This Case Study is intended primarily for people who:-
(i) create videos for their own use, business or pleasure;
(ii) want to learn how to use still photographs to make social-media-first videos.
Making videos for mainstream social media channels (“social-media-first” production) and reusing them on web pages is a relatively new concept (first half of 2021).
We decided a case study was probably a better use of your time than discussing the theory and using hypothetical examples.
What follows is drawn from a real life example of a real business.
The owners of the Palatiano Restaurant recognised that they needed to make substantial changes to their business in order to stay competitive in 2021.
External conditions meant the numbers of customers who visited them year-in-year-out when on holiday was severely limited. The smaller numbers of people able to visit their home village meant that “passing trade” could not be relied on.
These had proven to be sound business strategies since they started their business. They would not be as effective in the environment of 2021.
Changes would need to be made to attract new and different clientele.
The Changes and Telling The World
A new corporate logo was commissioned. It gave priority to describing what the business was about and relegated its name to the “punch line”.
This reflected the wholescale refurbishment of the property. This was done with a view to the meeting the legal requirements to maintain hygiene standards – whilst offering a pleasing and comfortable environment.
Social media and, in particular, video were recognised as being the best means of spreading-the-word in a cost-effective way.
The new features of the Palatiano – eg. physical changes, new dishes on the menu, new wines and beers would provide a storyline for the videos.
Video – as at 31st May 2021.
A. The ingredients:-
(i) Still images were shot on a mobile phone;
(ii) A frame measuring 714 x 714 pixels was created.
B. The Recipe
Using a video editor a new blank canvas was created – measuring 714 x 714 pixels.
The still photographs, logo images and frame were imported and added to the canvas.
Some tweaks were made to sizes, timings and transitions between the components.
Some text was added and, finally, a sound track.
The “714 format” Video Output
This “714 format” video was posted as-is to Facebook and LinkedIn.