This story is a part of our playbook for VidSpark, a Poynter initiative to bring local news to younger audiences. We worked with three local newsrooms over the course of 2020 to create social media video series aimed at GenZ viewers. Find our entire playbook here.
Over the course of 12 months, The Star Tribune went from having no visible content on its YouTube channel to publishing videos that have amassed thousands of views. Tribune staff did this while covering an intense news cycle, including the killing of George Floyd in their community.
We’re breaking down how The Star Tribune spun up a new social-first video series, how they managed their workflow, and what major takeaways they’ve had from the process.
Video: Watch The Star Tribune staff explain their process of building the social-first series Tomorrow Together
The Star Tribune needed to reach younger audiences to be sustainable and relevant in the long term. At the start of the VidSpark program, staffers were creating content primarily with their website in mind, which did not attract a young audience. Creating social-first video geared towards younger viewers would be a new muscle.
Initially, The Star Tribune’s YouTube channel was dormant. It had been used in the past primarily as a back end to the Tribune’s website, and for hosting livestreams. We decided to refresh the channel and its branding, adding a fresh color scheme and an abbreviated tagline.
The Star Tribune did have a strong presence on Instagram with visually stunning photography, but it had not been posting much video there, and had not used IGTV. We decided to go with Instagram as our secondary social video platform.
The core team for the project consisted of three people. Video journalist Mark Vancleave carried out the physical production of the videos, including shooting, editing and much of the writing. Senior video producer Jenni Pinkley oversaw the project and editorial, planning, and she assisted in finding sources for stories. Alexis Allston, an audience engagement producer, was the primary host and worked on audience engagement and marketing.
In addition, the team worked with an in-house designer at the outset of the project to develop the look and feel of the show. When Allston’s responsibilities mounted, the team brought in a second host for some episodes.
Poynter provided guidance that focused on what would resonate with younger viewers and what styles worked best for the platforms. Jillian Banner, VidSpark’s assistant editor for video strategy, and I gave coaching and feedback on scripts, video cuts, audience development, analytics and overall strategy.
With the outbreak of the pandemic, The Star Tribune team wanted to create a series that spoke to how their community was coming together to find a way forward and create a new normal. We came up with “Tomorrow Together,” which looks at how Minnesota is rapidly changing in the midst of the pandemic. The series launched with a trailer on May 5, and the first episode on May 6.
With the death of George Floyd in their city, the content pivoted to include how their community was dealing with police reform. The series, which ran nine episodes over the course of seven months in 2020, documented on-the-ground perspectives and broke down local community action.
Tomorrow Together: How Black and brown artists are making their voices heard after George Floyd’s killing
The Star Tribune’s previous video work was typically documentary or interview-based. The “Tomorrow Together” series spoke to those strengths while pushing their capabilities in hosted content.
Allston was new to hosting, and though she was well-versed in the conventions of the platform, finding her natural voice was an initial challenge. The first few episodes were directed remotely, with Allston learning how to film herself. Eventually, Allston and Vancleave began to film in-studio and could work together more directly. They began to do table reads of scripts and talk through ways to sound natural while filming.
Developing comfort with the camera as a host takes time, but Allston began to find her stride a few episodes in. Allston’s hosting time was limited, and arranging a studio shoot took significant time as their team was not working from the office. Reporter Zoë Jackson stepped in as a second host who could speak to her area of expertise and alleviate some of the hosting responsibility.
Vancleave was skilled at capturing interviews and visually captivating footage in the field. Audiences resonated with hearing from on-the-street community voices and appreciated the production value of the visual portraits of the city. Not having a dedicated script writer on the team made the hosted format more difficult and, as a result, the episodes increasingly focused on showcasing community perspectives and experiences rather than on the host conveying information.
The topics discussed within the series dovetailed with The Star Tribune’s existing coverage. This allowed the team to pull in footage and sources that had been captured across the newsroom, and to engage reporters with relevant expertise for editorial review. The series became an outlet to tell more in-depth video stories, outside of showing raw news video. The show’s relevance to the current moment helped the series to continue, even with the pressures of breaking news.
The full process of creating a video, from brainstorming to publishing, would take roughly eight to 15 days, depending on the length and complexity of the video. Straightforward explainers, like one debunking voting myths, tended to take less time, while complex topics like breaking down the role of the charter commission in police reform tended to take longer.
