Creating video content for social media February 2018 Produced by the Division of Communications and Marketing

Planning Production Channels and Distribution

Planning What are your objectives? Tell a story Spark engagement and conversation Get people to complete an action (download paper, visit website, etc) What content will the video include? ‘Talking head’ – most common Pictures, text and stock video At least one ‘key message’ or call to action Coordination Equipment required – mobile phone with HD camera at least 720p, tripod, microphone Time and dates, who is involved Editing software (iMovie – not available on PC – Mac only), Adobe Clip, Premiere Pro (desktop – requires Creative Cloud Licence – around £100 per year) Tip: Does this content already exist? Check University YouTube channel or search Twitter

Planning - Storyboarding

Planning – types of video content There are other types – Hero (Brand) content, Live but these are the most appropriate today. ‘Talking head’ content ‘Storytelling’ news content

Production Location Think about the background or room – how does this add to the message? Busy / outdoor spaces will impact on sound quality Have a back up! Script or questions? Keep them short – ideal length for social media video is 60-90 seconds Distribute materials before filming Practice if possible! Permissions You will need to gain permission of people you interview / film (verbal is fine) Tip: Filming at an event? Put up posters informing attendees that filming is taking place

Channels and distribution Social media channels Research Institute channels Wider School/Faculty channels Personal networks (if appropriate) Distribute natively Upload your content natively to channels rather than linking from YouTube Measurement Has the video met it’s original objectives? (look at Google or native channel analytics) Focus on engagements over views (comments, shares) Tip: Captions can be added to content uploaded to YouTube and Facebook, but not Twitter. Guide here

iMovie steps

Creative brief Film an edit a 45-second talking head which must include: Talking head footage shot in a campus location A key message or call to action for the viewer University branded bookends (Dropbox) Optional: Add cutaway images or film Upload to YouTube (unlisted)

Guidance and contacts Filming guidance http://www.brand.manchester.ac.uk/marketing-support/filmmaking-toolkit/ David Gennard – Film and Imagery Coordinator Tel: 58461 Email: david.gennard@manchester.ac.uk Alistair Beech – Senior Social Media Coordinator Tel: 58157 Email: alistair.beech@manchester.ac.uk iMovie guides https://support.apple.com/en-gb/imovie