I got 21 seconds to go

  • Dita

The format of the MS Reporters video has evolved greatly as the project has developed. Each training day, the team Shift.ms team  presents a number of current videos to budding volunteers, and each time, possible amendments and improvements have jumped out. The following video is the first format that we rolled out in late 2014.

There’s a lot of information at the beginning of the video, the name of the project, the tagline, participants in the interview and the question. There’s 21 seconds before you hear the MS Reporter asking their question.

It set the scene for the content and the project. You know who you are watching and what to expect.

We realised during a training session where we showed one of the first videos that there was quite a long silence as people waited patiently for those 21 seconds to be over. That intro was too long and had to go.

Our Facebook stats when we shared the first video showed the average viewing length was 22 seconds, so people didn’t even get to the content they were trying to watch.

So we had to rethink the beginning. For MSers, what would you need to know before you watched the video? The reason someone would click on the video in the first place is because they are interested in the answer to the question. The rest of the information gives the video context but isn’t the hook for MSers to watch the content.

We redesigned the video with two things in mind

Getting MSers to the content within a second of clicking play on the video. It also gave us more space at the end of the video to add extra information about the amazing Experts we have involved, including full title and location of practice.

We didn’t focus on the location or centre of the interview at all in the original video, so we wanted to give a shout out to all the centres taking part. We’ve included centre logos in the first frame while keeping with Shift.ms brand guidelines. Specific slides were also designed for each city to add to the identity of each centre. This meant a few hours well spent googling famous people and landmarks who would be recognised across our global audience. (sorry Salford)

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