Not even the social media marketing industry is exempted from the need for scripting. Creating a successful social media marketing campaign requires days of meticulous planning before the cameras can start rolling.
Aaron Gibbes, the head of video production at Artistic Initiative Agency, understands that every little detail matters when creating a video for social media that can meet the prerequisites to go viral.
“The first thing I always do to prepare for a filming day is to go through the scripts provided by the [Artistic Initiative] copywriting team,” said Gibbes during a recent interview. “That way, I can break everything down and know what’s needed.”
Over the past year, Gibbes and the team of Artistic Initiative have disrupted the online branding industry with their innovative approach to social media marketing, called “High-End Social Media.” This new form of social media marketing combines the filming style and trends from the influencer world, translating them into the corporate world. Thanks to its avant-garde approach, Artistic Initiative has become one of the fastest-growing online branding companies in the United States, opening offices in Atlanta, Georgia, and Houston, Texas.
The spontaneity of social media marketing does not make this industry alien from the scripting characteristic of traditional marketing. During a recent exclusive interview, Gibbes shared how the Artistic Initiative video production team typically prepares for a filming day and discussed the importance of scripting within this process.
As Gibbes explains, scripts serve as a critical step-to-step guide for him and his team during every filming session. Like a movie director, using scripts gives Gibbes a mental preview of the final video, which materializes through his camera lens and editing hand.
As a videographer, “having scripts gives me full control over every stage of the filming process,” said Gibbes. “With scripts, I have a full picture of what the final video would look like, and I can take the steps needed to bring it to life.”
As in filmmaking and traditional marketing, every seemingly insignificant element comes into play when producing a marketing campaign for social media that can drive the most views and engagement. Thus, Gibbes studies each script the day before a filming session to prepare the equipment necessary to create the highest-quality piece of video content.
“When I go through a script, I break it down into smaller parts to know what’s needed,” explained Gibbes. “Every element plays a role, from the location and wardrove to the equipment and the estimated running time.”
Likewise, preparing for a filming day also involves carefully selecting the camera gear that can guarantee the highest-quality footage based on the desired video. Here, scripts can serve as a guide to choosing the equipment necessary to obtain the anticipated results.
“With a script, I can also know what gear I need to prepare depending on the video we want to produce,” said Gibbes.
Nonetheless, it is necessary to preserve some level of creative flexibility in an industry as volatile as the social media industry, where trends come and go in a matter of days. Gibbes recognizes that he allows himself some creative freedom in particular elements, such as music selection.
“Sometimes, when I get to the filming day, I even have the song I would like to use in the final cut in mind,” said Gibbes, “but I may change it afterward depending on how everything unfolds.”
Artistic Initiative Agency is today renowned within the social media marketing industry for its meticulous attention to detail. With each piece of content created by this award-winning online branding company, Gibbes and the rest of the Artistic Initiative creative team ensure every element of the pre and post-production process meets the standards of High-End Social Media.
Nowadays, Artistic Initiative Agency continues to innovate the social media marketing industry, translating the new trends and emerging social media platforms into the corporate world.
By Juan Sebastian Restrepo,
In association with Artistic Initiative Agency