Catching Social Attention
The rise of social media means there are many more channels for a company (or a U.S. President!) to communicate their message in creative and dynamic ways. Shoot You help brands communicate through social media channels. We partner with brands (and their agencies) to ensure they harness the power of this revolutionary medium.
The Social Opportunity
Shoot You are usually asked to work with clients in two mains ways:
To produce one minute bespoke video and animations. For example, we produce sales promotion animations to highlight a range of new services (Asendia) or to demonstrate healthy recipes.
We’re often asked to re-edit existing content then add new voiceover. These videos can be used to support public information campaigns such as changes to EU regulations (EURES, Language label E.U). Or a ‘highlights edit’ can be created for example to raise awareness of sponsorship relationships (J.P. Morgan).
JP Morgan – An interview with musician Idan Raichel. Part of JP Morgans cultural promotion campaign spread by the Twitter hashtag #nextlist2017.
Asendia – One of the worlds leading shipping and ecommerce providers, this animation was produced to illustrate their ability to make cross border mail, we translated the sub-titles into 26 languages.
EU Commission – A series of three stop motion animations created specifically for social media. Produced to promote EURES and their remit of facilitating the free movement of workers within the EU.
Tess Ward – Cooking demonstration produced in our Kitchen Studio by this famous food blogger a perfect example of well used social media.
JP Morgan – Short excerpts of the original JP Morgan ‘Service Corp’ videos we’re edited and then posted on Twitter to raise awareness of the creative initiative on social media.
JP Morgan – One of a series of videos shot in the 9 x 16 frame size for use on Instagram (which doesn’t allow you to rotate the image).
Old Media Versus New
Traditional advertising models have been radically altered by social media. Once dominant TV advertising still has a place but that place needs to matter, with a prohibitive cost compared to social media.
Search ads such as Google PPC, even the original Facebook Ads, are having their thunder stolen by video. Facebook aquisition Instagram is also seeing video growth at a rapid rate.
Youtube played a key part in video growth and is a form of social network. A good place to have your own video channel but in essence, a search based service.
Users search for specific topics, whereas on Facebook, they are more likely to scroll down their newsfeed. If they come across a video which might appeal, they will check the content out.
If your targeting is well honed, there is no better way to find the right eyes for your business, as long as they enjoy what they see.
Production Quality & Economy
The 15 sec video format is increasingly being used to communicate key information on social networks. Although rightly seen as a branding opportunity, social media can be used for far more.
The key is to offer content matching the mode of discovery and viewing patterns. Whilst long videos are able to be posted on some social networks, they are rarely the best approach.
Short viewing time is not a reason for anything other than high quality video, perhaps the opposite but cost savings can be part of social campaigns.
If you are using video across channels, a longer web video could be edited to meet social needs. Where they are completely original, producing a series from one shoot is often viable.
Changing voiceovers, sound tracks, or graphics is straightforward, to satisfy differing messages, or languages. Video truly is a pliable media, designed for accuracy of message.
Neither is the time frame limiting. The recipe video above a fair example, time lapse cut to 15 seconds for use on Instagram, a genuine bite size piece.
Subtle editing can give videos a different purpose across platforms. From engagement and awareness, to creating clicks to a website, including people taking specific actions on that website.
A Measurable & Integrated Option
Beyond encouraging actions, social media video integrates with a campaign. You could target Twitter users based on eliminating past visitors to your website, or Twitter IDs you already hold, or do the exact opposite.
Data you hold, perhaps on a CRM facility, is able to help mould a campaign. Even show different videos to different groups, from product launches, to behind the scenes footage, to customer stories.
A new audience can be given an engaging view, those who know you offered fresh opportunity. The mantra of know your audience and be relevant can be met with precision.
Social video metrics are equally valuable and detailed. Beyond campaign performance, they bring understanding of how much brand recognition you have amongst potential customers and of the best channels for growth.
A social media video may have been placed on the basis of keywords people use, topics they engage with, or search for. The data their reaction provides increases your understanding.
Your Social Media Video
Few brands can resist the strength of social media and are right not to do so. Neither can business avoid the immense pull and growth of video but there is a need for care.
Adding the formulaic, social branding videos you see so often will have limited appeal. Success comes from being creative, not only with the videos themselves but in the campaign strategy.
Social networks are a resounding marketing opportunity, if you overcome the crowded environment. Creativity, imagination and quality are the most appreciated aspects of social media video.
Production skills matter, the basis of Shoot You’s approach to video production. Although our real emphasis is on listening to you, sharing fresh ideas, making social video work for your business.