Producing Video: A Shift In Content Creation

Last year, video accounted for over 82 percent of all web traffic, with TikTok boasting 1.04 billion active users and YouTube setting the high bar at 2.6 billion. Latecomer Facebook Reels is just under 620 million. 

These numbers represent a significant shift from when blogs were content drivers ten years ago. So, while blogs and articles still play an essential role in SEO and easily digested nonlinear content, video isn't something to dismiss. While traveling on my Late Summer National Book Tour in August, I learned just how important video content can be.

I teed up every bookstore signing with a video shot the day before while on the road. Views for these videos ranged from 1,251 to 2,984 on TikTok and 1,081 to 1,688 on Facebook Reels. On TikTok, the least viewed was at the Lee's Legendary Marble Museum in York, Nebraska, and the most viewed was The Gateway Arch in St. Louis. Ironically, The Gateway Arch was the least viewed, and Lee's Legendary Marble Museum was the most viewed on Reels. 

The real test was more tangible than views. Some readers expressly mentioned the videos at the signing, especially in Nebraska — something that stuck with me long after I returned home, which is why I've since invested in making more video content. 

New Video Content Highlights 

60-Second Writing Tips: I'm sharing a 60-second writing tip every Monday. The tips will likely alternate between very general tips, like which style book to use, and very specific tips, like using possessive pronouns to improve clarity. Since returning from the tour, I've already produced five videos. 

Inside The Audiobook: Two of my books were released as audiobooks and narrated by the incredibly talented Brian Callanan. In the weeks ahead, starting with Third Wheel, I'll share a highlight of something from each chapter or story and share a narrated sample from the audiobook. The first few chapters are up. 

Behind the Writer's Desk: Every few weeks, I'll highlight one of my current projects or discuss my writing process. The first episode discusses part one of a story that will appear in my upcoming newsletter, Scraps by Rich Becker. 

Upcoming Interviews and Shout-Outs: In addition to those mentioned above, I'm currently experimenting with several formats to host a new interview series with special guests. I'll share more about this new monthly (or so) series in the weeks ahead. Likewise, I'll give shout-outs to bookstores and more on TikTok and Facebook Reels in the days ahead, anything I can do to help my friends and associates.

Other Content Found Around The Web 

While some of the video content still has a few rough edges while I become more comfortable with it, it's only a matter of time before everything clicks. In fact, to help me become more comfortable on the other side of the screen, I recently put my name out as an actor for fun and was cast in a commercial and short film within weeks.

While there is an uptick in video content overall, I'm still active on many social networks, publish a newsletter, and sometimes devise other ways to share content. For example, an interactive Google map highlights where readers can find signed copies of my books or libraries with copies to check out. This site will eventually average an article a month again. 

The point is pretty simple. Different content deserves different media. It has always been this way and will likely always be this way. Creatives need to create content that best serves the people they want to reach in a way they want to be reached. So, with that in mind, I hope to see you!

Telling Stories: Voice Actor Brian Callanan

There’s a June event in West Seattle where hundreds of kids and parents turn out to run a 5k race and obstacle course — climbing over walls and crawling through mud. Think of it as a community-minded version of Tough Mudder or the Spartan Race that doubles as a fundraiser for Our Lady of Guadalupe. 

The event is called Loop the ‘Lupe because participants run a 1k course with seven obstacles — everything from spider webs to a squirt gun alley — five times. There is plenty of post-run entertainment too, live music and a beer garden, organized in part by the efforts of someone who has always seen success as a marathon. 

“After taking post-graduate courses at San Francisco State University, I couldn’t wait to jump into the world of television broadcast news in 1995,” explains Brian Callanan, event organizer. “I worked my way up from smaller markets like Roseburg, Oregon before breaking into a bigger market like Seattle and eventually joining The Seattle Channel in 2011. I’m glad I made that decision. I’ve been able to report on a variety of important local issues and connect with the area’s top political decision makers.”

His work has also garnered five Emmys in television broadcasting, a distinction Brian is quick to share with anyone and everyone who is part of the teams that made it happen. Listening to Brian talk about how he broke into broadcasting becomes a familiar story, too, even when he isn’t talking about TV journalism. All of his accomplishments started small. 

“I always wanted to get involved in voice acting, and I finally connected with my friend David H. Lawrence XVII,” says Brian. “He and Dan O’Day helped me learn how to record myself for audiobook work, but also how to edit my work and promote it.” 

So what started as a side hustle quickly turned into something bigger. Within the last seven years, Brian has narrated close to 80 books across all genres — from adventure and science fiction to nonfiction and romance. Generally, he takes on one title a month, which he says is a manageable pace. 

