Think Of Your Show As An Enterprise; Something That Should Always Be On
April 12, 2016
Understanding what your audience is doing when they're not listening to you is critical as we look for ways to be a part of their daily lives.
And while video has always been an effective part of any brands content strategy, consumption continues to explode.
- 500 million people watch video on Facebook each day.
- Twitter shows how video drives a higher rate of getting your content shared.
- Snapchat has 8 billion video views a day.
- And 300 hours of video are uploaded on YouTube every 60 seconds.
With all of that consumption, becoming proficient at video should be on everyone's mind, but of course that's easier said than done. We're dealing with an audience addicted to distraction - scrolling their smart phones is a pastime.
So how do you resonate enough to "pause the scroll?"
We have to work smarter in order to separate our brands from the pack.
And it starts by paying attention.
- On Creating Video
Be aware of how long your set-up is.
Ze Frank, President of Buzzfeed Motion Pictures, shared something critical at a Code Media event when he said this:
Not sure introduction pieces are required content for video today.
The first five seconds matter.
- On Standing Out
Chris Cruise, Morning Host at 103.5 KISS-FM/Boise, is an industry leader in video.
Chris said, "Video is great for personalities who want to do long-form stuff with PPM rules."
"It's clutch when it comes to behind-the-scenes type stuff. But keep in mind it's not interesting to just see jocks talking in a studio. There are 10,000 cool things you can do with that."
"Video can take listeners from mic to site, from site to mic."
Here's one way:
Shoot a 'Facebook Live' video.
Post to YouTube.
Post that YouTube video on your station's site.
Post the site link on Facebook and Twitter.
You increase reach for that video (and you make the suits happy by creating more digital impressions for the website).
Then watch how Mickey responded with a video of her own! Truly funny exchange.
- On Having Focus
Another leading voice for video is John Mingione, Head of Video & Morning Show Co-Host WBLI/Long Island.
John adds, "During our morning show, I'm creating exclusive video content. We often use video to help cross promote on air topics and contests. A formula that works for us.
I will edit stuff during off time with our show, during spots/songs, and then return to the control room when we go live. We generate millions of views each quarter.
The key is to utilize your time wisely. And of course, sometimes you have to stay later than everyone else.
Recently, I completed a music video project with the help of a camera guy, a drone operator, and a few crew members; all working for passion (and chicken sandwiches) at ungodly hours."
John ends with this, "Passion drives true videographers. If you want to create something bad enough, you will create it. You will find the time to make it."
Video offers us the ability to share moments in an even more real-time way, and the more we move into that zone, the more interesting the content becomes. But we must help people feel something.
Take the camera off you and show us what's happening around you. That's when it becomes a shared experience.
Find your brand's ideal content by studying which videos earn the most views. And for your length parameters, pay attention to the time when the audience seems to be bailing out.
Fan behavior can teach you a lot about the length and the content they will tolerate.
Your show is something that should always be happening, always on. Use the power of visuals to keep the fans connected to you - especially when they aren't listening.
Would be great if you can join us for #Conclave41.
No doubt this will be an entertaining session. A great way to learn more on the consumption of video and how radio is making it work to its benefit.
Reach out to me anytime on Twitter @lorilewis.
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