On average, The Star Tribune published an episode once every third week. This was less than our goal of publishing every other week, but the flexibility in the release schedule helped to accommodate breaking news events.
One area of growth in the team’s workflow came with paying more attention to the steps beyond the video export, particularly the episode title and thumbnail image. Taking time to work on developing a title and thumbnail made a significant difference in audience engagement. Thinking about these elements early in the process allowed the team to construct and frame the story in a way that would be engaging to viewers from the start of their encounter with the episode.
After each video was posted to YouTube, it was embedded within a story on The Star Tribune’s website, a large source of initial traffic. Vancleave re-edited a vertical cut of the video to post on Instagram within IGTV. This took an additional day, but vertical video on Instagram is more engaging as it fills the frame on the platform when shared, particularly in Instagram stories.
By several months in, the team had refined their production flow. Below are the phases of production for a “Tomorrow Together” episode. Sometimes these phases would overlap by a day, occasionally by a day on each end. News, scheduling conflicts, and other unforeseen events frequently broke up this time.
Here’s how Vancleave breaks down The Star Tribune’s production process:
Phase 1: Brainstorming and research (1-2 days)
- Develop a topic and angle for the episode
- Gather prior reporting to prepare outline and script
- Evaluate available visual elements to incorporate (e.g. file video, third party content)
- Identify potential sources and situations to shoot/interview
Phase 2: Outlining and scheduling (1-2 days)
- Write an outline with basic episode structure
- Schedule key interviews (virtual or on-location)
- Write and share social media callouts for virtual interview sources
Phase 3: Content production (2-3 days)
- Schedule and record virtual interviews with sources
- Shoot real-world events and subjects
- Record and collect third party video content
Phase 4: Scripting (1-2 days)
- Transcribe and annotate interviews and third party content
- Write rough draft with a paper edit of video content
- Review scripts with reporters for accuracy
- Begin building a video timeline with available material
Phase 5: Record hosted segments (1 day)
- Do a read-through with host and finalize script
- Record hosted segments
- Continue to build video timeline and graphics
Phase 6: Editing and post-production (1-3 days)
- Complete video timeline with hosted segments and graphics
- Share rough cut for feedback
- Repeat …
Phase 7: Pre-publishing (1 day)
- Finish episode with music, b-roll and graphics
- Write episode title, description and keywords
- Build thumbnails for all platforms
- Make teaser videos/GIFs
- Upload and prepare in YouTube
Phase 8: Post-publishing (1 day)
- Publish the episode on YouTube. Coordinate engagement and social media plans
- Re-edit IGTV version with closed captions graphics
- Post to IGTV (usually within a day or two of YouTube episode)
Overall, the audience response to the show has been positive, and viewership is growing. A typical video would receive around 1,300 views on YouTube and 6,000 views on Instagram. The final video produced in the program, featuring perspectives of young Minnesotan voters right before the 2020 election, reached 100,000 views organically on YouTube. Viewership on videos produced after the program has continued to increase.
Because our goal was to appeal to Gen Z, Poynter conducted an audience panel with Gen Z participants to get direct feedback. The participants appreciated that the topics of videos related to the issues they were facing in their lives, and appreciated seeing students featured. While the lower quality of video-call interviews was not noted, participants did enjoy seeing relevant and illustrative b-roll, and liked that visuals were not primarily stock imagery. Overall, participants liked the structure and pacing of episodes and rated them positively.
Through the “Tomorrow Together” project, The Star Tribune opened up new channels to reach audiences that they are continuing to use going forward. “We were appreciative to have this project in this year to make space for us to create different kinds of video and it’s been so worth it, and absolutely something that we’re going to stick with,” Pinkley said.
On YouTube, they’re experimenting with using voiceovers rather than an on-camera host. They’re also continuing to use IGTV, including publishing news video captured in the field, Instagram live discussions with reporters, and videos featuring voices from the community.
5 apps for scheduling Instagram posts on iPhone and Android
Alright, we get it. You’re an Instagram Nostradamus.
You know exactly what you want to post and when you’re gonna want to post it. Maybe there’s a meme or comment you want to make that you know will be totally relevant for a future moment or event. Or it could be that you’re an influencer and you want to make sure you keep a steady stream of content coming, so you want to schedule posts for times when you know you won’t be active (or won’t have internet access).
