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Slow that Scroll: How to Capture Eyeballs for Your Social Videos

If you still need to be convinced of video’s marketing efficacy, you’ve come to the wrong place. If you’re already bought into video and just aren’t sure how to start, this should help get you from lights, to camera, to action.

When the only tool you have is a hammer…

Video works, but that doesn’t mean it’s the right tool for every job. Who are you trying to talk to? What do you hope they’ll think, feel, or do after seeing your post? If after thinking it through it feels like you might be using video for the sake of using video, switch gears and save your filming fun for another day.

The right way to use video

There’s no one right way to use video. Like every other trick in the content marketer’s bag, the magic is in knowing your audience and creating an experience that makes sense within the context of the chosen channel.

Imagine, for example, a financial advisor who’s looking for a way to mix some personal posts in with more professional fare as a way to nurture existing client relationships and stay top of mind. She shoots a 10-second velfie (video selfie) of her daughter and herself showing off their freshly dyed Easter eggs, and posts it to LinkedIn, Facebook and Instagram with a text teaser that reads, “Teaching my daughter early to never put all her eggs in one basket. #teachablemoment #assetallocation”. 

By posting a short, relatable video with a wink towards her work, she bridges the different vibes of the three channels she chose with content people are inclined to like, comment on, and share with their friends: “This is that financial advisor I was telling you about. Great person, and really knows her money stuff.

Now imagine another advisor, also looking for a teachable moment, who decides an explainer video would be a great way to help his clients understand asset allocation, while also reminding them of his expertise. He shoots a 7-minute video of himself talking through considerations and theories, then posts it to Facebook with the text lead, “Understanding Asset Allocation.” 

It’s possible he’s such a dynamic speaker that people will be riveted till the final frame. It’s more likely that Facebookers who see his post won’t even slow their scroll for a long video with a title that sounds like homework. Even if their curiosity is piqued enough to take a peek, seven minutes of complex talk with no visual support could lead them to bounce without engaging. Even worse, the experience may put them off, causing them to feel like they’d prefer an advisor who “gets” them better. Yikes!

Which reminds me

Everybody wants to know the optimal duration for video. Here’s the thing: If it’s interesting, relevant, and timely, or if it informs or entertains or even just pleasantly distracts, then people will watch…and keep watching. But if it’s none of those things, they’ll stop, drop, and scroll within seconds.

That said, one of my favorite co-workers from my Franklin Templeton Investments days used to tell his team to “be brief, be bold, and be gone.” He wasn’t talking about social media content, but it’s not bad video advice.

Final cut: Video is a reliable means for brands and people to make connections with clients and prospects in a way that’s more compelling than pictures plus text. Still, the format can’t compensate for storytelling fails, so think about your audience, put yourself in their shoes, then create a content experience worth having.

Bonus: I made a video about how to make a not-horrible video! Watch it here.

Leading Through Change: How to Motivate and inspire Teams into 2021

Across the course of 2020, a multitude of articles have been released sharing leadership strategies to help us navigate through uncertain and trying times. Leaders across organizations have devoured this guidance as they found there to be no playbook for 2020 and craved expert insights. But now, as we turn into 2021, leaders are asking themselves, how can I do more than just progress into the new year; how can I bring a renewed sense of motivation and inspiration to my team?

We asked Kim Sharan, former CMO and President of Financial Planning and Wealth Strategies at Ameriprise Financial, current board director, and consultant, to join an intimate roundtable discussion with senior financial services leaders to explore exactly that. What strategies can we bring with us into 2021 to break free from leadership fatigue and burst into 2021 revitalized.

To start, Sharan suggests we shift our mindset around work/life balance and move towards the concept of designing a work/life integration. Especially in times when there is no clear break or boundary between these two worlds, it’s necessary to reframe our approach and adjust our viewpoint. For example, as these two worlds meld into one, it is critical that we take intentional breaks. As we all lose control of our own calendars and impromptu conversations have morphed into scheduled calendar invites, it’s important to pay special attention to time management, plan your day, and be intentional about it. Schedule time blocks for activities that would naturally be happening as you commuted or walked from the bathroom back to your desk. Schedule walk breaks, nourishment breaks, and especially time to think. Science shows that some of our best work comes when we’re unintentional, and we need to create white space to ignite our best creative.

Sharan also proposed that to succeed in this new environment, we don’t need to create a completely new leadership playbook, but should consider revisiting the basics and reframe them in today’s world. Referencing Covey’s ‘Big Rocks’ paradigm shift, Sharan encouraged attendees to focus on the big rocks and get ultra clear on the most critical priorities. Only when you have a clear line of sight to, and alignment on, priorities can you truly differentiate between productivity and busyness.

Aligning on priorities is just the start of the battle. Accompanying those priorities with a strong project plan and project management is crucial to success in a remote work dynamic. Sharan emphasized the importance of taking the time to develop a clear, clean, accessible project plan including tasks, owners, milestones, timelines, and goals and metrics. Bringing together the right cross-functional team, creating a reasonable recurring meeting cadence, and keeping a maniacal focus on consistent communication are all critical components of bringing the plan to life.

So, give yourself permission to take a beat, go for a walk, find a way to connect with your team members on a more personal level, and reset for 2021. Leaders will need to continue to strike a delicate balance of moving the business forward and supporting our teams – and we need a clear head to hit the ground running.