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From YouTube to TikTok - How to Create Compelling Social Media Videos

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Drake University Associate Professor Chris Snider's presentation to the American Advertising Federation Des Moines on Dec. 12, 2019. This presentation discusses how to create great social media videos for each of these networks: Twitter, Instagram, Facebook, LinkedIn, YouTube, Snapchat and TikTok.

For each network, I discuss a key statistic, how long videos should be on that network and other important tips for making great videos on that network.

I also include some app to use to make better videos on your phone.

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From YouTube to TikTok - How to Create Compelling Social Media Videos

  1. 1. HOW TO CREATE COMPELLING 
 SOCIAL MEDIA VIDEOS CHRIS SNIDER • DRAKE UNIVERSITY @chrissnider @csnider
  2. 2. HELLO. I’M CHRIS SNIDER • Associate professor in Drake University’s School 
 of Journalism and Mass Communication • Teach classes on video, audio, social media, design, storytelling and web design • Also teach a variety of classes 
 on those topics in our 
 Online Master of Arts in Communication program
  3. 3. • I’m passionate about how businesses can use social media and digital media to achieve their goals • Formerly editor at Juice Magazine and the Des Moines Register • I conduct a yearly survey on how first-year students use and feel about social media
  4. 4. TODAY’S PLAN @chrissnider @csnider Learn to make compelling video for the seven social networks where it matters most right now.
  5. 5. IT’S NO LONGER ENOUGH 
 TO HAVE A VIDEO STRATEGY. YOU NEED A SPECIFIC VIDEO STRATEGY FOR EACH NETWORK. KEY TAKEAWAY
  6. 6. LET’S START WITH AN ACTIVITY
  7. 7. ?HOW MANY OF YOU HAVE 
 A TIKTOK ACCOUNT?
  8. 8. WHY I’M ALL-IN ON TIKTOK • Designed for creators, TikTok allows users to quickly and easily create unique short videos to share with friends and the world. • TikTok is the global home for creative content in 2019. • Tumblr … Vine … TikTok • Even if TikTok is never part of your social/video strategy, 
 it will influence the features we see in other networks (Facebook has already cloned Tik Tok twice - Lasso app in the US and Instagram’s Reels editing tools in Brazil).
  9. 9. • When you see young people doing things like this, 
 they’re making a TikTok
  10. 10. 16 PERCENT OF ALL VIDEOS ON TIKTOK ARE TIED TO CHALLENGES
  11. 11. STILL MORE CONTENT IS TIED TO USING MUSIC AND OTHER AUDIO Bibbidi Bobbidi Boo - Cinderella
  12. 12. STILL MORE IS TIED TO TRENDING HASHTAGS
  13. 13. AND OF COURSE ADVERTISERS WANT IN ON THE ACTION
  14. 14. How could you use one of these trends to create a TikTok for your business or organization?
  15. 15. GENERAL VIDEO TIPS • Choose a well-lighted area • Avoid a cluttered or distracting background • Shoot in HD, 4K or higher • Show action and emotion • Keep the visual changing to keep people engaged and interested • Sound On is growing (thanks to TikTok and AirPods), but not here yet (so use closed caption and words on the screen)
  16. 16. FOR EACH NETWORK How long? Key stat Tips for that network @chrissnider @csnider
  17. 17. LINKEDIN • Key stat: Videos earn an average of three times the engagement of text posts and are five times more likely to start a conversation. • How long? The most successful videos are less than 15 seconds. • Videos under 30 seconds saw a 200% lift in view completion rates. • Use longer videos (1 minute+) to tell a more complex brand or product story that makes an emotional connection or imparts knowledge Source: Hootsuite, LinkedIn @chrissnider @csnider
  18. 18. LINKEDIN • Tips: Include a hook within the first 1-2 seconds and make the first 10 second count • Design for sound off by using descriptive images, infographic and even expressive body language • Include closed captions • Close with a strong call to action Source: Hootsuite, LinkedIn @chrissnider @csnider
  19. 19. WHAT TO SHARE ON LINKEDIN • Culture, products and services, news and events • Company news and updates • New products or services • Behind-the-scenes content • Preview upcoming event • Case studies • Spotlight inspiring employees • Highlight the good you’re doing • Share something fun @chrissnider @csnider
