What are the best practices for creating video content on emerging platforms like TikTok and VR?

I led the transition to daily digital content at the City of Miami. This was my secret sauce: GET TO THE POINT: many will swipe away just seconds into your content so don't 'bury the lede'. SAY IT / SEE IT / BRAND IT: consider those scrolling on mute and call-out key messages with bold simple graphics and your branding. VIDEO IS KING: Good video is good video, and that's what keeps audiences engaged. Eye-grabbers include how-tos, demonstrations, tours, reveals, transformations, 'awww' moments and jaw-droppers. Think all thriller, no filler! An audience engages if you make it want to know what happens next. Happy storytelling!

TikTok: Keep it short and sweet. Aim for videos under 60 seconds, leveraging trending sounds, challenges, and visuals to capture attention. VR: Focus on immersive storytelling. Design interactive experiences that allow viewers to explore and engage with the virtual environment.

Some of the best practices for creating video content on emerging platforms are- 1. Adapt your content to fit latest social media style and trends. 2. Blend in by using popular music and participating in challenges. 3. Aim for brevity with videos under a minute. 4. Grab attention quickly to stop users from scrolling past. 5. Choose catchy tunes that align with your brand. 6. Join challenges with trending songs to stay relevant. 7. Incorporate real people and authentic stories. 8. Craft ads with engaging narratives. 9. Use humor, emotion, or suspense to keep viewers hooked.

Virtual Reality (VR), to feel real, must sound real. Makes sense, right? However, delivering real sound can be a sticky wicket, especially if you are having a virtual person speak. Most sound experienced on a VR project is via top-quality headphones or high-end speakers where cruddy sound will sound even cruddier. An experienced voice-over talent can make other people's words sound like their own, and I recommend you have several different professional VO talents read a snippet of your script so you can hear their "real person" reads for yourself before hiring. For creating an authentic sounding atmosphere, contracting with a professional, experienced sound designer is a must do. Again, to feel real, VR must sound real.

Look at what is working on those platforms- format, timing, aesthetic then customize your idea to best fit that, the tech and the audience there.

TikTok: Embrace the platform's short-form format. Craft concise yet impactful videos that hook viewers within seconds. VR: Consider the ideal length for your VR experience. Balance viewer engagement with potential fatigue from prolonged immersion.

Les premières secondes d’une vidéo sur les réseaux sociaux sont décisives : la plupart des spectateurs scrollent avant la cinquième seconde. Commencez donc avec une image forte qui résume le sujet ou une phrase choc pour capter l’attention.

When creating video content for emerging platforms, the optimal video length is crucial. Tailoring the length to suit the attention span and preferences of the audience on each platform is key. For instance, on TikTok, shorter videos of 15 to 60 seconds are the norm, while VR videos can range from a few minutes to an hour. Balancing video length with the delivery of information and engagement is essential. The general rule is to keep videos as short as possible while effectively conveying the intended message and value.

TikTok has been recently rewarding creators who post long form content and in horizontal format. It’s wanting to keep people on their platform for longer. A strong mix of engaging ‘hook’ short form content while providing a long form, educational video to your niche may be the key to keeping people coming back to your page and longer retention on your videos.

TikTok thrives on short, catchy videos under 60 seconds. YouTube & IGTV favor longer explanations (1-5 minutes) like tutorials or behind-the-scenes peeks. VR? Design immersive experiences (a few minutes to an hour) for viewers to explore comfortably in the virtual world.

For my video content on platforms like TikTok and X, I like to blend storytelling with the unexpected. I'll switch angles to keep things fresh or jump into a scene to break the fourth wall. It's about making each video an adventure, whether that's through a quirky tutorial that turns into a mini-movie or using VR to transport viewers to places they've never been. My aim? To leave viewers wondering “what will he do next?”

TikTok: Be creative and playful. Experiment with trendy formats, transitions, and effects to stand out in the fast-paced feed. VR: Explore 360-degree filming, 3D animation, and interactive elements to create an immersive and engaging experience.

Para o Tik Tok por exemplo, formatos na vertical, vídeos mais curtos e objetivos (ainda estou me adaptando confesso), sons e recursos de edi??o modernos, exemplos da plataforma mostram como essas características engajam mais a audiência

One note here if doing TikTok and you plan to leverage similar content on multiple social platforms is to consider if you can do it via greenscreen. My team often shoots the TikTok or Stories footage vertically at 4k and then we have a background plate or animated background, and can add additional animated messaging as needed for each platform.

Creating video content isn't just science, it's art. Experiment with styles, play with formats, paint with different camera angles and lighting. It's about pushing boundaries, mixing realities, and finding what resonates with your audience. Remember, creativity is your greatest tool in this digital canvas!

