2. GARY VAYNERCHUK
If you’re in the business of making online content,

3. GARY VAYNERCHUK
(which, I might add, you all ARE)

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you have to understand that video is one of
your most POWERFUL tools.

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Whether it’s on:
FACEBOOK
or SNAPCHAT
or YOUTUBE
or TWITTER...

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the content you need to be producing is video.
PERIOD.

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But things are shifting,
like they always do.

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You can’t attack internet video the same way
you did two years ago.

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So I decided to put together a helpful guide,
a state of the union, if you will...

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on HOW TO DO VIDEO RIGHT ON SOCIAL.

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Let’s start with YouTube.

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Established:
February 14, 2005

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300 hours worth of video content are pushed
to YouTube every minute...EVERY MINUTE!

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I got my start on YouTube with WINE LIBRARY TV...
and I still use it today for #ASKGARYVEE.

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It’s the standard.

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But being the standard means it’s
crowded and noisy.

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AND when you compare it to
FACEBOOK’S 4 BILLION views a day,
it’s finally got a real competitor.

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Especially when you start talking about
targeting capabilities against consumer data

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Because when it comes to data,
we know who’s winning there.

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That’s right. FACEBOOK.

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Established:
February 4, 2004

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GARY VAYNERCHUK
Facebook video has become the best way
to reach MY fans at scale.

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Now I’m not talking about putting something on YouTube
and linking out to it on Facebook.

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GARY VAYNERCHUK
I’m talking about natively posting video content
directly to Facebook.

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WHY?
Because right now, Facebook is making a play
to become a video platform...

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and that means Facebook’s Newsfeed algorithm is
placing an enormous amount of weight on videos
(which translates into organic reach).

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GARY VAYNERCHUK
Couple that with their
new video ad products
for sales and direct response...

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and you have some serious reasons to spend some real
money on video content for Facebook.

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YouTube should honestly be scared...

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because Facebook is sitting on an enormous amount
of targetable consumer data.

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Let’s take an example:

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GARY VAYNERCHUK
Say you’re a local ice cream shop.
You want to bring in some families for
the summer months.

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If you upload a
video natively,
you can target it to
people who:
1. Love ice cream
2. Live in your area
3. Have kids

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Just like that, you’re only reaching the audience that is
most relevant and profitable to you.

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Get it? That is something no other platform
is doing as well as Facebook.

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I am well aware of the debate of “viewability,”
but let’s ask another question...

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When you go to YouTube, you want to watch
this cat video. That is your intent.

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What Google then does is show you a video
BEFORE the video you actually want to see.

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FACEBOOK is different: It knows you’re a cat enthusiast
and puts a cat video in front of you.

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INTENT MATTERS.

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YouTube is showing you an ad.
On Facebook, your content IS the ad.

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Facebook video is clearly a HUGE deal.
But don’t sleep on the other platforms either…

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Established:
March 21, 2006

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Twitter’s new video products have changed
the way I use the platform.

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As Twitter has grown, the amount of noise
has increased, while the amount of meaningful
engagement has dropped.

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That’s why the real way to win with Twitter video
is through engagement.

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Use it as PULL
rather than PUSH.

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When a celebrity favorites your tweet you get excited.

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Not because it took any real effort on their part,
but because that social interaction is hugely meaningful.

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With Twitter’s new video feature, they’ve been
able to take that feeling to the next level.

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Get in there, reply to
tweets with a video, and
see if your engagement
doesn’t skyrocket.

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It works.

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The other great thing about Twitter video?

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There is more room for tone.

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Sometimes it’s hard to convey a nuanced opinion
in only 140 characters and context is lost.

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But with 15 seconds of video, you can get
your point across loud and clear.

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Finally we have...

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Established:
September, 2011

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Snapchat is huge right now.

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More than 60% of U.S. 13 to 34 year-old
smartphone users are Snapchatters.

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One of the things I used to love about Snapchat
was how you had to hold your finger on the screen.

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That is, of course, no longer the case.

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But the videos are still limited,
since they can only ever stick around
for a certain amount of time.

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That could be 24 hours...

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or one second.

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That creates urgency.

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And urgency is a tremendous way
to get someone’s attention.

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and attention is the number one asset.

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On top of that, the ability
to draw over your images is
massively important and
allows for tremendous
amounts of creativity.

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Just look at Shonduras.

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The importance of Snapchat
as a marketing and
communications tool right
now is even further validated
by Snapchat Discover.

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A big-brand marketing feature that is
basically gift wrapping the 13-34 demo for
brands like Dailymail and Cosmo.

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You may not be able to afford to join Discover...

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...but what you should know is that it’s the
most underpriced inventory for meaningful
conversation in the 13 to 35 demo.

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BOTTOM LINE:
There is a f*ckton going on in video right now.

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I’m not saying you should give up on YouTube.

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But I AM saying you need to at least familiarize
yourself with everything in this deck.

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Check out my other tips on social media:
THANKS FOR
READING!
MAKE A SNAPSTERPIECE DON’T MAKE THIS MISTAKE