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54 April | 2023 Business • Yes, a goldfish has a longer attention span than most humans, it's true. But short-form videos also have an average engagement rate of 53.9 percent, according to Wistia, a video marketing platform for businesses. YouTube watchers, however, are happy with longer videos about your products and services. Google says that viewers are four times more likely to go to YouTube to find information about a product or service. • Edit for Screen Size. Facebook and LinkedIn will show a widescreen video, but Instagram will cut off the edges, so keep your action in the middle of the screen, when possible. • Create Livestreams. ese are offered on most social media platforms and generally feature somebody doing something, like creating a stylish arrangement. It's a fun way to engage with your viewers, and later you can break up the livestream into smaller videos, to recycle the content. NOTE: A number of viewers watch videos with the sound off, so make sure there's some action going on in your videos and enable text or captions so they can follow along easily. "COLLABORATIONS ARE GREAT BECAUSE THEY ALLOW THE PRODUCT TO BE PHOTOGRAPHED OR FILMED PROFESSIONALLY, WHICH CAN THEN BE USED FOR A FLORIST'S PORTFOLIO," • Share and Share Alike. When you make a video for one platform, share it across all platforms. If a video goes viral or gets a lot of attention, use it to make a Facebook or Google advertisement, to get more mileage out of it. • Recycle. It takes a lot of time and energy to create new content, so edit videos into several smaller videos to post to social media or to use in ads or in other ways. If an old video hasn't gotten any love for a while, break it into neat little bits, and make brand-new videos out of them. • Repurpose. Repurpose videos that are delivering the best returns; i.e., redefine older content into a newer format, changing it into something different. Because it's already worked well, it should deliver in another form, too.

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