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Scott Shapiro Wants To Compete On Every Platform

“I just find that fascinating knowing where the media is headed and what different consumption habits are.”

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Pro Football Hall of Fame running back Marcus Allen once described a teammate of his in a memorable way. Allen said that although former Los Angeles Raiders tight end Todd Christensen was very well read, he also had the ability to come down to a locker room level. That skill is very useful for a sports radio programmer to possess as well. It’s a skill that Scott Shapiro has.

Scott is one of the brightest minds in sports radio, but he doesn’t sound like he’s constantly giving a dissertation on the migrating habits of the Arctic Tern. Scott has the ability to teach and inform while sounding like one of the guys.

The Minneapolis native eventually landed a gig as Program Director of ESPN Radio in Bristol. Scott worked closely with some of the biggest names in the business including Mike & Mike and Colin Cowherd, and continues to work with Cowherd now as the Vice President of FOX Sports Radio. Other top talent in the industry have also been under Scott’s careful watch at FSR. It isn’t shocking that a man who has presided over some of the sharpest minds in the business sounds like he has one of the sharpest minds himself. The top-shelf insight that Scott offers below is second to none.

One of the best compliments I can give a sports fan is this; the passion they have for their favorite team makes me more passionate about that same team myself. It works the same way in business. The love that Scott displays for sports radio is contagious. His words are inspiring and contain some of the best advice hosts will find anywhere. Scott will be on a panel at the BSM Summit in New York next week. He gets a head start by spreading some knowledge in the interview below. Enjoy.

Brian Noe: Which area did last year’s Summit benefit you the most?

Scott Shapiro: Audio is at such a critical point right now and it’s so fascinating how the industry is changing. To me what was most compelling last year is how the industry is combating all of the new platforms. Not all of the platforms are truly new, but the strategies towards all of the platforms are changing by the day. When you have the smartest minds in radio and audio in one room, the collective brainstorm about how podcasting is changing the game, how streaming is revolutionizing the decisions we make, to me the most useful information is what’s new on the horizon and how we can combat it as an industry.

We’ve all programmed and hosted radio shows for many years so the name of the game hasn’t changed, it’s all about compelling audio, but what’s most fascinating in a conference like that is, there are new technologies and platforms, and new audience members as a result of it. It’s figuring out the right strategies to make sure the audio business continues to grow, which it definitely is.

BN: Which is more challenging; finding the right on-air talent, or combating all of the other competition and platforms?

SS: I’d say the biggest challenge for any media company right now is standing out in the wilderness of so much product. What I mean by that — there’s between 900,000 and a million podcasts for example. So there is way more audio product in the market than ever before. To me the biggest challenge for any content producer, any company, is having your content stand out and be top of mind with the audience. 

What’s great for all of us and what makes it a fantastic challenge is that more people are consuming audio than ever before. Really along those lines more people are listening to sports audio than ever before. By audio I mean terrestrial radio, streaming, podcasting, you name the platform, there are more people listening, so that’s fantastic. There are less people today reading print journalism. That’s a fact. But there are more people listening to sports audio. The biggest challenge is since there are so many people delivering the product, how can you capture the listening, how can your content stand out in a wilderness of so many other takes?

BN: What strategies has FOX Sports Radio used to stand out among so much competition?  

SS: More than anything it’s in the strength of our talent without question. It’s having the most compelling, the most insightful, and the most thought-provoking material. By material I mean takes and opinions. The name of our game is playing hits and giving a very smart opinion on stories to make people smarter, to make people think differently, and to make people react.

Image result for fox sports radio lineup

What allows us to stand out, it’s the creative process of our talent and are producers to make what we’re doing the most compelling talk out in the space. Then you use your resources like social media to disseminate it and get it out to the masses. But really the name of the game more than anything is that content creation process where you’re developing a smart, well-researched take. You’re there for making your audience smarter and allowing them to learn something based on having a unique take compared to something that’s cookie-cutter that anybody out in the marketplace could be doing.

BN: If you were trying to build the perfect sports radio host, or as close to perfect as you could get, what would be the three main traits you would pinpoint?

