What’s changed in the last seven days? What does it mean?
Facebook’s music deals for creators, Instagram comments, new Twitter features for businesses and Snapchat trials Stories Everywhere.
Let’s take a look at these changes in more detail.
New music for Facebook creators
Facebook has struck deals with Universal Music Group and Sony ATV Music Publishing whereby creators can use music from the companies’ music catalogues on Facebook, Instagram, Oculus or Messenger without infringing copyright.
More about the Universal deal here and the Sony ATV Music Publishing deal here.
Instagram comment feature
In an effort to increase engagement, Instagram is testing a new comment function. If you look at a post for more than five seconds, you’ll see ‘Add a comment…’ appear at the bottom of the post. Another effort by the platform to keep your attention on the platform and delve deeper into its content.
Direct Messages have been freshly updated to improve customer service and experience for businesses. The major changes include read receipts and typing indicators to help users know the status of their message.
Speculation that Snapchat Stories could live outside Snapchat on the web thanks to the development of a tool clled Stories Everywhere. No confirmed details yet, but if it comes to pass it will give brands and businesses more to think about in terms of the longevity of their Snapchat content and how it will translate / be consumed more widely across the web.
More on the speculation about Stories Everywhere here.
Instagram integrates further with WhatsApp
Reports that Instagram is testing a function allowing users to share their Instagram Stories direct to WhatsApp – all part of Facebook’s efforts to help users share content across their owned ecosystem (Facebook, Instagram, WhatsApp).
Every now and then something comes along with the potential to shift the landscape. In our first edition of New Tech News we dive into the growing use of 360 video and video production, along with the latest 360 video offering from market leader GoPro.
The state of 360 video
Across the industry, 360 has yet to be fully embraced by large audiences, despite the high positive sentiment it’s received to date. This could be attributed to a number of things – capable hardware, slow internet speeds or even lack of interest. But, as the major players like Youtube, Facebook and Vimeo continue to develop support for 360 and VR videos, we’ll likely start to see that change.
Until now the production of 360 video (particularly post-production), has been a complex and arduous task that demanded a lot of specialised equipment, software and know-how to be able to produce a quality final product. This started to change this year thanks to Samsung’s redesigned Gear 360 camera and software (which does most of the hard work for you), Adobe’s integration of 360 video editing directly into Premiere Pro CC and now the GoPro Fusion.
Although there’s already a number of consumer-focused 360 cameras on the market, the GoPro Fusion is a step above.
Why? Basically, it seamlessly fits within the existing GoPro infrastructure including mounts, gimbals, grips and software – instant appeal for those already operating within the GoPro world.
The camera boasts two lenses, gyroscopic image stabilisation (negating the need for a gimbal), GPS, accelerometer and a built-in compass. The results are incredibly smooth, and with the added benefit of being waterproof (up to a depth of 26’/5m) it continues GoPro’s ‘action cam’ legacy.
One of the most interesting features, however, is what GoPro has dubbed ‘OverCapture’ – a term used for all of the footage captured by the camera that is ‘behind you’ when you are navigating around a 360 video.
The idea is to be able to shoot everything in 360, then choose your angles in post-production – meaning you’ll never have to frame a shot ever again! The result is a 1080 video with extremely slick transitions, visually stunning effects (such as the ‘tiny-planet’ look) and far more flexibility than a single-lens camera will ever offer.
Although the capture of 1080 isn’t a new concept, it’s interesting to see GoPro featuring this and creating software geared towards using the potential of that ‘unused’ footage. The program geared towards this is called Fusion Studio and allows you to create some unique effects that haven’t been possible in the past, as well as being able to colour grade and seamlessly (360 video pun intended) flick your footage through to Premiere and After Effects.
What does this mean for brands and filmmakers?
The biggest impact will be the almost certain influx of people stepping into the 360 video space and, like any new tech, this present the opportunity to get in on the ground floor with creative productions.
Other opportunities lie in creating something outside GoPro’s intended use. We’ve seen numerous creative executions including commercials, short films, experimental films and even a couple of GoPros getting pretty close to being put in orbit! It’s through these executions that GoPro has cemented itself as a major player in the filmmaking world – if 360 video and the GoPro Fusion are adopted in the same manner we’re set to witness some special filmmaking in the years to come.
The GoPro Fusion will be available in Australia from November. Shop it here.
Following the number of great insights from day one of #MayoInOz Healthcare and Social Media Summit 2015 yesterday, I was delighted to learn just as much on day two.
