Right now, the common denominator across all online platforms seems to be video. Whether it’s breaking news or information about a long existing government program, video content is a powerful way to present information.
In some cases, it can create an emotional connection with viewers, especially when you can give a human face to a government agency or program. It not only provides a better experience for the user, but also shows there are real people working hard behind an organization. With that in mind, here are some tips to create, edit and share your videos:
Know Your Audience
Determine the audience you want to reach. Learning from them will help you create a successful long-term strategy. Once you have this, you will be able to develop relevant, interesting, and valuable video content for your digital channels.
Customize Your Account
Avoid stock images; try using original content as much as you can. Style goes beyond text. If your brand uses certain colors or even a tone try to follow it. Make sure everything looks personalized, eye-catching, relevant, and engaging.
Find the Right Equipment for You
You may think developing a video is an expensive task to tackle. However, you only need an internet connection and a smartphone to create something. Not everything has to be broadcast TV quality. Simple video content performs well on social media. While it’s good to splurge on equipment, if you can, don’t let it stop you from creating useful and fun videos.
Keep Accessibility in Mind
Make sure your content is available for people with disabilities. Make accessibility part of your creative process from the start and talk about it with your team. Check out five insights from our team to get started.
Practice, Evaluate and Iterate
At USAGov, this is something we take very seriously. By constantly testing and practicing, we’ve been able to improve the quality of our products. What we learned after doing Facebook Lives for a year is the need to constantly evaluate our processes as well as the quality and impact of our video content.
Perseverance will be the key to your success. The more often you create, the more attention you will garner.
Don't forget to interact with your audience directly once you post your videos on your digital channels; read their comments, answer their questions, perform live events, and listen to them. Their feedback, along with performance data, will provide you with the roadmap you need for a bright future.
Ready to Start?
Keep these pointers in mind if you’re ready to dip your toes in:
- Try to capture the viewer's attention in the first few seconds, even before the sound is activated.
- Don’t go too long. You might run the risk of losing viewers early on.
- Optimize for specific platforms. For social media for example, keep videos near the minute mark.