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The beauty of brevity:
Engaging your audience with
short-form video content
Ravi Jain, Boston College
@ravidjain
@ravidjain
#NowWhat17
#shortformvideo
So who is this @ravidjain?
#NowWhat17 @ravidjain
Senior Associate Director, Web & Digital Media at Boston College
Digital Media Faculty, Northeastern University
MFA, Studio for Interrelated Media, MassArt
BA, “Modern Imaging Techniques,” Oberlin College
25+ years digital media production
All around nice guy
Who is this session for?
Creators Managers Buyers
#NowWhat17 @ravidjain
80%
60,000x
1.8 million
59%
hubspot.com, cisco.com, adeliestudios.com, Forrester Research
What are we doing here today?
Define
Short
Form
Video
View
Examples
Build
Production
Workflow
Take away
Takeaways
#NowWhat17 @ravidjain
Short Form Video (SFV)
Extreme short form: 15 secs or less
Standard short form: 30 secs to 3 min
Coffee break length: 5 to 9 min
Extended online clip: 10 to 20 min
“I wish I was on TV” clip: 25+ min
#NowWhat17 @ravidjain
Length isn’t everything (!)
Story dictates how long a video should be
Poorly made short video can drag
Well made longer format can fly by
One size does NOT fit all
Scale duration for platform
#NowWhat17 @ravidjain
2001 - 12 minutes 2002 - 9 minutes
2005 - 8 minutes 2007- 4 minutes
Strategy behind The Boston College Minute
No “set pieces”
No talking to the camera
No lower thirds
You are IN the story
Doesn’t overstay welcome
#NowWhat17 @ravidjain
My defense of Short Form Video
Forces more immediate storytelling
Hooks the viewer
Small investment from the user
Opportunity to parse & extend content
Aligns with social media strategy
#NowWhat17 @ravidjain
SFV 101:
Define it and then pitch it
What?
Why?
Where?
How?
Three Abreast!
Now what’s your story?
#NowWhat17 @ravidjain
How do you tell that story?
Promo
#NowWhat17 @ravidjain
Profile News
Feature Series
Site
specific
Benefit of Higher Ed Stories?
#NowWhat17 @ravidjain
SFV 101:
Pre-production
Be Prepared
#NowWhat17 @ravidjain
Spec
Script
Storyboard
Team
Project Spec
Supports institutional voice
Clear understanding of potential audiences
Assess resources and determine schedule
Stay focused in scope
#NowWhat17 @ravidjain
Script
#NowWhat17 @ravidjain
Maps out story arc
Identifies players/voices
Indicates scene changes
Can incorporate transcripts
Can be speculative
Storyboard (Even if you draw like a 5 year old)
Team
#NowWhat17 @ravidjain
Team of 1 can work
Team of +1 infinitely better
Assign roles
Mix resources
SFV 101:
Production
Be Agile
If possible, scout location
Think quickly, shoot slowly
Go with the flow
Audio & video aren’t married
Repeated Actions FTW!
Capture, capture, capture #NowWhat17 @ravidjain
Listen to this:
The Importance of Audio
“Is thing on?”
Microphones
Headphones
Room tone
Ambient noise / crowd noise
Music
#NowWhat17 @ravidjain
SFV 101:
Post-production
Log, log, log
Log, log, log
Lev Kuleshov
Kuleshov Effect
A + B = More than A + B
Sequencing
Linear (editing in camera)
Non-linear (sculptural film-making)
#NowWhat17 @ravidjain
SFV 101:
Approval & Testing
“I’m Ravi Jain and I approve this message.”
Know your approval process
Plan for your approval process (nuff said)
Lock story arc / messaging prior to FX
Pilot concept for series branding
#NowWhat17 @ravidjain
Testing 1, 2, 3...
Not always straightforward process
View in context, like any content
User test with audiences, if possible
Case Study #1: Jumbotron video
Case Study #2: 360 video
#NowWhat17 @ravidjain
SFV 101:
Launch & Promotion
If a video plays in an empty forest...
Photo: unsplash.com/@anthonygotter
Integrate rollout across channels
Social media team
Placement in site hierarchy
Email marketing
Print marketing
Self-promote
#NowWhat17 @ravidjain
Engagement:
Extending Reach
Social Media Element
Measuring Results
Video analytics (Getting Better All the Time)
Views, shares, comments
Hashtag use
Watch time, watch duration
Audience retention
#NowWhat17 @ravidjain
Audience retention
Clear Understanding of Goals
“But wait, there’s more!”
Extreme Short Form Video:
A Matter of Seconds
Give me a few seconds of your time
Vine = 6 seconds
Instagram = 15 seconds
Near instantaneous
Hard-wired social media content
#NowWhat17 @ravidjain
Give me a few seconds of your time
Vine = 6 seconds
Instagram = 15 30 seconds
Near instantaneous
Hard-wired social media content
#confabEDU @ravidjain
Give me a few seconds of your time
Vine = 6 seconds
Instagram = 15 30 60 seconds
Near instantaneous
Hard-wired social media content
#NowWhat17 @ravidjain
Vine
#DoItForTheVine
Instagram
#BehindTheGreens
Live Streaming:
Instant Content Karma
The Revolution will be live-streamed
Periscope
Facebook Live
YouTube
Instagram Live
App X du jour
#NowWhat17 @ravidjain
Live-streaming tips
Promote ahead of time
Be prepared (battery, wifi, description)
Engage your audience
Keep it going
Sign off, don’t drop out
#NowWhat17 @ravidjain
Interactive Video:
“It’s the Future!”
Interactive non-linear video
One more thing:
We didn’t invent this all
Takeaways
1 What and why of
#shortformvideo
2Reap the benefits of
careful planning
3
4 Delivery platforms
continue to evolve
Video strategy aligns
w/ content strategy
#NowWhat17 @ravidjain
5 And yes, failure
IS an option
Q & A
Thank you!
#NowWhat17 @ravidjain
Join the conversation @ravidjain
Find me on LinkedIn
Contact me at Boston College
Talk to me today!
The beauty of brevity:
Engaging your audience with
short-form video content
Ravi Jain, Boston College
@ravidjain

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