Here is a first stab at a series of ‘short’ video clips which apparently better for marketing ideas that full length lectures – see below. They are drawn from Beware Doctors Bearing Gifts.
- Military Medicine – Drugs and Guns
- The Life Pfizer Want you to Live
- Wealth Makes Health
- Medical Neo-Liberalism
- What Do Women Most Desire
- Doctors are the New Bankers
- We Are All First Nations Now
Thomas Paul
Tom Paul, who recorded the Lethbridge lecture – see In Memory of Dexter – came up with the idea of chopping the talk up into chunks. Everybody is doing it he said – no-one is going to listen to a 70 minute lecture these days.
The deal now is small snippets that work on twitter, with captions and animation. He told me people are doing good business these days showing academics and others how to go viral. He sent me clips of Jordan Peterson, who’s been at this for some time.
Tom’s Input
There are 3 primary styles of shorts/reels that are trending across nearly all social media platforms (All include text animations to go with the audio). Here’s one of many articles explaining why you should now always opt for captions/animated text
Here are the required maximum length for reel/short lengths on 3 major social media platforms:
- Youtube Shorts/Reels: 60s
- Instagram: 90s
- Facebook: 60s
- TikTok: 60s (best performance seen at this length) – however, can be up to 10 minutes now)
Another thing to keep in mind is all reels/shorts are typically optimized for mobile first.. which is why they are so effective considering how many people access information from their mobile devices now (i’ll attach some examples down below).
Here are the different options:
1. Standard Short
– Includes panning/zooming in and out
– Changing focus between content (slides in your case), and person speaking
– Editing key content down to fit into a cohesive and engaging 60 second clip
2. Sustained Caption
– Includes panning/zooming in and out
– Changing focus between content (slides in your case), and person speaking
– Editing key content down to fit into a 60 second clip
– Create a single animated attention grabbing title that encapsulates the video topic accurately. This singular title would stand out in its design, and stay constant throughout the entire video segment.
– Carefully selected licensed background music (optional)
3. Animated Captions/Text
– Includes panning/zooming in and out
– Changing focus between content (slides in your case), and person speaking
– Editing key content down to fit into a 60 second clip
– Create animated captions/text that changes as the person speaks in the video
– Carefully selected licensed background music (optional)
4. Animated Captions/Text V2
– Includes panning/zooming in and out
– Changing focus between content (slides in your case), and person speaking
– Editing key content down to fit into a 60 second clip
– Create animated captions/text that change as the person speaks in the video
– Animated captions will vary in size and color depending on what is being emphasized
– Carefully selected licensed background music (optional)
Here are some Jordan Petersen examples of shorts/reels that have been edited to the effect of the options I’ve outlined above:
Reel/short of Jordan Peterson’s lecture on Narcissistic Psychopaths entire length is 60s
Short Videos: would be your standard Youtube video of several minutes of a segment from Jordan Peterson’s lecture on Narcissistic Psychopaths entire length is 5.18m
Full/Long Videos: Full length presentations, lectures, documentaries, etc usually more than 10/20minutes to several hours.
The full/long video of Jordan Peterson’s entire lecture/presentation which includes his segment on Narcissistic Psychopaths at 42:08 entire video length is (2.26HRs)
All three are the same recorded lecture/presentation but it has been edited so that it accommodates for every type of viewer, and can be shared seamlessly across all social media platforms. Full length presentations such as David’s one are excellent for viewers seriously interested in learning/education of something, and to establish credibility but from my experience working in marketing the combination of incorporating all 3 video types is the most successful.
Short Videos
Tom had 60 seconds in mind but this slow moving last millenium fossil could see very few points that fitted into 60 seconds. The videos above are 2, 3, or even 4 minutes – at least they are shorter than JP’s 5.18 min.
If anyone can tweet or otherwise send them out this would be great. Any idea on other segments in this lecture or Relationship Based Medicine and in a lecture to come next week would be great to get
I suppose those with a short attention span might like a serious of ‘shorts’…
If you are telling a story, start at the beginning and finish at the end.
A very ‘short’ story with a very ‘short’ conclusion.
Go with the flow, with short animations containing text to double-down on the video.
Everybody’s doing it –
Let’s take this as an example:
118,520 views in 8 days
https://www.youtube.com/watch?v=K3TfKs8WhTI
Powerful. Yes
Watch on your phone. Yes
Forgotten after watching. Possibly
On to the next…
If all you want is ‘hits’, it may be a ‘lost-leader’.
If it takes you to a longer ‘hit’. Good
If it takes you to the ‘full programme’. Great
Bits of David, slugged on Twitter, could look enticing.
But my honest opinion is that the reason David is successful and ‘Shared’ is because he isn’t cut up in to small pieces.
I totally see the point, but as a marketeer, spreading small punches as a means to spreading big messages, is something GlaxoSmithKline and Pfizer do. They do it well, with huge budgets, the messages received loud and clear.
Lots of people do it already, Dr. Aseem Malhotra puts out small video clips, as do many of his compatriots.
https://twitter.com/DrAseemMalhotra
Aseem is very lively on Twitter…
Jordan Peterson is a marketeer and has refined his messages to a mass market.
RxISK and Samizdat are a very serious business.
