Social Media & Video, a love story

• AAPA Communications and Marketing Seminar

• Montreal, QC, Canada

By Pablo Stevenson, CEO @ressac

Tuesday, Oct. 29, 2019

Presenter

Pablo Stevenson - PresenterCEOressacMontreal, QC, Canada

Are we creative enough ?

We are.

Meme culture

Constraint

Draw an alarm clock.30 seconds.

Draw an alarm clock part 2.Constraint : Design for a person who is blind and deaf.

Purpose

Purpose

Story

Format ContentMedia

It’s not about video, it’s

about movement.

23

24

5 1 53 0

S E C S

M A I N M E S S A G E

M O B I L E C O N T E N T C O N S U M P T I O N I S C H A N G I N G S T O R Y T E L L I N G N A R R A T I V E S T R U C T U R E S

M A I N M E S S A G E

H E A R T B E A T S T O R Y T E L L I N G

5 1 53 0

S E C S

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do magna aliqua.

Client

Verticalvideo

FROM

16:9

TO=

1:1

TO

2:3

TO

9:16

Verticalvideo

FROM

16:9

TO=

1:1

TO

2:3

TO

9:16

Verticalvideo

VIDEOSWITHOUT SOUND

NARRATIVE STRUCTURES

FRAME YOUR STORY

Static Movement Engaging Immersive

ProductionLow High

Number of postsHigh Low

Source: Facebook 2019

Seconds to success

6 seconds 30 seconds15 seconds

Let’s co-create folks!

Pillar #1

Objective /

Editorial line

Pillar #2

Series B

Series C

Series A

Series B

Series C

Series A

Pillar: Content cluster that responds directly to the business objectives and editorial line.

Content series : Recurrent content concepts that respond directly to the defined content pillars.

Technology &

innovation

Send a first

cargo mission to

mars in 2022

Business potential

Behind de scenes

Engineers portraits

Live launches / landings

Business benefits

Investor relations

Partners ventures

Example of a video content strategy for

SpaceX

#1. Define your objective(s)

#2. Define your content pillars

#3. Define your content series

Technology &

innovation

Engineers portraitsVertical videos for

LinkedIn and FB.

15 seconds.

One questions, one

answer

Single shot

#4. Share!

Key takeaways

Explore new

formats on

FB, LinkedIn

and IG.

Captivate the

audience

quickly, less

in than 3

seconds

It’s not about

video, it’s

about

movement

Keep it

short, 5,

seconds 15

seconds, 30

seconds

Create

content kits

(statics,

video,

motion, etc.)

No media =

no traction

Build your

content

production

capacity

Measure and

test,

measure and

test,

measure and

test

Thank you!