Tutorial: Audio-Visual Content Creation Essentials & Content Distribution

Hi previously, we discussed tips for successful storytelling 00:04 and everything you need to know about film production 00:06 from setting up a location to the lighting, to cameras that you need, and a lot more. 00:10 And in today's video, I will share with you 00:13 how to distribute the content across different platforms and how to promote it 00:16 and use social media advertisements to boost your post on social media. 00:36 Let's talk about distribution. Previously, we discussed the importance of 00:40 diversifying your content across different platforms 00:42 and not solely depending on one platform at a time. 00:46 So start by picking two platforms that relate to your content 00:49 and your audience, and then start producing and uploading. 00:52 This is called cross promoting. 00:54 And for best optimization results, you need to produce videos differently 00:57 according to each platform. 00:58 Normally, people expect videos to be horizontal on YouTube. 01:02 Then you can create snippets from these videos 01:04 and reproduce it vertically to fit platforms like Instagram and TikTok for example 01:09 because these are platforms that mostly use on mobile phones 01:13 and on Facebook, it can be either, either vertical or horizontal videos. 01:17 And in this way, you're perfectly optimizing your videos for desktop and mobile. 01:21 If you plan to post a lot on many platforms at the same time, 01:24 there is an application that is called "hootsuite". 01:26 You can use it to upload posts in advance, and then set exact times 01:30 and dates for these posts to be posted on your social media. 01:34 And as a reminder, don't create videos for YouTube 01:36 and then copy a link and then post it on Facebook. 01:39 Because as we said, you need to optimize your content for each platform 01:42 because Facebook would not recommend a YouTube link 01:45 because Facebook wants most of the audience to stay on Facebook. 01:49 So for best results, you need to upload your videos on Facebook 01:52 and YouTube, Instagram, and all the other platforms separately. 01:55 And since this course is about videos, 01:57 then let's discuss thebest practices that I use 01:59 when I'm uploading videos on the internet. 02:01 So if I'm uploading a video on YouTube, for example. 02:03 YouTube is considered one of the highest visited platforms across the internet. 02:07 And people expect longer videos. 02:10 They're between maybe seven, fifteen minutes. 02:12 People expect to sit and watch longer videos on YouTube. 02:15 So for Facebook, you need to readjust your videos 02:18 and reproduce it in a way that would fit the expectations of Facebook users. 02:21 As they expect videos to be between two to five minutes, 02:25 then you need to cut your videos into shorter versions with different topics. 02:28 And the third platform that I use is Instagram 02:31 people don't expect to force longer videos. 02:33 Usually it's a one-minute video. 02:35 So you can also adjust the content that you created on YouTube and Facebook 02:39 to a lot shorter, maybe snippets of the videos 02:42 or teasers of the campaign that you're producing, 02:44 and then post it on Instagram. 02:47 Recently, Instagram introduced IGTV where you can upload 02:50 videos longer than 10 minutes. 02:51 It's starting to pick up and starting to get more engagement 02:54 that people get used to it. 02:55 But what's known about Instagram is that one minute videos. 02:59 So now we've learned the importance of producing a piece of content 03:01 and then optimizing it to fit different platforms. 03:05 So now after we uploaded the video, 03:07 there are a few steps you need to consider for best results. 03:10 First of all the look and feel. 03:12 The creation of an inspiring and intriguing thumbnails and titles 03:15 is the main reason why someone would want to click on your video. 03:18 So make sure to spent a lot of effort here, 03:20 as much as you already spent on creating the video. 03:23 Now think of thumbnails as a cover of a book 03:25 and spend time to create attractive thumbnail for your video. 03:29 There are many ways to create thumbnails for the video. 03:31 You can either create it graphically and get a graphic designer 03:35 who would create and design and write text on a post. 03:38 Or what I do is take a picture before or after shooting the video, 03:42 a picture that relates to the theme and to the subject of the video, 03:46 which will later on post it and maybe add some texts on top. 03:49 For best results, make sure to show people in your thumbnails 03:53 because thumbnails with people in them tends to get the most clicks 03:56 For adding texts on a thumbnails, You can leverage the fact 03:59 that he can add a different, an extra title or keywords 04:02 that will attract your viewers next to the main title of the video. 04:05 Just make them clear and colorful and short and meaningful 04:09 with attention grabbing keywords. 04:11 Sometimes I use a website called Canva. 04:12 It's also an application on the phone where you can create thumbnails. 04:16 It helps you choose a picture add text, choose colors, different fonts. 04:20 It's very helpful. If you want to create your own thumbnails. 04:23 Now, let's discuss titles and the ways to find the best titles. 04:26 Titles are important because it helps the video get ranked. 04:30 Especially when someone is searching with the same keywords 04:33 that you chose for your title. 04:34 So make sure to spend time crafting it so it can show up when it's searched for 04:38 You can also use the YouTube search bar to help you create your title. 04:41 You can leverage the auto-complete options that YouTube has in the search bar 04:45 as it shows what people search for. 04:46 For example, if I want to create how to videos, 04:49 I can just type how to, and then look at the options that YouTube suggests. 04:54 And in that way, I would know what people mostly search for. 04:57 And then I can use these auto complete to get ideas, to create more videos 05:02 or to use them in my title. 05:04 Now, at this point, a lot of people miss when they upload their videos 05:07 They overlook the fact that they should add their tags. 05:10 So for platforms to know the subject of the video 05:12 and the content of the video, they need to scan the tags that you included. 05:16 If you talk about how to videos, if you're talking about global warming, 05:19 adding these tags in the video would help promote it to the people 05:22 who are searching for or to the people who are interested in these topics. 05:26 So it is very important to choose them wisely for the best results. 