“Increasing social engagement through short-form content was a priority for SALT during the pandemic. Our attendees gained valuable insights from the video clips we deployed across our channels. The Small team produced on-brand, high-quality video in a variety of formats with quick turnarounds.”
— Joe Eletto
Production Manager, SALT
⇢ 8X organic impressions
⇢ 36 video assets created
The Big Challenge?
SALT, one of the world's leading finance and investment conferences, needed a way to engage its audience and stay top-of-mind during the Covid-19 pandemic. The SALT team found itself asking, how do you excite attendees about finance and investment strategies from a distance?
The Small Solution?
A video content strategy that shared three videos each week that touched on topics interesting to its attendees. SALT's video content was formatted for Linkedin, Twitter, Facebook, and Instagram.
Our Role
— Content strategy
— Content development
The Video Assets
Social Video Content:
Behind the Process
In order to engage SALT's audience digitally, the Small team decided to repurpose SALT's keynote videos into short, bite-sized video content and format it for key digital channels. The Small team set the following project parameters in order to give SALT's videos the highest chance of success:
— Design and animate video cover images with an image of speaker and concise video title
— Identify well-known celebrity speakers which SALT was known for featuring on stage
— Limit videos to no more than 90 seconds to appeal to on-the-go professionals
Key Learnings
Here is what we've learned from our work with SALT:
— Don't be afraid to promote good video content if client does not have active or mature digital presence
— Quicken intro animation to move viewer from reading to viewing the video as quickly as possible
— Focus less on celebrity and more on story. Although well-known celebrity attended, their keynotes did not necessarily translate into the most popular (most commented or most viewed) video content
