This document discusses using short video as a marketing tool on social media platforms. It explains that short videos under 30 seconds, like those originally posted on Vine, can be used to promote brands, companies or products and be distributed through platforms like Twitter and YouTube. The learning objectives are to understand how social media can be used to market media products. Students will work in groups to present and answer questions on using short video and linking social media platforms for distribution in the context of globalization.

1. BIG PICTURE
Task 3 – Using short video as a
marketing tool
KEYWORDS
Globalisation – Prosumers –
Distribution – Multimedia –
Links - Viral
LEARNING OBJECTIVES
To understand more about how
different social media platforms
might be used to market media
products
SUCCESS CRITERIA
Group work presentations and
detailed individual answers to
short questions
Take your seat. Bag under your desk.
Have your equipment and planner out.
Topic – Unit 6 – Social Media and Globalisation
http://www.hpocrunit6.wordpress.com
Why do you think Twitter closed down Vine?

2. TELL ME
STUFF!
TAKE ME
THROUGH
IT…
LET ME
HAVE A
GO…
DO I GET
IT?
1 2 3 4 5 6
SETTING THE
SCENE
JOINING UP
LEARNING
LINKS TO LAST
TIME
PASSING ON
KNOWLEDGE
GUIDED PRACTICE
& MODELLING
INDEPENDENT
PRACTICE –
APPLYING THE
SKILLS TO NEW
SITUATIONS
ASSESSMENT &
FEEDBACK
PULL IT TOGETHER
JOINING UP
LEARNING
LINKS TO NEXT
TIME

3. This is about social media, globalisation and short video
Very short. It was something of a revelation to think that instead
of 30-60 second adverts you could successfully make something
that was over almost before you'd realised it had started.
• Vines (briefly) and short video (still) are used to
promote something specific, fun and upbeat
about a brand, company or product
• Initially distributed integrally through Twitter.
Now often uploaded to YouTube and linked to
from there.
• The initial format imposed (like twitter) a very
short maximum length. Now 'short video' doesn't
have that formal 'rule' but still probably means 5-
20 seconds
• Look at how often short video is made so that
it can successfully loop
• Think about the technical aspects of this –
planning something so the loop makes sense
(and also planning the audio so that it also
loops successfully)
• Look at how often what you are looking at is
just one idea
• The very best – the Sony 'Inception' one, for
example – is a single zoom in and out, with no
people or dialogue at all and not even any
imposed text on the screen, just the brand
label on the phone.

4. You need to create a short video to promote a
new pair of high-end (expensive and good)
headphones
• Case study – new high-end headphones aimed at
16-24 year olds
• You need at least one, or a short series, of short
videos
• You need to plan before you shoot but this is not
a production project – don't worry about
technical perfection here
• Purpose – to take a rare chance in an exam unit to
examine in a practical way what is involved within
media industries in planning this kind of
marketing
• You can do this as a pair or a three
• Look at the blog – you need to plan the tweets
that will accompany the video(s) as wel as
making the video(s)

5. Answer the revision questions on the blog
• Read the questions carefully and look at the
number of marks available for each
question. This tells you what you need to know
about how much information the question is
looking for
• If you are asked to identify and explain, most of
the marks from the question will come from the
explanation.
• Don't be afraid of starting with the
obvious. YouTube iBe specific. Give specific
examples of specific media texts/producers and
how they use specific social media platforms.
• Use technical language. Globalisation
/ Platform / Streaming / ...

6. Social media is ideal for short, snappy
content. Video is a good example of this. You
can use different social media applications
together to distribute your content.
• Make a point of remembering a range of different
platforms that cover different media areas – video
/ music / photography and other images
• Think about the nature of marketing – how is
your product (which is the advert, not the film it
is advertising) going to make your audience want
to go and see the film? (or to buy and play the
game, or stream the song... and so on)
• You could also think about
• online forums and discussion boards
• the 'official' websites for different media
producers and texts
• Twitter as a microblogging site but
specifically as a link resource to other
content
• The discussion features on phones like
WhatsApp

7. BIG PICTURE MY LEARNING
How did this
lesson fit into
your other
lessons?
What is my top
take- away from
the lesson?
Have you contributed to the lesson? Will you be able to improve
next lesson? Do you know what you need to go away and do?
o Marketing is a distinct part of
the production process - it
mens making products that are
separate from (but linked to)
your 'main' product
o You have to be able to think
about evaluating and
developing your marketing
campaign whilst it's ongoing as
well as evaluating your end
product
o We will come back to this.