05:29 You can use the same auto-complete option that YouTube provides 05:32 and use the keywords that show up and add them to your tags list. 05:35 Sometimes I go to my competitors videos if they're producing a same 05:39 or similar subject to what I'm producing and then scan their tags 05:43 and pick some tags and use them on my videos 05:46 In this way, Facebook, Instagram, or YouTube would know 05:49 that my video is related to this video. 05:51 And therefore, maybe suggest it afterwards, 05:54 And sometimes it works and it helps increasing the engagement on my video 05:58 There is an app called TubeBuddy 05:59 You can use it on YouTube to scan the tags of your competitors. 06:03 Now moving on to promotions and advertisements. 06:06 So especially if you don't have a lot of following, 06:07 there is another step that you should do, which is to promote your videos. 06:11 Instagram YouTube, and Facebook made over $100 billion in the last year 06:16 only from advertisements. 06:17 That explains how companies and organizations use this advertisement feature 06:21 to boost their content on social media, 06:23 thus for best results, it is very essential to consider dedicating a budget for your ads 06:28 As social media platforms are businesses. 06:30 So in order to get your posts viewed by more people, 06:33 then you will have to pay for it. 06:34 So how does boosting your content on social media actually work? 06:37 The concept is basic and very easy to understand. 06:40 All you have to do is to develop your audience personas. 06:43 Like we discussed before, including their age group, interests, 06:46 behaviors, demographics, and then insert this into your ad 06:48 and the platform will do the rest. 06:50 And then the platform will make sure that your posts are viewed 06:53 by the audience that you previously selected in a certain period of time. 06:56 And it goes without saying, the more you pay. 06:58 The higher, the reach 07:00 you can create as not just to promote your posts 07:02 and get more views, but you can also use call to action posts, 07:06 where you advertise for people to send message, to call you, to join a webinar, 07:10 to sign up for an event or to sell tickets. 07:12 But note that the more you can find your target audience, 07:16 the more you set rules and add age group, demographics, 07:21 the less people you would reach. 07:23 And then the more expensive it would get to reach them 07:26 because you're basically making it more difficult for the platform to reach them. 07:29 So sometimes by choosing general audience and widening your audience 07:33 and target market, the higher the reach you would get 07:37 and the less expensive it would get. 07:39 Lastly, I want to discuss a different way to promote your content on social media 07:42 which is to leverage influencers. 07:45 Influencer is someone with a big following and has the ability to 07:47 influence the behavior and opinion of other people. 07:50 And the reality is that audience trust influences a lot more than advertisers 07:55 and companies and organizations. 07:56 And as an influencer myself, I will share with you 07:58 the techniques for getting the most authentic paid partnerships. 08:02 Influencers expect to be approached by organizations, initiatives, 08:06 and companies to help them grow. 08:07 Therefore, it's okay to approach first, as a lot of them depend on 08:10 these types of collaborations, as a major part of their income, 08:13 usually would send them a message to one of their accounts and ask them to partner up. 08:17 You can send them exactly what you want them to do, 08:19 and then they would share their fees and then you can share your budget. 08:22 And then after an agreement, they would promote your content. 08:24 Depending on the objective, 08:26 sometimes you might find influencers who are willing to do it for free. 08:29 Next, how to find and choose the most suitable influencer, 08:32 the person who would choose has to relate to organization 08:35 that share similar beliefs and can present your campaign. 08:38 And they must be active and have a lot of following 08:40 to help spread the word quickly. 08:42 Also, make sure that they engage with their audience, effectively, 08:45 check their comments, see if they reply to their followers. 08:48 If they engage with the discussions in the comment section. 08:51 It is important because it shows the relationship and the influence 08:54 they have on their following. 08:56 And of course they have to be honest, credible, and authentic. 08:59 Unfortunately, lately a lot of people fake the following 09:03 and add a lot of fake followers. 09:05 One way to figure it out is to compare the amount of following that they have, 09:10 and compare this to the amount of engagement they have per post. 09:13 Generally engagement rates should vary between 5% to 15% 09:18 So for example, if someone has 100,000 followers on Instagram, 09:22 a regular posts on their feed would range between 5,000 to 15,000 likes 09:27 sometimes you would find someone with 1 million followers 09:30 and then a thousand likes per post. 09:33 That means that the engagement rate on their page is very low 09:36 and you should avoid them. 09:38 So always choose the influencer with the highest engagement rate 09:42 and not with the highest followers. 09:44 So next, how can you work with an influencer? 09:46 How can utilize their influence and what can they provide for you? 09:50 They can share their own content that they created, 09:52 or the content that you provided in different ways. 09:54 They can use dedicated video and create dedicated content for you 09:58 or a shout out, maybe a 15 second story on Instagram, YouTube, or Facebook 10:02 where they mention your initiative or organization and add the name 10:06 and the link for the followers to follow you. 10:08 Or they can act as an ambassador for your organization for a longer period of time 10:13 maybe like six months, for example. 10:15 by presenting your initiative for the following. 10:17 in this way, you promoted your idea 10:19 or your initiative, plus adding more followers on your accounts. 10:24 So far, we learned about how to distribute your content across social media 10:27 and how to promote your content through social media advertisements or influencers. 10:32 So after you created your content, upload it online 10:34 in the next video, I'll teach you how to build your community from scratch 10:38 and how to grow organically. 10:40 So make sure to watch the next video. 10:41 It's the fifth and the last video in this series. 10:44 Thank you. 10:44 And see you in the next video.