Sticking to a few basic principles can turn a video on social media into an audition. By Dianne M. Pogoda
How do major media brands like HGTV use social media to find their next influencers?
At the Design Bloggers Conference in Beverly Hills last month, Abbi McCollum, director of social media and convergence for Scripps Networks Interactive, offered some advice for socially active designers who think they might have that star quality in her session, “Social Media Feed or Casting Call?”
In her role at Scripps, the parent of HGTV, Travel Channel, DIY Network and GAC, the Great American Country network, McCollum connects on-air programming, marketing and digital teams and manages the team creating the digital and social media presence for the company’s networks.
McCollum discussed how HGTV looks at designers and gets them to contribute to their networks, and related some tips for gaining attention, determining the best platform to use, and establishing and maintaining productive relationships. One key is connecting with brands — catching their attention so they want to work with you.
- Create “share-worthy” content.
“Social media is everywhere,” she said. “You have to create content that people want to consume, and make people stop the ‘scroll.’ To do this, you have to create share-worthy content. Consider what a user would say when sharing any particular content. If you can’t think of something to say, don’t post it. It’s not share-worthy.”
- Help consumers understand the content without sound, because a lot of people watch in silent mode. “Say they’re commuting on public transportation, or looking at it in their office — they won’t have the sound up,” she said. “And, the content has to support the main message of your company. Remember, you’re creating engaging, beautiful content for your users.
A large part of the social media scene is video — and that attracts design media programmers and brands.
“Videos play an increasingly important role in how we cast shows,” McCollum explained, for the networks as well as for online productions. “So, there has to be a person behind the feed. Tell your story, differentiate yourself to tell people who you are, what you do and show that you’re great on camera. You’ve already created a demo reel for me! Show your personality.”
Once you’ve landed an opportunity to work with a brand, keep to a few rules: Be respectful of your partners’ time and stick to deadlines — and don’t cancel the day before a scheduled shoot. A lot goes in to setting up these shoots and there are usually a number of people involved. Nothing is more infuriating than a last-minute cancellation.
“Many people ask which platform to choose,” she said. “Instagram is for the pretty. Instastories is to show the personality and the process, but they only last one day.”
McCollum suggested some Apps to help create great Instagram stories, including Hyperlapse, for time lapse work; canva.com, for great graphics, and the boomerang app for real-life giffs or iPhone live effects.
“Use Instagram text on the screen,” she added. “Keep stories short, respect users’ time. And don’t be so highly curated. When a feed is too ‘perfect,’ it feels inauthentic.”