“My career took off when I narrated a noir thriller called ‘The Last Watchman Still Rides,’” says Brian. “It required a first-person, tough-guy narrator that a lot of authors need in a narrator. It works because while I’m a big fan of all kinds of books and don’t want to be typecast, noir thrillers are some of my favorites.”

On the tech side, Brian says he records and edits using the Studio One platform, with iZotope software for audio mastering, on an ASUS solid-state-drive laptop. The laptop has been a stalwart performer, especially because it runs without fans that could disrupt his performance. He also uses an AT2020+ microphone and highly recommends the course he took to break into the business, the ACX Masterclass. 

“Early on, I had one author who kept adding chapters to his book while I was in the process of narrating it. Those kinds of situations can get a bit tense,” said Brian. “But I’ve been fortunate to work with authors and rights holders who are very understanding. Mostly, I tend to avoid books that call for lightning-fast deadlines and narrators with foreign accents.” 

That might surprise some listeners given that his latest project, 50 States (my book), is a collection of short stories that called for hundreds of characters and scores of accents from all over the world. And, since the stories are not confined to a single genre, Brian had to approach each one with a fresh perspective.

“The main challenge of 50 States was simply re-setting and re-studying the needs of each story as I paused between them,” said Brian. “I had to take some longer breaks than usual just to get into a different mode of thinking about them.”

The challenge was worth his initial attraction to the project. The result is a collection of stories that have an outstanding serial quality to them.

“I liked the nod to the collective trauma we’ve been going through with ‘A Hole in the Wall,’ the sweetness of ‘Forget Me Nots,’ and the grittiness of stories like ‘The Best Life’ and ‘The Siren’s Call,” he said. “There’s a ton of good action in this book, along with some great moments to ponder. I’m excited to see what listeners think of it!”

Fortunately, this was one time Brian didn’t have to wait long. It only took a few days before Victor Dima, publisher of The Audiobook Blog, called out Brian’s performance as “absolutely incredible how many different characters he can bring to life and make them feel unique.” Dima gave the book a perfect 5 stars for the stories and narration.

In some ways, Dima’s review feels like a fitting finish line for the project Brian tackled one story at a time like every marathon he’s ever run. It doesn’t even matter how you want to use the metaphor. Brian is a broadcaster, emcee, auctioneer, community supporter, volunteer, family man, triathlete, and member of a rock band called The Superchargers. 

“I’m training for a half-marathon in March that one of my daughters dared me into,” says Brian. “We’ll see how it goes!”

I’m sure it will be a success. And, if nothing else, the perfect warmup for Loop the ‘Lupe in June. Good luck!

Honoring Sacrifices: Memorial Day

"We come, not to mourn our dead soldiers, but to praise them." — Francis A. Walker

Last year, on Memorial Day, I included a list of nonprofit organizations working to preserve the memories of fallen soldiers who served in the United States Armed Forces. These men and women, who served their country and gave the ultimate sacrifice, have earned our admiration as all those who serve do.

This year, I wanted to draw attention to something else. Often times the sacrifices they make in service to our country are not exclusively their own. As sons and daughters, brothers and sisters, fathers and mothers, they are other people who also bare these sacrifices in life.

Among the best known survivors are American War Mothers, especially those distinguished as Gold Star Mothers, women who have lost a son or daughter in service to their county. And it is their stories that help put the sacrifices of our soldiers into perspective.



And along with these women who carry on in the face of tragedy, are the men and women who served alongside them. There are more than 23 million of them, veterans of the Armed Forces who live, work, and play in your hometown. They remember, unable to forget the sacrifices made for and by others.



And along with them, there are hundreds and thousands of children who made sacrifices too. To help them cope and learn to live with loss is the Tragedy Assistance Program for Survivors (TAPS), which provides an immediate connection; and Children Of Fallen Soldiers, which is dedicated to helping mentor these children to help them achieve their dreams. Here is a clip that helps explain TAPS, the first programs mentioned.



These videos, whether viewed independently or alone, hopefully convey a different message about Memorial Day. Many people from around the world have the mistaken notion that Memorial Day is an extension of national pride in the United States. In reality, when it is observed, it a somber reminder of a people who value peace, appreciate the cost of conflict, and understand the sacrifice of too many.

A Brief Perspective On Memorial Day.

Even its establishment, originally as Decoration Day, was not a celebration of war but rather the efforts of formerly enslaved African-Americans to honor Union soldiers of the American Civil War who died for their freedom. Later, Southern states held their own Memorial Days, helping rebind the common cause of this country and by 1866, both Union and Confederate casualties were commemorated.

Later still, the holiday began to include the casualties of other conflicts, servicemen and women who may not have died in the country's internal conflict over freedom but rather in conflicts related to freedom all over the world.

