Love him or hate him, there’s no denying that English comedian James Corden’s stint as host of The Late Late Show sparked a new trend in the way we watch our favourite programmes. The battle for viewers no longer takes place on the telly but on our social media channels through short, viral videos.
These aren’t tailor-made videos but stand-alone clips taken from the main show itself, which are shared on YouTube and other social media sites. They create a social media buzz as the views start to pile up and the programme’s popularity grows.
Take a look: when retro pals Will Smith, Alfonso Ribeiro and DJ Jazzy Jeff were joined by Will’s son Jaden on The Graham Norton Show to perform the Fresh Prince of Bel-Air theme song, the video attracted almost 50 million views.
Actress Kristen Stewart’s monologue on Saturday Night Live generated millions of views and hit the headlines when she discussed President Trump’s 11 tweets about her being unfaithful to ex-boyfriend Robert Pattinson.
And then of course, there’s the master himself. James Corden’s Carpool Karaoke segment on The Late Late Show has gained its own following – and inspired a spin-off TV series of the same name. This clip with Adele has an incredible 150 million views.
So how can we use our content to tap into the highlights that will create extra interest and reach new audiences? As internal communicators, we’re often trying to convey large amounts of information but there could be one particular aspect that could be pulled out as a short, stand-alone piece to pique our audience’s interest.
We may not be aiming to compete with the likes of DJ Jazzy Jeff (at least, not yet) but Julie Sander, Sequel’s Senior Film Producer, says there’s a huge opportunity for our social media presence too.
“We’re always keen to suggest shorter clips from larger videos that could work on social media in short, sharp bursts,” she says. “As well as reaching out to our audiences in a fresh and engaging way, we’re making our content work even harder.
“For example, we’re currently working on a company video that needs to raise the feel-good factor at a leading transport provider. As well as our lead film, we’ll be able to use the same footage to provide shorter clips that will grab viewers’ attention. These can then be shared across Facebook and Twitter to reach new audiences.”
So although we’re not suggesting you take your CEO for a spin with the radio turned up, there are certainly lessons to learn from Carpool Karaoke’s success. You can make more of your company videos by taking existing content to create fun and fast highlight clips. Just think: you could be your company’s Corden.
To talk about how to make your video content work harder, get in touch with Julie Sander at firstname.lastname@example.org