Online Video and what it means to be "vitterate" (Pt.2)

In the previous post, I outlined several interesting statistics I picked up at Social Media Week NY. Now, I'm going to relay a few the content creation tips. I'll then look at some examples of good uses of video in a following post.

So...how does online video apply to cultural institutions?

If people like Andrew Rasiej are right in their predictions that the rising “vitteracy” rate could eventually make video the predominant mode of communication online, cultural institutions would do well to experiment with video now while they have an opportunity to find their “voice.”

With the advantage of a built-in audience of patrons, scholars, students and art enthusiasts, they can test out different approaches to online video—Should the content skew more educational or entertaining? What’s the appropriate balance for online? And does it vary from platform to platform (ex: iTunes “vodcast” vs. YouTube video)?—these are just a few of the questions they should be asking themselves.

If there’s one thing cultural institutions have the opportunity to excel in, it’s in the quality of their content. Even if the videos are shot on a Flip camera (which, by the way, has a program that provides non-profits with free cameras), the information and research will naturally be top-notch, and if it also happens to be conveyed in an captivating manner, it will absolutely be watched and appreciated. It may never go “viral,” but that’s ok. Getting a steady 100 or 200 views a month still makes the effort worthwhile in the long run by building awareness, generating exposure, engaging with your audience where they live and in their preferred “language,” and further cementing your institution’s reputation as an authority and valuable resource.

A few content creation tips from SMWNY:

1) Create content that adds value to your target audience’s life. Of course, if you haven't yet, you’d have to first identify your target audience and determine what kind of content will add value to their lives. Beyond the traditional modes of demographic research—surveys, focus groups, etc.—some interactive ways of collecting and tracking questions and impressions from patrons could be useful here. Perhaps setting up a Ning network or using Twitter could be effective here. Or trying something like the Mattress Factory’s SMS campaign and video confession booth, or the Brooklyn Museum’s electronic comment kiosks.

2) Story-based content is better at engaging an audience. Use video as an opportunity to tell stories and create a rich contextual image as opposed to just presenting dry factual information. Personal stories give the audience something they can relate to and are magnetic for that reason—if nothing else, we are usually transfixed by humanity on display (ahem, reality television?). If story-based content doesn’t fit with your project, consider at least implementing a conversation-based model where the information is communicated via a casual dialogue—Smarthistory.org does this really well.

3) Involve the audience in the creation process. By “crowdsourcing” your content ideas, you increase the engagement level of your audience and give them an opportunity to become invested in the project. Your viewers become collaborators and their contribution in your project gives them a stake in the content, as well as a feeling of importance and recognition.

4) Pair your content with a relevant topic of discussion and become part of the conversation. Is there some sort of controversy or heated discussion happening in an area related to your field? Use video as an opportunity to join in the conversation. Create a short video response, or a podcast that provides additional information or context to the discussion. Joining the conversation further establishes you as a member of the community with a valuable contribution. 

This is not, by any means, an exhaustive list. Please add your own tips and examples!

Comments

[Print Brochures]

Great tips! Seems like Social Media and videos go hand in hand nowadays. Which is not a surprise anymore since the two are the big ones in this very techie era.