SS: Good question. I’m going to name some things and we’ll see if it ends up being three. Ultimately a host has to live and breathe sports. You have to be so consumed with the content at which you’re presenting. I mean that because you need to have that curiosity for the topics. You need to have a fire burning inside of you for the topics that you’re discussing. I’ve worked with hosts in the past who ehh, they don’t really care about the topics. When you don’t care, you have such a ceiling on how good your take is going to be and how compelling and how passionate you are going to be. But when you are consumed by it, when you’re a fan yourself, you bring a certain level of curiosity and you care more about the topics — it invigorates opinions. It invigorates thought. Therefore there is depth to the topic which allows the audience to be along with you on the journey. To me more than anything you have to have a passion for the material because if not, the audience is going to see right through that and they’re going to tune out and find somebody else who is passionate. 

Number two; it’s the prep work that goes into a great show and the prep work that goes into developing a great topic. Anybody can take a story and give a cookie-cutter opinion and get by, but that’s no longer good enough. There are so many content producers out there where in the past, yeah, there might have been a couple different hosts on at the same time in each market. That was the audience’s choice. While there was competition there, it’s nothing like the competition of today. Now people can stream hosts from out of town. You can listen to content on demand. You can listen to content live. You can listen to all different genres. At this point now anybody can do mediocre audio, but that’s not good enough to win anymore. What prep does is it allows you to go deeper and make the audience smarter. 

Whether I’m listening in my position or just listening casually, I know when people put prep work in because that prep work allows your material to go from mediocre to excellent. Not even good to great, it can be from mediocre to excellent. Frankly the audience’s time in this day and age with all of the distractions, with all the content, with social media, with all the different technology we have for our ears and at our fingertips, people’s time is honestly in many cases more valuable than even their money. If we’re asking people to spend time consuming our content, there’s got to be prep that goes into it to make it great instead of making it mediocre. Mediocre just doesn’t cut it anymore and frankly good often times doesn’t cut it anymore. There are too many options out there.

Okay number three; hosts must have tremendous storytelling ability. At the end of the day no matter what topic you’re discussing, whether it’s sports or anything else, you’re telling stories on the air. Now it might be very topical to the story of the day. It might be an analogy to your life. It might be an analogy to the real world but ultimately the greatest storytellers make for the greatest radio hosts because really that’s what you’re doing. You’re asking for people’s attention and you’re trying to keep their attention in a very interesting and compelling way.

BN: You landed right on three. You stuck the landing.

SS: Hey, what do you know? Three. Boom. Man, if you would have asked me for 14, I might have struggled there.

BN: (Laughs) What are a couple of other traits in a great host?

SS: Being fearless. Having the ability to not be overly concerned with kickback, and not overly concerned by having a potentially unpopular opinion. A radio host who’s willing to be honest in a constructive way and a well-researched way despite it perhaps being uncomfortable or unpopular, that’s a skill that allows people to stand out because it makes for exceptionally interesting radio.

I’m going to also say unpredictability. It could be unpredictability in terms of the presentation, or in terms of the opinion they may have on a story. The more unpredictable a talent is, it leaves open to the audience a level of suspense where they never quite know exactly what they’re getting. That level of intrigue usually makes for a pretty interesting listener/host relationship.

BN: You’ll be one of the speakers at the Summit. Being on the programming side, do you feel comfortable and enjoy being in front of a crowd? 

SS: Personally I love it. There’s just an adrenaline rush. As a kid I was in plays and I’ve always liked being onstage. I’ve never shied away from those moments. I love the pressure that comes along with it. While some people have a hard time with that, I thrive in those types of atmospheres. But I’ve always wanted to be behind the scenes in radio. I love the strategy that goes into it. I love programming. The whole reason I’m in this game is because I would be consuming this product if I wasn’t working in it.

To be able to work behind the scenes and help craft it and help make talent better; to take shows from mediocre to great, or even good to great, I love the role of this position. I love what I do. At the same time in my position, you’re talking to people all day, every day. Whether it’s presenting to one person or having to get up on the stage and present to multiple hundreds, I’m comfortable with it. I think a leader of an organization needs to be comfortable speaking to others because a big part of what they’re doing is leading and inspiring people.

BN: The Summit will provide a lot of networking opportunities. It obviously benefits people that are seeking jobs, but for someone like yourself who already has the job, how important is networking?

