video for social media

USING VIDEO IN SOCIAL MEDIA

MIKE WEISS & SEAN CONNELLY

FIRST THE WHY

VIDEOS AVERAGE 135% HIGHER ORGANIC REACH THAN PHOTOS ON FACEBOOK

socialbakers

WHY USE VIDEO IN SOCIAL MEDIA

FACEBOOK IS GENERATING MORE THAN 760 YEARS OF WATCH TIME EACH DAY

TechCrunch

WHY USE VIDEO IN SOCIAL MEDIA

65% OF EXECUTIVES HAVE VISITED A VENDOR’S WEBSITE AFTER WATCHING A VIDEO

Forbes

WHY USE VIDEO IN SOCIAL MEDIA

SEARCHES RELATED TO "HOW TO" ON YOUTUBE ARE GROWING 70% YEAR OVER YEAR

Google

WHY USE VIDEO IN SOCIAL MEDIA

NOW THE WHAT

THE MESSAGE

DETERMINING YOUR MESSAGE

▸ Know your goal

▸ Develop simple one-liner to help focus your direction

▸ “At (company name), we make (adjective) video content for (target audience), so that they (exactly what you want them to do).”

▸ “At Media Reload, we make interactive video content for our customers on social media, so that they can see our store and get to know our employees.”

THE MESSAGE

HOW TO DELIVER YOUR MESSAGE

▸ There are many ways

▸ No one right way, or one template, or any one rule

▸ But there are a few categories

THE MESSAGE - TYPES OF SOCIAL MEDIA VIDEO

TIME LAPSE

▸ Creating video of an event, demonstration, or anything where a stationary camera can showcase all of the action.

▸ Sped up to save time

▸ Cannot contain any speaking as a result of the speed

▸ Apps for time lapse:

▸ Hyperlapse by Instagram

▸ Available on both iOS and Android devices

THE MESSAGE - TYPES OF SOCIAL MEDIA VIDEO

STOP MOTION

▸ Great for physical products or objects that can be brought to life

▸ Requires much more planning and set up than other types

▸ Individual photos are taken and then edited together to create the illusion of moving video

▸ Apps that can help you create Stop Motion videos:

▸ Vine (available on iOS and Android)

▸ Stop Motion (available on iOS and Android)

▸ Stop Motion Lite (available on iOS and Android)

▸ Apps will create “ghost” images from previous shots to help line up your next image

Don’t forget to #hashtag your uploaded content! #dd #pumpkinsback

THE MESSAGE - TYPES OF SOCIAL MEDIA VIDEO

LIVE ACTION

▸ Traditional, what you’re probably used to

▸ If talking is required, this is probably your best option

▸ Talk shows

▸ Testimonials

▸ Storied content

▸ Usually requires heavy editing

▸ Apps you can use:

▸ The camera app on your phone/FiLMiC Pro (iOS)

▸ Videohance (available on iOS) for editing

▸ Kinemaster Pro Video Editor (available on Android)

THE MESSAGE - TYPES OF SOCIAL MEDIA VIDEO

LIVE STREAMING

▸ Great way to reach your customers/followers/fans

▸ Usually used for “Behind the scenes” and virtual tours

▸ Stream during multiple time periods to figure out when your users are most active

▸ Apps to use for live streaming:

▸ Periscope (available for iOS and Android)

▸ Livestream (available for iOS and Android)

THE MESSAGE

YOUR FAVORITES

▸ Think about some of your favorite advertisements

▸ My current favorite: Star Wars Duracell commercial

▸ Focuses on one thing, connecting to the audience through emotion

▸ Shows the user what they can do with product

▸ Shows memories being made and relationships being built

▸ Does not rely on:

▸ Testimonials

▸ Catchy/gimmicky slogans

▸ Showcasing all the features

THE MESSAGE

STORIED CONTENT

▸ Usually requires higher production value

▸ No better way to connect emotionally than through video

▸ Try to evoke one of two emotions:

▸ Joy/Happiness (connects via fond memories, laughter)

▸ Sadness/Understanding (connects via memories)

SOME OF THE HOW

HOW TO CREATE SOCIAL MEDIA VIDEO

SETTING THE SCENE

▸ Create a designated area for video content

▸ Avoid using the fake plants/off angle cliche for delivering a message

▸ Pick a background that can create maximum depth

▸ Pick a quiet area

▸ Away from others

▸ Avoid/turn off air conditioning

▸ Solid color backgrounds are simple and look nice

HOW TO CREATE SOCIAL MEDIA VIDEO

SETTING THE SCENE

▸ Use studio lights

▸ Biggest difference between amateur and professional

▸ No overheads

▸ Or block them out as much as possible

▸ You can put together a kit for less than $100

▸ Scoop lights, daylight balanced bulbs, diffusion, and C-47s (clothespins)

▸ Available at Home Depot/Menards

HOW TO CREATE SOCIAL MEDIA VIDEO

SETTING THE SCENE

▸ Pay attention to audio

▸ If you can, install sound dampening panels

▸ You can also hang up blankets on the walls

▸ Stops sound waves from bouncing and creating echoes

▸ Leave it set up!

▸ Helps to increase spontaneity and frequency of videos

HOW TO CREATE SOCIAL MEDIA VIDEO

SHOOTING ON AN IPHONE

▸ Framing your shot

▸ Do not shoot vertically (unless mobile is only intended audience)

▸ Use a tripod whenever possible

▸ Joby Grip Tight for tripod mounting

▸ Don’t use iPhone zoom, move closer to subject

▸ Audio

▸ Get mic as close as possible

▸ You can use another iPhone just out of frame

▸ Record as voice memo, remember to clap for each take

▸ Could also use KV Mic Adapter for XLR mis ($30)

HOW TO CREATE SOCIAL MEDIA VIDEO

SHOOTING ON AN IPHONE

▸ Lighting

▸ 3 point light kit

▸ Key-Fill-Back

▸ Key and Fill are stronger than back light

▸ Create depth with distance

▸ Remove subjects from walls

▸ Make sure the wall isn’t white (buy seamless paper and tape it up)

▸ Remove harsh shadows

▸ Make sure your kit includes diffusion and clothes pins to clip to lights

HOW TO MAKE SOCIAL MEDIA VIDEO

SHOOTING ON AN IPHONE

▸ Editing

▸ Plug phone in to computer

▸ Import footage on to your hard drive

▸ Use Image Capture app

▸ Can also import directly in to editing software, but your phone will always be needed to make any changes

▸ Use phone ONLY if necessary

▸ Videohance app

HOW TO USE VIDEO IN SOCIAL MEDIA

THINGS TO REMEMBER

▸ Use native functionality to its fullest extent

▸ Keep the first 5 seconds of the video exciting

▸ Spend time in pre-production

▸ Four types of social media video

▸ Connect on an emotional level for storied content

▸ Lighting and audio are crucial for quality

▸ Use a computer based editing software whenever possible

KEEP IN TOUCH

WHERE YOU CAN FIND US

▸ Like ClearRiver on Facebook

▸ Follow Mike @michaelweiss on Twitter

▸ Follow Sean @theseanconnelly on Twitter

SOURCES

WHERE DID YOU GET THIS STUFF?

▸ http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf

▸ http://techcrunch.com/2015/11/04/facebook-video-views/

▸ https://www.thinkwithgoogle.com/articles/i-want-to-do-micro-moments.html

▸ http://www.socialbakers.com/blog/2367-native-facebook-videos-get-more-reach-than-any-other-type-of-post