Posted: April 5, 2016 Filed under: video | Tags: video, video content, video tips
Often, when I’m helping deliver video skills training I’ll show a video towards the start.
It’s a video that I’ve taken from Facebook that I’ve not gone looking for. It’s found me. Someone has shared it and after autoplaying I’ve got distracted looking at it.
So, here is one that stopped me in my tracks just this week. So, here is one that stopped me in my tracks just this week. .So, here is one that stopped me in my tracks just this week. You can watch it here:
It’s a video of a Chinese-looking baby laughing at a man counting notes. The man pretends to spit on his hand. The baby chuckles. It makes me beam. It’s not long. I could watch it over and over.
Why do I show it?
To show that this is what we are up against competing for our attention.
Statista calculates that 32 million people use Facebook in the UK in 2016. As they scroll through their timeline they are usually not looking for content. It finds us, shared by a friend or a page we follow. The most arresting content is cute, funny and short. It can be the puppies having a bath. It could be cats. It could be something comic.
Now look at your organisations YouTube channel to get a flavour of the type of video they post.
Chances are you’ll find a man in a suit stood against a wall in the classic frightened bunny firing squad pose. There’ll be a couple of dozen views. At most. As a video, it has failed.
Here is breaking news. The world has too many videos with important people in them sagainst walls.
Think of what people are watching. Put yourself in their shoes. If your next video is short, cute, witty or informative you stand a chance of getting people’s attention.
If it’s none of these nobody online cares.
A cute baby v a man against a wall? The cute baby wins hands down.
Isn’t it time you re-thought your next video?
Essential Video Skills for Comms workshops are staged across the UK. For more information click here.
Posted: February 12, 2016 Filed under: video | Tags: 2016, comms, communications, digital, Facebook, google cardboard, twitter, video
The title I was given for the session ‘video: it’s the future’ made me think. It’s actually already here.
It’s been clear for some time that video has been getting more important.
These aren’t bold predictions from industry analysts that may or may not come off. They’re the here and now.
The four reasons for video’s rise
What has convinced me is first anecdotal data of travelling on buses and trains watching people with their mobile phones. Where once they read newspapers now they are on their phones swiping through emails, websites and social media. People’s smartphones have got more powerful. They can watch and shoot their own video. Behemoths like Facebook and Twitter fall over themselves to make video more accessible in your timeline. Besides, we are inherently lazy. We are drawn to images.
The data makes the case
All that is true and where it is confirmed is the data. Ofcom say that 66 per cent of UK adults have a smartphone and almost half are happy to watch short form video. That’s footage less than five minutes. TV is still here. So is TV news. But in the battle for your attention it is getting out-gunned by the clip of a new-born panda. No wonder BBC journalists are being taught how to make more short-form content.
People want to learn
It’s been an amazing experience co-delivering video skills for comms workshops with Steven Davies. People do want to learn and with a few basics they are off making good use of video. The barrier? Often it is the tech and time. An android or an apple device will cut it. A blackberry won’t. As you practice more the quicker you get at thinking through, creating, editing and delivering video.
But where does video go?
Convention has it that YouTube is the only show in town. That’s not the case anymore. Facebook at the moment is rewarding you for uploading video to a page by showing it to more people. Twitter joined Facebook in autoplaying video as you scroll through your timeline. It’s made it easier to post video from your phone. But the idea of making one video and posting it everywhere is dangerous. The optimum time for a Facebook video is 22 seconds and on YouTube far longer. Vine is six seconds and Instagram not much more than 10 seconds. What counts as a view is opaque. On Facebook it is three seconds and YouTube 30 seconds.
The what is next?
We’re moving as fast as the tech is moving. A few years ago watching video on your phone would have been unimaginable. Today? It’s common. Two important steps are realtime and what can be grouped together as virtual reality.
Realtime is the posting video as live. Your smartphone becomes an outside broadcasting truck and as the super-portable clip onto yourself GoPro cameras are now integrated with livestreaming Twitter app Periscope the climber livestreaming his ascent up the north face of the Eiger is now possible. Even with a smartphone you can post within minutes an Environment Agency officer talking during the floods of how the Morpeth dam was working:
Virtual reality is something I’ve blogged about before. It’s watching footage that sees you standing in the scene and allows you to look down and around. New York Times are pioneering new ways of storytelling.
Facebook’s 360 video allows you to watch footage on your smartphone and move it around to see a different perspective. Footage of US fighter pilots taking off show this. YouTube has also allowed a 360 video and Flickr has done something similar.