SS: It’s important to everyone. Regardless if you’re a college student or you’re a top executive at a big company, it’s always important because you never know when opportunities are created with the people you meet. Frankly every job I’ve had throughout my career has been thanks to networking. Now, it’s also luck. Luck comes into everything. But luck doesn’t just happen; you have to create your luck through the relationships you have and through hard work.

Networking is very important because again no one should ever be content with where they are in life. You never know what doors can open through networking. Whether you’re a college student looking for an internship or you’re 60 years old and you think you’ve made it, there’s no point to shy away from networking because it could close doors that you never knew may open.

BN: What is either the most impactful thing you’ve recently learned about the radio industry or something that you found the most interesting?

SS: Now that’s a good question. Listen, to be an audio homer, it’s something I find fascinating; just in terms of leading and learning, one thing that I find fascinating is listening and viewing habits. What seems pretty remarkable to me is linear television. When you look at millennials, television consumption over the last five years has gone down 40 percent. Amongst millennials, linear television viewing has gone down 50 percent. Now of course that’s because there are so many streaming and on-demand options. But that’s a fact for linear TV.

Then when you look at terrestrial audio, there hasn’t been that drop off. It has not decreased at all over the last five years; to the point that well over 90 percent of people still to this day listen to terrestrial radio on a weekly basis. When you are able to track listening, viewing, and consumer habits, it allows you to better strategize what it is you’re doing and set up your organization to succeed. That’s not a profound life lesson, but it’s something I’ve learned just diving through numbers. I just find that fascinating knowing where the media is headed and what different consumption habits are.

BN: Being born and raised in Minneapolis, I know you bleed for your Minnesota teams. What’s the pecking order of your personal teams of interest?

SS: There are three that are at the top of the list; Vikings, Twins, and Timberwolves. I live and die with all of them. Boy, in terms of the order — mmm mmm mmm.

A Vikings Super Bowl championship would be the most impactful just because of the power of football. For a revolutionary moment, for that fan base, and for the state of Minnesota, the Vikings winning would be monumental. As a personal fan I live and die through these three teams. There’s not even a pecking order because my emotions that go into all of them are peak to begin with. I swear it’s like picking between children. I love them all and I hate them all at the same time.

BN: If a sports host talks about one of your favorite teams, you’re going to be locked in. What are the ingredients of a host that grab your attention the same way even when one of your favorite teams isn’t being discussed?

SS: It’s all about the storytelling and it’s all about the presentation. I’m a pretty broad sports fan in addition to having my favorite teams. If it’s a big story in sports I’m likely going to be interested in that story. But that’s what makes the ability of a host so fascinating; they can take a story that an audience perhaps wouldn’t choose on their own and they can make it compelling. That’s when you know you have a great host. It’s capturing the audience’s attention. It’s building an argument by demonstrating it and by telling a story. Ultimately we’re still playing the hits. We believe that the topics that we’re discussing are what the audience wants to hear. But if you’re able to hold people on a topic they didn’t wake up thinking they needed, it’s a great skill.

BN: You’ve worked with Jason Barrett before. Do you either have a funny story about JB from your working days together or something that stands out in your mind in terms of his work ethic?  

SS: Other than the wrestling figurines that I see on his Twitter timeline. (Laughs) No here’s what I would say. It’s not a specific story. What I respect about Jason is that he’s relentless. I talk about hosts needing to have a passion on the air to be able to cut through and Jason certainly brings a next-level passion to his business and the business of sports audio. To have the vision to create a Summit like this, to have a vision to create a portal for news and a whole infrastructure around it, it takes guts and it takes a huge heart and a lot of work. I give him credit for having a very attuned sports media audience at the ready whenever he has news or content to share. I do really respect his passion for the industry and his relentless approach to making BSM work.

BSM Writers

Adam The Bull Is Giving Cleveland Something It’s Never Had Before

“It was only more recently that I was like why do I have to only be a radio guy?”

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After spending 22 years on the radio, Adam “The Bull” Gerstenhaber was ready for a new adventure.  In fact, the former co-host of Bull and Fox on 92.3 The Fan in Cleveland did not have a new job lined up when he signed off from his 11-year radio home last month.

“I was already leaving without having a new project,” admitted Gerstenhaber during a recent phone interview with BSM.  “I left before I knew for sure I had a ‘next project’.”

