5 basic tips for shooting video for social media

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Now most of us carry a smartphone, we’re all budding Spielbergs taking short videos of our loved ones, dinners and adventures. More than 100 hours of video are uploaded to YouTube every MINUTE and 1bn of us visit the site every month!

Through video, schools, brands or businesses can build strong relationships with their target audiences. On a basic level by providing helpful tips and insights through video, viewers develop a greater level of trust and positive associations with key organisations.

So if you’ve always fancied giving it a go, here’s five tips for shooting video for social media:

 1. Think about your objectives

5 basic tips for shooting video for social media

Ultimately videos are just another part of the marketing mix, they need to fit in with your business goals. So if your objective is to increase sales, a video showcasing new products with a link to shop is going to tick all the boxes!

2. Tell a story

5 basic tips for shooting video for social media

By telling a story through your video, you keep your audiences’ attention. Think about your key points and the order you need to tackle each one. I always find the famous advertising acronym – AIDA works wonders. Get their ATTENTION, keep their INTEREST, invoke DESIRE and finally cause ACTION.

3. Different angles

5 basic tips for shooting video for social media

Unlike 1950s TV, we are used to seeing fast paced film with multiple angles and not just one shot to camera. If you have the luxury of time, try shooting the same interview or scene from three different viewpoints.

4. Landscape not portrait!

If you’re using your smartphone don’t forget to turn your phone landscape, otherwise you’ll end up with that classic columns look! And just because you’re shooting for social media, doesn’t mean we want to see the nasty camera-shake. It’s easy to avoid by investing in a basic tripod and for a phone, this neat grip – (something we recently introduced to us by the guys from YouShoot!)

5. Sound and lighting

There are people in this world who dedicate their lives to perfecting light and sound on film shoots. But there’s a couple of tricks we can use in the field.

For sound, a simple mic plugged into the jack on your smartphone and attached to your subject’s lapel will help cut out any background noise. And for lighting, its worth just taking two minutes to examine the best angle for your subject. You might find that stood slightly out of direct sunlight illuminates their face better and using a simple reflector or a trusty piece of tin foil can also help to reflect light onto your subject.

5 basic tips for shooting video for social media

50% of digital ads are never seen by a human

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50% of humans don’t set up proper systems to measure what is working.

The headline fact is true, it’s from Google and was reported in AdAge. The second fact is made up, by me. I might put the second figure as high 75 – 80% actually.

Half wasted

John Wanamaker, a pioneer of marketing in the 1890’s, said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” (Not made up, see Wikipedia.) What’s changed in 125 years? The only difference is that now Google is able to make more accurate physical measurements.

“With the advancement of new technologies we now know that many display ads that are served never actually have the opportunity to be seen by a user,” Sanaz Ahari, Google group product manager, said in a blog post. He continues: “An ad served doesn’t necessarily equal an ad viewed,” something Mr Wanamaker could have said in the 19th century.

The digital ads which aren’t seen are those which appear outside the viewable area of a browser window by the way, or are only seen by bots.

Best positions

In the “old days” when I worked at The Guardian we valued the best positions, like ‘right hand facing matter’ or ‘front page solus.’ In fact the best positions in the print version of the paper still have a premium value.  And see what a fuss was made last month about Apple, allegedly, only wanting to be next to positive stories in the newspaper. That’s another marketing chestnut as old as time too…

I remember once, in my earlier days at GMG, a three quarter page advert was booked into The Guardian for a new corporate client, and we all celebrated the prestigious new account. When the paper was published the advert happened to appear next to an article which said “So and so [CEO of new client advertiser] behaves like scared rabbit”. Oh the sh** which hit the fan that day!

So none of these marketing or publishing issues are new, they just appear in different formats.

How to measure effectiveness

Our challenge is to find new ways to address the perennial question of how to measure the effectiveness of PR and marketing campaigns. What channel is working best, which adverts are people responding to?

The reason many clients don’t have a good measuring system in place is that it’s not easy, at least not in the B2B world. Asking a customer ‘How did you hear of us?’ can be awkward and annoying. Is it worth aggravating and possibly loosing a customer for this information, if you enquire again when your prospect says they can’t remember?

Some of our clients link measurement to sales targets, so if the information relating to “how did you hear about our service” is left blank then the bonus isn’t paid. Worth considering if you are making a significant investment in your marketing and PR activity.

Ideal best practice

What would our ideal best practice list be, for measuring the effectiveness of a PR campaign? Well obviously it depends on the objectives of your campaign. Media relations and reputational-based PR campaigns can take months to deliver results and that is a subject worthy of a whole new blog post.