But the tech
A few years ago virtual reality could be said to be a niche. Now a Google cardboard headset costs a tenner and allows a more immersive experience. But you can watch just with your tablet or smartphone. It’s not strictly the same experience but you get a flavour.
Two helpful things
We’ve created an ever-updated resource for video and comms. You can see it here.
We also co-deliver workshops for comms people with University lecturer Steven Davies who has worked as a cameraman with BBC and as a filmmaker across the public sector.
Posted: December 27, 2015 Filed under: communications | Tags: 2015, 2016, comms, cuts, digital, email marketing, housing, linkedin, local government, PR, predictions, Public Relations, public sector, video, virtual reality, VR
The best political reporters don’t make predictions, Judi Kantor once said.
So, seeing as I’m not a political reporter for the last few years I’ve made predictions about what may happen in my corner of the internet.
Looking forward, 2016 will be my seventh year of blogging, my 23rd year in and around the media industry and fourth year in business. I’m struck by the pace of change getting faster not slower. It’s also getting harder.
Last year I made predictions for local government comms that both came true and failed. Ones I got right? Some councils no longer have a meaningful comms function. Evaluation become a case of do or die. People who bang the table and say ‘no’ to stupid requests will stand a chance. Those who don’t won’t. There are fewer press releases. Video did get more important. Customer services, social media and comms need to become best friends. Facebook pages did become less relevant unless supported by a budget for ads. Linked
I was wrong about some things. There was experimentation with social media and new platforms like Instagram, whatsapp and snapchat were experimented with. Not nearly as much as people need to.
The jury is out on content being more fractured. There are still too many central corporate accounts and not enough devolved. I’m still not sure that enough people are closing failing social media accounts.
Public sector comms in 2016…
For the last few years I’ve looked at social media in local government. But the barrier between digital and traditional has blurred and the barrier between sectors also blurs so I’ve widened it out.
The flat white economy will form part of the future. Economist Douglas McWilliams gave the tag to web-savvy freelancers and start-ups with laptops. To get things done in 2016, teams buying in time and skills for one-off projects will become more common.
There will be more freelancers. There’s not enough jobs to go around and more people will start to freelance project to project. Some will be good and some bad.
Video continues to grow massively. For a chunk of the year I talked about Cisco estimating that 70 per cent of the web would be video by 2017. By the end of the year some commentators said that figure had already been reached. People are consuming short-form video voraciously. But can you make something that can compete with cute puppies?
LinkedIn will be the single most useful channel for comms people. Twitter is great. But the convergence of job hunting, shop window and useful content will push LinkedIn ahead.
Successful teams will have broken down the digital – traditional divide. They’ll plan something that picks the best channels and not have a shiny social add-on right at the end.
Say hello to VR video. By the end of 2015, the New York Times VR – or virtual reality – videos broke new ground. These are immersive films viewed through a smartphone and Google cardboard sets. By the end of the year the public sector will start experimenting.
The most sensible phrase in 2016 will be: ‘if it’s not hitting a business objective we’re not doing it and the chief exec agrees with us.’ Teams of 20 have become teams of eight. You MUST have the conversation that says you can’t deliver what you did. It’s not weakness. It’s common sense. Make them listen. Or block off three months at a time TBC to have that stroke.
‘Nice to have’ becomes ‘used to have’ for more people. As cuts continue and widen more pain will be felt by more. Some people don’t know what’s coming down the track.
People will realise their internal comms are poor when it is too late. Usually at a time when their own jobs have been put at risk.
Email marketing rises. More people will realise the slightly unglamorous attraction of email marketing. Skills in this area will be valued.
As resources across some organisations become thinner the chances of a fowl-up that will cost people lives increase. It probably won’t be a one-off incident but a pattern of isolated incidents uncovered much later. The kick-back when this does emerge will be immense. For organisations who have cut, when this emerges the comms team will be swamped. At this point the lack of functioning comms team will become an issue and the pedulum may swing back towards having an effective team. For organisations who have retained a team, this will be a moment to prove their worth.
Comms and PR continue to become female. A trend in 2015 was the all-female team. This will eventually percolate upwards towards leadership.
Comms and PR will get younger. Newsrooms when they lost senior staff replaced them with younger people. This trend will continue to be replicated.
As the pace of change continues training and peer-to-peer training will never be more important. Teams that survive will be teams that invest in their staff. And encourage staff to share things they are good at.
Speclaist generalists will continue to be prized. That’s the person who can be really, really good at one thing and okay to good at lots of others.
