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Four Tips for Using Video Content in Social Media

by Shachar Orren  |  
December 8, 2017

Social media has transformed video. After losing its lead to text in the early days of the World Wide Web, video has made a huge comeback, in large part thanks to the implementation of video in social media and the formation of new video-based networks.

Following the notion of "the medium is the message," it's interesting to see how video has changed in recent years so that it could fit the demands of new platforms and changing audience behavior and needs.

When considering using video content for your next campaign, also consider the following advice.

1. Change your point of view

Camera angles are more than just a technicality. Selfies, for example, are a statement made by the "me generation" that no longer needs anyone's help to create content. That is why it is not at all surprising to see the increasing number of over-the-head shot videos, making this filming angle a new standard, especially for anything food-related.

The bird's-eye angle not only helps independent video creators film their work while minimizing external assistance but also creates an increased sense of involvement with audiences, who enjoy this first-person perspective and feel as though they are the ones filming. This new sensibility is important to understand even for those who can afford an entire film crew for their next branded content campaign.

The anonymous presenter—whose face often does not appear on screen at all—can be absolutely anyone, very much including the viewer. The poor man's VR experience, if you will.

2. Enjoy the silence

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Shachar Orren is chief storyteller at Playbuzz, an authoring platform that empowers publishers, marketers, and brands to create engaging, interactive content for editorial and commercial use.

LinkedIn: Shachar Orren

Twitter: @Shacharo

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  • by Mark Tennant Mon Dec 18, 2017 via web

    In the middle of researching the changes, and new rules around video content, on Facebook in particular, I came across your article Shachar, and for the most part liked it, and agree with you.
    Until I got to your point #4 - Make it scalable.
    I have a problem with generalizing content, let alone video content. You make the point of cost by tweaking or changing content within a video that has already been produced. From the agency and/or huge silo'ed companies, sure that may be a problem in terms of $$'s...
    But for me, and others that create video content for clients and ourselves, changes are not that big a deal, especially if the content is differentiating. It's hard enough to be found, or get seen and "to opt for content that is more general and flexible in nature", seems counterproductive.
    In her book, 'Everybody Writes', and in my case, makes videos, Ann mentions to write to one-person. If I'm trying to solve a person's problem, I have to write to that person, and not generalize my content.
    Just my .02 cents....

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