Exploiting IT for your Outreach and Marketing – summary (part 2 – making a short video)

Exploiting IT for Outreach and Marketing: Part 2 (Making a Short Video) Talk by Brian Kelly, organised by the Morris Federation, 26 February 2023 Brian Kelly explored the process of creating effective short videos to promote Morris dancing and related traditional dance styles. He began by highlighting the popularity of short, engaging videos on platforms like TikTok and Facebook, noting the importance of matching modern viewers’ expectations for quality and production.

Key Insights:

1. The Value of Video in Marketing Kelly emphasised the need to critically assess the cost-benefit of creating videos. While many viewers drop off quickly, impactful videos can still be valuable for recruitment and awareness. He shared data showing low average watch times but stressed that well-targeted videos could still achieve high engagement.
2. Effective Platforms and Tools

Kelly discussed experimenting with platforms like TikTok, Facebook, and Nextdoor, each offering unique benefits for reaching local and wider audiences.

He highlighted using tools like Davinci Resolve for video editing, demonstrating basic features like adding text, transitions, and managing sound. He also shared practical tips for beginners and those with limited technical skills.

1. Creating Engaging Content The importance of grabbing attention in the first few seconds of a video was emphasised. Kelly suggested starting with a striking visual or soundbite and keeping videos concise—ideally around 30 seconds. He used examples of short clips showcasing dance routines, with clear calls to action and engaging narratives.
2. Tagging and Localisation Tags like #MorrisDancing can increase visibility on social media. He also found platforms like Nextdoor useful for targeting local communities, although challenges arose when recruits from other areas expressed interest.
3. Editing Tips Kelly shared his editing process, such as ensuring smooth transitions, using text overlays for context, and carefully balancing sound. He demonstrated how thoughtful editing enhances clarity and appeal.
4. Challenges and Lessons Learned Kelly acknowledged technical hurdles, including managing sound and video synchronisation, and learning to work within the constraints of editing software. He stressed the importance of iteration and experimentation to improve video quality and effectiveness.
5. Audience Engagement To capture younger audiences, Kelly advocated for creative approaches, like showcasing complex and visually striking dances, or ending videos with cliffhangers to encourage further interest.

Conclusion:

Kelly concluded with a call to action for Morris groups to embrace short videos as a recruitment and outreach tool. While acknowledging the challenges, he underscored their potential to raise awareness and attract new participants, particularly among younger audiences. This talk provided practical advice on creating compelling short videos to modernise the marketing of Morris dancing, ensuring its continued growth and relevance.