For the sake of this week’s #SMXChat discussion here are a couple of definitions:
Native Advertising: ‘Native advertising is content that’s embedded in—and often mimics—the environment where it’s found.’ – Ben Legg via adknowledge.com
Native Video: ‘Videos that are uploaded to or created on social networks and played in-feed, as opposed to links to videos hosted on other sites.’ – Matthew Klein via Adweek Social Times
Social networks, especially Facebook and Twitter, have implemented embedded native video into their platforms, and the major reason is pretty obvious – viewing video directly in a FB newsfeed or Twitter stream keeps users on their network. It’s a winning proposition for advertisers, too, as they finally have access to media-like marketing and advertising on social networks with millions/billions of users. Although native video capability is a significant investment by the social networking platforms, the potential payoff is impressive with click-through rates of 5-8% (compared to .5% to 1% for ‘pushed video.) This kind of attention by users gets noticed by advertisers. Additionally, users are increasingly likely to abide a call to action after viewing a native video presentation. (source: Ben Legg via adknowledge.com)
Q1) What is the appeal of native video to social media users? To brands?
Q2) What creative elements go in to making an appealing video?
Q3) What attributes drive users to share videos?
Q4) Do you think videos improve users’ response to a call to action? How/Why?
Q5) Has video already overcome narrative in delivering brand messages on social media?
Q6) What new social apps are ahead of the curve on native video?