Producing Video for Social Media: An Interview with Ian Servin

An excerpt from a post on the Wistia blog:

Wistia: What are some qualities of an effective social video?

Ian: Everyone’s feed these days is inundated with visual media vying for attention, so the key is to stand out. Especially in a video’s opening, you have to really quickly establish why someone should stop scrolling and pay attention to your video.

As a visual medium, the first step is making sure those visuals are top notch. Everyone has a camera that can make a good-looking image, so your content has to look great from the start. For me, this means that I spend a lot of time in production on B-roll, especially shots that establish where we are and what’s going on.

Autoplay is the norm on social, so we have to use that opening shot to introduce the viewer to our content and quickly give them a reason to engage. Because of autoplay, I avoid having logo bumps or slow moving introductions on social.

While they might offer some branding consistency, social moves too quickly for that, and you have to start providing value to your audience immediately. They’re not going to wait for your fancy logo to finish animating.

Read the full interview at Wistia’s blog.

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