Archive for July, 2020

Creating Successful Social Media Videos

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By Rebecca Kappel, Strategy Director

Attention span… 3… 2… 1… Gone.

Imagine you’re in a pitch meeting and you have just a brief few seconds to sell your idea. Sounds dramatic, right? But when it comes to advertisements and videos on social media, it’s reality.

Since the development of platforms like Snapchat, TikTok and Instagram story, we’ve become reliant on the ability to “skip.” Whether it’s commercials or your paid ads, you have less time to capture your audience.

Be Urgent

Why is urgency so important in digital advertising? For one, our attention span is now shorter than that of goldfish. A recent study from Microsoft revealed that humans lose concentration after approximately eight seconds, 4 seconds less than recorded five years prior. With that said, hopefully I still have your attention with this blog post… 

The good news is that viewers retain 95 percent of a message when it’s viewed via video, compared to 10 percent when it’s read it in text (Insivia). On social platforms, hook viewers with relevance in the first few frames of video. Whether it’s design, imagery or content, your first three seconds will ultimately determine the success of your video. It’s once you’ve captured your viewers that you can then explain how your product or service works.

Be Platform-Specific

During the pandemic social media usage is at an all-time high. But it’s still important to be platform-specific when developing videos. But regardless of platform, always think mobile-first. According to eMarketer, 75 percent of video views happen on mobile devices. In fact, mobile video consumption rises by 100 percent every year (Insivia).

Also be sure to enable sound-off viewing. Think about it: When you’re at your desk, in public, or even around family members, you likely don’t turn your sound up for everyone to hear. Whether with captions, text overlay, or other creative design, incorporating text can take your social videos to the next level. That doesn’t mean to ignore the audio quality… That tends to be a weak spot for amateur videos. 

Be Creative

Lastly, and most importantly, be creative and professional. Those three to five seconds come and go very quickly. In a world where everyone is scrolling, it’s your design, creativity, and individuality that will bring that scrolling to a pause. You want to represent your brand well. More than 65 percent of people use YouTube to help solve a problem, so what problem does your organization solve? Tell your story and then consider a call to action. 

Be Ready

The audience for videos is constantly growing, with no signs of slowing. By 2022, Cisco predicts that online videos will make up more than 82 percent of all consumer internet traffic — 15 times higher than it was in 2017. If you take the right steps in creating your videos, you will see positive ROI and engagement with your target audiences.

Check out some of our recent video work on our Vimeo page.

Living Your Employer Brand Values

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By Rob Kessler, Partner/Operations

Employer brand during crisis: What you do now matters

Here we are, halfway through 2020.It’s halftime.We’ll skip the marching band and focus on regrouping, so we can finish this crazy year strong. One area that you should look closely at is your employer brand. Everything you say and do when it comes to your employees affects your brand. This is especially true during a crisis.

For those new to this, an employer brand is simply the perception and experience people have of working for your organization. Think of it as what people say about you when you’re not in the room.

It’s hard enough to have a strong, consistent culture during “normal” times. So how do you keep it during challenging times when we are working more remotely?

Employees are going to look to leadership to provide confidence and a path forward – one that they can contribute to. It’s what is referred to as the “rally effect.” Gallup analytics found four universal needs that followers have of leaders:

  • Trust
  • Compassion
  • Stability
  • Hope

These are magnified during times of crisis, and your employees will look to their employer to provide signals that things will be okay.

What this means is that your organization should pivot the way you communicate with your employees as you work to stay connected and keep them engaged. Even if it includes bad news, communications need to be done in a way that is consistent, connects to a larger plan of action, is transparent and builds trust with your people. Be purpose-driven in your narrative and ensure you continue to answer not just the question ‘what’ but also ‘why.’ (Coincidentally the topic of my next blog post.)

When we finally get through this crisis (and we will get through this), a question you should ask yourself is, “how did we treat our employees?” Trust me. It’s a question your employees and candidates will be asking.

How you answer that question says a lot about you as an employer and the values you don’t just put on paper, but live each and every day. Your employees want to know that you care about their wellbeing. This is the time to show it through consistent and strong messaging.

If done right, you can reinforce your organization’s values and strengthen its reputation as a great place to work.

For more tips and suggestions around employee and internal COVID communications, please visit our resources page.