Confab 2015: 3 Ways to Repurpose Video for Social Media
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Ready-to-implement strategies (and tools!) for turning institutional web videos into social media content, including creating gifs, building "sneak peeks" and skillful screen-grabs.
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Confab 2015: 3 Ways to Repurpose Video for Social Media
- 1. 3 Ways to Repurpose Video for Social Media Arezu Sarvestani Social Media Manager, UCSF @ZusNews
- 2. 2 University of California, San Francisco Patient Care Research Education Arezu Sarvestani | @ZusNews
- 3. 3 Arezu Sarvestani | @ZusNews
- 4. Video is king – long live the king. 4 78%watch video weekly 1 55%watch video daily 1 74%internet use dedicated to video by 2017 1 1. 25 Video Marketing Statistics for 2015, Hubspot Blogs, by by Lindsay Kolowich Arezu Sarvestani | @ZusNews
- 5. 5 Arezu Sarvestani | @ZusNews
- 6. 6 “We made a video. That’s good for Facebook, right?” Arezu Sarvestani | @ZusNews
- 7. Social media is consumed differently. • Scrolling • Auto-play • No audio • Mobile users 7 Arezu Sarvestani | @ZusNews
- 8. 8 Social content is about an instant impression. Arezu Sarvestani | @ZusNews
- 9. 9 Tactic 1: Go gif-crazy @UCSF Arezu Sarvestani | @ZusNews
- 10. 10 Free gif making tool Arezu Sarvestani | @ZusNews
- 11. 11 Paid gif-making tool Camtasia 2 Arezu Sarvestani | @ZusNews
- 12. Gif pro-tips Vine Twitter Are Facebook gifs coming? Keep ‘em short! 12 Arezu Sarvestani | @ZusNews
- 13. 13 Why not share the whole video? Arezu Sarvestani | @ZusNews
- 14. 14 Institutional videos tend to open with… Arezu Sarvestani | @ZusNews
- 15. 15 Tactic 2: Intro Scenes open for web open for social facebook.com/UCSF Arezu Sarvestani | @ZusNews
- 16. 16 Need tools, need time Arezu Sarvestani | @ZusNews
- 17. Tactic 3 – Screen-grabs How to: • Mac: ⌘ + Shift + 3 = full screen ⌘ + Shift + 4 = select area • PC: Alt + Prnt Scrn = full screen 17 Skillful screen capture > no visuals. Arezu Sarvestani | @ZusNews
- 18. 18 Arezu Sarvestani | @ZusNews @UCSF
- 19. 19 The live-stream advantage Arezu Sarvestani | @ZusNews
- 20. @zusnews Arezu Sarvestani | @ZusNews20 Arezu Sarvestani
Editor's Notes
- hi my name is arezu sarvestani i'm the social media manager at the university of california in san francisco, a research university dedicated to health and the life sciences. i'm going to give you 3 ways to repurpose institutional videos into content for your social media channels.
- UCSF has some unique communications challenges. We have no eager undergrads and no sports teams or mascots to rally them around. We have grad students and laboratories, and sometimes our science stories are complex or obscure.
- but quality, far-reaching content is a challenge for every institution, especially when we have to compete with cats and memes. at UCSF we've gotten pretty good at speaking internet-ese so we can translate what we do have into social content.
- but why focus on video? well, video is the medium of the moment. more than three-quarters of internet users watch online videos every week, more than half watch daily and by 2017 an estimated 74% of all internet traffic will be dedicated to video.
- So raise your hand if you’ve ever been handed a video and been told to just "put it on social media"? video is laborious to produce, it makes sense that we'd want to get the most out of it by using it wherever we can.
- but web video is not the same as social video. A seven-minute talk from your chancellor isn't likely to be a Facebook hit, but you know what - sometimes that's all you've got. so you'd better figure out a way to make it work.
- social video needs to hit harder and faster than most other mediums, because people consume social content differently. they're scrolling idly, on mute, passing by auto-played content. and chances are they're on a mobile device, looking for quick bites of content.
- So what if a few seconds isn't enough. There are many reasons why you may want to share an entire video. Maybe it's 90 seconds of awesomeness or maybe it's a vital message that needs to go out on all channels.
- Gifs are perfect for this type of consumer. Unfortunately doesn't work in this presentation format, but each of these are gifs produced by foraging full-length videos for dynamic scraps. That's the UCSF twitter handle where you can see these and other gifs in action.
- There are free gif making tools out there, this is one that I use pretty regularly. You can upload your video file, select clips, add text and other effects and download to your desktop to use with your posts.
- There are also more robust paid tools like Camtasia that will let you get more granular to fine-tune your gifs, bring in multiple clips to piece together, and so on. There are many great tutorials online that will help you get up to speed on camtasia, although if you've ever used iMovie you've got a pretty good head start.
- Some pro-tips for gifs: If you create gifs on Vine they will share seamlessly to Twitter and retain the autoplay. Facebook doesn't allow publishers to post gifs - yet - but that may be on the horizon. Remember to keep your gifs short, 5-7 seconds is already pushing it for file size and audience attention span.
- So what if a few seconds isn't enough. There are many reasons why you may want to share an entire video. Maybe it's 90 seconds of awesomeness or maybe it's a vital message that needs to go out on all channels.
- But maybe it also starts out with something like this. A title card for the university or department represented. I see this a lot on videos from around campus, and it violates the first rule of social media. You have to make an instant impression.
- Which takes us to the second tactic - intro scenes. The cut on the left came from the web video, the cut on the right comes from the intro we built for social by taking dynamic scenes from within the video itself. Please look UCSF up on Facebook for more examples of how we're making social-first videos.
- This takes more time and requires more complex tools, but it's really worth it if you want to give your slow-open videos a fighting chance at standing out on social media. But what if you don't have the time or tools?
- There's more. The third tactic is to take screencaps from your videos and use them to link back to the full video. Screencaps are free, every computer can already produce them and a good screencap is often better than no visual and in some cases better than stock photos.
- It's all about finding a good moment, something that suggests the subject of the story, looks real rather than staged and doesn't catch your characters mid-blink. Every one of the images above was screen-capped from a video that we either didn't own natively or decided wasn't appropriate to upload in its entirety.
- Screencaps also represent a significant advantage during live-streamed events. If you can collect some relevant previous quotes from your presenters and set up a quick photoshop template, you can take beautiful screencaps from your computer and produce highly sharable posts.
- I want to thank you all for listening, I hope you really feel empowered to try some of these tactics for your next social posts. Please feel free to reach out to me with questions, suggestions and so on. That's my Twitter handle, my email address and my slideshare account where I will upload the slides from this presentation.