I wouldn’t like to see David Healy cheapen his Brand.
Nobody tells it like David.
It has always been thus; David and the Long Haul…
Tom Paul says
“Full length presentations such as David’s one are excellent for viewers seriously interested in learning/education of something, and to establish credibility”
Precisely, Tom.
The word ‘seriously’.
It is natural for David to want maximum exposure and to bring out bits and pieces from his lectures is one way of doing it.
For me, the ‘Long Story’ has more bite and power, than any number of ‘sound-bites’, and as he went to Lethbridge on the invitation of Dan Johnson with the intention to educate about the death of an innocent 15 year-old, put on medication, who is not long dead from the medication; to my mind should not be eclipsed.
Even though each segment above is powerful in it’s own right.
Perhaps a different slant for future lectures could be starting with a Kim, or a Wendy, or a Stephen, thereby making it more personal and perhaps, more relevant. Some of David’s shorter videos like The Killing Machine are incredibly powerful.
The Long Story is vital education, and the Short Story plugs the Long Story, but there is the point at which too much in the way of Short could impede the Long…
Certainly, a change could be in the air…
No harm in trying it out I guess but the idea it’s not of interest to me. I tried a few of the clips and they sound like babble due to anxiety of getting a message across in quick quick time .Resulting in simplistic squashed messages which do a disservice to the topics,eghttps://www.youtube.com/shorts/cxCNelHnOQ0
Wanting to ‘Market ‘the topics discussed seems to me quite worrying .To see the the possibility of dumbing down the blogs altogether like this would be a loss. There is no fluidity in these kinds of presentations – keep it short and snappy make get loads of ‘likes’ but what’s the worth of that? What do people ‘like’? Are serious presenters of lectures going to find their message lost to those who are ‘serious’ about getting properly informed and more likely to do something further with it. What do people who access the vimeos do with them? Do they go on to look for more information?.Do they run over the ideas to get thinking time in a way possible with full lectures and blogs?To find the concept of ,’marketing’ has found traction is worrying. There is more to it than a snappy presentation the blogs and lectures. Who will decide how they are cut to make the videos – those who judge success by how many ticks they get? Surely success relies on the unique style of DH’s blogs and lectures. Especially that the blogs including the lectures are later shared on blogs which have resulted in gathering the sort of information from comments and personal correspondents which snappy videos cannot achieve . It’s not an age thing or a dislike of tech thing it’s not just those perceived as ‘serious’ thing – who knows what individuals and groups get out of them . What I hope is when the time comes for D H and colleagues to pass on the work serious academics won’t be seduced into dumbing down for those who access education and debate on mobiles while those who work in universities and other institutions continue to have privileged access on a different level .
All4.com Homepage An unmissable exposure of Bill Gates on Channel 4 in UK tonight
Playback My4
The Billionaires Who Made Our World – Channel 4https://www.channel4.com › programmes ›
…
Bill Gates Lifting the lid on one of the world’s richest men, the ruthless tech visionary who also tried to save the planet. But is Gates really a modern-day saint …
in the same series –
Landmark series lifting the lid on the tech titans of Silicon Valley – Gates, Bezos, Zuckerberg and Musk – who changed our world forever, how we communicate, how we shop, and the information we get
We can ‘link’ Pilot Shots; as David usually has a shot of a lady pilot in his repertoire…
Alarming Events: Headline After Headline of Pilot Incapacitations
https://twitter.com/VigilantFox/status/1625862761996554240
Prof Norman Fenton
@profnfenton
This seems like a very big deal….
https://twitter.com/profnfenton/status/1624718409605824512
Prof Norman Fenton
@profnfenton
5. I suspect this subject will not feature prominently in the UK Public Covid Inquiry which starts today
https://www.reuters.com/world/uk/uk-covid-inquiry-begins-vowing-expose-any-culpable-conduct-2022-10-04/
vowing to expose any culpable conduct …
Prof Norman Fenton
@profnfenton
1. It is good that more people are now talking about the avoidable deaths that occured in Spring 2020 and the role of NICE guidelines in this scandal:
https://wherearethenumbers.substack.com/p/the-deadly-initial-spring-2020-covid
The most damning evidence can be found in this NICE Rapid Guideline (NG163) (published 3 April 2020) that has since been deleted. However, it can be found via the wayback machine here. Jikkyleaks refers to this document as the “death protocol”:
…..Stop Press
John Campbell has helpfully also provided a video on this issue:
‘Consider an opioid and benzodiazepine combination’
You don’t have to be a magician to tie this in, as an analogous concept to the previous ‘death protocol’ in Beware Doctors Bearing Gifts…
CEEJ
A rare moment in SIEGE…
Albert Bourla
@AlbertBourla
President Jimmy Carter embodies all the values we hold dear at @Pfizer : –
Courage: to fight for social justice –
Equity: to advance human rights –
Excellence: to improve healthcare –
Joy: to take pride in a life of service to others
Sending my best wishes to him and his family
Hold the dear, dear…
Brought to you by Pfizer…
Edward Dowd Retweeted
James O’Keefe
@JamesOKeefeIII
·
15h
https://twitter.com/JamesOKeefeIII
Brought to you, by Pfizer…
Beware, Doctors Bearing…