Five things to consider before putting your video on social media

Choose Wisely or it may cost you

Once upon a time there were only two platforms for video. VHS tape and DVD. Very quickly, it was just DVD. Then along came online video, for years dominated by YouTube. Now there are a host of different platforms where you can not only host your video but share and promote your video.

 

Which is great, right? Well yes it is, but it does mean you need to give a bit more thought to any video production you create or commission.

 

Here are my top five tips for effective video production.

 

1. What do you want to say? It seems rather obvious but it i is a really important question. Simply getting the video made is not the goal. Content is king. Video is it’s own medium. It is not simply a moving picture version of your other communication collateral.

 

2. Think about how you want to say it? Video is a visual medium, the way you say something fundamentally has to be visual first, reinforced with words, graphics and music.
3. Understand your platform. Different platforms serve video to their users in subtle but different ways. The optimal time for a Facebook video is 81 seconds. For YouTube it is 870 seconds. Instagram is currently a minute. There are also technical considerations to keep in mind. The majority of Facebook videos are watched with no sound, Instagram is a square format as opposed to widescreen. Snapchat is a vertical medium. Not all video is equal.

 

4. Choose your platform(s). In the past, videos were made and plastered wherever you could! No longer. Each platform may well serve a different purpose for you. Don’t think one solution will work everywhere. It won’t. As the entombed knight says in Indiana Jones and the last crusade “Choose Wisely”.

 

5. Shoot appropriately. If you are going to place your videos on a number of different platforms it is really important to bear this in mind when you come to shoot. There is an old film production saying “shoot for the edit’. Make sure you capture the right kind and right number of shots that you know will work across the platforms. It will save time, energy and money in the long run. Blindly shooting and then trying to shoehorn footage to fit different platforms is a thankless and costly task.

 

If you want to chat about any aspects of video production then please do get in touch. Happy to talk on the phone, Skype or FaceTime or visit you and talk about how we can make video work for you.

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Five Thoughts about Twitter

I have been on Twitter 7 years and 2 months. I joined twitter because so many of my then clients where tweeting. Interestingly many of those early advocates are either no longer on twitter or only tweet sporadically. Such a change from their early zeal. My first tweet was unsurprising more of a broadcast. Hey, I was finding my way. Since then I have tweeted almost 20,000 tweets. Twitter trends have come and gone as have a number of followers. Still there are things that annoy about twitter. Actually not about twitter just the way some people use twitter. So here are my five thoughts this week. In short they are the five most likely reasons I will unfollow you.

 

  1. You insist on telling me your twitter stats, daily, weekly and monthly (I don’t care). I realise this is an automated service you have signed up to. I admit the stats the service offers can be very helpful but I cannot understand what is to be gained by you telling me you are looking forward to reading my tweets, have gained x followers today, this week, this month. There may be some strategy to using these type of tweets but I struggle to see what it is. You are indeed visible. Annoyingly visible.
  2. You are still using paper.li  Seriously does anyone ever read these curated piles of….. The only reason anyone opens one of these links is because they are mentioned. Ego and hubris are might drivers on twitter.
  3. You post links to websites I cannot read. Mainly to paywalled news sites. It so frustrating to see and link you might want to read and find you cannot read it unless you subscribe. Not frustrated enough it has to be said to sign up. Fortunately some tweeters let you know it is to a paywalled site. Saves me a click at least.
  4. You never engage with anyone. Not even a RT or a like for anyone or anything. All you do is tweet your own message, usually buy my stuff. I can only imagine that somewhere, someone believes this is the correct way to “do” social media. More likely they have convinced some fee paying client or their bosses that this twitter thing really works, look I have tweeted 100 times today.
  5. You have been a bit quiet on twitter lately and the way you decide to remedy this is by tweeting link after link to various websites. Sometimes not even different ones.
If you ever find me doing these things then feel free to unfollow me immediately but don’t tell anyone it’ll be our secret.
#FTFT
@gordon4video

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Viral or Niche, where is your audience?

Once again my eyes have been assaulted by claims that this, that and the other has become a viral hit on the internet.

On closer investigation I discovered they didn’t really go viral. At best they were shared a good number of times but not really viral. Viral suggests reaching an audience way beyond your intended one. Let’s face it having millions of people viewing your video, post or photograph must be brilliant but in reality what does it achieve?  A million YouTube views. All that means is one million people clicked play. They may have clicked off after 3 seconds, got distracted and just not paid any real attention to the content anyway.

I am not saying numbers are unimportant but that they might not be as important as we think they are.

Maybe we need to examine them a bit more. If you make a video of a friends birthday party and post it to FB and everyone of your 600 friends on the platform viewed it, then you can say your video was a success.  It reached everyone of your intended audience. Beyond your Facebook friends your video has no audience.Maybe we need to re-examine what we deem success in the social media world. Huge audiences does not necessarily imply huge engagement.We need to define our audience better and assess the success of the video or campaign, not by how many random people have watched it, but by the engagement it generated with our intended audience. At a recent Charity Comms event Joe Hall, online campaigns and communications manager, The Climate Coalition/ founder, Woo Hoo Yeah Yeah! shared this slide.

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It shows an event was trending, surely a success, but the sharing was only amongst activists. As the next slide showed everyone else was unaware.

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Numbers only tell a part of the story. It seems to me having plenty of committed activists engaged with your message is much better than a large mildly interested one.

How you define your audience is up to you but define it and reach it you must. Viral isn’t everything engagement on the other hand.

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