Tag Archives for " sharing "
We’re all looking for ways to expand our audience, but it’s not about the quantity of followers (I know shocking). It’s about the quality of people who consume our content online.
Imagine if I had 100,000 followers that we’re 70-75 year old, female asian women who love knitting. I’m sure these ladies are the sweetest group of followers ever, but how many of them do you think are in the market to hire a visual content creator and advertising photographer in the US, who specializes in making mind changing videos and product photography? I think you’d agree that a more valuable audience would be a 100 designers, advertising execs, production people and content creators, right?
Well I’ve forgone the asian knitting circle and produced a video for the première Design high school in the US, which happens to be in Miami. Year after year it cranks out a group of World Class fashion designers, architects, filmmakers, industrial designers and graphic artists.
“Why do this work for a high school?” you may ask “it’ll be years before those kids are in a position to hire a professional photographer or commercial cinematographer.” I gotta hand it to you–you’re right, however there are 25 years worth of alumni that are in that position and being that this was for the 25 year anniversary, you could feel the anticipation for this event by the alumni, faculty, staff, parents, community and supporters. So how do you capture their attention? I’ve got two words for you: Anticipation. (OK that’s one word, but I’ll say it again – anticipation drives excitement, which gives you engagement).
Many people knew about the creation of this video. From the school administration and faculty, who helped us find the right alumni to interview to engaged parents and excited alumni giving suggestions, from the world-class executive producer, who helped me put this together to the current students, who we filmed in their class rooms. Everyone knew something was up.
Of course it helps that the event is built on anticipation as well, that there’s an 25 year anniversary involved, that the person featured in the event and video is one of Miami-Dade public schools top educators. You still gotta build anticipation. Let me tell you about a local event I worked on, although the principles apply to any size audience.
You can talk about it, you can Instagram behind the scenes shots of the project (check out my IG feed and let me know which of those images are your favorites), you should make a quick 16 second edit for IG, but the one thing you can not do is share the video. With anyone. Not with the people featured in the video, not with the people you’ve interviewed, not with anyone who does not absolutely, positively have to watch it – like your producer and one person who has the authority to approve it.
Every time you share it with anyone outside of that circle, you lose some anticipation.
Wanna get a sneak peek of what I shot in New York and Miami over the last few days? Check out our celebration of 25 years of making world-class artists and designers in one of the best #PublicSchools in @miamischools! #DASH consistently produces Top Talent in #architecture #IndustrialDesign #fashion #film and #graphicdesign @dashschool
In the end 5 people saw the video (outside my immediate family) before we premiered it at the event: my exec producer, an associate producer, myself and the assistant principal from the school (we wanted to dot our i’s and cross our t’s to make sure there was nothing that the school would object to) and one other principal from another school, who has no connections to this school – I wanted one unbiased opinion.
5 days before the event launched, a short teaser video goes up on social media and is featured in an email blast to everyone at the school and the community, who is invited to the event. Many people came to me in the days leading up to the event saying they are excited to finally watch the final version.
As soon as we had picture lock on the edit, the password protected Vimeo link, used to collaborate with my production team, went dark. Downloads were never enabled and even the AV team got their copy for the show the evening of rehearsal day – barely 24 hours before the event – with explicit instruction, that the video was embargoed until the actual first showing. It wasn’t even used in rehearsal – I had created a special clip for that.
Once the cat’s out of the bag–so to speak–share your content as broadly and as quickly as possible. In this case the official copy of the video was on social media, less than 90 minutes after the live showing – I had to get home from the event and had the first comments soon after.
Figure out where you want the attention, which followed the anticipation, focused on. Release your content in one place and then share that place with everyone – in this case I embedded Vimeo link on one Facebook page and shared that page with my other pages, the schools page, the alumni page, the PTSA page and key influencers.
I’ve done the same for other social media launches. Don’t be afraid to ask certain people (especially those that take the time to like or comment on your content to share it with their followers. Be polite and nice about it, thank them for their contributions, but ask for the share straight up–oh and don’t do that with each one. Pick 2 or 3 a year, find the audience that loves to share the anticipation and go for it.
Who doesn’t like to save money? Look people are reading your blog, following you on social media and listening to what you have to say, because you’re the expert, right?
[Full disclosure all these links are affiliate links, that give you discounts or gifts and may have some financial benefit for me to, BUT I used all these products for many years and I love to tell you about them.]
The list goes on and on, but you can do even better, than just saying – hey this is what I use to do my job: contact the companies and ask for discounts when your audience starts using their services and products, after getting introduced to them by you.
Isn’t a 10% discount or a $15.- savings worth clicking through your links? I think so. It doesn’t take that much time to set this up and sometimes you can also get something out of these deals for yourself (a discount on next months bill, a check for commissions you’ve earned).
One word of caution–actually two:
You’ll find these links in blog articles I write or on the sidebar of my blog. Sometimes I’ll use them in Social Media posts or on forums when someone asks a question, where I can help give a solution and a discount.
If you wanna get all fancy, use bit.ly links to help track how people are using your recommendations and to help remember what the links are; I can’t remember the PhotoShelter affiliate link for the life of me, but http://bit.ly/DepuhlPS is easy.
Now go to your favorite software site, you most used cloud service, … and share why you love to use them with your audience. And figure out how to get them a discount; your audience will love you for that.
Wouldn’t it be great, if a potential client could come along on one of your productions and have a front row seat to see how you work, get a behind the scene glimpse of your workflow and get a feel for your personality on a shoot?
Yeah, I know it’s impossible, but wouldn’t that just be an awesome marketing opportunity? Well although it’s not possible to offer that front row seat to ten thousand clients (or even 10) on set with you, here’s the next best thing you can do:
If you take a little bit of time during a shoot, your clients can join you –front and center– virtually anywhere in the world, no not in person, but online.
Here’s a few ways you can put every member of your target audience, specifically your clients and prospects, in a front row seat of your next shoot:
Instagram is visual, it’s quick to produce and you can easily broadcast the photos to your fans on Facebook and your followers on Twitter. Come up with a memorable hashtag that you use in all the photos and let your target audience experience how you run a production from the virtual front row.
Case in point: I posted only 18 images to Instagram on my recent trip to New York. Here’ how they break down: 5 travel shots, 5 behind the scenes shots, 4 food shots, 3 shots from NYC and one shot of my packed camera bag. I posted these shots over the course of 4 days and got audience engagement on all 3 social media channels, from people in the business, current and maybe some future clients.
You don’t have to flood your social media accounts with content while you’re shooting. A little bit goes a long way. You can check out all the photos on my Instagram account @photosbydepuhl, follow me and catch the next series of bts images (check out #adventuresinfilmmaking).
Remember to tag clients, people you’re interviewing or photographing to make it easy for them to like, share and retweet your visual content (just make sure you ask their permission first).