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Teeny tiny video worksheet

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Lisa Colton
Lisa Colton

This document provides guidance for creating a tiny video to promote an organization or cause on social media. It instructs the reader to define the marketing goal and target audience, determine where and when the audience will view the video, and convey a clear and precise message in a few words. It then prompts planning the video's content, format, production process, distribution strategy, and metrics for measuring success. The overall goal is to create an impactful yet succinct video optimized for the context in which the audience will engage with it.

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1 TEENY TINY VIDEO 1. What is your marketing goal? Refer to your audience clarification worksheet from yesterday! 2. Who is the audience? What is their relationship to your organization or cause? What do you want them to do, feel, know? Remember to think about your segmented audiences, their selfish consumer needs, what assumptions they may have or barriers to engaging with you. How can you overcome those? 3. Where will your audience see this video? When? On what device? What do you want them to do as a result? Does it flow? How will this context impact your distribution (if it does)? For example, will it auto-play in Facebook, but most people will see it without sound, or will it be in Twitter where its easy for someone to retweet, or on Instagram where theyll like or comment? 4. Because tiny video is TINY you have to be very surgical and precise in your message. This is a tweet not an annual report. State in very clear, precise and short language, what are you trying to do with this video? For example, make our vague work tangible, make our program feel human, help people see that serious programming can be fun, show diversity in our participants, etc. 5. Given the answer to #4 above, state in 1-3 words what FEELING or EMOTION this tiny video should have. For example, sincere, comedic, playful. 6. What CONTENT will your video have? Whats the literal message thats contained in or around the video? For example, people speaking, what youre spelling out, text and hashtags that will accompany the video, etc.
2 7. WHAT FORMAT, APPROACH or TECHNIQUE will your video use? For example, stop motion, spelling things out, one continuous shot, before/after magic. 8. Next, PLAN IT. Script it out. How will you use the time? What people, props, tools, materials do you need? Where will it be shot? Whats the lighting, sound? 9. Now, MAKE IT! Sometimes it will take a few tries because youre learning the tool, how to budget time, how to stop/start recording, how your props are working. Thats OK. Give it a few tries. Its TINY! What did you learn or notice as you tried it out? What skills will you need to practice to get really good at it? 10. How will you distribute the video? Where will you share it, what hashtags might you use? Who will you tag? How will it support other assets (e.g. embedded in a blog post) or how will other assets support it (e.g. enewsletter that drives people to it). Sketch out a plan for what youll do with the video. 11. PUBLISH IT! Make it live! Post with the hashtag #jed21 so we can see all of your work and watch them! (Make sure your account is open, not private) 12. How will you know if its working? What metrics are relevant and indicate youre achieving the goals you articulated above in #1 and #4? E.g. replies, retweets, comments, gifts.

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Teeny tiny video worksheet

  • 1. 1 TEENY TINY VIDEO 1. What is your marketing goal? Refer to your audience clarification worksheet from yesterday! 2. Who is the audience? What is their relationship to your organization or cause? What do you want them to do, feel, know? Remember to think about your segmented audiences, their selfish consumer needs, what assumptions they may have or barriers to engaging with you. How can you overcome those? 3. Where will your audience see this video? When? On what device? What do you want them to do as a result? Does it flow? How will this context impact your distribution (if it does)? For example, will it auto-play in Facebook, but most people will see it without sound, or will it be in Twitter where its easy for someone to retweet, or on Instagram where theyll like or comment? 4. Because tiny video is TINY you have to be very surgical and precise in your message. This is a tweet not an annual report. State in very clear, precise and short language, what are you trying to do with this video? For example, make our vague work tangible, make our program feel human, help people see that serious programming can be fun, show diversity in our participants, etc. 5. Given the answer to #4 above, state in 1-3 words what FEELING or EMOTION this tiny video should have. For example, sincere, comedic, playful. 6. What CONTENT will your video have? Whats the literal message thats contained in or around the video? For example, people speaking, what youre spelling out, text and hashtags that will accompany the video, etc.
  • 2. 2 7. WHAT FORMAT, APPROACH or TECHNIQUE will your video use? For example, stop motion, spelling things out, one continuous shot, before/after magic. 8. Next, PLAN IT. Script it out. How will you use the time? What people, props, tools, materials do you need? Where will it be shot? Whats the lighting, sound? 9. Now, MAKE IT! Sometimes it will take a few tries because youre learning the tool, how to budget time, how to stop/start recording, how your props are working. Thats OK. Give it a few tries. Its TINY! What did you learn or notice as you tried it out? What skills will you need to practice to get really good at it? 10. How will you distribute the video? Where will you share it, what hashtags might you use? Who will you tag? How will it support other assets (e.g. embedded in a blog post) or how will other assets support it (e.g. enewsletter that drives people to it). Sketch out a plan for what youll do with the video. 11. PUBLISH IT! Make it live! Post with the hashtag #jed21 so we can see all of your work and watch them! (Make sure your account is open, not private) 12. How will you know if its working? What metrics are relevant and indicate youre achieving the goals you articulated above in #1 and #4? E.g. replies, retweets, comments, gifts.