Over the last few years, Facebook has quickly risen to become a powerhouse video destination, with its top ten publishers pulling in billions of viewers each month but just exactly why is that the case? Scientifically, is there a reason Facebook users, and even Instagram users, are attracted to video content when they’re on the site?

Facebook IQ recently conducted a study with some overseas users and found that they watched video content 5X more than any other content posted. Facebook’s study derives from a lab experiment where people’s eye movements and facial expressions were tracked as they scrolled through their personal feeds; this was followed up by interviews about the role video played in each participant’s’ life. The 114 participants were aged 18-30 and watched short-form (under ten minutes) online video content and ads at least once a month. Facebook IQ also enlisted Kantar Media to conduct a study of 1,999 people from two overseas countries who were over 18 years of age and who watched short-form video content monthly. The goal of this study was to try to gauge the content consumption of the participants and analyze related viewing trends.

• 77% of respondents preferred videos under ten minutes, with 67% of millennials claim it’s easier to focus via mobile viewing than via desktop
• 65% of millennials watched several videos in a row, with 60% of them saying they don’t even realize they’re doing so.
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Next Steps for Video Marketers and Publishers

Facebook claims five key factors have attributed to the increased popularity of online video viewing, which include “smartphones, shorter attention spans, binge-watching, the importance of context, and the thrill of novelty.” Taking all these into consideration, video publishers on the social platform (and its related photo- and video-sharing app Instagram) should consider the following strategies if they want to reach video watchers.

Focus on mobile content.

Most of the millennials in Facebook’s study prefer watching video content on mobile instead of on a desktop. Cater to this preference by developing mobile-optimized clips which users won’t be able to resist clicking on when the content shows up in their feeds.

Harness the power of Instagram.

Facebook IQ discovered that across all surveyed, video on Instagram resulted in 1.80x higher levels of joy than the same content posted on other platforms. Video publishers who want to incite action and brand loyalty should therefore consider posting more clips to their Instagram accounts.

Keep content short.

With shorter attention spans contributing to the rise of online video, video publishers need to make sure their own content on Facebook and Instagram is digestible and impactful, so that it not only captures the attention of users as they scroll through their feeds but also relays brand messaging or key points at the very beginning of the video.

Try new video formats.

Based on the idea that novelty is a key factor to online video’s growth and success, Facebook IQ suggests publishers experiment with new video formats. For example, the recent study of the overseas participants were found to look at 360-degree video 40% longer than regular video content; these respondents also reported a level of joy 1.40x higher than joy from standard video.

Roy Garton
FDMC Social & Digital Media LLC
​www.floridadudemarketingconcepts.com 

·                  Instagram like Snapchat is becoming very popular in brand promoting. Here are some steps you will find helpful in getting your brand out on Instagram. 
1. Optimize Your Instagram Account. The best brand Instagram accounts have a compelling bio, memorable profile picture and a connected website that drives to their homepage. It’s one of the first things you have to set up for your account but it’s also one of the first things people look at before deciding to follow you or not. Make your bio descriptive, compelling and don’t be afraid to use emojis.
        2. Follow Industry Relevant Accounts. Think about the types of brands, media companies or people in your industry that are already using Instagram and go find them. Follow their accounts and interact with their last few posts by pressing like or leaving a comment. These accounts might follow you back and help you get started with your initial audience.

       3. Find Popular Hashtags In Your Industry. Many people on Instagram use hashtags as a way of finding new photos and new people to follow.  Each day, thousands of hashtags shared on Instagram. At first glance it might seem overwhelming but Jason offers some great advice on the topic: “Look through the pictures posted by influence's in your niche. What hashtags do they use? Write these down as potential hashtags to use.

     4. Get Shout Outs From Others. Note that brands leverage the power of influencers to grow their account. Research the popular accounts that are relevant in your field, reach out to them to see if they’ll be willing to do an Instagram shout-out for you. As you conduct this outreach, build a spreadsheet that highlights the different accounts you’ve reached out to, their follower count and the price they’re looking to charge.

      5. Share Your Posts On Instagram Regularly. You want to post often enough that your brand stays relevant. You also don’t want to post so frequently that you overwhelm your followers and they unfollow your account.”  One of the most frequently asked questions about Instagram is how frequently a brand should post. While many brands try to put a number on it, the reality is that what works best for one brand doesn’t always work for the next. Run your own experiments and determine the best frequency for your audience.

      6. Use Hashtags In The Comment Section. One of the most underrated tricks in the book for Instagram market is the usage of hashtags in the comments instead of main post. Rather than stuffing your posts caption with a handful of hashtags and giving the perception of reach desperation – comment with the hashtags after pressing share. The impact is the same except your caption doesn’t look as bad!

     7. Run Instagram Contests. A good contest can hands down be one of the best ways to drive new followers & activity on your Instagram account.Instagram has the flexibility to allow you to just run your contest on your feed, the advantage of this is that it’s easy to setup & encourages participation via Instagram. The downside to contests on Instagram is that it can be quite challenging to test. Use the link your bio as a place to send your followers and have them enter another contest. Sites like Gleam.io offer an easy to build contest form that will serve all your needs for a random draw with a social sharing component.

