‘How IT Can Help Your Side’ Part 2: Exploiting Video – summary

Summary of “How IT Can Help Your Side” Part 2: Exploiting Video

On 15 January 2023, Brian Kelly, a volunteer with the Morris Federation, delivered a Zoom talk exploring how IT strategies can support Morris sides in recruitment and visibility. The second part of the talk looked at Exploiting Video

Brian Kelly, a communications and IT volunteer with the Morris Federation, delivered the second instalment of his two-part talk on “How IT Can Help Your Side,” focusing on leveraging video to promote Morris and traditional dance. Hosted on Zoom on 15 January 2023, the talk explored practical ways for dance sides to create, share, and utilise video content effectively.

Kelly emphasised that Morris and traditional dances are inherently visual and auditory experiences. While photographs capture moments, videos convey the dynamic nature and excitement of dance, making them more effective for engaging audiences and showcasing the art form’s intricacies and enjoyment. He highlighted the importance of creating and sharing videos easily, preferably for free, while understanding how audiences interact with video content, especially on social media platforms.

Capturing videos, Kelly noted, is straightforward due to the prevalence of smartphones with decent video capabilities. Many audience members also enjoy filming performances and may willingly share their footage. Kelly suggested encouraging this through hashtags or specific upload requests, enabling sides to repurpose these videos for promotion. However, the sheer variety of platforms—YouTube, Instagram, Facebook Reels, TikTok—can make distribution overwhelming.

One key insight from Kelly’s experience was that audience engagement on social media occurs within the first few seconds of a video. Viewers often scroll past if their attention is not captured immediately. To address this, videos should have compelling openings, varied scenes, and concise formats (90 seconds to 2 minutes). He advised including calls to action, such as directing viewers to Google the side’s name or hashtags for more information, to inspire further engagement.

Sharing his own experiments, Kelly discussed promotional videos he created for the Bridport Folk Festival in 2022. These short videos showcased different Morris sides, incorporated engaging visuals, and directed viewers to the festival website. While successful, Kelly learned that videos should be optimised for mobile viewing, with portrait-mode formats preferred. He adjusted his approach, creating short-form videos tailored to social media trends, such as TikTok and Instagram reels.

Kelly proposed a series of themed, disposable short videos showcasing various dance styles, locations, and cultural aspects, such as inclusivity, women’s sides, and performances in unique venues. He showcased examples, including festival highlights, International Women’s Day features, and charity work by Glastonbury Border Morris. These videos garnered significant views on platforms like TikTok, far exceeding traditional Facebook engagement. Kelly highlighted how TikTok, with its ability to reach younger audiences, offers potential for recruitment and outreach.

Concluding his talk, Kelly encouraged sides to embrace video, even if platforms like TikTok feel unfamiliar. He invited feedback, welcomed interest in a follow-up workshop, and directed participants to the Morris Federation website for more resources. By adopting these video strategies, Kelly argued, Morris sides can increase their visibility, engage new audiences, and ensure the art form thrives in the digital age.