Morning Studio MasterClass covers the essentials of effective video content

August 11, 2021
SCMP Updates
Morning Studio, the branded content team of the South China Morning Post (SCMP), joined forces with HKEX to present an exclusive MasterClass on August 6.
SCMP’s digital transformation from Hong Kong’s newspaper of record into a global media organisation has included explosive growth in video content. Its video audience today is more than 20 times what it was just three years ago. 
But video storytelling is an art that is highly subjective, with no set rules. In the one-hour online MasterClass, Michala Sabnani, branded content director of Morning Studio, shared with participants 10 tips to keep in mind when putting together their own video content.  
Sabnani highlighted the importance of incorporating storytelling into videos, and how to add in relevant angles that enhance brand talking points while making the content more appealing to the viewing audience. Also covered during the class were the fundamentals of shooting video, which include formats, lighting, sound and visuals.
In addition, she talked about best practices for applying search engine optimisation (SEO) to video titles when uploading them online, in order to help the content reach a wider audience. She also emphasised that the objective of a video has to be well-defined in order to measure how successfully it performs.
The participants found the Morning Studio MasterClass to be very informative and had some interactive discussions during the webinar’s Q&A session. 
The Morning Studio MasterClass offers in-depth training from Morning Studio and SCMP gurus on a range of creative, content and marketing topics, with an aim to develop the content marketing industry along with other leaders and professionals. Stay tuned for the next MasterClass.
Morning Studio uses numerous media and marketing disciplines to help businesses accomplish their brand goals by reaching their audiences efficiently and effectively. Contact the team to learn how your brand can develop a set of content and marketing tactics to better engage your audience, or to discuss your next content marketing campaign.
About South China Morning Post

The South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. SCMP's vision is to “Elevate Thought” and our mission is to “Lead the global conversation about China”. Additionally, SCMP publishes a portfolio of premium lifestyle and fashion titles in Hong Kong including CosmopolitanELLEEsquire and Harper's BAZAAR. SCMP is also home to Goldthread, a content platform with a focus on food, travel and culture in China. In 2020, SCMP became the first news organisation in Asia to join the Trust Project, a consortium of top news companies developing global transparency standards for credible journalism.