    8. Tell Your Followers To Like Your Content. Tell People to Double Tap If They Agree. It’s a simple idea that asks your followers to tap a photo twice which results in a post like. That means the post will be shown to more people because of the Instagram Algorithm and show in the activity feed.

     9. Build Relationships With Other Influential Accounts. The fastest way to grow an Instagram account is by engaging accounts with a larger following than you and having them promote your account. If you’re already creating great content, you might not have to pay them to give you a shout out. You might be able to get organic shout outs simply by building a quality relationship with one of those influencers.

   10. Comment On Photos From Other Accounts. I thought it would be enough just to like other people’s pictures in order for them to follow me and like my photos. As it turned out, I got way more interaction when I commented on other users’ photos then when I merely liked them. As Instagram has grown in popularity, people have become less surprised and flattered by likes. As a result, brands who are looking to truly stand out will need to take it a step further by leaving comments.

   11. Use Instagram Stories On The Regular. There are plenty of great ways to promote your brand with Instagram Stories. If you’re not familiar with Instagram Stories, it’s a section on Instagram where you can share temporary video clips or images that all of your followers can see but the content disappears within 24 hours. The approach is a direct spin-off of Snapchat Stories. When using Instagram stories, consider mixing static content that you may find on your camera roll with content happening in the moment. Don’t forget to also use strategies like collaborating with other Instagram accounts and taking over their stories to reach an even broader audience.

  12. Use Both Images & Video Content. Instagram videos see twice the engagement rate of photos” showing that video content is a great investment for brands looking to catch the attention of their audience. When thinking about your Instagram video content, create clear, fun, and engaging videos that people are going to want to tag their friends in. Creating images or videos that inspire people to tag their friends is a great way to drive virality for your account. As friends tag other friends, the content officially starts to spread like wildfire and take on a life of its own!

   13. Run Instagram Ads. One of the best parts of Instagram is the fact that it shares data with Facebook. As a result, you have the ability to use the advanced demographic targeting offered on Facebook with Instagram as well. If you want to target people who live in a specific country and follow a specific band, you can do exactly that using Facebook Ads Manager.  Instagram advertising offers photo based advertising in a square or vertical format and video ads in a square or landscape format. Most recently, Instagram also launched a carousel feature which offers an even more dynamic advertising experience on Instagram.

Roy Garton
FDMC Social & Digital Media
www.floridadudemarketingconcepts.com
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Digital video is more popular than ever and small businesses are jumping on the bandwagon.  Doing videos for mobile apps such as Instagram is a marketers goldmine. The problem is many small business owners believe it is too costly or they just do not understand how to go about making their videos.  Here are some good tips to keep in mind when making digital videos, especially for Instagram. 

Step 1: What is Your goal in making your video?

Before shooting your video, ask yourself what your goal is. What do you hope to achieve with this particular Instagram video?
Making a unedited video using your smartphone camera many times is all you need to do.  Just remember to capture your idea and keep it professional.  Always remember the time limits of videos on Instagram. Typically 60 seconds.
Start by outlining what it is you want to achieve, like getting the views you want. This is done by getting people to share your video and using hashtags. 
  Choose a goal that is achievable for your brand. If you're just getting started on Instagram and only have a handful of followers, don't expect 1,000 views on your first go-round.  Going forward, keep a time frame to post future videos so you can gain a audience.  Stick to that calendar! 

Step 2:  Light your shoot.

You don't need to own a top-of-the-line lighting kit to make people look great on camera. There are, however, some basic lighting tips that you can't afford to live without. This advice works particularly well if you're shooting a talking-head style video with a backdrop and a subject that's standing in one place.

• Avoid shooting video under overhead lighting.  This type of lighting creates "raccoon type eye" shadowing, which doesn't make anyone look great. Have your subject move around until you find the sweet spot.
• Use natural light. Does your office have a lot of big windows? Is the sunshine just pouring in every day? Stand near a window for the shot, but remember to always keep the light in front of you, not behind you.
• Get creative with your available light sources. If your subject is looking a little harsh with your current light setup, create softer light by bouncing a light source off a reflector, like a piece of white poster board. Block out unwanted light in your space by covering your windows with some black plastic and save some cash. If your budget allows for it, spring for blackout roller shades.

Step 3: Shoot your footage.

When it comes to shooting your footage, there are a few key tips to keep in mind. Try to incorporate these best practices into the Instagram videos you make and you'll be on your way to success.

• Mix up your shots. Just like with any video, you'll want to mix up your shots in order to capture your viewer's attention. Grab your phone and record a number of short clips that help tell your story. If your video is longer than just a few seconds, change up your shots so your viewers aren't just staring at the same talking head for a minute and a half.
• Show, don't tell.  For Instagram videos  the platform itself is a visual one, so play it up. Show them what your product actually looks like.  Don't talk into the camera like a selfie.  Nobody cares about your face.  They want to see what your product or service is.

