My Guest: Shay Rowbottom
Shay Rowbottom is the COO and co-founder of Margle Media, a fast growing social-media marketing startup out of Milwaukee, that specializes in viral video creation. She originally dropped out of college to pursue her aspirations of becoming a musician, but after years struggling to make it and finding herself dissatisfied with her progress in the entertainment industry, she came across an opportunity to learn viral video editing for large blogs on Facebook.
Her life and business partner, Luke Marlowe, and her, first began scaling the model in their bedroom in downtown Milwaukee, Spring of 2016. They have since scaled the business to over 30 employees, servicing companies such as Petco and MGM providing social media marketing campaigns and daily video content for their social media pages.
Today, every social media platform is pushing video, so learning how to shoot videos, tag and edit video is crucial for anyone looking to grow their business on social. Here is a guide to creating your first viral video with nothing more than a smartphone and a window:
You don’t need to invest in any expensive equipment! All you need is your cellphone, a window to give natural light and a quiet place so that you are audible. Start by standing opposite the window so that the natural light brightens your face. Once you’ve got the lighting right, check the background that is visible in the shoot and arrange it properly.
Videos that go viral need to be quick and “snackable”. When creating a video, remember that viewers will be deciding whether to devote the next few minutes of their time to watching your video. The shorter it is, the more likely they are to watch the whole thing.
To build yourself up as an influencer, you need to start with short videos, since you are still unknown and viewers are unlikely to watch for longer than 45 – 60 seconds. Once you have earned credibility and familiarity, then you can slowly build up the length of your videos, keeping it under two minutes for the first few months.
A whopping 85% of people watch videos on social media without audio! So if you don’t caption your videos, you are losing 85% of your audience immediately. A quick Google search can bring up apps that will subtitle your videos. You might need to go over the captioning manually, but using an app can take off 80% of the work. Alternatively, you can caption them yourself using programs such as Adobe Premier with AfterEffects, Camtasia, Handbrake, iMovie and others.
- Vulnerability: If you are comfortable sharing your personal life with the public, you can share great content while connecting with people and giving them the opportunity to realize that most people are not perfect! Many people hesitate to share their vulnerabilities out of fear that it will impact on their stature and their ability to get more clients. Though business owners often prefer to focus their videos on the positive aspects of their businesses and lives, going against that grain will get you more eyes, as people are desperately looking for other real humans – imperfections and all.
- If you are not open to spilling your guts, and prefer to keep your videos more impersonal, focus your content on providing value. Don’t get caught up in your ideas – think about what the viewer wants to see and how your clip will benefit them. Think about videos that you have watched that provided value to you and figure out how to re-mix and share that message with your take on it with your audience.
The most important part of your content is the headline – the first 3-5 seconds. Starting with a powerful headline grabs attention, gets viewers excited and tempts them to stay and watch more. To make an effective headline, give the meat right away and let the user decide if they are going to give away the next few minutes of their life to watch your video. Don’t begin a video by introducing yourself – with your name, who you are, where you are and your job description because everyone will have gone on to the next thing before you start with your message.
6. Fluid Take
- Come up with your headline and the second line. Rehearse it.
- Write bullets for the body of the video and then wing it so that you have a structure but you can still say what you really feel, and have it sound natural.
- End with a question engaging the audience, such as “What do you think about…?”
If you forgot to mention one point, maximize the video description to make that point when you post your video instead of re-recording the whole video again.
Processes and Protocols
Documentation and Filing
Resources and Links:
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