Key Considerations:

• The organization’s brand guidelines and key message, aligned with the marketing campaign’s goals and past content, ensuring consistency

• The audience’s needs, language and behaviour, ensuring content is relevant, relatable and optimized, as analytics can show, for example, that past content posted at 9:00 pm show higher engagement, meaning that posting at 9:00 pm can be effective for future content posts

• The video is at the right pace and length, balancing silence and sounds to ensure content is digestible

• The balance of text, white space and colours in the video and/or caption

• The video dimensions and resolution, suited to the right social media platform and device sizes, as videos that take up the most space on a smartphone can draw more audience attention and allow for a more comfortable viewing experience

Steps:

1. Developing my Adobe Premiere Pro, Adobe After Effects and iMovie skills alongside design platforms to create visualizations, through self-directed learning via online sources such as Youtube tutorials, alongside mentorship

2. Generating video content and design ideas through analyzing similar brands and content on a similar topic

3. Creating content leveraging sound effects, free stock photos, graphics and icons from sites including Freesound, Pexels, Freepik and Flaticon

4. Analyzing past results and conducting research to ensure the right timing, hashtags and components like location tags are used, to generate more awareness and engagement

5. Publishing content via the right channel at the right time, planned through an editorial calendar and platform like Hootsuite or Planoly