
Each platform is different and content should be created as such. Tyler Blackburn of Pretty Little Liars spoke about other members of the cast would be doing Snapchat filters while another member would be doing Instagram selfies. He felt a big key of Pretty Little Liars social media domination was that they catered to each social platform individually.
2. Create personalized content
Ivana Kirkbride of go90 by Verizon was quick to point out that no longer can you create one piece of video marketing content and splice it to fit into 15 or 30 seconds spots. You need to create personalized content and not just for platforms but for audience segments within those platforms. Netflix is a key example of personalized content.
3. Step up interaction
Community engagement is just as important as ever and that is even true with mobile video. Last fall Pretty Little Liars producers and cast hosted a Facebook Live to announce the final season; they included a Q & A and a sneak peek of the final season trailer.
4. Wide open distribution
The mobile world is your oyster when it comes to distribution. If your focus is to distribute content on YouTube, you can use other social platforms to drive traffic back to YouTube. Soulpancake uses this approach and has over 2,000,000 subscribers while go90 is for streaming on the go using an app.
5. Know your limitations
You’ve got enough content for a daily video and you can’t wait to get started. Hold your horses, stop and think. Do you have a team to handle each video from concept to production to promotion? Be realistic about what you can create and scale down as necessary. Just be sure to create something.
6. Create for mobile
When using your phone you hold it vertically and content should be created for that view. Think about how you use your smartphone and create video content around that. Starbucks was creative in using a user story to create a vertical friendly video.
7. Use creative rotation
All panelists stressed on the importance of creating something new or providing a rotation of videos. Avoid creating all tutorials or only vertical videos but focus on mixing it up. Create video content people will watch for hours not ads stressed go90.
8. Measure and use data
The numbers never lie and video metrics are very detailed. Most platforms will break down views to the second and this will help you create videos to match what your audience is seeking. Your video content doesn’t need to be short to convert, it needs to tell your audience a story.