While many American observe this day differently, the least people are asked to do is to pause for minutes at 3 p.m. (their time zone) for the National Moment of Remembrance. The goal of this moment is understood. It is a call to remember that the price of freedom is never free. The cost of it is paid for with the lives of brave men and women in an instant, and then by their families forever. Good night and good luck.

Changing Media: PR Pros Need To Follow

While more public relations pros (those that aren't too niche) know the scope of their work exceeds media relations, it's still important to keep up with some of the changes journalists are making every day. Recently, Ragan's PR Daily highlighted one change. Phone interviews are becoming past tense.

Ragan Daily cites a number of reasons that this is becoming true, including the relative ease of finding sources on social networks. But even more than that, most people (reporters and sources) agree that email interviews can sometimes be more efficient.

Every question is laid out. Every question is answered. The margin of error in misquoting someone is almost eliminated. And there are no wasted minutes trying to navigate the chain of command to sync something as a schedule to make the call.

The trend can easily be debated. There are plenty of reasons reporters would want to conduct a phone interview or possibly conduct one in person (especially if they want to sniff out a better story). There are also plenty of reasons a client might want one too (it creates a better opportunity to establish a rapport).

Journalists are evolving beyond email interviews too; public relations pros take note. 

When Bruce Spotleson, publisher of Greenspun Media, spoke to my Writing For Public Relations class a few months ago, he was very clear about changes that are occurring in journalism. And much of it doesn't sound like journalism as most public relations pros were introduced to it.

Nowadays, journalists are asked to consider the tone of a story for the web as well as print. All of them take cameras wherever they go. Most of them are armed with video cameras (or smart phones too).

Understanding social media is an absolute must. Not only do they use social networks for sources, but they listen intently — looking for potential stories, trends, and the occasional dust up. The idea that journalism is somehow separate from the Internet anymore just doesn't ring true.

Along with a more visible presence online, many are being asked to be more presentable offline. I'm not talking about suits and ties like journalists wore before becoming an acknowledged profession. But I am talking about being presentable enough to appear on camera or, on occasion, bring eyewitness testimony to bear on specific events. Even if the paper never runs the video, all of it makes for great archives.

All in all, the future journalist is going to be much more malleable with the times, virtually fusing the distinctions that people used to see between print reporters and television news teams. In the very near future, they will be one and the same with some emphasis on web trends.

Right, newspapers are tracking web trends with IT departments making suggestions based on which stories are read, how long they are read, and how much they are shared. While this doesn't necessarily mean reporters won't use old-school strategies for investigative pieces, it does impact the general fodder that is published every day — and might even impact which sources are chosen long term.

Where public relations professionals ought to take note if they haven't already. 

Ten years ago, it was relatively easy to distinguish strategic communicators (e.g., corporate communications) with public relations. Strategic communicators were most commonly generalists in their practice. Public relations professionals were generally specific, with an emphasis on external communication to specific publics (of which the media were one).

Anymore, it's not so easy to tell the difference. Public relations professionals and corporate communication professionals pass tasks back and forth all the time. And who is responsible for what is more dependent on the employer than the field.

Still, I don't think corporate communicators will be the driver to change public relations. I am starting to believe media will be the driver. If journalists become multifaceted professionals who are social media/social network savvy, video proficient, and occasionally offer on-air commentary, then it stands to reason public relations professionals will have to match those skill sets and then some.

Going Viral: Why Word-Of-Mouth Works Better

Companies still ask on a regular basis, especially as it pertains to online marketing. "Can you make our [blank] go viral?"

The easy answer? YES!

However, it takes a much more practiced hand to explain what the client doesn't want to hear. They don't really want to "go viral" because the intent of viral marketing is nothing more than maximum exposure in the shortest amount of time possible.

It is seldom tied to any other tangible objective, despite people who assign objectives (like sales). It often based on an erroneous notion that anyone who breathes is a potential customer. It is nearly impossible to manage any aspect of the communication, which sometimes spirals into a crisis communication situation. It has a relatively short shelf life for the investment. And, it sometimes carries with it unacceptable and unreasonable risks, including financial and legal liability.

Viral is an outcome, not an objective.

Sure, if the right message happens to go viral, it can mean a big boost for a company, especially those with a new innovation. However, when compared to the planning and insight of word-of-mouth marketing — online or off — a viral intent is patently flawed, especially if the innovation or message cannot stand up to mass scrutiny. Simply put, viral can be a product killer too.

The more strategic approach is word-of-mouth marketing that concentrates on reaching select people, with an emphasis on those who have an interest, will likely benefit, and are predisposed to appreciate it. Reaching these people — as opposed to crafting a message that garners everyone's attention — can create the foundation of a powerful brand that lasts longer than the campaign. So who are these people?

Six segments for effective word-of-mouth campaigns.