Gerstenhaber was preparing for his final show with co-host Dustin Fox on April 1st when he was contacted by an executive producer for TEGNA, a company that was developing a Cleveland sports television show on YouTube.  The executive producer, who had just found out that Bull was a free agent, made it clear that he wanted Bull to be a part of the new project.

It all came together very quickly. 

“Let’s talk on Monday,” Gerstenhaber told the executive producer. “And within a week they signed me up.”

The Ultimate Cleveland Sports Show on YouTube featuring Gerstenhaber, former ESPN personality Jay Crawford, 92.3 The Fan’s Garrett Bush, and rotating hosts to make up a four-person round-table show, made its debut last Monday.  The show, which airs weekdays from 11am to 1pm, features passionate Cleveland sports talk, live guests, either in-studio or via Zoom, as well as interaction from the audience through social media.

“I’m very excited,” said Gerstenhaber.  “It’s a definite adjustment for me after 22 years on radio doing television.  For the last 11 years, I’ve been doing a radio show with just one other host and I was the lead guy doing most of the talking and now I’m on a show with three other people and it’s such an adjustment.  So far, I’m having a ball.”  

And so far, the reaction to the show has been very positive.

A big reason why is that it’s something that Cleveland didn’t have and really never had, unlike a city like New York, where there are local radio shows that are simulcast on regional sports channels. 

“There’s nothing like that in Cleveland,” said Gerstenhaber.  “And there was certainly nothing like this with a panel.  Cleveland is such a massive sports town and now people that don’t live in Cleveland that are maybe retired in Florida or Arizona, now they actually have a TV show that they can watch that’s Cleveland-centric.”

The new venture certainly represents a big change in what Bull has been used to in his radio career.  He’s enjoying the freedom of not having to follow a hard clock for this show. In fact, there have already been some occasions where the show has been able to go a little longer than scheduled because they have the flexibility to do that on YouTube.

Doing a show on YouTube gives the panel a great opportunity to go deep into topics and spend some quality time with guests.  And while there is no cursing on the show at the moment, there could be the potential for that down the road.

Don’t expect the show is going to become X-rated or anything like that, but the objective is to be able to capture the spirit and emotion of being a sports fan and host.

“It’s something we may do in the future,” said Gerstenhaber.  “Not curse just to curse but it gives us the option if we get fired up.  It is allowed because there’s no restrictions there.  The company doesn’t want us to do it at the moment.”  

There’s also been the shift for Gerstenhaber from being the “point guard” on his old radio show, driving the conversation and doing most of the talking, to now taking a step back and having Crawford distributing the ball on the television show.

For a guy called “The Bull”, that will take some getting used to. 

“Jay is a pro’s pro,” said Gerstenhaber.  “He’s the point guard for this but he’s also part of the conversation.  I’m not used to not being the point guard so I have to adjust to that.  I think it’s gone pretty well and the chemistry is pretty good and with time we’ll get used to the flow of it.”  

Gerstenhaber’s move from sports radio to an internet television show is a perfect example of how the industry is changing.  A good portion of the listening and viewing audience these days, especially those in the younger demographic, are not necessarily watching traditional television or listening to terrestrial radio.  For a lot of sports fans, watching and listening on a mobile device or a computer has become a very important way of life.

The desire to adapt, along with a shorter workday, was very enticing to him.

“It was only more recently that I was like why do I have to only be a radio guy?” wondered Gerstenhaber.  “There were things about my job that I was unhappy about.  I was doing a five-hour radio show.  It’s too long. That’s crazy.  Nobody should be doing a five-hour radio show at this point.” 

Broadcasting on the internet has arrived and it’s not just a couple of sports fans doing a show from their garage anymore.  The business has evolved to the point where the technology has provided more opportunities for those who have already enjoyed success in the industry and are looking for new challenges.

Kind of like Adam The Bull!

“I think years ago, probably like many people in the radio business, we looked at internet and podcasts as like whatever…those guys aren’t professionals…they’re amateurs,” said Gerstenhaber.  “But the game has changed.”

Gerstenhaber, Crawford and everyone associated with the “Ultimate Cleveland Sports Show” should not have much of a problem attracting the younger audience. That demographic is already accustomed to watching shows on YouTube and other streaming platforms.  The challenge now is to get the more mature audience on board. There are certainly some obstacles there.

I know this from experience with trying to explain to my mother in Florida how she can hear me on the radio and watch me on television simply by using her tablet.