Un mal audio va a acabar penalizando tu vídeo, estemos en la plataforma que estemos. Me explico: un mal audio incomoda a los humanos que estamos viendo el vídeo y hará que dejemos de verlo antes. Eso le dirá al algoritmo que el vídeo no es interesante y por tanto recortará su alcance.

TikTok: Ensure clear and engaging audio, especially for dialogue, music, and sound effects. Experiment with popular audio trends to enhance your content. VR: High-quality spatial audio is crucial for VR experiences. Create realistic soundscapes that correspond to the virtual environment and enhance immersion.

Use a professional wireless lavalier microphone like the newly released Shure MoveMic. You will sound just absolutely “you”! Don’t let the crappy sound quality and background noise destroy your masterpiece. Remember the sound can actually uplift the whole watching experience!

"Sound quality isn't just the background score of your video content, it's the lead vocalist. It's about amplifying emotions, immersing viewers, and interacting with them on a deeper level. Don't just make it clear and consistent, make it matter. Your sound environment isn't just a setting, it's a character in your digital story!

There's an old saying: If you want a great video, then create great audio. Sound supports the storytelling process in videos. Clear audio ensures that the nuances of the spoken word are felt and understood. Professional sounding content will help retain the attention of the audience. When the audio is poor, even great videos are hard to watch. There's a psychological effect with great sounding audio in that the content may seem to be more credible because of the care put into it. Videos with great sound quality stand out and are more memorable and may be watched more often. Great audio also helps with consistency across multiple devices such as desktops, mobile devices and smart speakers. Take the time to put time care into your audio!

Step outside your own creative box, and as you move through all the phases of creating the video, remain outside the box and seek interaction and innovation.

TikTok: Encourage user engagement through polls, challenges, and questions in your videos. Respond to comments and build a community around your content. VR: Design interactive elements within the VR experience. Allow viewers to make choices, explore different paths, or interact with virtual objects for a more engaging experience.

Experiment with interactive elements such as polls, quizzes, or clickable hotspots in VR content. Encourage user participation and feedback to foster a sense of community and co-creation. Utilize features like TikTok's duets and reactions to invite viewers to engage directly with your content, driving deeper connections and amplifying reach through user-generated contributions.

?Gamificación! Esa es la clave. A los humanos nos gusta jugar i si nuestro vídeo nos invita a jugar e interactuar de una forma divertida este triunfará. Obviamente, hay que adaptar el juego a nuestra audiencia.

This is what makes TikTok and other social media platforms so awesome! You can connect with your audience. You can have a conversation with them, do instant research on your product or service.

Stay up-to-date; these platforms evolve rapidly. Regularly research trends, features, and audience preferences to adapt your strategy accordingly. Analytics and optimization; use platform analytics to understand audience preferences and optimize your content for better performance. Safety and compliance; familiarize yourself with platform guidelines and community safety practices before creating content.

- TikTok requires a delicate balance between providing a unique style and perspective and following key set of rules for success - DO focus on your hooks. The keys: 6 words in length, attention-grabbing, and sets up a scenario that will be paid off at the end of the video - DO videos that answer interesting questions; “what happens if you stay awake for 48 hours?” “What’s the best beginner tennis racket?” - DO provide real value-answer FAQs and show people what they don’t know - DON’T do any sort of intro (always start with the hook) or introduce yourself - DON’T try to sell-leave that to your ads and the occasional soft plug. These videos are about given value and building relationships

1. Use trendy music or take the risk of creating a trend with one you like. 2. Use a sense of humour, everyone loves a good laugh. 3. Communicate well, express yourself in a friendly way and never lie. 4. Be creative, invent new trends. 5. Watch the world, see what the influencers you like are doing in other countries. 6. Choose topics for a very young audience looking for answers on tik tok. 7. If you are going to report, consult trusted media outlets first and check your sources. Study history. 8. Be yourself, authenticity is an added value. 9. Transmit with emotion and you will excite your audience. 10. Use your positive energy, the public always wants to receive good vibes.

Petition these platforms to enable a horizontal format. Turning your smartphone 90 degrees opens up a new world and you will develop a better/proper understanding of composition. There is so much talent, and quality, that gets dumbed down when shooting vertically.

When it comes to creating content for emerging platforms, experimentation and creativity are key. Don't be afraid to think outside the box and try new things. Keep an eye on trends and stay adaptable to changes in audience preferences and platform dynamics. Engage with your community, listen to feedback, and continuously refine your approach. And most importantly, have fun with it! The more authentic and passionate you are about your content, the more likely it is to resonate with your audience.