Linear TV stream is no longer the primary source for audiovisual content consumption – online platforms accessed on personal computers or mobile devices are increasingly replacing TV sets. Younger audiences in particular are turning away from linear TV and instead consuming content published on social media and streaming platforms. To compete with the online-first offerings, broadcasters need to offer compelling content and deliver it appropriately. This means that linear TV content needs to be adapted for broadcaster’s apps and websites, as well as social media. Those different publication vectors all come with requirements of their own – videos on Facebook are often muted by default, so hardcoded subtitles are a must, Instagram videos cannot be longer than 60 seconds, etc.
Optimised Audiovisual Content Distribution on Social Media
Introducing Content Wizard
Content Wizard acts as a single platform for media content publication across multiple social media channels. Its unique selling point is its seamless, semi-automated workflow that supports the selection, creation and publication of optimised audiovisual content across digital media vectors:
- Social Listening – monitor new stories across digital media channels to identify opportune moments to repurpose audiovisual content. Analyse the context and language used across different channels to tailor textual content for higher impact and visibility.
- Prediction – plan content publication in advance by analysing topics that are likely to draw audience attention in the near future.
- Adaptation – automatically transform existing audiovisual and textual content into assets adapted for optimal experience on different social media platforms.
Without switching between different editing software and online platforms, editorial teams can go through the entire content preparation and publication workflow on multiple social media platforms using one tool.
Planning Calendar in Content Wizard displays upcoming and historic events, anniversaries and holidays. In contrast to commonly used Web-based content planning calendars, these events can be fully customised to specific user needs and publication goals (e.g. a Berlin-based broadcaster could choose to see historic events that happened in Berlin area, deaths and births of famous Berliners, etc.).
Alternatively, users can select topics based on the Trending Stories feature for social listening. It monitors and visualises trends across social media platforms and Web articles to highlight stories that are likely to attract audience attention in the future. While the Planning Calendar focuses on fixed events, Trending Stories allows users to respond to spontaneously emerging stories in professional news as well as topics popular amongst ordinary users.
Video Content Adaptation
One of the core component of the platform is the video analysis service which performs scene and shot segmentation, visual concept detection and summarisation of video content. The service enables users to transform videos from their collection into desired length clips suitable for publication on social media platforms; the automatic selection of unique shots for the video summary replaces manual editing required to create engaging video stories for audiences online.
Creative editing functions allow editors to easily add captions to ensure that the video could be watched muted. Without any additional video editing software, editors can add logos, select an appropriate intro/outro from their media library, etc. Videos are prepared in different aspect ratios to adapt to the requirements of each social media platform.
Text Creation & Scheduling
To prepare the text that will accompany the video, the team uses suggestions provided by the semantic text editor that helps to fine-tune the message for maximum impact. Finally, based on the forecasted popularity of topics in the media, Content Wizard suggests optimal publication time.