Social videos: Effectively use visual content to reach your target audience

Many media organizations are still working out the best way to use video on social media platforms. Facebook, Instagram, Twitter and YouTube have huge audiences but how can your videos make a big impact? And can content on platforms like these grow the numbers tuning into traditional broadcasts or coming to your own website or player?

Using current examples from leading internet outlets, this Master Class will explore ways in which you can repurpose broadcast content to suit your specific social media outlets as well as how you can produce content exclusively for social media platforms.

We will explore the main types of videos designed for social platforms such as Facebook and Youtube – short news videos, explainers, solution journalism formats, mini-documentaries, studio formats and others. 
We'll also look at wider issues, and how the right platform strategy can reach more viewers with fewer videos (and how too many videos could lead to fewer views rather than more).

Online video comes in many forms, with interesting things happening in every genre from news to entertainment. Each Master Class will be tailored to offer insights into the specific interests of the participants attending. Discuss various examples with peers and come away with practical tips and plenty of inspiration.


  • Online video content producers, whether re-versioning or making original video content
  • Programme and channel commissioners
  • Editors-in-chief, journalists
  • Multiplatform concept designers
  • Heads of creative unit, heads of operational marketing
  • Social media coordinators and editors, community managers


  • Identify the main genres of online video and review the principles to be borne in mind when aiming to go viral
  • Examine basic questions such as subtitles, titles and thumbnails
  • Understand the psychology of why people share things on social media
  • Reflect on your overall video publishing strategy
  • Discuss and share your successful, or not so successful, experiences with your European peers


Day 1: from 13:00 to 17:30
Day 2: from 09:00 to 13:00



Module 1: Social Video

  • Focusing on how the context of video has changed: what factors such as mobile viewing and platform algorithms mean for how online video should be produced. Includes issues such as titles, thumbnails, and aspect ratio

Module 2: Psychology of sharing

  • Why people share things on social networks such as Facebook and how it's different from traditional television

Module 3: Clinic

  • Looking at examples participants have brought along with further case-studies from the instructor


Module 4: The bigger picture

  • Editorial and publication strategy
  • Positioning
  • Work culture

Module 5: Case studies

  • News reports, opinion videos, social experiments, how to make the News funny, and many other examples

Faculty member




17 - 18 Dec 2020


EBU, Geneva


EBU Academy do not make hotel reservations. However, we have negotiated competitive rates with some hotels near the venue and the city center. Please contact the hotel of your choice directly.

Hotels offering special rates for the EBU/Eurovision (pdf)


Working languages


Additional details


  • 1st participant: EUR 750
  • 2nd participant from the same company: EUR 562.50 (25% discount)
  • Additional participant from the same company: EUR 375 (50% discount)

The price include tuition, course materials and coffee breaks. It does not include any other meals, travel or hotel costs.

Payment and cancellation policy

Contact detail

Hélène Rauby-Matta
Business Development Manager
+41 22 717 24 21