Bull can certainly relate to that.

“My mother is still trying to figure out how to watch the show live,” said Gerstenhaber with a chuckle.  “The older fans struggle with that. A lot of my older fans here in Cleveland are like how do I watch it? For people that are under 40 and certainly people that under 30, watching a YouTube show is like okay I watch everything on my phone or device.  It’s such a divide and obviously as the years go by, that group will increase.” 

With the television show off and running, Gerstenhaber still has a passion for his roots and that’s the radio side of the business.  In the next couple of weeks, “The Bull” is set to announce the launch of two podcasts, one daily and one weekly, that will begin next month.  But he also hasn’t ruled out the possibility of returning to terrestrial radio at some point.

“I have not closed the door to radio,” said Gerstenhaber.  “I still love radio.  I would still, in the right set of circumstances, consider going back to radio but it would have to really be the perfect situation.  I’m excited about (the television show) and right now I don’t want to do anything else but I’m certainly going to remain open-minded to radio if a really excellent opportunity came up.”

The landscape of the broadcasting industry, particularly when it comes to sports, has certainly changed over the years and continues to evolve.  Adam Gerstenhaber certainly enjoyed a tremendous amount of success on the radio side, both in New York and in Cleveland, but now he has made the transition to something new with the YouTube television show and he’s committed to making it a success.

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BSM Writers

I Heard A Lot of Boring, Uncreative Sports Radio On Friday

“Sometimes your first idea is your best one. You don’t know that though if you stop thinking after one idea. That is what it feels like happens a lot the day after NFL schedules are released”

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Maybe this one is on me for expecting better. Maybe I need to take my own advice and accept that there are times the sports radio audience just wants a little comfort food. Still, this is my column and I am going to complain because I listened to probably six different stations on Friday and all of them were doing the exact same thing.

The NFL schedule was released on Thursday night, so on Friday, regardless of daypart, every show seemingly felt obligated to have the same three conversations.

  1. How many games will the home team win?
  2. What does the number of primetime games we got mean for how much respect we have nationally?
  3. Why do the Lions still get to play on Thanksgiving?

Football is king. I get that. Concrete NFL news is always going to take priority. That is understandable. But where was even an ounce of creativity? Where was the desire to do better – not just better than the competition, but better than the other shows in your own building?

I listened to shows in markets from across the league. The conversations were the same regardless of size or history of success. Everyone that picked in the top 5 in last month’s draft is going to go 10-7. Every team that got less than 5 primetime games feels disrespected. It was all so boring.

Those of us in the industry don’t consume content the way listeners do. We all know that. Perhaps I am harping on something that is only a problem to me because I listen to sports talk radio for a living. If you don’t ever want to put more than the bare minimum of effort into your show, decide that is the reason for my reaction and go click on another article here.

Consider this though, maybe the fact that I listen to so much sports radio means I know how much quality there is in this industry. Maybe it means that I can spot someone talented that is phoning it in.

I want to be clear in my point. There is value in giving your record prediction for the home team. Listeners look at the people on the radio as experts. I will bet some futures bets in a lot of markets were made on Friday based on what the gambler heard coming through their speakers. All I want to get across is there is a way to have that conversation that isn’t taking two segments to go through each week one by one. I heard no less than three stations do that on Friday.

Sometimes your first idea is your best one. You don’t know that though if you stop thinking after one idea. That is what it feels like happens a lot the day after NFL schedules are released. It’s a very familiar rhythm: pick the wins, get a guest on to preview the week 1 opponent, take calls, texts and tweets with the listeners’ predictions.

I didn’t hear anyone ask their listeners to sell them on the over for wins. I didn’t hear anyone give me weeks that you could skip Red Zone because one matchup is just too damn good. I didn’t hear anyone go through the Sunday Night Football schedule and pick out the weeks to schedule dates because the matchup isn’t worth it.

Maybe none of those ideas are winners, and that is fine. They are literally three dumb ideas I pulled out of the air. But they are all ways to review the schedule that could potentially leave a smile on your listener’s face.

Show prep is so important, especially in a group setting. It is your chance to tell your partner, producer, or host that you know you can do better than the idea that has just been thrown out. Quit nodding in agreement and challenge each other! It may mean a little more work for you, but it means more reward for the listeners. And if the listeners know they can rely on you for quality, creative content, that leads to more reward for you.

