How TechCrunch Approaches Video Marketing & Trends to Watch for in Video – Travis Bernard [Podcast]
By Brian Peters
All eyes on video marketing. The subject that has taken the social media world by storm is now being implemented by brands everywhere. From increasing brand awareness to generating leads, the importance of video in your overall strategy is becoming apparent no matter which way you slice it.
In 2016, TechCrunch found that more than 8 billion videos (equating to roughly 100 million hours of video) are watched on Facebook every day. What’s even more eye-opening is that numerous studies have found that online videos will account for more than 80% of all consumer internet traffic by 2020.
The challenging part for marketers is two-fold: Understanding what makes videos successful and knowing which metrics to measure.
That’s where Travis Bernard, Director of Audience Development at TechCrunch, comes in. He’s seen first-hand what can happen when marketers chase the wrong video metrics and take a one-size-fits-all approach to video marketing.
Join us as we get an insider’s look into how Travis Bernard and the team at TechCrunch approaches video marketing in 2017. Travis shares what makes videos successful for them on social media as well as the exact metrics that marketers should focus on when it comes to video.
A huge thank you to Travis for jam-packing this episode with actionable wisdom and takeaways for social media managers and marketers looking to do video marketing like the pros.
In this episode, here’s what you’ll learn:
Travis Bernard shares his TechCrunch secrets on the most important metrics they use to identify successful videos. You’ll also learn other great video marketing tips like:
- Why it’s time to ditch the one-size-fits-all approach
- Answering the question: Is Live really the best format for brands?
- The biggest video marketing challenge for social media managers
- TechCrunch’s video creation process
- The most important video marketing trends in 2017
3 Key Takeaways for Marketers Looking to Understand What Makes a Great Video
In Travis’ words…
1. Move beyond the “Video View” as a metric
First off, marketers need to move beyond the video view as a metric and start focusing more on things like watch time and completion percentages.
2. Don’t try to aggregate video metrics across video platforms
People often try to aggregate video data across platforms and treat it like one single entity, but video views on each platform are very different and I don’t think it’s an apples-to-apples comparison. It’s okay to treat it on a per-platform basis.
3. Understand different formats
Last but not least, make sure you’re paying attention to how different formats come into play on each individual social media platform.
A Great Moment
“The question I usually ask as sort of a Litmus Test for it is: Would a user drop what they’re doing and watch this? Would they drop everything they’re doing at that moment because Go to the full article.