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To build that effect when filming, Jessani recommended that journalists deliver the news as if they are chatting with a friend. Their on-camera presence should differ from traditional newscast stand-ups, he noted.
Journalists can make a video more personable by trying any of the following while delivering the news:
- Tell the news to your pet
- Sit with a coffee or other (screen-appropriate) drink
- Get ready for your job by fixing your hair, tying a tie, or showing off your outfit
Record and save everything, even the outtakes, Jessani said. When editing a video, splicing in a mistake or two can make journalists seem more relatable and add some humor to the clip when appropriate.
Follow the rules of vertical video
Journalists should keep in mind certain best practices and rules to make videos accessible and algorithm-friendly.
Be sure to follow the usual standards for on-camera reporting, including filming in the best possible video quality, using good lighting and a quality microphone, and utilizing a tripod or a flat surface to get even, stable video.
Journalists should also be aware of the following standards on social media platforms:
- Videos should typically be under 60 seconds — and under 90 seconds at most — to accommodate the typical attention spans of users on short-form video platforms.
- Add a headline and captions to videos. Headlines and captions are essential to grabbing and retaining your audience, as many social media users will scroll with their device on mute, Jessani said.
- Don’t be afraid to include jump-cuts in a video. In fact, more cuts lead to more engagement on social media platforms.
- Use screenshots of articles or other citations instead of using up critical video time by mentioning your sources by name.
- If you want to use B-roll (video-only clips of scenery or objects related to your video), keep it very short or position yourself in front of it using a green screen effect in order to keep the audience engaged with you..
Test and practice
Having a video go viral does not often happen on the first try, and building a consistent internet presence takes time, Jessani said. He recommended that those who are new to vertical video practice recording stories they may not actually put on their feeds to get used to being on camera. Practice editing those videos, as well, to build short-form video skills over time.
Instagram allows creators to “test” videos by sending them out under the “Instagram Trial Reels” feature. This publishes videos exclusively to accounts that don’t follow the creator and will not display the video to followers in their feeds or on the creator’s profile. Jessani said he uses this feature to do A/B testing (which is a method of determining which version of a product will appeal more to a random sample of users) on new strategies and features.
Outside of testing, Jessani urged the audience to always monitor their metrics, which can be found on the dashboards for creator accounts, to keep a close eye on their content’s success and failures. Find out what’s working and what isn’t, and adapt.
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