If you follow me on Twitter, you know that I’m all in on video marketing. I recently hired a new social media strategist who has a background in documentary filmmaking… you can probably guess where the future of my library marketing strategy is headed.
Why am I so gung-ho on video? As a former broadcast journalist, I have seen the evidence first-hand of the impact a string of moving pictures has on people. It’s more powerful than any other medium, even print. You can read the story of how the library changed the life of a cardholder. But when you see them on the screen and hear their voice, you suddenly feel emotions–empathy, excitement, joy–on a level that you just can’t get with words in print.
And I know video marketing is a scary proposition to libraries. It seems difficult and expensive. I tried to allay your fears in a post I wrote a few months ago. I hope you’ve thought about it and are ready to commit resources to video marketing.
So get your iPhone or your DSLR camera ready, because I’ve got some ideas for videos you can create to get your video marketing strategy moving!
Facebook Cover Video: Facebook recently launched a feature that lets libraries use a video as their cover image slot. This is the perfect starting point for your library. If you have a beautiful atrium in your library, shoot a slow pan of the atrium during a busy point in the day. Or train a camera on the door when you open and record video of customers streaming into the building, then speed up the video for a time-lapse effect. Take your camera into the hidden stacks and roll as you walk among the thousands upon thousands of books. Shoot video of your processing area. Shoot video of workers loading your trucks for daily deliveries to your branches. Shoot video of your drive-up window. There are about a thousand possibilities! You can pick something that requires little or no editing, create an eye-catching visual for your Facebook page, and give yourself some confidence in video marketing.
A few notes about Facebook cover videos: They must be 20-90 seconds long, the resolution has to be 1080p (check your iPhone settings or use a DLSR camera), and be aware that the top and bottom of your video might be slightly cropped by Facebook, so shoot with a little extra room around the margins of your screen.
Video Book Reviews: Create a series of book reviews by librarians, volunteers, and customers. If you’re worried about someone going on and on about how great or awful a book is (readers are passionate!), set a time limit and use that as you shtick. “The 60-second book review” is catchy and gives value to the person watching without risking a diatribe that lasts ten minutes. Try to select reviewers ahead of time and give them a clear set of rules about how the segment is set up–they’ll want to say the title and author of the book at the beginning and end of the video. You can use a number of apps to add text to the video. Upload the video separately to Instagram, YouTube, Facebook, and your website. Do this because most social media platforms now penalize you for sharing video from another social media platform. For a great example of video marketing reviews, check out this series from the Columbus Metropolitan Library.
Librarian Stories: My library did a series of customer impact stories earlier this year that was extremely popular. Each was only a few minutes long and was loosely scripted. We asked librarians to tell us about memorable interactions they had with a customer. We did edit in b-roll (that’s the video that covers part of an interview and usually relates to what the interviewee is saying). We did five of these videos and, all told, it took us about two weeks to shoot, edit, and upload in addition to our other duties. Again, you can use these on multiple platforms. It’s a great piece of content marketing for your library and it also is a great way to boost morale for the front-line staff… they really loved talking about their work. We also took transcripts of their stories and used them in our print publications, so you can repurpose this content for other mediums too!
First Look at New Construction: Is your library building a new branch or doing a renovation? Shoot a video (when it’s safe) inside the building before all the paint is up and the furniture is in place, to give your cardholders a sneak peek at what’s coming! They’ll love it. Here’s a great example from the Woodberry Forest School in Virginia!
I’d love it if you share examples of great library marketing videos you’ve seen in the comments… I need some new ideas to steal, er, copy for my library!
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