Our guest blog this week is brought to you by Emma Spellman from Oojamaflick
Marketing gurus spend months agonising over their client’s campaigns, but it’s the short films and social media video content that really bring on the cold sweats! If some of the highest paid marketing minds (cough PEPSI) can’t pull off a social media film, then what hope in hell is there for the rest of us? The good news is there’s boundless amounts of hope because we have something they don’t, ‘common sense’ – now there’s a creative concept.
Whether you’re a new venture at the start of your social media life or an established business changing tack to keep up with the pace of social media engagement – boosting your online presence with social media films is an absolute must. You don’t want to make a ‘Pepsi’ of it though and you’re terrified at the thought of looking like an arse on camera!!
Keep it real
Your customers really want to see your lighter side. The social media films that get shared, liked, loved and remembered are the ones that drop the facade. Forget this idea that you have to behave in a certain way because you’re a business. Everyone has a personality and trying to hide that on film will do you a disservice. I film a lot of ‘meet the team’ films where colleagues team build in all sorts of active ways or have a fun lunch date or coffee together. It’s here I see the real people. Real emotion. You’re a professional outfit – there’s no doubt about that, but there’s a lot of very different and amazing personalities under one roof and it’s these personalities that make the cogs turn. Let viewers go behind-the-scenes. If your Team Leader ‘show jumps’ and your Graphic Designer does ‘stand up’ – these are great visuals and great stories. Look what Strictly did for Ed Balls.
OK – so you’re reading the above paragraph and you’re pulling some faces along the lines of, yeh right – there’s no way I’m doing that! The other option is to think about a client that really inspires you. Is there someone you’ve worked with that has truly benefitted from your business; someone that makes your day better and leaves an imprint on you every time you meet? If you feel like that then viewers will too. Let’s get them on film instead. An inspired, honest client testimonial is easy to film and when you extract the right soundbites in the edit with beautiful, relative visuals you have an impactful social media film to shout about.
I follow a beauty salon’s social media updates avidly, purely because they film product ‘role plays’ on their mobiles and they’re absolutely hilarious. They get their willing clients involved and create scenarios about fake-tan sprays and eye brow pomades that you just can’t forget and come to think of it I’ve purchased both products! Now that’s a win, win strategy. The camera phone is an extremely effective marketing tool and you can do some beautiful imagery with it. The film Tangerine, entirely shot on the iPhone, won an Oscar!
Keep it beautiful
There’s always the ‘beautiful images of your amazing business’ option, accompanied by powerful on-screen text. Let’s see those products up close and let’s see what you do in a visually exciting way. Get creative with words and grab your customers from frame 1. Keep it really short and leave them wanting more. It’s really easy to create this type of film and with some clever thinking you can roll out a stunning visual narrative. You don’t need thousands of pounds to make social media films; of course you want them to look amazing, but the idea is that they’re fast turnaround and they reflect the ever changing landscape of your business. You need good ideas, clever ideas, mind-blowing ideas. The idea is ‘everything’ and you can leave us filmmakers to worry about getting that idea on screen.
Keep it short
The other thing you have to remember is this – and this makes me want to cry, to be frank! You do it, I do it, your customers will do it! We browse social media whilst we’re already doing something else. All those hours spent grafting and crafting a film and to think nine times out of ten it will be watched with no sound on a train, in the park, at the pub, or half-asleep on the sofa whilst you’re watching Game of Thrones!! Unless it grabs you quickly…it might not even be watched to the end of its little life. Your loyal customers ‘should’ stay on-board, it’s new customers you want to worry about. They’re picky! They don’t have much time and they’re already busy scrolling up the for the next best thing, which might just be a video of ‘the uncensored reviewer’ talking about how to prevent poo smells. There’s no hard science here, but I’m certain of three things –
keep it real, keep it short, keep it beautiful.
Emma Spellman runs Oojamaflick films and and has spent a career filming, producing and directing documentaries for ITV, BBC, Ch4 and Sky TV.
If you’d like to see more from Emma, or talk to her about your social media films, get in touch with her at www.oojamaflick.com, like her on Facebook or follow her on Twitter & Instagram