When the National Heart Foundation of Australia commissioned Healthily to develop new digital patient stories as part of the Supporting Young Hearts Program, we built in the production of social media ready clips designed to engage their audience and families on social media platforms; Facebook, Twitter and LinkedIn.
The Supporting Young Hearts program works with people aged 18 to 40 who are living with a heart condition and focuses on the needs of younger people. We took the themes that naturally presented themselves during the course of interviewing such as body-image/surgery scars, sex and intimacy with a heart condition, loneliness, connection with others and self-care and made short clips designed to open up the conversation around these topics and drive engagement with the full series.
The key to a good social media video clip is knowing your audience and giving them what they want. You only have a few seconds to grab their attention and keep them watching, so your message has to be engaging and clear if you want to stir their passions and inspire them to share. There has to be something in it for them, something to make them look interesting, funny or socially responsible to their friends. And finally, there is your call to action. What do you want your call-out to achieve? How will you measure it? Click-throughs? Comments? Shares?
Your best chance of success will come from getting all of these elements right.
Healthily can help you hit the mark with your social media.