College Football & Video, Video, Video

One thing was clear if you scrolled through Twitter during the first weekend of college football. Video is now the crown jewel of content. Yes, it was everywhere.

There are a lot of reasons why teams and brands are investing more in video. The average user spends over 16 minutes watching online video ads every month. And, social video generates 1200% more shares than text and images combine (Brightcove). When done right, video has the ability to captivate an audience more than any other medium right now.

But, the key is that video content has to be strong. To get people to actually stop and watch within their feeds take something special. Below are a few things to keep in mind:

 

1- The opening matters.

The first three seconds of any video are critical to pulling people in. You don’t get the luxury of getting to the heart of the matter 10 seconds. Fans will already be long gone if you haven’t pulled them in. Make sure your first few frames capture attention, hearts and mind or all the labor of love will be fruitless.

 

2- Evoke emotion.

What draws people into content is emotion, of all kinds. When people watch and share videos, it’s because something about the video resonated with them. This article in FastCo said it best:

Popular brands had multifaceted personalities. They could make you laugh, or cheer, or lean forward and take notes. They’d stopped hammering away at a share of mind, and were expanding to achieve a share of emotion.

When you think about video content, ask what type of emotion you want to evoke. Focus on delivering a piece that achieves that share of emotion.

 

3- Storytelling comes in all lengths.

Six-second ads are all the rage these days. Of course there is value in catering to short attention spans, but it’s more about eliciting AND sustaining emotion that matters. Don’t be afraid to produce a longer video if the quality is there. The key is to test different lengths, mix it up and make sure the content is as compelling as can be.

 

4- Quality over quantity.

Investing in video is a commitment. It takes time and resources, so they key is to focus on quality over quantity. I would take strong photography and graphics offer lackluster video any day because a mediocre video isn’t going to get any traction. Don’t feel the pressure to have every piece of content be video. Instead, make sure your content strategy includes a strong mix of video, photos and graphics.

 

5- Think about the platform.

Different video formats, from live to vertical, work better on different platforms. As your approach content planning, think about how to diversity the type of content and a/b test on what works best.

Now, let’s get to the fun stuff. Below are some standout video creations from the first weekend of college football. This list spans from brand storytelling to shorter clicks and live video. Hopefully you’ll find some inspiration in it:

 

Michigan

This video is rooted in the history, the brand and the emotion of Michigan. It’s beautifully produced and a great example of a longer video that works. Turn up the video on this one because the script is especially strong.

 

Clemson- First-Hand POV

Every year Clemson delivers on elevating their content. Just when you think you’ve seen it all, they offer a completely fresh take on creative. This video puts fans in a player’s shoes, offering a first-hand perspective the work it takes to get to game day.

 

Iowa

It doesn’t take an Iowa fan to appreciate the emotion that’s brought to life in this video. Like the Michigan video, this isn’t a hype reel. It’s a video rooted in the Hawkeye’s brand, history and nostalgia and it will give you goosebumps.

Another thing worth noting is that Iowa leveraged former players to help share the video. A smart distribution play:

 

Auburn

Auburn’s video have taking on a unique style this season. The perspective and editing alone is enough to capture attention.
The first video is great example of tapping into something other than a highlight reel. It’s not a long emotional story. It doesn’t show big hits. In fact, it doesn’t show any on-the-field footage at all. This video works because of the unique approach to production. The editing and video style what make it stand out—and the engagement numbers show it.

The second video is a great example of how you can make something as simple as sights and sounds compelling. Again, it goes back to the perspective and editing in this video.

 

South Carolina

The Gamecocks had several video highlights. From a snackable video that offers a firsthand perspective to a more emotional hype video, the Gamecocks show us what it means to produce a variety of video content that is quality.

 

 

 

Oregon

This video is completely different than anything else covered. It’s illustrative, fun and has a bit of an Oregon vintage feel. Not everything has to be overly emotional or hard hitting – don’t be afraid to focus on something that’s different and fun.

 

Oklahoma

The Sooners produced a live pre-game show that was over three hours long. They did a fantastic job of mixing in studio coverage with sights and sounds from game day. Fans from all across the country were able to get amazing access and information, for free, all from their phone. This is the future of programming and something all teams and leagues should be thinking about:

 
 
What videos stood out to you the first weekend of college football? Share your thoughts below.

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