Overview

Video planning, strategy, evaluation & resourcing

• 2022 Video trends and evolution
  – Meta video optimisation
  – Life beyond Facebook & Instagram
• Strategic considerations
  – Content planning
  – Appreciating channel nuances for video
  – Tailoring video to customer journeys
  – Balancing awareness and direct response
• Evaluating and reporting on video
  – Organic social insights
  – Ad insights
  – Analytics
• Production
  – Resourcing
  – Software and hardware

Video creative and idea generation

• Video completion goals
  – Ranking signals shift
  – AI over social graph
• Instructional
  – Why “How-to” never miss
  – YouTube and SEO crossover
  – FinTok to LinkedIn
• Promotional
  – Leveraging UGC
• Informational
  – Maximising live and non-live options
• Entertainment
  – Navigating virality
• Documentary
  – Long form videos
  – In-stream ads

Organic amplification, engagement & algorithms.

• Why YouTube & TikTok best practices are video best practices
  – SEO
  – Data crunching
  – Ideas and inspiration
  – Watchtime
  – Viewer retention
• Live video
• Facebook Reels
  – Launch and scaling
  – Creative features
  – Algorithm changes
• Instagram
  – Pivot to video
  – Creative collabs

Video advertising, strategy & tactics

• Social video ad spend benchmarks
  – Meta
  – TikTok
  – YouTube
• Video ad strategy
  – Video as a format
  – Video objectives
  – Campaign types
• Video ad creative planning
  – Research tools
  – UGC and grassroots creative
• Targeting options
• Big picture thinking