The Executive - November/December 2016 - 8


AT A

GLANCE

BLOGSPOT

How
6 Tips to an Effective to Use
Psychological
Promotional Video
Triggers When
Writing for
Social Media
TECHTOOLS

compelling promotional video can move your audience
to take action. Here are six things to consider before beginning
your production.

1. Target Audience: Who is your target audience and what
do you want them to do? This is always a great place to start
when you begin brainstorming with your team.
2. What's the Message? Clarity of message is key. Concise,
simple messaging with reinforcing graphics or photographs
help drive your point home.
3. Good Audio is King: It's funny, but in a video,
quality audio is almost more important than the
video itself in getting your message understood.
Quiet rooms and/or good microphones are so
important.
4. Quality Video: Sometimes the video from
your smart phone can be just what you need for
social media updates and quick online channel
posts. All companies or nonprofits should have
at least one high-quality video for promotion or
fundraising.
5. Length: Shorter is better in most situations. Keep it
to the point and your audience will appreciate your efforts.
Audiences tend to click off of a video around 45 seconds if it
is not compelling.
6. Method of Distribution: Where you are going to
distribute your video? Is it for broadcast television? Get
the specifications from your ad buyer. Usually they want
29.97 frames per second, 1920 x 1080 video files - some may
want a slate at the beginning of the video that provides the
title, version, producer, client, production company, date
produced and length.
If it is going to reside on your website, get the best video size
from your IT pro and make sure and tell your video production
team before the start the process. This will potentially save on
file size and provide the best quality.
If you are going to put your video on one of the online video
channels like YouTube and Vimeo, be familiar with their
copyright, privacy and ad policies and make sure your channel
is branded and set up the way you want it.
It's good to write a title, add keywords a complete description
for each video you post. You can also create closed captions for
the hearing impaired easily (Closed captioning also helps your
search engine optimization as all words are searchable).
Now go out and make an awesome video!
Kate Moore is the Director of Video Production and Multimedia at
Uptown Studios. She often writes about video production, marketing
and social media. Learn more at uptownstudios.net.
8

Ca lSAE's T HE E XEC U T IV E - NO V E M B E R/ DE C E M BE R 2 0 1 6

ou can post on social media all day
long using images, calls to action, and
the right hashtags without ever getting
the engagement you had hoped for. The
missing ingredient in your social media strategy
is leveraging psychological triggers. This is how
you can get followers to start engaging right
away.
EMOTIONS TRIGGER SOCIAL SHARES
One of the largest social media studies ever
took a deep look into the psychology behind
social sharing. What they found, in a nutshell,
is that emotional posts are the most likely
to generate shares - especially happy posts.
So, if shares are part of your goal, post about
emotional topics - the happier, the better.
SPELL OUT WHY A
READER SHOULD ENGAGE
Using the word "because" is one of the most
powerful words in sales. It works beautifully in
social media as well. You can trigger a reader to
engage with a social media post by illustrating
the value to them with your words. Don't just
come out and say, "share this post because
your friends will want to see it." Instead, be
subtler, sending the same message with clever
wordcraft.
There are many giveaways on Facebook
every day. In order to increase shares and
likes, make sure the value of the giveaway is
cleverly illustrated in the description. The value
statement should be clear - do not leave success
up to a stroke of luck.
MAKE EVERYTHING EASY
The easier it is to accomplish your call to
action, the more likely social media followers
are to abide. So, when you want someone
to subscribe to your newsletter, don't just


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Table of Contents for the Digital Edition of The Executive - November/December 2016

President’s Message
At a Glance
Calendar of Events
Building a ‘Foresight First’ Board of Directors
10 Tips to Experience Unlimited Success When Communicating
Media Relations: Building a Strategic and Comprehensive Communications Strategy
Associations Communications a Study in Perception vs. Reality
Destination: Santa Barbara
Advancing Associations: 9 Tips for Concise Writing
New Members
Index to Advertisers
The Executive - November/December 2016 - cover1
The Executive - November/December 2016 - cover2
The Executive - November/December 2016 - 3
The Executive - November/December 2016 - 4
The Executive - November/December 2016 - 5
The Executive - November/December 2016 - 6
The Executive - November/December 2016 - President’s Message
The Executive - November/December 2016 - At a Glance
The Executive - November/December 2016 - Calendar of Events
The Executive - November/December 2016 - 10
The Executive - November/December 2016 - 11
The Executive - November/December 2016 - Building a ‘Foresight First’ Board of Directors
The Executive - November/December 2016 - 13
The Executive - November/December 2016 - 14
The Executive - November/December 2016 - 15
The Executive - November/December 2016 - 16
The Executive - November/December 2016 - 17
The Executive - November/December 2016 - 18
The Executive - November/December 2016 - 19
The Executive - November/December 2016 - 10 Tips to Experience Unlimited Success When Communicating
The Executive - November/December 2016 - 21
The Executive - November/December 2016 - 22
The Executive - November/December 2016 - 23
The Executive - November/December 2016 - Media Relations: Building a Strategic and Comprehensive Communications Strategy
The Executive - November/December 2016 - 25
The Executive - November/December 2016 - 26
The Executive - November/December 2016 - 27
The Executive - November/December 2016 - Associations Communications a Study in Perception vs. Reality
The Executive - November/December 2016 - 29
The Executive - November/December 2016 - Destination: Santa Barbara
The Executive - November/December 2016 - Advancing Associations: 9 Tips for Concise Writing
The Executive - November/December 2016 - 32
The Executive - November/December 2016 - Index to Advertisers
The Executive - November/December 2016 - 34
The Executive - November/December 2016 - cover3
The Executive - November/December 2016 - cover4
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