Tag Archive for: MrBeast

Calls to pivot to video (again) – but why it may not be right for you

‘Pivot to video’ is a familiar phrase over recent years, as much mocked as celebrated, and it seems it’s back in fashion again with Facebook and LinkedIn pushing their new vertical video feeds.

Pivot to video: Meta unveils Facebook's new vertical video player

Meta

 

But before rushing in and ploughing time, effort and resources at more video, think about whether it’s the right and most effective format for what you want to say and what your audience wants to engage with.

Consumers prefer the news in written form over video

Video is very popular for entertainment purposes. But according to the respected Reuters Institute for Journalism’s digital news report, all audiences – including 18-24 year olds – prefer to read text-based versions of the news than listen or watch it.

Reuters Institute 2023 digital news report: people overwhelmingly prefer to read news than watch or listen to it

That’s not to say you shouldn’t invest in video or audio, but don’t rush to ditch the website! Use your own performance data and audience research to recognise what kind of content your target group has engaged with previously. If you do use social videos, use the post caption to add more detail, rather than ‘link in bio’ – it can help to provide greater understanding and context, and also be beneficially for SEO (search) purposes.

If you do pivot to video, make your content distinguishable

This latest surge to video is another attempt to imitate TikTok, but without their ingenious mysterious algorithm – no-one has come close to it. But with more content – especially video – than ever before, how are your posts going to stand out and be watched?

Last week, the Washington Post’s Taylor Lorenz has written about the “beastification of YouTube,” where every video looks the same as a MrBeast video, making it very hard to stand out.

You know the type: the hyper-energetic, quick cuts and fast-paced videos, with big graphics and OTT reactions. It’s even easier to achieve now thanks to cheap online editing software and TikTok’s own CapCut, with their built-in transitions and elements.

It can be a good idea to imitate popular production styles if you want your content (and messaging) to blend in natively on that platform, but how does a user distinguish between your work and others? And what would stop them flicking past if it has the same familiar start?

Even MrBeast himself, Jimmy Donaldson, has called an end to this type of video!

Pivot to video: MrBeast Jimmy Donaldson tweet on slower forms of social video, rather than high-intensity and fast edits.

How to make your video content stand out

So much video feels like ‘disposable content’ – you watch it, maybe even share it with a mate on WhatsApp, but you instantly forget about it.

Focusing on particular topics and interests (‘niches’ seems the wrong word for what can be incredibly popular subjects) can help you to build up a following (or return viewers) and also authority and credibility.

To be truly effective content, it needs to make the viewer feel like it’s new or provide practical information for them, be relevant to their interests and/or beliefs  – and ideally trigger an emotional response: happy, sad, angry or any other feeling.  It can really help to create an connection, provide a lasting memory of what they saw, land points, and encourage users to like, comment or share it.

You don’t have to be over-focussed on the first few seconds of a video; add on-screen text and subtitles to hook people in, and use the first line of the post caption to add more value. Telling a compelling, story, rather than jumping around, can keep viewers engaged and help them remember what they watched and heard. If it can be centered around someone’s personal story, even better. And try to make it distinctive from other videos on that platform – even if it is the backdrop to your selfie videos on LinkedIn.

I’ve been testing various forms of social video for years and learnt that it doesn’t need to be a MrBeast-type production, all shiny or slick, or in 9:16 portrait size; if it resonates with an audience, however grainy and amateurish, it can work. But equally the same impact can also be achieved through a meme or a still image – it doesn’t always have to be video.

If you need a hand with your content strategy, get in touch – or sign up to my emails for practical updates to help you cut through the sometimes complex, competitive and ever-changing media landscape.