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Chloe Green - Viral video on social media: what is it good for?

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Watch the session on the Resource Alliance Facebook page: https://www.facebook.com/TheResourceAlliance/videos/668643903576083/

This session will look at some of the key principles and lessons learned by the Labour Party on how to make fantastic, shareable video content.

Using examples from across the political and charity sectors, we will discuss how and why video content performs so well — but also pose a question about the legitimacy of virality and explore why “who” is usually more important than “how many”.

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Chloe Green - Viral video on social media: what is it good for?

  1. 1. VIRAL VIDEO: WHAT IS IT GOOD FOR? Chloe Green Consultant / Head of Creative Delivery, Forward Action @_ChloeGreen_
  2. 2. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY What I’ll take you through today 📼 The lure of viral video 📼 Lessons learned from Labour and the movement 📼 Instead of “how many”, let’s focus on “who?”
  3. 3. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY “Can you make it go viral?”
  4. 4. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY Why is viral so valuable? 📼 95% more likely to remember CTA after watching video, compared with 10% when reading text (Forbes, 2017) 📼 “Facebook will be all video and no text by 2021” (Nicola Mendelsohn, Facebook executive)
  5. 5. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY 📼 Facebook algorithm prioritises video 📼 Viral = free organic reach = save on advertising Why is viral so valuable?
  6. 6. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY Pose a curious, surprising question Party Political Broadcast on “trickle down” economics Labour 9,000 shares (9,000 RTs) Daddy, do you hate me? Momentum 103,000 shares
  7. 7. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY Shine a light on wrong-doing UKIP leadership announcement Labour 22,000 shares Amber Rudd’s new job Labour 21,000 shares
  8. 8. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY Shine a light on wrong-doing Who is Dominic Raab? Labour 72,000 shares Sainsbury’s plastic wastage Greenpeace 12,000 shares
  9. 9. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY Put the onus on the viewer: informative and urgent 5 ways to disrupt racism VideoRev 148,000 shares “Can you translate this for me?” Het Parool / The Independent 57,000 shares
  10. 10. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY What’s the science?! 📼 Scandalous 📼 Simple 📼 Surprising
  11. 11. PLEASE LEAVE THIS SPACE BLANK FOR LIVE VIDEO OVERLAY But hold on, who are you trying to reach? 📼 Viral = GREAT if your aim is maximum reach 📼 Viral = NOT GREAT if your aim is to reach certain people
  12. 12. Please complete the short session evaluation form – link in video description THANK YOU

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