Social Video

Social video should be utilized as a creative way to sell your piece. Think of it as something supplementary or of added value to your doc that can also exist as a standalone piece of content. This means regular discussion and transparency with your social team before and after shooting.

PRE-SHOOT: BRAINSTORM WITH YOUR SOCIAL EDITOR

• Once a story is greenlit, contact your social editor to discuss perfect custom assets for Facebook, Instagram, and Snapchat. Every producer must come back with a custom social video. The default social platform should be FACEBOOK unless otherwise specified. If there are additional platforms that would make a good fit, clear those with your social editor beforehand (Pinterest, Vine, gifs, etc.)

• Your social editor will provide you with the best guidance on what will do well for your vertical and its audience. Feel free to ask them about previous video successes.

• Your social editor should also provide staple questions that are asked at every shoot, especially if the shoot involves talent (i.e. like a Snapchat goodbye)

DURING SHOOT

BEST PRACTICES AND WHAT CONTENT TO BRING BACK

1. The best videos are short & sweet. Aim for under 60 seconds, as this can be better utilized across multiple platforms.
2. Frame shots that can also look good in a 1080x1080 square format.
   1. This takes up more real estate on mobile and can be also used across platforms.
3. Everything is a hook shot. Focus on lots of close-ups and detailed shots.
   1. This is like a snackable GIF that can be watched over and over again. Make the first 5 seconds the most attention-grabbing, visually entertaining video to draw the user in. Remember that Facebook considers 3 seconds as one view.
4. Have some dead space for text. Most, if not all, social videos should be shot with text overlays in mind.
5. Don’t rely on narration or talking heads. This makes it easier to utilize the cuts across international offices.
6. Less is always more. Get creative with how you can pull one good hook from your shoot in post-production (eg. How can I wrap an explainer around this juicy five-second sound bite?)

1. Cut is sent to Katie Sharp and Michael Bolen at least one week before air (or at least as soon as the structure is locked)
2. Please then schedule a follow up meeting with them, Alex, Producer, and Editor of the social cut to discuss IRL what the structure should be.
3. Once you have a cut based off this convo- send back to Katie and Bolen for review, and once they sign off to Alex W for formal approval
4. We are no longer hard subbing facebook cuts in favor of soft subs with SRT file. Once you have a locked cut, please email Sergio C to create a transcriptive file from the software we have. He will send back an SRT that then needs to go to Ashley Palucci for QC.
   • We are working on amending this workflow so Producers will QC their own SRT files, will update you when this is implemented.

• Every social video should adhere to and be edited according to these platform specs.
• Make sure there is always at least one dynamic thumbnail image uploaded to VL2.
  • When you come back from shoot, you should have your social video already tagged.
  • As part of your deliverables, you and your editor should be cutting this short-form asset.
  • If for some reason you can’t execute this, ask the short-form team for help.
  • The final sign-off should come from Alex Waterfield, Michael Bolen or Katie Sharp.
• When watching and reviewing social edits, always think: IS THIS SHAREABLE?
• When social video(s) is in final stages, editor sends to social editor and Alex Waterfield, Michael Bolen and Katie Sharp for any feedback and sign-off.
• Direct editors to the Post Production for Editors site and make sure everyone is familiar with delivery details found on their Social Video page
• Producers are ultimately responsible for all final social deliverables. They should ensure that assets are delivered on-time with airdate and reflect the initial brainstorm with the social team.

• Just like our full length pieces, social cuts need to also have the same deliverables (BDCAST, CLEANSPLIT, PROJECT FILE) for delivery. Learn more on Post for editors Social Video page
• Not every piece will get a social treatment. If your piece is getting socials commissioned, you will need to work with the social producers for delivery.
• Social cuts DO NOT get a QC from the R&C QC operators so it is your responsibility to ensure the cut is accurate and compliant.
• Once the social cuts are locked, they need to be watermarked and delivered by the editor or the AE to the social producers via WeTransfer.

VIDEO LEDES AND SOCIAL COPY

• Katie Sharp will coordinate with Lauren and Drew to draft video lede/description copy. This needs to be vetted by all producers and APs
• Once video lede copy is completed, social team will draft social copy based on description copy
• Once social copy is completed, Bolen and Katie will discuss IRL with producers if the piece is sensitive to make sure all copy is fact checked and accurate before anything is published.

U.S. Procedure

• Socials must also be sent to nycpost@vice.com for archive.
  • THIS IS EXTREMELY IMPORTANT. These cuts are shared to our international partners and if they are not delivered to post for archive they will be lost to the sands of time.

• For general or platform spec questions, contact katie.sharp@vice.com
• For Snapchat-specific inquiries, contact Rachel Selvin
• For production and and post-production needs, contact Maggie Rummel or Ashley Palucchi

UPDATED 3/17