There is a temptation when starting with video of trying to do too much: too many stories, too many voices, too many seconds! Breaking up a bigger message into smaller bites offers a flexibility to align with an integrated marketing strategy. But it’s not about speeding things up or cutting things out. Utilizing short form content effectively takes forethought, contingency planning and conceptual agility.
Presented at Confab Higher Ed at the Sheraton Philadelphia Society Hill, Philadelphia, PA on November 15, 2016.
3. So who is this @ravidjain?
#confabEDU @ravidjain
Senior Associate Director, Web & Digital Media at Boston College
Digital Media Faculty, Northeastern University
MFA, Studio for Interrelated Media, MassArt
BA, “Modern Imaging Techniques,” Oberlin College
25+ years digital media production
All around nice guy
4. Who is this session for?
Creators Managers Buyers
#confabEDU @ravidjain
6. What are we doing here today?
Define
Short
Form
Video
View
Examples
Build
Production
Workflow
Take away
Takeaways
#confabEDU @ravidjain
7. Short Form Video (SFV)
Extreme short form: 15 secs or less
Standard short form: 30 secs to 3 min
Coffee break length: 5 to 9 min
Extended online clip: 10 to 20 min
“I wish I was on TV” clip: 25+ min
#confabEDU @ravidjain
8. Length isn’t everything (!)
Story dictates how long a video should be
Poorly made short video can drag
Well made longer format can fly by
One size does NOT fit all
Scale duration for platform
#confabEDU @ravidjain
12. Strategy behind The Boston College Minute
No “set pieces”
No talking to the camera
No lower thirds
You are IN the story
Doesn’t overstay welcome
#confabEDU @ravidjain
13. My defense of Short Form Video
Forces more immediate storytelling
Hooks the viewer
Small investment from the user
Opportunity to parse & extend content
Aligns with social media strategy
#confabEDU @ravidjain
29. Be Agile
If possible, scout location
Think quickly, shoot slowly
Go with the flow
Audio & video aren’t married
Repeated Actions FTW!
Capture, capture, capture #confabEDU @ravidjain
43. “I’m Ravi Jain and I approve this message.”
Know your approval process
Plan for your approval process (nuff said)
Lock story arc / messaging prior to FX
Pilot concept for series branding
#confabEDU @ravidjain
44. Testing 1, 2, 3...
Not always straightforward process
View in context, like any content
User test with audiences, if possible
Case Study #1: Jumbotron video
Case Study #2: 360 video
#confabEDU @ravidjain
52. Video analytics (Getting Better All the Time)
Views, shares, comments
Hashtag use
Watch time, watch duration
Audience retention
#confabEDU @ravidjain
58. Give me a few seconds of your time
Vine = 6 seconds
Instagram = 15 seconds
Near instantaneous
Hard-wired social media content
#confabEDU @ravidjain
59. Give me a few seconds of your time
Vine = 6 seconds
Instagram = 15 30 seconds
Near instantaneous
Hard-wired social media content
#confabEDU @ravidjain
60. Give me a few seconds of your time
Vine = 6 seconds
Instagram = 15 30 60 seconds
Near instantaneous
Hard-wired social media content
#confabEDU @ravidjain
66. The Revolution will be live-streamed
Periscope
Facebook Live
YouTube
Beme
App X du jour
#confabEDU @ravidjain
67. Live-streaming tips
Promote ahead of time
Be prepared (battery, wifi, description)
Engage your audience
Keep it going
Sign off, don’t drop out
#confabEDU @ravidjain
74. 1 What and why of
#shortformvideo
2Reap the benefits of
careful planning
3
4 Delivery platforms
continue to evolve
Video strategy aligns
w/ content strategy
#confabEDU @ravidjain
5 And yes, failure
IS an option