A summary of the top 5 takeaways from the second day of #MayoInOz:
1. Social Media is too important to leave to one person
It’s impossible to expect somebody who fulfills a full time job to carry out the additional roles of a social media manager. Simon Trilsbach from Hootsuite highlighted the importance of social media responsibilities being too important to leave to an intern. Today, social media is imperative to an organisations sales department, human resources, marketing, customer care and even an organisation’s CEO. It’s about creating meaningful relationships. You want someone you truly trust who understands your company values and ethics who can uphold them across a range of social platforms. Give someone the responsibility to actively listen and understand the sentiment of what people are saying about your organisation. Social media should sit alongside your other marketing tools and complement them. It is too important to leave to one person, let alone the intern.
The key for getting social media to work for your brand is knowing your brand voice. Marketing and Digital Strategy Manager, Epworth HealthCare, Kristina Garla, suggested that organisations should identify their character archetype to help find and balance their brand voice. Each archetype will differ depending on the social media platform you occupy. Your brand shouldn’t talk at people. A great way to get around seeming patronising as a brand is to adopt the storyteller approach. Be brave with your brand voice and take on different voices, as the archetype approach allows.
3. Don’t underestimate the power of Social Media communities
The afternoon sessions by Jen Morris, Russell McGowan, and Deborah Warrington-Love, demonstrated the strength of emotive online communities. The influence of like-minded people sharing their patient journeys, questions, and concerns can hold immense force. A big part of intersecting patient-doctor life lies in reciprocal didactic communication. There needs to be open dialogue between the patients and practitioners, with a willingness to improve consumer control. Heathcare organisations have the responsibility to look and find these communities where patients are sharing their journeys on various platforms including crowd sourcing research forums and online groups. The strength of social media campaigns was highlighted through the story of Deborah Warrington-Love’s son James. Rare Cancers Australia syndicated the story of James Warrington-Love on social media, resulting in national news coverage and fundraising for the family. Whether healthcare organisations like it or not, patient conversations and campaigns are happening in online spaces. They should not be ignored, and where possible, encouraged to collaborate.
It’s important for healthcare organisations and clinicians to realise that medical advertising guidelines extend to social media. How and why AHPRA regulate social media for practitioners in the digital space in Australia must be understood. Healthcare organisations need to be aware of the possible breaches they could be making by leaving a positive review up or possibly even a LinkedIn endorsement. A large part of AHPRA policies and guidelines, including the Codes of conduct for each national board, Social media policy, and Guidelines for advertising regulated health services, mean nothing without a thorough understanding. Education must always be a part of policy regulation. A policy is redundant without the knowledge that a) it exists and b) an understanding of its ins and outs. The use of video and other forms of content to communicate these policies to staff can be pivotal (see the Ramsay Health Care Social Media Policy below). Organisations need to familiarise themselves with their relevant guides.
Human connection is just as important today as it was centuries ago, particularly when thinking about growing an audience online. Yes, technology changes. But the timeless principles of communication do not. Digital Media Strategist, Stanford Medicine X ePatient scholar, Marie Ennis-O’Connor, used the principles of Dale Carnegie’s How to Win Friends and Influence People, and applied them to social media community management today:
give honest and sincere appreciation (acknowledge every user who reaches out to you online)
arouse in the other person an eager want (ask why people would want to read your content and use the power of storytelling)
Nine of the top ten all time YouTube videos are music videos. This may surprise some, but it shouldn’t.
Music videos are the most powerful example of evergreen content – something that has infinite relevance.
While businesses may never achieve the online video visibility of music acts (who are supported by legions of loyal fans) this is another reminder that evergreen content should be part of any online video strategy.
It is also worth noting that YouTube continues to make music a key part of its product as evidenced by the YouTube Music Key app which is currently in beta testing.
Ironically, the future of YouTube appears headed toward a model adopted by traditional TV networks: Live events (especially major sports) and exclusive content.
But this doesn’t mean the environment it has created in the last decade will disappear.
To get the best idea of what online video will look like in general over the next five years, check out the Cisco Visual Networking Index which features some of the most in-depth online video stats and insights you’ll find online.
One of the most common questions we’re asked is what is online video seeding and how does it work?
So, we thought it would be useful to develop an online video seeding 101 blog post to shed light on the subject.
In order to do this we’ve consulted a number of resources to help create an aggregated summary, providing you with the opportunity to discover more if you choose to do so.
