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Your Radio Show Doesn't Start And Stop With Your Daypart
June 9, 2015
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Understanding what your audience is doing when they're not listening to you is critical as we look for ways to stand out.
And while video has always been an effective part of any brands content strategy, consumption is exploding.
- 4 billion videos are viewed on Facebook each day.
- Twitter shows how video drives a higher opportunity for tweets to get retweeted.
- Snapchat stories -- which are Snapchat videos - are being viewed at a rate of 500 million times per day.
- And 300 hours of video are uploaded on YouTube every 60 seconds.
With all of that consumption, becoming proficient at video should be on everyone's mind, but of course that's easier said than done. We're dealing with an audience attention span equal to that of a squirrel, which means earning a "must-see" reputation can be challenging.
The transmitter and mic may give us an advantage in reach, but that should never be confused with having a built-in audience. We have to work smarter in order to separate our brands from the pack.
And it starts by paying attention.
On Creating Video
Something that resonated with me earlier this year came from Ze Frank, President of Buzzfeed Motion Pictures, as he spoke at the Code Media event:
Be aware of how long your set-up is.
Especially when dealing with Facebook's auto-play. Is the first five seconds captivating enough to stop everyone from scrolling their News Feed?
Remember How Most Video Is Being Consumed:
Robert Kyncl is Google's Vice President and Global Head of Business at YouTube. He talked about how video consumption on mobile is increasing at warp speed and there's no sign of it slowing.
Reminder: Videos must be mobile friendly in order to make an impact.
Video offers us the ability to share moments in an even more real-time way, and the more we move into that zone, the more interesting the content becomes. But we must help people feel what it's like to be there.
Take the camera off you and show us what's happening around you. That's when it can become a shared experience between you and the audience.
Find your brand's ideal content and length parameters by studying which videos earn the most views. And pay attention to the time when the audience seems to be bailing out on videos.
Fan behavior can teach you a lot about the length and the content they will tolerate.
Your show is something that should always be happening, always on. Use the power of visuals to keep the fans connected to you - especially when they aren't listening.
I hope you can join us for the 40th anniversary of Conclave. There will be an informative (and entertaining) session on the consumption of video and how radio is making it work to its benefit.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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