Tutorial: Audio-Visual Content Creation Essentials

00:00 Hi, this video series is a very high level overview of Audio-Visual Content Creation 00:05 to give you the basic understanding of the creation process 00:08 by learning about the content creation techniques, marketing, 00:10 and community management 00:12 I will walk you step by step over topics, 00:14 like how to brand your project, your initiative, or organization, 00:17 and how to create content to a specific target group 00:20 and different ways to promote your message 00:22 to help build your online community 00:24 that would consist of teenagers, volunteers, youth, change makers 00:28 So if you're launching a new initiative from scratch 00:31 or for an already existing organization, 00:33 then you need to understand the techniques explained in this video 00:36 to learn more about how to empower young people, 00:39 get them interested in your topics, 00:40 encourage young people to join and participate in activities, 00:43 increased engagement online, 00:45 and increase awareness about online youth projects. 01:02 So throughout this video series, I will share my experience 01:05 with creating social media content for a living 01:08 I want to quickly introduce myself 01:09 My name is Ahmad Mohsen 01:10 I'm a founder of a company called Microphonak based in Egypt 01:14 And throughout the past eight years of health consulting, branding 01:17 and marketing over 100 startups 01:19 But recently I chose to focus on my ultimate passion 01:22 So over the past four years, I've developed my brand as a filmmaker 01:26 and online content creator 01:27 with a total following of over 900,000 followers across all my channels 01:33 and over 119 million minutes watched 01:36 throughout my travels, I create videos for the youth 01:38 on cross-cultural understanding, gender empowerment, 01:41 youth opportunities, social participation, entrepreneurship, 01:44 and my love for food and travel of course. 01:46 Now let's dive in 01:48 Before going in depth through social media steps and techniques 01:52 Let's agree on five points to set our expectations and mindset in general 01:56 Number one, understanding the power of social media, 02:00 but only you should use social media to engage with your audience, 02:02 but you could also leverage the fact that he could influence them 02:05 and help them make a decision to follow your objective 02:07 And that's the true power of social media 02:09 Thus it's very important to stay active and consistent on social media 02:13 to help build a community that would follow your cause 02:15 to even further understand the power of social media, 02:17 let me throw in some numbers 02:19 First of all, Instagram has 1 billion monthly visitors 02:23 YouTube, for example has nearly 2 billion monthly visitors 02:28 and Facebook, the biggest vol has nearly 3 billion monthly visitors 02:33 This shows the potential of social media 02:35 and the potential of reaching out to many of your target audience 02:40 It is very important to understand that the competition is very high 02:44 millions of content creators, including organizations, 02:47 Companies, bloggers, and even individuals post millions of posts daily 02:53 How to compete and strive is what I want to share with you 02:56 Second point on the mindset list is understanding 02:59 that there are different types of content 03:01 and let's call it content fromat 03:03 audience consume content differently 03:05 according to their preferences and their availability 03:07 Some people prefer learning through articles and readings and books 03:12 and others like me prefer to learn through videos 03:15 On the other hand, some of us don't have much time 03:17 so we prefer to consume content on platforms like Instagram 03:20 because it's very quick and fast 03:22 You just keep swiping through the content that shows up 03:25 and that's because each platform has its own culture and personality 03:28 Thus it's very important to understand 03:30 that in order to reach the vast majority of the audience 03:33 you need to show up on different platforms 03:36 and reformat your campaign content to live on these different platforms. 03:41 There are several multimedia formats, outputs, and platforms 03:44 that you should consider to help reach your target audience 03:47 Formats will be like photos, videos, articles, posts, 03:51 podcasts, and webinars, for example 03:53 and the platforms will be the place where these types of content would live 03:57 like Facebook, Instagram, YouTube, LinkedIn, iTunes 04:01 But throughout the course of this series, 04:02 we will be focusing on the video content creation 04:05 and how to promote it and how to utilize it on different platforms 04:10 that are available. 04:11 Now, point number three in the mindset list is understanding 04:14 why video content is very important. 04:17 There are many reasons why video content is special 04:20 So let me quickly go through these points. 04:22 First, video combines many of people's learning styles 04:26 so as we previously mentioned, some of us are visual learners 04:29 some are auditory and some prefer reading, 04:32 but video combines all of these learning styles together 04:35 through voice footage, titles, and keywords that can pop up on screen. 04:40 Also, it's proven that video grabs your attention 04:43 as it has a higher click through rate compared to a written plain text 04:47 Thus we'll have the audience spend more time on your platform, 04:50 your pages or your website 04:51 Viewers retain a lot more of your message by watching a video 04:54 than reading a plain text because viewers can listen and watch and read 04:58 So there's a lot of information that is shown 05:00 and so there's a high probability 05:02 that you would remember a lot of what is shown already 05:05 Another reason why video is special 05:06 is because video is the best way to communicate emotions 05:10 A viewer after watching a video can feel happy, 05:12 can feel sad, can feel moved, can feel motivated to take a step 05:16 So emotion sets because it increases the engagement and action on your content 05:21 Unfortunately, most social media platforms are biased, 05:25 meaning they would prefer showing videos over texts and pictures. 05:30 And that's because a lot of platforms like Facebook and Instagram 05:33 prioritize video over text and pictures in their listing algorithms 05:38 which is why 90% of market use used video 05:41 Here comes point number four in the mindset list 05:43 which is understanding the relation between quality content creation versus marketing 05:47 We should understand that the best content will go to waste 05:50 if not promoted properly 05:51 if there's quality content with a lot of pictures 05:54 and great graphic design and colors 05:56 If not promoted to the right target audience with the right call to action, 06:00 It'll all be gone to waste 06:01 On the other hand, marketing and promotion 06:03 will not make up for a low quality content 06:05 Same if you produce a very low quality content 06:07 and then spend a lot of money on promoting it, 06:10 still people wouldn't engage because it does not connect 06:13 And does not motivate them to take action and click 06:15 and subscribe or sign up 06:17 So the right balance between content creation and marketing is required 06:21 to increase the chance of being seen, which is very important in this 06:24 What we all need is to get seen on social media, 06:28 among all the meetings of other content creators 06:31 and all the millions of other posts that are posted daily on social media 06:35 Point number five and the last point in the mindset list is understanding that the youth 06:40 and our target market, they have a very short attention span, 06:44 but let me quickly help you picture it 06:46 Remember when you go through your Instagram and keep scrolling 06:49 and then you find something that you think you would like 06:51 and if two seconds spots no further connection, 06:53 you would just scroll down 06:55 That's how quickly content get lost 06:57 But don't worry, in the next videos I'll share techniques 06:59 that will help attract your audience 07:01 and make sure they consume your content a lot more 07:03 I'll explain how to define your audience, how to set strategic goals, 07:07 and how to create your messages 07:09 Also, I'll help you choose your platforms 07:11 And most importantly, I'll teach you how to brand your project or initiative 07:16 Thank you and see you on the next one!