This is a transcript of the above interview with Sarah Gill, Head of Digital Marketing at AB.
Hi, I’m Sarah. I’m going to tell you about four things that you need to remember when creating film content for social media.
We know that when users are on social media, they are not in the habit of consuming long form content. In fact, platforms like Snapchat and Instagram have a limit on the length of promoted film. So, when you’re designing your film brief, think about the eventual format.
This means, where your film will end up. It could be YouTube, Facebook, Instagram, Snapchat – and all of these different platforms have different requirements. You could need a square aspect ratio as opposed to a rectangular one. You could need to ensure your film’s messaging comes across without sound or with sound. Planning these before you shoot your film will all help in the long run.
It’s very important that your film has one or two key brand messages. If the film is planned for release on social media, you need to consider that many people will be viewing it without sound. So that leads to the question: how is your message going to be conveyed, is it through captions or a different on-screen mechanism?
The success of your campaign hinges on getting the right message to the right person at the right time. In order to do this, you need to understand your audience, their situation, their motivations and pressures. And once you understand that, you can bring your story to your audience on the channels they’re engaged with.
So, in summary, you need to think about duration, placement, messaging, and targeting. These are the four key things that we start with when we’re designing a film for social media.