CommsCamp14 – views on video

Class of 2012

Yesterday’s CommsCamp14 was all about things beginning with C: communications, cake, channels, collaboration, content, communities and chests (getting stuff off them). The C this post is about is (video) cameras.

When people were asked ahead of time to bat some session ideas around, I suggested a video topic as a way to share and learn from others. Thankfully, digital storyteller John Popham was on hand to guide it – he also filmed this session and others. This was particularly handy as I missed the start, so have been able to catch up on what I missed. Here are the  key points I took away:

  • content is more important than quality
  • don’t forget that not everyone can, or wants to, access video. You need to consider if you want/need to reach these people in another way through another channel/s
  • hearing people’s stories in their own words is powerful
  • be brave and cover the ‘we could do better’ as well as ‘we’re great at this’. Ask stakeholders for their honest opinions to share with colleagues at all levels
  • colleagues outside of comms teams have video skills, use them to tell their customers’ and services’ stories
  • if you have a smartphone you can shoot video. iPhones and iMovie are easy to use and you can cut out background noise to a certain extent, try to shoot in as quiet a place as possible if you can in the first place though
  • John cited a BBC person saying that they can’t tell the difference between footage taken on a high-end smartphone and that from a BBC camera. You don’t need expensive or separate equipment. Adding a microphone can make a difference though, and a tripod can be handy too
  • video and streaming Council meetings – fewer members of the public attending. First attempt by one council had 450 viewers. Pop a microphone by one of the speakers for the audio system and stream live if possible. Ask the Chairman to announce that filming will be taking place to remind people. Worried about bad behaviour? Anecdotally, video has improved it at some meetings
  • consider making videos available on a creative commons open licence so they can be used by other people, bloggers, groups and websites like Wikipedia. If your footage is used out of context, you still have the full version that can be used to give the correct position
  • local bloggers are already videoing and tweeting live from some Council meetings. If they can do it, why can’t you?
  • try not to just have talking heads, get a bit more creative and think about what you want to show
  • enthusiasm for video shouldn’t mean it becomes a default medium, challenge why people want to use it, be clear about what it’s for and if it fits the needs of the target audience and objectives. Ask what you want people watching to think, feel and do
  • how will it be promoted and shown? If you directing people to further information like a webpage or form, is it fit for purpose or does it need any work done on it? A rousing call to action that leads people to awful information is an own goal
  • using video for internal comms? Check that people will be able to watch or hear it on their desk PCs, and put something in place for colleagues who don’t have one – shared tablets for bin crews were mentioned
  • Videoscribe from Sparkol was mentioned as a good tool to create animated videos and bring information presentation to life
  • if you shoot a video and it doesn’t look great, or people don’t want to appear on camera, try putting the audiotrack to pictures, sketches or animation that illustrates what’s being spoken about
  • consider using screen shots of online content/forms to walk people through where to find or fill in information
  • subtitles for videos can be useful if people are deaf or can’t watch with sound. If you can’t subtitle or caption, consider adding a trackable link alongside the video that provides the same information in written format
  • link to what other people have done, it may even be possible that you could use the bulk of another organisation’s video for council services like elections, food safety or similar. Why reinvent the wheel when you could top and tail content that is already available? Residents tend to only look for/see information from their own council anyway
  • tailor the length of your video to the channel you’re posting on – shorter often better on social media as people more likely to be watching on mobile device in shorter chunks. Thirty seconds to a minute was suggested as a good length. Vine videos are only six seconds long, so ideal for bite-sized info. Here’s one I shot on my iPhone and uploaded via 3G at a recent event:

and another from the CommsCamp14 lunch session:

  • how are you going to measure and evaluate the impact of your video? Are you looking for people to sign-up to a service, click through to information or come to an event for example? Trackable links are useful as are follow-up surveys or building in ‘how did you hear about this’ into sign-up information
  • short and sharp often feels more authentic than scripted, glossily produced video. Asking people quickfire questions for short replies in their own words can be much more engaging than a scripted, pre-approved line. Authenticity rules
  • C is for content. It’s more important than quality.

Photo used under creative commons licence: Class of 2012 by Dave Lawler on Flickr


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