In the spring of 2016 I started producing videos for my local Farmers Market and Publishing them on Facebook. After uploading and optimizing these videos weekly I started to view what I was doing differently. I noticed that people really responded when locally focused content (especially video) popped up in their news feed.
Here are the results from videos produced for my local community (Grass Lake, MI). There is a lot of local pride here being a small town but I feel valuable video content produced for other local communities would have similar results.
|VIDEO NAME & LINK||POST DATE||PEOPLE REACHED||LIKES ON POST||SHARES||LIKES ON SHARES||VIEWS||UNIQUE VIEWERS|
|GLFM Vid 1: Sabrina||6/8/16||6,803||42||74||194||3.2K||2,700|
|GLFM Vid 2: Joe||6/15/16||6,550||56||75||138||3.3k||2,803|
|GLFM Vid 3: Charles||6/22/16||3,630||27||31||47||1.4K||1,127|
|GLFM Vid 4: JAM MAN||6/29/16||7,381||60||78||185||4.3k||3,732|
|GLFM Vid 5: Gen Promo||07/06/16||8,390||34||30||24||2.8k||2,762|
|GLFM Vid 6: Mix Promo||7/20/16||7253||18||34||39||2.9k||2,573|
|GLFM Vid 7: k’s Acres||7/27/16||5894||12||30||57||2.2k||1847|
|GL Drone Test Video||11/28/16||67,705||269||569||1,771||33k||28,440|
|Roaming Goat Promo 1||12/27/16||6,423||54||56||87||3.3k||2,434|
Local Video & Social Media
For those older than 25 who have actually listened to the radio or read a newspaper local promotional content is nothing new. On social media however it is rare. Combine this with the fact that there is still novelty in seeing video featuring people, places or things from your community and targeted social media videos have a huge effect.
As I started seeing the above results I began comparing what I was doing with my skill-set and platform to what is done at local radio stations. Where local radio stations help local businesses produce Audio commercials I was helping to develop and produce video content to support their goals. Where local radio stations broadcast to a geographical area I was targeting an area on social media. The same comparison could be made with newspapers. It is only the medium that changes between radio, print and the internet.
The Take Away
The realization I had was that local business owners, organizers, etc were never expected to run their own newspapers and be great writers, nor run their own radio stations and produce quality audio content.. so why today would we expect them to be online content developers, producers and marketers?
Going into 2017 with this new understanding of how I can serve local businesses and communities through Michigan Media House and my skill-set is exciting! Modeling what Broadcast and Print has done locally will provide a much needed foundation to work from. Moving forward the focus can be more on developing and producing ad free video content that delivers value to local communities while providing results to our collaborators and sponsors (aka the fun stuff).
So what do you think? What would you like to know more about locally?
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