Using Digital for Recruitment and Marketing (part 2 – Using Video): 500 word summary

Summary of Brian Kelly’s Talk: “Using Digital for Recruitment and Marketing Part 2 (Using Video)”

Brian Kelly’s Zoom talk on 10 December 2023 provided a comprehensive exploration of using digital tools, particularly YouTube, for recruiting and marketing in the Morris dancing community. The focus was on maximising visibility, engagement, and impact through video content.

Kelly emphasised the importance of understanding YouTube’s algorithms and leveraging tools such as timestamps, playlists, and hashtags to improve discoverability. He illustrated his points using examples from Morris Federation workshops, recruitment videos, and other Morris-related content. Videos that were integrated into broader ecosystems, such as festival websites or linked to trending topics, showed significantly better performance than standalone uploads.

The talk underscored the potential for collaboration within the community, such as pooling resources to create playlists or sharing video-making expertise. Kelly also highlighted the role of emerging platforms like TikTok and Instagram, suggesting these can be particularly effective in reaching younger audiences.

Top Recommendations:

1. Use Playlists for Greater Discoverability:

   • Organise videos into thematic or instructional playlists. Playlists help YouTube’s algorithm recommend related content and keep viewers engaged with Morris-related videos.
   • For example, Kelly created playlists for Morris Federation sides and found these boosted viewership significantly.

2. Optimise Video Metadata:

   • Use descriptive and engaging titles, relevant hashtags, and detailed descriptions. Videos with specific keywords perform better in Google and YouTube searches.
   • Include links to team websites or the Morris Federation team finder, enhancing visibility for local teams.

3. Create Short and Engaging Videos:

   • Focus on shorter videos (30 seconds to 2 minutes) that grab attention quickly, as most viewers tend to leave after the first few seconds.
   • Use compelling intros to capture interest and add calls to action, such as joining a local team or exploring more Morris content.

4. Leverage Related Content:

   • Associate videos with trending topics or popular existing content to boost exposure. For instance, Morris instructional videos linked to broader “instructional” or dance-related content often see increased traffic.
   • Partner with festivals or other organisations to feature Morris videos on their websites, expanding audience reach.

5. Foster Community Collaboration:

   • Involve team members and affiliates in video creation and promotion. Retired dancers or non-dancing supporters could contribute by managing digital content.
   • Encourage teams to upload their videos to shared platforms like the Morris Federation playlist for collective benefit.

Additional Insights:

• Kelly suggested a forward-thinking strategy of producing numerous short videos and using analytics to refine content. He highlighted TikTok and Instagram as platforms with untapped potential for the Morris community.
• Time-sensitive content, such as festival promotions or commemorations (e.g., “Lockdown Creativity” for the fifth anniversary of COVID-19), could generate renewed interest in Morris dancing.
• Embedding videos in websites, not just relying on YouTube, ensures targeted exposure to folk enthusiasts and potential dancers.

This engaging talk served as both a practical guide and a call to action for Morris teams to embrace digital tools creatively and collaboratively to attract new members and promote their heritage.