  20. 20. Company news Behind the scenes
  21. 21. INSTAGRAM • Key stat: Video posts have the highest overall engagement rate, getting more than 2X the comments of image posts. • How long? Videos can be up to 1 minute long (without going to IGTV), but keep them short because people are used to scrolling quickly on Instagram. Source: Mention @chrissnider @csnider
  22. 22. INSTAGRAM • Tips: Instagram is still where you show the best you, so your videos should reflect that by including beautiful, colorful, striking visuals. • Content should be inspirational - tell a story that inspires, share a quote or show something interesting. • Use hashtags. • Set your cover image. Source: Animoto @chrissnider @csnider
  23. 23. FACEBOOK • Key stat: The average engagement rate for Facebook video posts is 6.13 percent, compared to the average engagement rate overall of 3.6 percent. • How long? Videos longer than 3 minutes get shown to more people. • Facebook wants videos to capture people’s attention for at least 1 minute. Source: Hootsuite, Facebook @chrissnider @csnider
  24. 24. FACEBOOK • Tips: News Feed ranking favors video content that people seek out and return to regularly, and that inspire interaction and conversation among people watching that content. • Publish on a regular schedule. • Respond to comments and questions. • Consider how people might use Facebook search to find your video. Write comprehensive descriptions for each of your posts. • Instructing viewers to like, tag, or share may result in your content being flagged for engagement baiting. Source: Facebook @chrissnider @csnider
  25. 25. TWITTER • Key stat: Tweets with video attract 10X more engagements than Tweets without video. • How long? You need to grab people’s attention quickly, especially on Twitter where so much other content is competing for your audience’s attention. • HubSpot data says 45 seconds is ideal length. Source: Twitter, Hootsuite @chrissnider @csnider
  26. 26. TWITTER • Tips: Twitter is a real-time network, so share real-time or live video. • Show something interesting in the first few seconds to hook viewers. • Including people in the first few frames has been proven to significantly increases view rates and drive 2x higher retention. • Think sound off. Use captions and visual cues to pull the viewer through the video and make it easier to process. • All videos posted to Twitter that are 6.5 seconds or shorter will automatically loop. Source: Twitter @chrissnider @csnider
  27. 27. SNAPCHAT • Key stat: More than one-third of Snapchat’s audience can’t be found on Instagram or Facebook. • How long? Engagement drops by 36 percent once users reach the fourth snap of a story, so keep your stories short. • Most people see your story in first 5 hours, so it’s safe to post again then. Source: Snapchat, Quicksprout @chrissnider @csnider
  28. 28. SNAPCHAT • Tips: The best Snapchat Stories are typical yet surprising. That is, they follow a standard narrative arc: rising action, climax, falling action, resolution. • They’re also unexpected, delivering humor or suspense or educational value. • Follow the monthly Snap Chatter to see what’s trending with Snapchat users… Source: Hootsuite @chrissnider @csnider
  29. 29. November October September
  30. 30. Grandmas House on Snapchat Discover
  31. 31. TIKTOK • Key stat: No. 4 most-downloaded app in App Store in 2019 (#16 in 2018), only behind YouTube, Instagram and Snapchat. • How long? You can record for up to 15 seconds within the app, or can choose option for 60 seconds long. Or upload longer videos recorded outside the app. Source: Apple, Slate @chrissnider @csnider
  32. 32. TIKTOK • Tips: Be genuine, and get immersed in TikTok culture. • Approach content creation with an audio-first mindset. • 69 percent of users are age 16-24 and users spend 46 minutes a day on the app. Source: TikTok @chrissnider @csnider
  33. 33. YOUTUBE • Key stat: YouTube is used by more Americans than any other social network - even Facebook! • How long? YouTube’s recommendation algorithm rewards creators with longer watch time, and longer videos are key to that. Anywhere from 7 to 20 minutes seems to be ideal. • According to Backlinko, the average length of the highest ranking videos is 14 min., 50 sec. Source: Pew, Backlinko @chrissnider @csnider
