My day with … Sir Richard Branson, when he paid a visit to the Miami ePrix on the 14th March 2015 and spent the day cheering on the Virgin Racing team.
I recently attended a video creation and distribution workshop looking at how good content is created and then distributed to different news agencies around the world for use on their online sites, their stations or in their papers – and across social media channels. It was interesting as it highlighted what we do already know but sometimes may forget, how important effective and interesting content is and secondly, how important video is to selling a news item in today’s world.
As news outlets are becoming more and more digital, and there is a bigger focus on online content, it is no surprise that videos are becoming a more effective way of pushing news out. However, making sure your content is effective, engaging and draws in the attention of your target audiences is crucial and certainly tricky to get right.
However, brands are creating videos and those who are fast-moving are even creating their own media rooms which store own-produced content for media to access and download. Resulting in marketers working more closely with content production teams to produce interesting and news worthy materials.
Understanding exactly what will work for the journalist and your target publications, however, is the most important part. Brands need to make sure they focus on the ‘news’ story and not publish a video which is too ‘marketing’ or advertised focused. If you are not targeting the media, then understand what will gain the attention of your social media audiences for example. From this, attention must be given when using banding in the video, as this will ultimately affect the pick up your videos receive.
Below is a great example of creating an engaging and provoking video which worked well to capture the audiences imagination and attract attention towards the product:
A life-sized polar bear is spotted in London, roaming the streets and riding the tube. The 8-foot-long male, controlled by two puppeteers inside, is part of a promotion for Sky Atlantic’s new Arctic crime drama Fortitude.
Another recent example is the Danny Cipriani ‘Welcome Back to Milk’ campaign video… A simple concept, product and ambassador endorsement, but very well delivered in terms of the video creation. One thing is for sure, the video got a lot of pick up in the media landscape and buzz on social channels.
However, once you do get this right, the viewing rate of a video press release or piece of video content can be over 50% higher (source: reelseo) than a release without a video and it helps your brand be at the forefront of the industry and establish a higher rate of share-ability.
Surely this all makes it worth it? I think 2015 will see some swift advancements in video production as equipment becomes more accessible, for example the Go Pro and organisations see the importance of video to make cut through for brands and organisations.
Headline image: University of Warwick
Each year there are always expectations and research conducted into which social media app will be the one to watch for brand campaigns. This year, if you haven’t heard of Snapchat, then make sure you sign up and understand what the craze is all about.
Below – According to Business Insider, Nearly Half of Americans aged 12 to 24 have used Snapchat.
The app is developing new features quickly from being a platform where you can send a single image which is displayed for only a certain period of time (seconds), to been able to chat one on one, send videos, edit and scribble. New developments have now introduced the new story features which are quickly becoming one of the most popular elements of the app.
The new ‘My Story’ feature is attracting over 1 billion views a day and is an exciting element for brands, events and organisations to explore.
There is the opportunity to create a featured video which is a combination of videos or images which will sit on friends timelines and offers brands the perfect chance to advertise to a targeted market. However, the creation needs to be extremely relevant to drive impressions as the Snapchat market is hard to engage with so this takes careful planning and execution.
A new feature and diversion of the app which has just been introduced is called ‘Our Story‘. I have seen many apps trying to create a similar idea however, it requires an app platform which has very high user engagement, especially between groups of friends, to make it work. The new element allows friends to create an ‘our story’ group where they can all input their videos and images to create a combined event combination. This is perfect for brands and organisations who focus on or deal with events or festivals. One thing to consider is that the app works on wi-fi geofence to collate the uploads so good connection is crucial. From this, brands can also create their own sponsored Our Story piece to drive engagement and promotion.
Watch the below video to understand:
Also, if you are an entertainment or media brand, make sure you check out the new Discover element of Snapchat. Young and creative news agencies or platforms such as lifestyle magazines are jumping on board to incorporate Snapchat into their digital strategy. The feature allows you to send news information which remains visible for 24 hours before disappearing and updating.
I have a feeling 2015 is going to be a BIG year Snapchat.
In case you missed it… Danny MacAskill’s new video:
These guys are insane, but what a challenge! This is the most extreme windsurfing competition out there.
Loving this video!
“Martyn Ashton takes the £10k carbon road bike used by Team Sky’s Bradley Wiggins & Mark Cavendish for a ride with a difference. With a plan to push the limits of road biking as far as his lycra legs would dare”
If I were to go travelling I would love to be able to create something like this!
“3 guys, 44 days, 11 countries, 18 flights, 38 thousand miles, an exploding volcano, 2 cameras and almost a terabyte of footage… all to turn 3 ambitious linear concepts based on movement, learning and food ….into 3 beautiful and hopefully compelling short films…..
= a trip of a lifetime.”
(commissioned by STA Travel Australia)
It certainly is inspiring, and also makes me want to try out my creative skills when I head to India in October! We shall see…
I have spent the past two days at a social media workshop, learning so much more about the world of social media. I think that if you need something to sum up the importance of social media to any clients, or just any jo bloggs who believes its all for geeks, then you should show them this video. It certainly made me gasp a few times… interesting!
It is from a company blog called socialomics.net