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Maximising Film Content for Your Digital Marketing Efforts



When one of our clients asks us to make a film for them, one of the first questions we ask is “How are you going to use it?”


Going back just a few years, most businesses who wanted a video were looking for website content to showcase what they do. That meant using production or filming time to produce a single video.


But that was also a time when YouTube was pretty much the only channel to distribute your content.


Now Facebook, LinkedIn, Instagram and Twitter are just a few of the other, very popular, platforms that host video content. While it’s still an option to simply make a film, put it on YouTube and share it on whatever social media channels you are active on, you could be losing out on potentially valuable exposure if that’s all you’re doing.


Adapting Film Content to your Audience and Social Platforms

Imagine for a second, that you own a restaurant in Glasgow and another in Manchester. You decide to advertise in traditional local print media. For the Glasgow newspapers you have the Glasgow address featured most prominently and for the Manchester restaurants……..yes, you’ve guessed haven’t you? You adapt your message to suit the audience.


Film is no different. A two- or three-minute video introducing your company and services could work really well on your website - because people have chosen to visit your site. But on social media, people are looking for quick, engaging, useful content to hold their attention.  So, dropping the ten- second intro featuring your logo and simply diving straight to the point might be prudent.


Another key factor to remember for social media audiences is video duration.  Depending on the platform, you need to make sure you have the right film length for the audience.  For example, one minute is about right for Facebook, whereas Twitter users prefer 45 seconds or less.


It’s also important to remember that social media users are often browsing their feeds in public settings where it is not always appropriate to have the volume on – so adding subtitles to any videos planned to be shared on social media channels is essential.  If users can read your message while they watch, they are much more likely to stay with your film and understand what you want to tell them.


And don’t go crazy with your font selection either – the whole point of adding the subtitles is so viewers can actually read the narrative.


For those of us old enough to remember teletext, that’s essentially the look you should be aiming for. Plain and easy to read.


All of this is good news because, when you step back and think about it, that single film you produced is available to a much wider audience, with a few minor tweaks and revisions.


Think of yourself, and your business, as a media owner with access to a whole range of media channels. Just make sure that the content is right for each of those channels.

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