• Use your judgment.  If you're shooting a  company culture video, you should feel free to take some liberties with steadying your shot. Walk around with your phone and capture the best shots without worrying about stabilization. However, if you do plan to shoot talking-head videos, interviews, consider a tripod.  There are tripods available for smartphones.

• Be selective.  Remember that you only have 1 minute to share your story, so save your long-form content for your site. Company culture posts tend to perform well on this platform because they fit in with the types of content other people are already sharing. Plan ahead around events and functions – if you know there's always a company-wide outing during the summer, add shooting an Instagram video into your editorial calendar for that month. Not everything is video-worthy, but if you can come up with a fun, creative angle for what you're promoting, video can help get the job done!

Step 4: Edit.
Now that you have all your footage together, it's time for the edit. Editing videos within the Instagram app itself isn't the most seamless experience, so if you're stitching footage together or going for anything other than just a quick trim, you should edit the footage in a third-party app. Here are some apps we've found particularly useful:

• Splice (Free) | iOS. This app was made by GoPro, so you know it's legit. Splice has a five-star rating and comes equip with cool features such text overlay, video splicing, and narration, music, and sound effect functionality.
• Magisto (Free) | iOS & Android. Magisto is a simple yet powerful editor that makes it really easy to create professional videos. Choose music, customize the theme, and splice shots until you've created the perfect mix. 

Remember: Instagram is all about keeping things lighthearted and fun, so don't overthink it and remember your time limitations.  As you get more experienced, you can start adding various effects to your videos such as wipes, dissolves, slo-mo and other fun things.  If you are still shy about doing digital video, you can always hire a professional but as that famous line goes.."You Can Do It!"
​
-Roy
www.floridadudemarketingconcets.com 

Social Media continues to evolve.  It seems to be changing every month with new platforms, new trends, and applications.  So you have your business on Facebook and Twitter and you think you are doing just fine in the world of social media.  But are you really?  Here are a few facts with business and social media.  As Facebook becomes more of a "We want your money" operation, more and more people are drifting away to find the free platforms for their business to reach their masses.  If you want the goodies now on Facebook, you are finding you have to cough up some dough to get it.  Facebook's recent audience network launch program means for the business, the days of something for nothing is over. 


What is becoming more popular for target marketing is video and images.  Many of the Fortune 500 companies are moving in this direction for advertising and marketing.  Images tell a lot and young shoppers especially are using this to their advantage and in their shopping habits.  Pinterest and Instagram  are picking up not only more users but advertisers as well as they pull away from traditional desktop platforms.  Mobility, video, and photo images is 3 key words you as a business need to grasp and embrace for marketing and advertising.  Video and still images have helped push Instagram, Pinterest, and Vine to new heights.  Another popular tool for the young 15 to 25 crowd is Snapchat.  While advertisers and still trying to figure out how to capture this new hot platform,  Snapchat has become very trendy to this key target market. 


While I am not saying you should not still keep a solid market plan in place for Facebook and Twitter, businesses need to be open to new platforms and monitor social media trends to capture that market share.  keep up regular engagement conversations with your customers and stay connected.  Remember, spending your marketing dollars in an empty room is not only fruitless, it is silly.  Capture your market share and stay abreast of technology changes.  Be a leader in the social media circle. Reach your goals.

Like Social Cam which I talked about in my last blog, another fast up and
coming app is Instagram.  A little bit of Facebook , Twitter, and a little bit
of Social Cam rolled into one.  You can "like" a photo, you can follow or be
followed, you can upload your shots onto Facebook or Twitter or both, whatever
your little heart desires.   Don't get me wrong, I am not against Instagram.  It
just that it kind of rehashes some apps that you can all ready do with others. 
I guess what makes it kind of neat is that it attempts to roll many things into
one app.  As to its longtivity as a popular app it yet to be seen.  It is
available for most smart phones but you need to sign up on their website (at
least for the Android version from what I can tell) and specify your phone and
it downloads the app for you.   http://instagr.am.  To try and  download it from the
Play Store without going through this procedure, it is not going to happen.  Not
a big deal in my opinion.  From there, find your friends through Facebook who
have the app and begin to follow them, start taking pictures so you can fill
your album and they will follow you or see the popular pictures of the day from
the web collaboration and like them too.


As seeing this as a social media tool for SMB's or an enterprise level, yes,
there "could" be some possibilities through promotions such as liking a picture
of an event your doing and tying this in with your Facebook fan page but the
verdict is still not in on using Instagram with business.   Since signing up for
it, I am seeing mostly young people having fun taking goofy or fun pictures of
themselves like with Social Cam and just enjoying themselves. On a personal
note, a lot of my friends have started using Instagram. So even us "over the 30
mark gang" are having fun with it.  If a smart social media administrator wanted
to capitalize on the fad and apply themselves, yes Instagram could be a cool
tool to use to capture real time events or promotions and intigrate with present
tools since you can merge as with Social Cam, to Facebook and Twitter.  Take a
look at Instagram and decide for yourself.