Get’n Social took over managing all of the Chicagoland Skydiving Center social media accounts in August of 2018, which includes Facebook, Twitter, and Instagram. Unlike some of our other clients, CSC was not lacking in terms of content, such as photos, videos, and graphics. Rather, they were in need of our assistance to determine how to best utilize the assets they did have.
Our Video Marketing Specialist, Rachel Choice, went to work immediately scrubbing through their hours and hours of archived footage, ranging from tandem jumps to solos, team jumps, wingsuits, and canopies. One of the biggest concerns was finding a way to organize the footage, as with skydiving there are often times several cameras all recording the same jump. There was footage taken from the skydiver themself as a POV shot (point of view); the designated skydiving filmer whose job is to record the jump; another jumper who can shoot the skydiver who is filming the jump; and finally, someone inside the plane who captures the takeoff and first few seconds of freefall.
Once all of the footage was separated into different categories, the next step was to create videos that focused on a particular ‘theme.’ In order to determine the theme of a video, Rachel took note of occurrences or happenings that were prevalent in the footage that CSC provided. For example, many of the videos of tandem jumps feature 1) the initial jump out of the plane, 2) the 45 second freefall, 3) tricks and stunts performed by the skydiver and cameraman, such as spinning and flipping upside down, 4) the deployment of the parachute, and finally 5) the slow parachute descent to the ground.
By identifying these common tropes, each video could then be constructed with each theme in mind and guaranteed to be sufficiently different from the last. Once the themes are identified, we combine them with a specific goal for the video, such as encouraging people to try tandem skydiving, overcoming their fear by listening to testimonials, or eating at the Flight Deck Bar and Grill. Due to the diversity of the themes and goals of each video, CSC is able to utilize the videos over and over again, while still maintaining solid audience engagement and interest.
One of the benefits of using videos as opposed to photos on social media is their ability to capture – and hold – the attention of audiences far better than static imagery. Videos tend to receive 64% more engagement compared to photos, and are more likely to be liked, shared, commented on. The great thing about working with a skydiving company such as CSC is that their photos and video already have a leg up on the competition in terms of interesting content – they feature people jumping out of perfectly good airplanes.
However, even someone leaping out of an airplane and free-falling towards the earth at 120 mph is sometimes not enough to hold people’s attention. One tactic that we utilized during our editing process was to ensure that we had catchy, upbeat music underneath every video. More specifically, we wanted to use music that could be easily edited too. We looked for music that features an easily followable beat, with distinct hits, fast tempo, and preferably features a “big finish,” or a moment where the music picks up rapidly. Thankfully, CSC’s collection of songs that were at our disposable checked all of our boxes. Due to the fact that we chose music with a fast tempo and edited the clips to match, even if someone watches without the sound on, the fast-paced edits will hold their attention. (When you watch our videos, notice how the video edits align with the tempo and beat of the music.)
The end result amounted to a collection of around ten videos ranging in length, target audience, and overall purpose. The videos were distributed across CSC’s plethora of social media platforms, including Facebook, Twitter, Instagram, and IGTV. The first 30-second video posted to CSC’s Facebook page garnered over 10,000 views, with a reach of over 56,000 people.
Throughout the first few months of Get’n Social’s employment by Chicagoland Skydiving Center, the company experienced very exciting partnerships and events. In September of 2018, they were fortunate enough to have the opportunity to host the USPA National Skydiving Championships. Around 600 skydivers from across the U.S. and around the world flooded to Rochelle, IL to compete in team and solo jumps. The short, one-minute highlight reel video we put together reached over 4,600 people and garnered 1,300 views.
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