A minute or less to tell a story to catch a fleeting eye.
Above: An original Viatel promotional video stripped down for use on Instagram. Maximum exposure, minimum cost.
As a leading marketing communications company Oxford SM have embraced social media for themselves and their clients. This 30 second edit of their existing showreel is for use on Instagram and Twitter.
Getting your message across quickly and accurately in the fast moving world of Private Equity is important. The 30 second platform ideal for social media messages to their portfolio of clients.
The fast moving pace of HP’s product testing sits perfectly with social media needs. Cut to the right time frame, a real world and animated rhythm is enhanced, without the message being lost
Food is a wonderful subject and recipes are incredibly popular on social media, not least visual recipes. This one part of our specialist food video production, shot at our own kitchen location.
Catching Social Attention
30 seconds in length is within the requirements of Twitter’s timeline. A good place for a video aimed at creating engagement, a pull rather than a push.
Social media video production can be used for longer videos, including on Twitter if you pay for promoted content. Communicating within the first few seconds still matters, for all social video.
The Social Opportunity
Being able to post native video, instead of linking out, has transformed social networks. The chance of a video being viewed has increased exponentially.
Facebook is an established example, a global network with over 8 billion daily video views. As importantly, a network offering data sets for targeting that marketers could only dream of a few years ago.
An audience can be selected geographically, by gender, language, the devices they use, their interest in a subject, your subject, your business. From brand recognition, to product promotion, to events, a step forward from the past.
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. Also a valuable 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.