Have you ever thought about your video content as being disposable? Now’s the time to start because content is disposable on every platform!
In today’s digital age content is everywhere. With the demand for fresh content growing day by day, you need to start maximising your time, knowledge and equipment in order to turn content around fast.
Because, well, done is better than perfect!
I can’t emphasise enough how many people spend too much time trying to create the perfect piece of content, only for the final piece to become irrelevant for the audience because they took too long creating it.
The ‘perfect’ piece of content can be created using the following formula:
- It tells a story,
- It’s consistent with your brand,
- It’s told in an authentic voice, and
- It’s platform specific in it’s creation
But even when you think you have all those items in place, you can’t always guarantee that your content is going to have the desired audience engagement.
The answer? Plan it. Create it. Test it. Re-cut it. Test it again.
Social content moves so fast that it’s OK to send out multiple versions of your content to your audience in order to drive engagement to your brand.
Let me try to put things into perspective for you.
Recently I’ve spoken and written about event content. I’ve done this mainly because I see a huge gap in the market (and knowledge) of the event space for maximising content.
At your standard conference you’ll usually find the following during/after the event:
- Hashtag for the event – usually aimed at the Twitter users in the room!
- Highlights video post event – usually a couple of days / a week post event
- Presentation videos – usually completed and ‘distributed’ a week post event.
More often than not, the hashtag is neglected by the event organiser. Instead, leaving it to the attendees (and possible intern) in the room to populate & engage with.
The highlights video & presentation content isn’t turned around in a timely enough manner for it to matter to the attendees once they’ve left the room – let alone anyone who might have shown an interest from the outside.
Ironically though, event organisers usually want to amplify their content to the attendees and outside world – so why the problem when it comes to understanding how to use video content successfully?
It all comes down to knowledge, time & perceived perfection.
There’s really no need to be so precious about the content that you’re creating and putting out in the world (provide of course that it’s factually correct and doesn’t offer any legal implications for your brand)!
Remember that your audience wants your content to be authentic, relevant and timely.
When creating video content for an event I’d suggest the following for maximum engagement and, of course, multipurposing:
- First highlights video out within 24 hours of the event finishing
- Second highlights video edited with testimonials/vox pops from the event within 72 hours of the event
- Full length presentations fully edited within 72 hours of the event.
- 90 second trailers for the presentations circulated on social to drive people to the full length version of them (which are usually found, either public or gated, on your website)
The important thing to remember here is not to spend a lot of time post event trying to ensure that everyone in the ‘corporate hierarchy’ is happy with the highlights video going out. Get the first cut to music sent out, and spend time choosing the right testimonials for the second cut.
The longer you take to turn around edits on a piece of video (any video) the less relevant is for your audience. Essentially meaning you waste time and money!
Think of your content as disposable, and begin thinking about multi-purposing it.
Want to know how to turn a single 2 minute into 16 pieces of usable social media content? Talk to the Deli Team today.