But if your PR agency is handling a much broader B2B campaign which includes a healthy dose of digital marketing such as Adwords plus some traditional advertising, and is aiming to increase incoming enquiries, a basic three step plan could be :

  1. Audit the volume of current incoming enquiries, setting the measurement terms for emails, telephone calls and face to face contacts.
  1. Ensure staff know that this information will be measured once a month and that they must ask “How did you find out about us/ our service” for any new prospect or enquiry.
  1. Collect data from staff once a month, religiously.

It can be surprisingly difficult to winkle this information from people, and this is where an agency can help. The agency can make the monthly call to gather the data, if you make it part of their monthly reporting requirement, and have briefed your staff beforehand. The use of a third party can help to make it less personal and more professional.

Google analytics

Digital metrics are more easily accessible and should also be monitored once a month too:

  • Google analytics:
  • – session duration
  • – pages per session
  • – bounce rate
  • – number of sessions compared with users
  • Facebook likes
  • Twitter shares and reach
  • Pinterest/Instagram posts [or other social media channel used]
  • LinkedIn likes and comments

More than this amount and you might be tying yourself up in knots.

This should go some way to making the outcome of your spend much more tangible, something we believe in very passionately here at Twelve.

So that just leaves the thorny question of making your digital adverts more visible. Google has produced a great infograph ‘Five Ways to Increase Your Visibility.’

I’ve reproduced it with this blog post and the key points are summarised below:

  1. Check the publishers on your campaign list

A small number of publishers are serving most of the non-viewable impressions; 56.1% of all impressions are not seen, but the average publisher viewability is 50.2%.

  1. Pick your position well

The most viewable position is right above the fold, not at the top of the page.

  1. Pay attention to ad shape and size

The most viewable ad sizes are vertical units. Not a surprise, since they stay on screen longer as users move around a page.

  1. Above the fold does not mean always viewable

Page position isn’t always the best indicator of viewability.

Not all above-the-fold impressions are viewable, while many below-the-fold impressions are.

  1. Viewability varies across industries

While it ranges across content verticals, or industries, content that holds a user’s attention has the highest viewability.

My final note in this blog post is a salutary reminder of what digital visibility means:

A display ad is considered viewable when:

50% of an ad’s pixels are in view on the screen for a minimum of one second, as defined by the Media Rating Council.

Viewability rate:

Percentage of ads determined viewable out of the total number of ads measured.

Augmented reality – what can it do for your business?

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This week, I headed down to Hunts Media in Kidlington, Oxfordshire for the grand unveiling of their new augmented reality (AUR) technology, Skim.

Skim is designed to work in conjunction with print media – brochures, banners or posters. By ‘skimming’ print media with a smartphone or tablet with a bespoke app powered by Skim, users can enjoy extra rich content. AUR apps powered by Skim will hold their content in the programme, which users download to their device.

The benefits of Skim (soon to be available to download in Android and iOS in mid-March) outweigh those of other augmented reality apps, such as Blippar, which rely on an internet connection to buffer content which often results in a slow, shaky delivery.

But what can augmented reality bring to business?

So far the examples we’ve seen of AUR in action have been costly and sometimes frivolous trials – such as Pepsi’s World Cup campaign. Consumers could use the Blippar app to unlock behind the scenes video content of the Brazil World Cup when they scanned a Pepsi can and download the special World Cup ‘Heroes’ single. It was technically impressive, but not exactly life-changing.

Red Nose Day’s current AUR experience linked to special badges is connected with an important message; comic relief favourites, such as Harry Hill, encourage wearers to ‘make your face funny for money’. And as the Hunts team demonstrated, the reliability of the app working is 50:50 – it relies on internet connection and being able to read the curved badge – a definite AU trigger no-no, there’s simply not enough contrast and points for the app to scan and lock on to.

Is the future print and augmented reality combined?

What AUR can provide is that trigger to get people to your website and to your product or service. Combined as part of your marketing mix and aligned with your business goals, it can be used to increase sales and develop user engagement with a brand or company.

The Institute of Direct Marketing released research last year that showed that forty per cent of consumers will investigate a company or brand further after seeing print media they related to. Imagine if that print media were to come to life providing further interesting and helpful content instantly, we’re only going to increase the number of people seeking out brands.

As a fan of Oxford’s Natural History Museum, I’m looking forward to their new app (powered by Skim). Their objective is to increase footfall to the Museum and their AUR app, when downloaded, provides helpful content before a visit. Yet to encourage people to make a trip to the Museum, the app will release additional content explaining exhibits when visitors cross the building’s threshold. Finally an AUR app which has the business objectives at the heart of its creation.

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