And a prediction for 2020
Those people with a willingness to learn new skills and experiment will still have a job in 2020. Those that won’t probably will be doing something else. Don’t let that be you.
Creative commons credit: https://flic.kr/p/6Ha4tJ
Posted: September 29, 2015 Filed under: video | Tags: comms, communications, Facebook, video, YouTube
So, where do you stand? Are you in the blue corner or the red?
There’s a punch-up going on between Facebook and YouTube and the winner gets the crown of King of Video.
When you consider that almost 70 per cent of the web is going to be video by 2017 that’s actually some crown to be fighting over.
If you are even half way interested in digital communications then it is something you need to know about. Why? Because making the right decision can make or break your video.
Technology has improved and smartphones have got more powerful. You can now watch – and shoot – video on an iphone or an android device. Facebook has encouraged people, brands and organisations to upload direct to it with the carrot of its audience.
Ofcom stats reveal that in the UK 66 per cent of adults have a smartphone in their pocket. Of these, 42 per cent watch short clips over 21 per cent TV shows. So, in short, we’re rather keen on snacking on video content.
The game significantly changed when Facebook as the world’s largest social media site has thrown its clout behind video. Inspired by a Harry Potter film they invented auto-opening videos as you scroll through your timeline. It’s also a path that Twitter have gone down with videos uploaded through twitter.com.
YouTube and those who have developed channels there have not reacted well to the challenge. One vlogger Hank Green accused Facebook of ‘lies, cheating and theft’ claiming it of being slow to take down pirated content and counting a view at just five seconds as opposed to 30 seconds on YouTube. As with anything with the social web, it’s hard to piece together exact stats.
Be the blue corner and the red corner
For me, it’s less Facebook or YouTube but rather the both of them.
YouTube remains huge. It’s the second largest search engine in the world with three billion searches a month. So it makes sense to upload content there. But Facebook is also huge. In the UK more than 30 million people have accounts and globally, it’s now running at four billion video views a month.
Erin Griffith in her ‘Fortune’ piece ‘How Facebook’s Video Traffic Explosion is Shaking Up the advertising world’ runs through the scientific arguments. You should read it. Facebook has become a place where its worth uploading video directly, she says. In February 2015, 70 per cent of uploads were direct to Facebook – almost three times the number within 12-months.
Why? Griffin says that video is a way to breathe life into your Facebook page. The secretive Facebook algorithm, she says, will show around four per cent of followers your text update, 14 per cent your picture and up to 35 per cent your video. So, video it is.
A thousand different versions of the same video
But armed with Facebook’s pile of user data is where it can get really interesting. The story of car maker Lexus making1,000 different versions of the same content and used Facebook’s demographics to distribute them is mind-blowing. So a male tech-loving car enthusiast saw a different version to the female from Chicago who loves travel.
Anecdotally, Facebook video outscores YouTube for views. In my own stream, a highlights video released when England cricketer Jimmy Anderson became leading wicket taker nets 47,000 on YouTube and 177,000 on Facebook, for example. Elsewhere, that broad trend is being talked about.
Facebook also does better than YouTube in keeping and holding the viewers’ attention. Almost 60 per cent will ‘complete’ a video. This is almost twice that of YouTube. However, videos posted to Facebook tend to be shorter at 44 seconds.
Facebook for trending and YouTube for the long haul
If it’s trending then Facebook video stats do well. But as that fades the only place to find it and where search engines send you is YouTube. So for my money, do both.
Brian Shin CEO Visible Measures describes it:
“If something is hot and of the moment, such as a newly released campaign, the Super Bowl, or even a cultural phenomenon like Fifty Shades of Grey, Facebook and similar social media sites are incredibly effective for driving the spread of timely content due to the trending nature of the newsfeed. But the strength of Facebook to promote trending content also highlights how powerful YouTube remains as a platform for continued viewership.
“If social media platforms like Facebook want to be longer term video alternatives to YouTube, they will need to amp up video discovery and search options within their sites. Because, at this point, the more removed something is from being ‘hot’ the more often YouTube is the only way to find the video.”
The clear trend is for video to be around and growing. Many comms teams have been caught out and are flat-footed by the gear shift. But video represents a brilliant way to engage with an audience via a Facebook page and via people who are happy to consume content on a smartphone.
Dan Slee is co-creator of comms2point0.
- By public demand we’re running a new round of Essential Video Skills for Comms workshops with Steven Davies. We are in Cardiff on November 12, London on November 26 and Birmingham on January 28. For more information and to book click here.