Creating Social Video
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Social video is becoming an increasingly important format for news organizations. Short videos under one minute without sound are well-suited for social media. These videos focus on soft news and have a strong emotional element to engage viewers. Most news organizations are still in an experimental phase with social video, but some are making major investments in creating video content for platforms like Facebook. While social video is still emerging, it is already affecting the overall content and tone of news coverage.
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Creating Social Video
- 1. Social Video
- 2. Social Video
- 5. Why?
- 8. Lean back
- 9. Lean forward
- 12. –Esra Doğramaci “You can't take TV video people and apply the same methods to online platforms, because it is a very different kind of expertise.”
- 13. Characteristics • Tend to be short (under one minute) • Designed to work with no sound (with subtitles), • Focus on soft news • Have a strong emotional element. • Given the growing importance of social media, this very different format is arguably already affecting the content and tone of news coverage in general. Source: Reuters Institute
- 14. Impact • 79% of senior digital news leaders surveyed said they would be investing • Traditional publishers are planning major initiatives (e.g. BBC’s Ten to Watch) • Others are just dipping their toes in the water. • Most news organisations are in an experimental phase Source: Reuters Institute
- 15. Download the full report
- 17. Escalation • The New York Times sees video as central to its growth and engagement strategy, investing in long form and documentary movies and has also experimented with Virtual Reality. • The Washington Post has put TV and video at the heart of its new newsroom with four live-shot locations. • News Corp has bought Unruly to drive more socially relevant video for its brands and for advertisers. • The Telegraph has an ambitious video strategy with plans for expanding short form news as well as branded content.
- 18. –Ze Frank, Buzzfeed Motion Pictures “On mobile, the peak video consumption hour is during prime time — which is crazy if you think about that as a competitive landscape. Online video is competing with the best television programming out there.”
- 21. –Ze Frank, Buzzfeed Motion Pictures “…is better at conveying dismay in humanity… than any text”
- 23. Consumption
- 25. Communication
- 27. The Power of Emotion
- 30. Characteristics • Strong, positive emotion • Complex emotions • Elements of surprise
- 31. –Andrea Iannuzzi, executive editor of AGL (Finegil G'ELocal) “For local news, the best videos are the ones that have an emotional impact on the community. "It can be good stories or negative situations that could set an example for other people, but you have to stay very focused on emotions and the issues in these communities.”
- 32. Shareability • Who will share this? • Why? • What’s the emotional trigger?
- 33. Captioning • Use to aid storytelling • Use to keep attention • Consider colour blocking to make them “pop”
- 34. Length • Probably short • 6 seconds is too short • 3 minutes is probably too long • Attention is a better measure • 3 seconds to get that attention • Edit ruthlessly
- 35. –Ze Frank, Buzzfeed Motion Pictures “It really came out of a number of experiments that were going on when Facebook launched its autoplay for real. And we started to see signal around sort of 40 seconds and the idea of audio independence became really big. We had a team called FB 40, which was 40-second Facebook videos.”
- 38. Can you use photos you find on the web?
- 39. No.
- 40. Can you use videos you find on the web?
- 41. No.
- 42. But…
- 43. Fair Use
- 44. Fair Dealing
- 45. –gov.uk guidance “Fair dealing for criticism, review or quotation is allowed for any type of copyright work. Fair dealing with a work for the purpose of reporting current events is allowed for any type of copyright work other than a photograph. In each of these cases, a sufficient acknowledgment will be required.”
- 46. –gov.uk guidance “As stated, a photograph cannot be reproduced for the purpose of reporting current events. The intention of the law is to prevent newspapers or magazines reproducing photographs for reporting current events which have appeared in competitor’s publications.”
- 47. Fair dealing • Does using the work affect the market for the original work? If a use of a work acts as a substitute for it, causing the owner to lose revenue, then it is not likely to be fair • Is the amount of the work taken reasonable and appropriate? Was it necessary to use the amount that was taken? Usually only part of a work may be used
- 48. Fair dealing • One of the key things to note is that this exception relates to current events. Generally, the older the news event, the less likely it is that this exception will apply.
- 49. So…
- 50. Ask
- 51. Getting rights • Verify who owns the content. The uploader is not necessarily the creator. • Verify whether or not there are any third party rights embedded within the UGC – for example, is there any music incorporated? • Do they want credit? • Do they want payment?
- 52. Do NOT • Encourage them to put themselves in harm’s way • Encourage them to break the law • Identify the contributor if that would put them at risk • Work with under-16s: ask for their parent or guardian
- 53. Do • Ask about their wellbeing. • Remember their emotional health is as important as their physical safety. • Explain how you found them and how you were able to contact them (don’t take for granted that they know how privacy works on different social sites). • Make it clear which news organisation you work for. • Explain how you hope the information they are able to share with you will make the story stronger. • Give them your organisational email address or newsroom phone number so they can ensure they’re talking to who you say you are.
- 54. Buy
- 56. Production Music
- 57. Creative Commons
- 59. “A Creative Commons (CC) license is one of several public copyright licenses that enable the free distribution of an otherwise copyrighted work. A CC license is used when an author wants to give people the right to share, use, and build upon a work that they have created.”