Does your multimedia content have that “gotta see this!” factor? If not, then there’s just one thing you’re doing wrong when trying to get your multimedia content seen. PRSA-NCC’s professional development seminar on Sept. 17 gave valuable insight to attendees on how to create multimedia content that gets seen.
– Justin Bank, director of digital audience, Washington Post
– Stephen Menick, a producer and editor who also teaches digital storytelling at WVU’s Integrated Marketing Communications program
– Staff Sgt. Mark Fayloga, Office of Marine Corps Communications Digital Engagement Branch Chief at Headquarters Marine Corps
– John Walls, senior vice president of public affairs at CTIA, the Wireless Association
– Drew Blais, digital communication specialist, Van Eperen & Company
– Meredith Williams, MPH, principal associate at Abt Associates, was moderator
Blais offered “six steps towards video success”, which encompassed much of what all the panelists advised. You have to have a strategy that includes knowing your objective, knowing your audience, defining your concept, making sure you have a “gotta see this!” factor, know how you’re going to deliver your content and you have to track your metrics.
When it comes to knowing your concept, both Menek and Staff Sgt. Fayloga, gave real-life examples of the type of content people pay attention to and share. Menek shared with the audience that video is less its own multimedia content, than it is really emotional content. And for Menek, having that “you gotta see this!” factor is big, real big. Take for example, Staff Sgt. Fayloga’s short 30-second videos on Vine and Facebook of marines blowing-up targets and military jets taking off. Queuing-up videos that get to the point and capture the attention are much more likely to get seen and shared than longer videos without attention-grabbing content.
But not all multimedia content has explosions. Menek’s example of Dove’s real beauty sketches videos have generated 64 million views – and counting – of a sketch artist capturing how women described themselves and then how others described them, had nothing to do with selling soap, but had everything to do with connecting with the audience. Dove’s videos shared a story that captured viewers attention and earned their loyalty because it connected with viewers at an emotional level.
It’s something that the Washington Post’s Bank would likely argue helps your content fight through the noise in a 21st century media environment. These days, there are multiple channels through which you can share your content. Organizations are being equipped with the tools they need to become their own publishers. And multimedia content “breaks the line of sight” according to Bank, in a way that most other content won’t.
In general – besides having good content and good concept – whether your multimedia content gets seen or it doesn’t, learning by analyzing your results is key to helping your next multimedia content get seen. Don’t ignore Google Analytics or Facebook’s metrics reporting. Use these platforms to identify what works. Use both quantitative data and qualitative reporting to improve your future content. By learning from what works and what didn’t, you can improve your results.
(This post is based on a report provided Capitol Communicator by PRSA-NCC.)