Our first experiments with broader publishing of materials related to the Taxing Wealth Report has produced some surprising results.
The YouTube videos on this report were only modestly viewed, at best.
Even fewer people watched on Instagram, where I have no track record, as yet.
In contrast, the short video published on Saturday on capital gains tax has achieved around 6,000 views on TikTok. Being realistic, a significant number of them stopped watching very quickly, but that is completely normal for that channel. People flick onto videos there before deciding whether to stay or not very quickly. What we were pleased about was that the number watching the whole video there not only exceeded that number on all other platforms, but also was about double the normal rate for TikTok as a whole.
Yesterday's video on Wes Streeting (so far not shared here, but now included, below) broadly replicated these findings.
A few videos do not, of course, form the basis for a publication policy but they do suggest directions of travel, some of which are confirmed by research on other peoples' activities.
The first observation is that short videos are more popular than long ones. I think we already knew that, but the ratio is really quite strong, and in proportion to return for effort, that is impossible to ignore.
Second, TikTok provides significant opportunity to reach new audiences. Whilst about one third of those watching the shorter video all the way through there reflected the older age range of the average reader of this blog, based upon questions that I previously asked here, we did reach right down into people in the 17 to 24 age range that this blog does not usually reach in any significant numbers. That is because as far as that age range are concerned, blogging is an outmoded form of communication.
As a result we already realise that there is real merit in keeping videos to 90 seconds, or less, so that they can be more widely disseminated on Instagram and TikTok, whilst still being more likely to be viewed on YouTube.
It also seems clear to us from our discussions that videos might come in three broad types.
The first might be on specific themes. The obvious examples of this are those we might make on the Taxing Wealth Report.
Then there might be those on current day politics. This one is from yesterday (although we need to get the vertical format filming right, as well as picking better thumbnails).
Finally, there are those that I am thinking of calling 90 second economics. These will explain a big economic idea in that amount of time. We've tried a few. It is possible. These might be thought of as a video glossary.
As yet we have lots of things to master if this experiment is going to prove worthwhile. What is certain is that I would not have time to do this on my own. We need to coordinate output over a blog, Facebook, LinkedIn, Twitter, Mastodon, YouTube, TikTok, Instagram and podcast platforms. That is something we do really need to think about. It might require investment in much more expensive programs like Hootsuite indue course, but we are not there yet, and in any case, we need to learn to walk before we run.
All this being said, there is a question that I want to ask, because the opinion of readers here matters to me. This concerns how much of the shorter form content that we plan to produce should be shared here, and the way in which it might be shared.
Should we share short-form content from Instagram, TikTok and YouTube on this blog ?
- Yes, as individual posts for each video. (42%, 76 Votes)
- Yes, but by combining multiple entries in a day into a single post, if there is more than one. (34%, 62 Votes)
- Yes, but only if it addresses issues not already addressed here on the day in a different format. (16%, 30 Votes)
- I don’t care. I won’t be looking at videos anyway. (7%, 13 Votes)
- No. (1%, 2 Votes)
Total Voters: 183
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Yes, I think the 90 second videos should be posted here. I think there is a case to have ALL your output on this website although some types of work might site better in a separate section.
Thanks
I second that, purely becuase that way it makes it easy for me to share them, which I am more than happy to do if you are happy for me to do so.
Share away!
YES! Post everything on this site.
With regards to length of videos and podcasts 10-15 minutes is perfect for me. long enough to cover the subject and short enough to fit into daily downtime.
Listen to the first podcast twice on the day you release it and shared it with five people.
Thanks
“The first observation is that short videos are more popular than long ones.”
Agree. Example.
Breakfast discussion – water. (yawn). Explanation to partner – companies loaded with debt. Blog noted 20p/£ or maybe 25p/£ to buy it out.
If 20p/£ this would mean £3bn for Thames.
Partner: so how do you pay for it?
Me: UK still gives £17.5bn/year in tax breaks to the fossil industry (which is oil – 150 years old, gas 60 years old (North Sea).
Remove the tax breaks and in one year you will have cleared most of water company debt & taken them over.
Next year – the no-tax breaks could fund water company inverstment.
This could take the form of a 2 – 3 minute video and addresses the door-step ……..”so ‘ow yer gonna pay for it” in an accessible way.
(On the debt buy out – I’d give em two weeks to agree to 20p/£ and if not then off to court to squabble over 10p/£
Noted
Later……
I’m in favour of all content here, but with an indication in the title of what format to expect as well as the title. For example:
90 second Economics: Banks don’t lend your money to anyone
Or
Video Deep Dive: Modern Monetary Theory
These then stand out against your normal articles, allowing us to pick what content we want in the moment.
I like that…
As you should Richard!!! Because it is an excellent idea!
Big thumbs up for short form videos. Amazing how much you can cram into a few seconds. Also, the same points (money doesn’t come from taxpayers, we can’t afford not to spend on climate change etc) need repeating over and over, in different ways. Finally, be great if you can pay someone to do the edits, just a couple of transitions and effects can make a big difference. Thank you 🙂
We are working on that
On the other hand, what effects would you add here?
But I assure you, we are on a learning curve
The main effect is TEXT — put the title of the video at the beginning, eg for Rachel Reeves fiscal rules:
FISCAL RULES
DON’T EXIST
You can also cut to different angles of your Speaking Head.
Funky graphics can add some levity, eg the animated Magic Money Tree
And finally, START WITH THE PUNCHLINE, so people know what they’re getting.
Having a look on TikTok to see what’s trending helps too.
hth, Jake
The title is now being added
We realised that
And I now get the punchline at the start point too
Angles is harder – that requires multiple cameras
Graphics are more likely
Good luck, and thank you for doing them 🙂
Thanks