And lay off the Lions. It’s Thanksgiving. You’re stuck at home. The NFL could give you Lions vs Jaguars and you’d watch.

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BSM Writers

Why You Should Be Making Great TikTok Content

“We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds.”

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It feels like there’s a new social media platform to pay attention to every other week. That makes it easy to overlook when one of them actually presents value to your brand. It wasn’t long ago that TikTok was primarily used by teenagers with the focus being silly dance trends filmed for video consumption with their friends and followers alike. Now, as the general public has become in tune with how this complicated app works, it’s grown far beyond that.

TikTok is now an app used by all types of demographics and unlike TikTok’s closely related cousins Instagram and Facebook, this app provides a certain type of nuance that I think people in our line of work can really excel in. 

Before I get into the nuts and bolts of how you can use TikTok to your advantage and how to make your videos catch on, I think it’s important to first mention why this matters for you. Now, if I’m being realistic, I’m sure there are some that have already stopped reading this or those that could scroll away fast enough when they saw the words TikTok. You might be thinking that this doesn’t fit your demo, or maybe that it’s a waste of time because productivity here won’t directly lead to an uptick in Nielsen ratings. But I’m not sure any social network directly leads to what we ultimately get judged on, and we aren’t always pumping out content directly to our core audience.

TikTok, like any other app you may use, is marketing. This is another free tool to let people out there know who you are and what you offer in this endless sea of content. And the beauty of TikTok is that it directly caters its algorithm to content creators just like us. Bottom line, if you are a personality in sports talk, there’s no reason you can’t be crushing it on TikTok right now. All it takes is a little direction, focus, consistency, and a plan. 

Unlike Instagram, Facebook, and Twitter where you can throw a photo up with a caption and be done for the day, TikTok’s whole model is built on creative videos that keep users engaged for longer periods of time. This approach works. According to Oberlo, a social media stat tracking site, people spend more time per day on TikTok than any other popular social media application. 38 minutes per day!

This is where this is good news for us in talk radio. We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds. TikTok’s algorithm doesn’t care how many followers you have, your level of credibility, or the production on your video. All ir cares about is 1) Is your content good. and 2) Are people watching it. 3) How long are they watching it. The more people watch and the longer they watch creates a snowball effect. Your videos views will skyrocket, sometimes within hours. 

So, how do you create content that will catch on? It’s really not all that different than what you do every day. Create thought-provoking commentary that makes people think, argue, or stay till the end to get the info you teased up for them. I’ve found through my own trial and error that it’s best if you stay away from time-sensitive material, I’ve had more success the more evergreen my content is. That way, the shelf life expands beyond just that day or week. This is different for everyone and there’s no one-size-fits-all, but this is where I’ve seen the most success. 

Also, put yourself out there, don’t be afraid to say something that people are going to vehemently disagree with. Again, it’s not unlike what we do every day. It’s one thing to get someone to listen, it’s another to get them to engage. Once they hit you in the comment section, you’ve got them hooked. Comments breed more views and on and on. But don’t just let those sit there, even the smallest interaction back like a shoulder shrug emoji can go a long way in creating more play for your video. 

If you want to grow quickly, create a niche for yourself. The best content creators that I follow on TikTok all put out very similar content for most of their videos. This means, unlike Instagram where it’s great to show what a wildly interesting and eclectic person you are, TikTok users want to know what they’re getting the second your face pops up on that screen. So if you are the sports history guy, be the sports history guy all the time. If you are the top 5 list guy, be the top 5 list guy all the time, and on and on, you get the point. 

Other simple tricks

  • Splice small videos together. Don’t shoot one long video. 
  • 90 seconds to 2 minutes is a sweet spot amount of time. 
  • Add a soft layer of background instrumental music (this feature is found in the app when you are putting the finishing touches on your video) 
  • Label your video across the screen at the start and time it out so that it disappears seconds later. This way a user gets an idea of what the content is immediately and then can focus on you delivering your message thereafter.  
  • Research trending hashtags, they are far more important than whatever you caption your video. 
  • Use closed captions so that people can follow your video without sound. 

Finally, don’t be intimidated by it or snub your nose at it. Anything that helps your brand is worth doing and anything worth doing is worth doing well. 

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