How KelbyOne multiplied its social video presence
Client Overview:
KelbyOne is a prominent online photography school offering comprehensive training and resources for photographers of all skill levels. As a leader in the industry, KelbyOne produces "The Grid," a popular live talk show where photography experts discuss industry trends, techniques, and inspiration. Seeking to expand their online presence and engage with their audience across multiple platforms, KelbyOne aimed to leverage their existing content more effectively.
Challenge:
While "The Grid" provided valuable and engaging content to its audience during live broadcasts, KelbyOne faced the challenge of maximizing the reach and impact of each episode beyond the initial airing. They recognized the potential of repurposing the content into shorter, attention-grabbing clips that could be shared across various social media platforms. However, they lacked the resources and expertise to execute this strategy effectively.
Solution:
KelbyOne partnered with Orama, a podcast and video production agency specializing in content repurposing and optimization. Orama proposed a comprehensive solution to help KelbyOne multiply the content from "The Grid" by creating multiple clips from each episode for distribution on various social platforms.
1. Content Identification: Orama collaborated closely with KelbyOne to identify key moments, insights, and discussions within each episode of "The Grid" that were particularly engaging or informative.
2. Clip Creation: Orama's team of editors skillfully crafted short video clips, typically ranging from 1 to 5 minutes in length, focusing on the most compelling segments of each episode. These clips were designed to stand alone and grab the attention of viewers scrolling through their social media feeds.
3. Platform Optimization: Recognizing the unique characteristics and audience preferences of each social media platform, Orama tailored the video clips to maximize engagement and impact across social media through horizontal and vertical format clips.
4. Branding Integration: To maintain brand consistency and reinforce KelbyOne's identity, Orama seamlessly integrated the school's logo, graphics, and branding elements into the video clips. This helped enhance brand recognition and association with the engaging content.
5. Multi-Platform Distribution: Orama advised KelbyOne on the most effective distribution strategy for the video clips, including scheduling and frequency of posts across different social platforms. This ensured maximum visibility and engagement with the target audience.
Results:
By partnering with Orama to multiply the content from "The Grid" through clip creation, KelbyOne achieved significant results:
- Increased Engagement: The video clips generated higher levels of engagement compared to full-length episodes, with increased views, likes, shares, and comments across social media platforms.
- Expanded Reach: By distributing the clips across multiple platforms, KelbyOne reached a broader audience of photography enthusiasts, attracting new followers and subscribers to their online school.
- Enhanced Brand Awareness: The consistent branding across the video clips reinforced KelbyOne's brand identity and positioned the school as a leading authority in the photography education space.
- Improved Conversion: Insights from Orama's analytics and performance monitoring allowed KelbyOne to refine its content strategy, and create stronger links between its social content and its expanding course catalogue.
Conclusion:
Through its partnership with Orama, KelbyOne successfully multiplied the content from its live talk show "The Grid" by creating engaging video clips for distribution across various social media platforms. This strategic approach to content repurposing not only increased engagement and reach but also enhanced KelbyOne's brand presence and authority in the photography education industry. The collaboration demonstrated the power of leveraging existing content assets to maximize audience engagement and drive business objectives.