VidSummit 2017
Shonduras - Introduction to VidSummit
Rob Sandie - Founder of Vid IQ, #1 Chrome extension for growing YouTube channel
Double down when you have a video that hits
Using google to find keywords
Get into the suggested traffic on YouTube
Use keywords from auto generated channels in your default tags
Adding in the year. 2017 & 2018. Most people don't search by “filter by last month”, instead they just write 2017 at the end of their search
sumo.com, kickass headline generator
Reinforce keywords throughout metadata
Don’t post at peak time, post before the traffic hits. Stay away from the lulls
People like videos like, “5 ways to do…” because they know about how long the video will take to watch after the hearing the 1st part.
Cyrene Q - one of the top Snapchat social media influencers
Used a Snapchat poll to start her presentation
CyreneQ@gmail.com
Mixes art with blogging on her snapchat
Her audience grew from drawing on snapchat and people sharing them. Celebrity selfies went viral. She’d take a photo of herself and then draw a celebrity next to herself. Kevin Jonas shared a photo she drew on his Instagram.
30k a sponsored post
Use the tools that snapchat, instagram, whatsapp give you to make your stories that much better (stickers, filters, geotags, etc)
She writes “turn your phone” on her snapchats so people turn their phone to see more of what she's posting. (Using Spectacles)
Ask for input, “what should I paint next?”
Asks people to send in drawings to put on her story. Example: She was watching a movie and eating popcorn and drinking a coke. She asked her audience to send in photos of them eating popcorn and drinking a coke. People then drew photos and sent them in. She then featured them on her story.
She draws buttons that say “tap to do this…” when it really just gets them to go to the next snap.
Take advantage of the swipe up feature.
Invite other people to do things on your channel
Feels that users interact more on Snapchat because its easier than on IG
She’s a bit biased towards snapchat. They’re deff paying her.
She doesn't see success when brands don't understand how to best utilize a platform.
Word of mouth can go a long way
Gary V - serial entrepreneur & CEO and co-founder of VaynerMedia
Make shit up. There’s not always a path defined in front of you. Make the path.
Most people have a lack of self awareness.
Ricky Ray Butler - Executive Vice President at the Branded Entertainment Network
Three rules for brands -
1) one hit wonders don't scale. Better to work with 30 smaller influencers than 3 big influencers. Hybrid process. Learn from what works and what doesn’t for your business.
2) Empower the content. Don’t disturb it. Influencers have their own creative, unique style. Allow the influencer to be the creative director. Brand should be integrated into the content. Not taking over the content.
Process ain’t sexy but it works.
Three rules for creators -
1) Stay true to yourself and your content. Only accept projects you’re passionate about. It’s okay to say no.
2) Think about the long term relationship.
3) Focus on solutions
Know how to disclose and don’t be ashamed. Your audience wants you to be honest. “#Ad” “Thank you Disney for partnering with us!”
If you do reviews, be honest with people but mix up your content so that you don't alienate brands that you’re not a huge fan of. You might be a fan of them in the future.
Nykelle Schlofman - Started instainfluence, an influencer marketing agency
Stay ahead of the curve
She started her company, Instainfluence and sold it to Disney in two years
Digital video spending is increasing by crazy amounts
Amazon and Netflix are spending 10 billion $$$ this year on original video content
Creators
Quality content + loyal fans = $$$
Brand image, safety & securing the rights
Long-term brand relationships. Email everyone! Email thousands of people.
Use fans to grow follower base
Create programming around your content (Example: Makeup Mondays)
Brands want long term relationships as bad as you do
Brands
Enlist content creators to tell brand story in their own voice
Proactively look for new digital content and formats
Create an influencer loyalty program
Take a holistic approach to influencer marketing
Extend that content. Don’t let it just stay in one platform.
Agencies
Think outside the box
Be the expert
Make sure the KPIs align with objective
Be open to breaking the mold
Quality content with social creators = new subscribers
Invest more in home & lifestyle unscripted
Better internal communication between content & marketing teams
Social Rank
Wooly
Use linkedin to find connections
Judy & Benji Travis - Daily vloggers with over 9 million followers across their channels
Having a schedule is incredibly important
Take breaks. Keep your creativity fresh.
They started “comment of the day” to highlight and keep the trolls away.
Don’t compare your beginning to someone else’s middle
Shaun McBride “Shonduras” - Well known on Snapchat
First brand deal on Snapchat. Did it with Gary V
“Free Stuff Friday”
He’d follow people, open every snapchat, like everyone’s photos, and then he’d give away free stuff.
“B&H Fridays” He’d ask people to make a drawing of what people want from B&H. Then he’d screenshot them and put them on his story and whoever got the most screenshots, they’d get the product they drew.
Over-deliver and brands will always want to continue working with you.
For 5-6 months, he had a brand deal on every Friday.
Jon Penberthy - 25 year old marketing wiz
Longer videos did very well for him, 4-6 minutes
Your video ads need to either entertain (content videos) or capture the heart of someone (compelling stories)
Grab (30-40 seconds), Teach (3-5 minutes), Invite (30-40 seconds)
80% of the video on Facebook is watched with sound off (so closed captions are used)
Open loops. “Hey guys! Today were going to show you 3 easy ways to do this…but first….” And then they’re going to watch until you close the loop and get onto the meat of the video.
Invite: “If you like this, you’ll love this…” Tell them exactly what to expect if they click the links below
Optimize your videos for key phrases
Engagement. The more engagement, the higher you’ll be ranked on youtube/google.
Authority. Google/YouTube want to see that people follow you and that you’re posting often and that you have back links to your other videos.
Derrick Turley/Scott Neuner - Vivint
Let the creators tell the message
Roberto Blake - CEO of Create Awesome Media
Edited, and shot 1000 videos in 3-4 years
I learned what I was doing wrong by doing more
Consistency matters.
Check out the site TubeBuddy (20% off with robertosbuddy)
Title description is more important than tags
Jon Kubo - Chief Digital Officer at Tillys
AR & VR campaigns
Accessibility/usability
Great Content
User Engagement
Brand Goals
Gave out AR headsets to people waiting in line on Black Friday
70% of people had success with it. 30% couldn't get it to work
Augmented reality window in store. Super cool. People loved it. Stopped as they walked by the store. They only did it at one store but they wanted to try it out and to see how easily it would be able to be scaled to all of their stores.
Tillys AR cam
Promote downloads of Tillys app
Get permissions for PN and location
Easily accessible by customers
Increase frequency of campaigns
Did an AR campaign with Shaun McBride
Had users do a scavenger hunt in the store, using the app and AR
80% coupon redemption rate
99.6% opt-in (push and location tracking)
23% increase in app downloads during event
They're planning on diving more and more into AR
Stephen and Carter Sharer -
Create a package for brands
Stat sheets
Insert brands organically
Strategize your content by using trends
Construct clickable thumbnails to drive traffic
Develop your brand to differentiate yourself
Make yourself brand friendly
Engage with your audience
Paul Colligan - 11 #1 Amazon Best Selling Author