You’ll be happy to know there are apps that are specialized for just such situations. So listen up, InstaNostradamuses…Instagrostra…Instadam…Insta…uh…you guys (we’ll workshop it. No we won’t. We’ll probably just abandon that effort completely. You’re welcome) — these are the Instagram-post-scheduling apps for you.
While all of the iPhone apps below are free to download, they all have some in-app purchases.
We’ll start with “official partner” of Instagram, itself, Planoly — an Instaplanner that uses a grid to let you plan, schedule, and publish posts (as well as Reels) on Instagram. The app also lets you see post metrics and analytics so you can make sure your post didn’t flop.
Credit: buffer / app store
Buffer is another Instagram post scheduler that helps you plan your posts and analyze feedback once they’re published. Use a calendar view to drag and drop posts into days/time slots for easy scheduling.
Credit: preview / app store
Preview offers typical post-scheduling tools and analytics along with a few helpful extras. Get caption ideas, recommendations for hashtags, and more.
Credit: content office / app store
An Instagram post scheduler with a visual boost, Content Office allows users to plan and schedule Instagram posts while learning “marketing and visual guides to grow your brand on Instagram.” Like aesthetics and using visuals to create cohesive themes? Maybe this is the Instaplanner for you.
Content Office is available for iOS on the Apple App Store.
Credit: plann / apple store
You’ll never guess what “Plann” lets you do…
Aside from scheduling posts, get content ideas and recommendations, as well as strategy tips to ensure you’re maximizing your Instagram engagement. Ever wonder when the best time to post something is? Plann can offer you some help with that.
Social networking websites launch features to encourage users to get boosters
From Friday, users will be able to update their profiles with frames or stickers to show that they have had their top-up jab or aim to when they become eligible.
It follows on from people previously being able to show they have had their first and second jabs on certain social networking websites and apps.
TikTok also held a “grab a jab” event in London earlier this year.
I urge everyone who is eligible – don’t delay, get your vaccine or top up jab today to protect yourself and your loved ones
More than 16 million booster vaccines have now been given across the UK.
People who are aged 40 and above and received their second dose of their vaccine at least six months ago are currently eligible to have their booster.
A new campaign advert is also being launched on Friday, which shows how Covid-19 can build up in enclosed spaces and how to prevent that from happening.
Vaccines minister Maggie Throup said: “Getting your booster is one of the most important things you can do to protect yourself and your family this winter.
“It is fantastic to see some of the biggest household names further back the phenomenal vaccine rollout, allowing their users to proudly display that they have played their part in helping us build a wall of defence across the country.
“I urge everyone who is eligible – don’t delay, get your vaccine or top-up jab today to protect yourself and your loved ones.”
How many hashtags should you use to get the most ‘Likes’ on Instagram?
Hashtags are a key feature of Instagram posts. In fact, they have become an essential means of ensuring more ‘Likes’ on social media – so long as you choose them wisely.
But how many hashtags should you use to maximise your popularity on the social network? The answer might surprise you.
It’s a question that many Instagram users ask themselves: what’s the right number of hashtags to add to a post? To find out, the Later platform analysed 18 million Instagram posts, excluding videos, Reels and Stories.
Interestingly, Later’s results differ from Instagram’s own recommendations. According to Later’s analysis, using more hashtags helps get better results in terms of “reach”, or the percentage of users exposed to the post. By using 20 hashtags, Later observed an optimal average reach rate of just under 36%. Using 30 hashtags gets the next-best reach rate. With five hashtags, reach hits just under 24%.
And while a post’s reach is important, engagement is even more so. From “Likes” and comments to shares and follows – on average, 30 hashtags appears to result in better engagement rates: “When it comes to average engagement rate, using 30 Instagram hashtags per feed post results in the most likes and comments,” says Later’s research.
Yet, at the end of September 2021, Instagram advised its creators to use between three and five hashtags for their posts, while warning them against using too many. The social network advised that using 10 to 20 hashtags per post “will not help you get additional distribution”.
For Later, there could be other reasons behind Instagram’s recommendations: “As Instagram continues to expand their discoverability and SEO tools, it makes sense that they want users to experiment with fewer, more relevant hashtags – this could help them accurately categorise and recommend your posts in suggested content streams, like the Instagram Reels feed or the updated hashtag search tabs,” the website explains. – AFP Relaxnews
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