• 3 (very) basic tips to make your social media videos better

    3 (very) basic tips to make your social media videos better

    Make your social media videos exponentially better with these quick fixes.

    Getting the basics of video right isn’t as complicated as it used to be, so there should be no excuse for some of the horrible video content you seen on social media.

    In your pocket right now is a device with more processing power than the old supercomputers that used to take up entire rooms. It’s so much easier than it was even a decade ago to shoot great video. Your smartphone has a camera that can, in a pinch, shoot really great high-quality video content — feature films have even been shot with this device — if you keep a few simple things in mind.

    Note: these are very basic tips but a lot of small businesses on social media get them wrong.

    1) No vertical videos

    This is probably the biggest mistake we see made on social media. Notice how your eyes sit horizontally across your face? That’s how we see things. There’s no surer sign of an amateur than vertical video. Tilt that phone and, congratulations, you’ve automatically become 50 per cent more professional than half of the small businesses on social media.

    2) Learn to edit — but don’t go overboard

    If you can get things done in one take, great (see below for our performance tips). However, there are cheap (and even free) editing programs and apps that are relatively simple to learn to give your videos punch. A word of caution though: unless you’re a designer, don’t get too fancy with graphics and transitions. Simple is better.

    (And once you reach a certain level, there are businesses — hint, hint —who can help you out with the higher-end content.)

    3) Focus on performance

    For the person in the video doing a talk-to-camera, it’s worth keeping in mind a few things:

    a) Keep your voice clear and your demeanour upbeat. There’s nothing more likely to turn someone off than a low-energy performance. You’re also probably speaking faster than you think you are. Slow it down.

    b) Scripting vs. off the cuff. If you’re good at talking off the top of your head and staying on-topic, great. If not, you might want to think about scripting something out — not the whole thing necessarily but jotting down key ideas in dot point form can keep you on track.

    c) As always, keep it short and snappy. Not only will this get your fans further into your videos, breaking your content into smaller chunks means you have more pieces of video content to work with overall. Try to limit each video to one or two key pieces of information per video.

    Takeaway message

    Sure, these are simple but you would be amazed at how many small businesses on social media get this stuff wrong.

    The good news is, if you’re getting these three things right, you’re well on your way to creating better and better video content for your business.

    If you need more help with your video content, don’t hesitate to get in touch.

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  • George Orwell and the importance of clear communication

    George Orwell and the importance of clear communication

    Clear language and why it pays to say what you mean.

    “In certain kinds of writing…it is normal to come across long passages which are almost completely lacking in meaning.”
    — George Orwell, Politics and the English Language

    In 1946, George Orwell wrote an essay called Politics and the English Language. In it, he argued that communication should always be clear, that clarity of expression should reflect clarity of thought.

    Being lax with how we choose to communicate obscures what we actually mean to say, whether on purpose or to cover up something we don’t want to reveal. Orwell believed that communication was headed the wrong way because, basically, it’s easier and people are lazy. People will imitate what’s common and thus spread bad, imprecise writing.

    As he says:

    “[M]odern writing at its worst does not consist in picking out words for the sake of their meaning and inventing images in order to make the meaning clearer. It consists in gumming together long strips of words which have already been set in order by someone else, and making the results presentable by sheer humbug. The attraction of this way of writing is that it is easy.”

    Furthermore, Orwell believed that sloppy writing was not only annoying but dangerous. Imprecise or deliberately foggy words can be used to cover up all manner of disturbing things. He called this ‘defence of the indefensible’. Think of politicians dispassionately using euphemisms such as ‘collateral damage’ or ‘offshore detention’ when what those terms refer to are too monstrous to say plainly.

    It’s still everywhere

    Although this essay was written more than 70 years ago, Orwell might well have been talking about contemporary business communication.

    After all, corporate-speak (named for another Orwell idea, as it happens) is so infamously difficult to parse that it’s a cliché to say so.

    But it doesn’t have to be this way.

    How much would you love to read an internal email from a manager who said what she meant rather than obscured her meaning in jargon?

    Wouldn’t you be able to do your job better if you had accurate communication about your boss’s expectations?

    And surely a bad idea at a meeting would reveal itself more quickly if it was plainly spoken. (In Orwell’s words: “When you make a stupid remark its stupidity will be obvious, even to yourself.”)

    Not to mention that your consultants would be able to more promptly deliver their work if conversations weren’t couched in buzzwords and vague phrases.

    From Hook Media’s perspective as a media business with a wide variety of clients, we have always done our best work when everything was clear and direct. That means everybody is clear about what the project is, what the expectations are, what the issues are (should they arise) and what the end product should look like.

    You can only arrive at this through clarity of thought, which you can only express through clear language.

    Rules to write by

    Orwell’s Politics and the English Language is brilliant essay and I recommend you read the whole thing it if you’re interested in communication at all.

    It contains his famous six rules for writing that are as relevant today as they were back then:

    1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
    2. Never use a long word where a short one will do.
    3. If it is possible to cut a word out, always cut it out.
    4. Never use the passive where you can use the active.
    5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
    6. Break any of these rules sooner than say anything outright barbarous.

    Clarity is what gets you the best results — no matter what your business.

    And if you need help with your communications, get in touch.

    Image: George Orwell, 1943, Branch of the National Union of Journalists (BNUJ), public domain.
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