Now that the context has been established, let’s get stuck in.
What is online video seeding and how does it work?
The most literal and easy-to-digest explanation of online /social media video seeding is via digital-marketing glossary.com (with additional commentary from us):
Video seeding is the process of announcing, distributing and promoting video content online.
The first stage of video seeding is to publish the content on a video sharing platform like YouTube.
Stage two involves the promotion of the video content through paid or free placements and actions.
In some cases, a brand or business may have developed a significant online audience over time which helps kick start this process, but in most cases the seeding process starts from a very low base.
No matter the scenario, the following techniques are examples of what can be done to give your video a boost at launch:
YouTube’s promoted video product – YouTube offers a number of solutions to help make videos more visible. Pre-roll placement is one of the more popular options, but more traditional adds and sponsored recommendations are also available.
Embedded video on influential (and targeted) blogs and news sites (via paid placement or PR)
Direct communication between a video seeding service provider and active online video watchers – these are often sent out as emails or via direct social media messaging
‘On-page’ optimisation – another important ingredient involves optimising the video for discovery via search engines. This includes developing the right video title, using the right tags and including the right information in the video description
Online video seeding companies will use a variety of these tactics to help reach a pre-agreed minimum view count target (this video provides some useful insights into the targeted blog placement tactic).
It is really important to note that the view count target is a means to an end, not the end.
The real purpose of online video seeding is to cut through the noise within the behemoth that is YouTube by elevating your video content beyond the other videos.
YouTube wants to make popular videos as easy as possible for people to find, so it takes a number of considerations into account when it features selected videos on the homepage or within the category-specific charts.
The ‘signals’ YouTube looks for includes videos, comments, likes and shares.
If your video is able to reach featured status, it is like having it on the home page of major news site. More people see it, more people watch it, more people share it and the coveted viral effect takes shape.
Ironically, major news sites like the Huffington Post and the Daily Mail Online scan YouTube’s most watched charts to see if any of those videos are relevant / interesting to their audiences.
If they choose to embed this content, another spike in views and sharing takes place.
Now, the quality of the content does play a vital role in this process, but for the most part, the minimum view count targets will be reached no matter what.
What happens after that is icing on the cake.
What is the point of it all?
Brands and businesses employ online video seeding companies because that investment made up front can lead to an eruption of ‘free’ views which means less money (overall) is being spent to reach an audience.
One of YouTube’s best features is that it is a global platform, providing people with access to any video they desire.
However, most brands and businesses produce content for specific markets, which often means the content in question is irrelevant outside that target market.
Online video seeding companies are able to target by location to a degree, but registering views beyond the target territory is inevitable.
Is there a more ‘organic’ solution?
Yes, there definitely is, but that is often the result of a sustained period of activity which has helped build a susbscriber base that organically kick starts things.
If you take a look at some of the beauty vloggers, like Tanya Burr who has 1.8 million subscribers of her YouTube channel, every video she publishes goes ‘viral’ because her audience /community promotes the content on her behalf by watching, liking and sharing.
How do you choose the right solution?
There are a number of online video seeding providers out there, and each applies their own unique approach.
We offer our clients a solution which uses a number of different tactics to kick-start a campaign, but always advocate that taking a long-term approach to online video is going to reap the best rewards in the long run.
It is important to note that YouTube is increasing its efforts to encourage businesses to use their solutions as opposed to 3rd party seeding services.
Welcome to another edition of Platform Five, our weekly recap of the social media changes and updates from the last seven days.
This week’s edition is headlined by a number of changes made by Twitter, especially in relation to direct message functionality.
As usual, we’ve also tracked a couple of new social media tools that are worth keeping an eye on.
This week’s five most important social media changes and updates
1. St0rify stories now included in Twitter’s related headlines– About a month ago, Twitter announced the integration of related headlines underneath tweets linked to major news stories. Storify has lobbied Twitter to make Storify stories appear in this related section to help drive more traffic back to user websites. This adds even more value to the very useful and engaging Storify product.
3. You can now get direct Twitter messages from people you don’t follow – We told you it has been a big week of Twitter news! One of Twitter’s most well-known and longest standing ‘rules’ has been that you could only receive direct messages from people who you followed, giving them an ‘invitation’ to communicate with you privately. This update changes all that and has sparked a few discussions around the probably increase in Twitter spam but as this functionality is optional, you do not have to open yourself up to this potential issue unless you want to.