  34. 34. 19 minutes 3 minutes,
 but from Google 18 minutes @chrissnider @csnider
  35. 35. YOUTUBE • Tips: YouTube is the No. 2 search engine in the world, so optimizing for the right keywords is important. Start typing into the search bar to get ideas. • People search trending topics and evergreen content • Trending - elections, holidays, news stories, events • Evergreen - how-to videos or topics that never die (Star Wars, Justin Bieber) Source: Backlinko, YouTube, Copypress @chrissnider @csnider
  36. 36. YOUTUBE • Tips: Thumbnail is important. Don’t repeat the headline in the thumbnail but rather tease with something interesting. • The first 15 seconds are important, so get right into the content without any fluff. • End at the last second so people go all the way to the end so you have a good session duration. Source: Backlinko, YouTube, Copypress @chrissnider @csnider
  37. 37. YOUTUBE • Tips: Use pattern interrupts: on-screen graphics, animations, new background or setting, B-roll video, different camera angles, sound effects. • Post on a regular schedule • Have a call to action - not necessarily at the end • Respond and engage with your audience Source: Backlinko, YouTube @chrissnider @csnider
  38. 38. YOUTUBE EXERCISE • Use the worksheet • Choose a topic you or your brand currently posts videos about on YouTube OR pick an idea you might start • Let’s see how well it fits with YouTube’s fundamentals @chrissnider @csnider
  39. 39. YOUTUBE EXERCISE • Shareability - Will viewers share your video? What will they write when they share it? • Conversation - Are you looking at the camera and speaking directly to your audience? • Interactivity - Is the audience involved in the video? Are you answering their questions or asking them to answer a question in comments? • Consistency - Are there strong recurring elements to your idea (when you post, consistent elements or formats, consistent voice)? • Targeting - Is there a clearly defined audience (for your channel, series or individual videos)? Source: https://youtu.be/6R6UO_a34FM YouTube's 10 fundamentals (from Creator Academy)
  40. 40. YOUTUBE EXERCISE • Sustainability - If the audience loves it, can you make more of it? • Discoverability - Will your videos get discovered through search or related videos? • Accessibility - Can every episode be fully appreciated by a new viewer? • Collaboration - Is there room in the idea to feature other YouTube creators? • Inspiration - Is this idea coming from a place of genuine interest? If you love the topic, videos are easier to make. YouTube's 10 fundamentals (from Creator Academy) Source: https://youtu.be/6R6UO_a34FM
  41. 41. SOCIAL MEDIA WORKSHOP • Dec. 17, 2019 • Focused on building a strategy for using social media successfully in 2020 • How to reach your audience • How to make them take action • How to make them love your brand • Use the code AAF to save $50 (search “des moines social media” on Eventbrite)
  42. 42. APPS FOR 
 EDITING VIDEOS
  43. 43. A BETTER VIDEO APP: FILMICPRO • $15 for iOS and Android • Professional video tools such as smooth zooming, lock focus, lock exposure, sound monitoring.
  44. 44. CREATIVE VIDEOS: QUIK • Free for both Android and iOS • Quickly make videos, add text and music
  45. 45. I created this in less than 60 seconds with Quik app.
  46. 46. ANDROID AND IPHONE EDITING: VIDEOSHOP • Free & quickly turns multiple clips into one video, add music, text and more
  47. 47. IPHONE EDITING: IMOVIE • Free • Includes many of the same features as the desktop version
  48. 48. MUST-HAVE: GOOGLE PHOTOS • Free for iOS and Android • Edit and backup your videos
  49. 49. PRO EDITING: LUMAFUSION • $20 for iOS • Powerful multi-track video editor
  50. 50. Mojo High-quality motion graphics templates. $40/yr for pro. Unfold 100+ templates for Stories photos. 25 for free. InShot Convert shape of videos 
 and add text. TOOLS FOR CREATING STORIES
  51. 51. MORE VIDEO APPS TO TRY • YouStar - add special effects to videos • Jumprope - create step-by-step how-to videos • Action Movie FX - add Hollywood special effects • Adobe Rush - shoot, edit and share videos • Cinamaker - shoot videos with multiple phones
  52. 52. THANK YOU! @chrissnider @csnider

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