• Find people who are early adopters within the niche. Early adopters are not necessarily the most visible or publicly opinionated people within a niche. However, they are more receptive to trying a new innovation and often willing to provide candid but private feedback to the company. Many early adopters will even purchase innovations, creating early revenues.

• Find benefactors who could use the innovation. Benefactors are people who have an expressed need for the innovation or the product/service that the innovation will replace. The outreach usually consists of targeting associations, clubs, and similar organizations and extending the innovation to its members for free or at a steeply discounted rate.

• Find loyalists predisposed toward a favorable opinion. Loyalists are people who are already highly engaged customers. They may have loyalty to the company or the designers or the components of a particular innovation. Introducing the new innovation may even be construed as a reward.

• Find specific reviewers or other members of the media. This could include people with significant online reach and are predisposed toward objectivity. Assuming the innovation has merit beyond the eye of the creator, traditional and online niche reviewers can expose the innovation to a broader audience.

• Find well-known people who can offer testimonials. Celebrities can easily fit within a well-planned word-of-mouth marketing plan, but care has to be taken to ensure the right match. The actions of highly visible individuals can sometimes distract from the innovation as much as they can support it.

• Find those who are disenfranchised with the status quo. Almost every market segment includes people who are not satisfied with some aspect of the status quo. Assuming the innovation addresses their specific unmet needs, they will be more receptive to the initial offering. Many companies have reached such groups by creating campaigns with high conversational value.

Word of mouth, done correctly, can lead to a viral outcome.

One video that recently caught some "viral" success was created with repurposed content. And although it's non-commericial, tracking its earliest beginnings sheds some light on the path it took, beginning with space enthusiasts and slowly spiraling outward.


It works, not because it was a viral video but because it wasn't a viral video. It was the right message from the right person that reached the right audience, predisposed to share it with like-minded people. All communication can be created with equal care.

Marketing Mainstream: Online Video

Several years ago, we floated the idea that advertisers would be able to produce online videos that would attract as much attention as any broadcast advertisement. Some people thought the idea was very funny (given the frequency in which people insist they hate advertising).

Yet, in the last 18 months, that is exactly what happened as 200,000 tuned in this week to watch the Eyebrow Dance from Canbury, 325,000 viewed the T-Mobile Dance from T-Mobile, and thousands more continue to watch Extreme LED Sheep from Samsung, a video that has already garnered more than 8.5 million views. There is enough interest in online video advertising, in fact, that Video Measures compiles a real time Top 10 Viral Videos Ads of the Week Chart.

"It's not a niche activity anymore, it's a fairly mainstream activity," Matt Cutler, vice president of Video Measures recently told Abbey Klaassen of Advertising Age. Despite more than 20 hours of new video added to YouTube during every minute of every day, there is plenty of room for advertisers to produce an online video that becomes viral.

Viral Videos Are Usually Part Of Integrated Campaigns

During the interview, Cutler also noted that advertisers began to seriously look at online video shortly after the last Super Bowl when their joint study revealed Super Bowl campaigns captured 99 million viewers compared to the 98.7 million viewers that watched during the broadcast. For the first time, marketers realized that a single online video might reach as many people as broadcast television.

However, Cutler also concludes that online video success doesn't happen in a vacuum. The best online videos are usually tied to an integrated campaign that helps connect the video with viewers. Additional advertising support, public relations, and social media all play a role. After that, assuming the video attracts critical mass, its own momentum can carry it forward as popular videos tend to attract larger audiences.

Once A Video Goes Viral, Then What?

While the prospect of capturing several million viewers is appealing, advertisers still need to overcome the notion that "viral videos" can be made. The reality is that while advertisers can make a video, its propensity to become viral is determined exclusively by the online audience.

Of course, there is something else to consider. Even viral video success stories might be empty if there is no purpose beyond popularity. Specifically, making a video is easy; ensuring it goes viral is virtually impossible (most do not); and weaving in a message that has an impact or achieves an outcome remains as elusive as ever.

Talking About Social Media: Solutions Stars Video

Geoff Livingston released a sneak peak of NetworkSolutions' upcoming Solutions Stars Video, a 45-minute video that compiles an overview of social media for small businesses from the viewpoint of several pros across nine different topics:

• Building Web Presence
• The Social Opportunity
• Start with Listening
• Strategy Drives Outreach
• You Need Social Networks
• To Blog or Not to Blog
• Visibility Through Search
• Rising Above the Noise
• Time Demands

The video will be released online at 1 p.m. this Wednesday, Oct. 29. It will also be available on Facebook and Yahoo Events, and includes a chat session with some participants.

The sneak peak includes sound bites from Brian Solis, Rohit Bhargava, Tim Ferriss, Steve Hall, Toby Bloomberg, Ryan Anderson, Darren Rowse, David Alston, Mari Smith, Liz Strauss, and Paul Chaney.