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

2. Planning
Production
Channels and Distribution

3. 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

4. Planning - Storyboarding

5. 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

6. 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 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

7. 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

8. iMovie steps

9. 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)

10. Guidance and contacts Filming guidance
David Gennard – Film and Imagery Coordinator
Tel:
Alistair Beech – Senior Social Media Coordinator
Tel:
iMovie guides