Crossing the right channel
Any social content should be well thought out, says the founder of content agency Vivida, Simeon Quarrie, who has 33,000 followers on Instagram. "People sometimes make the mistake, myself included, of thinking that social media activity is useful in itself. But you've got to think about who your audience is and which channels are most important for your business objectives. At the moment, I'm putting effort into LinkedIn, because video content is really starting to take hold there and it gets me in front of the right people."
Julia & Gil also tailor their videos to their audience. While Facebook has most users, YouTube has more weekly visitors, so it remains a strong platform for video content. Julia & Gil use their YouTube channel to vlog about photography and offer industry advice.
"We try not to just throw videos out to the world; we follow and connect with people, 'like' posts, and comment on other people's videos," says Gil. "We have a rather special client base – creatives and photographers – so we try to be active on the platforms where they spend their time, which is YouTube, Instagram and Pinterest."
Julia & Gil shoot their promotional content on a range of Canon cameras, from the Canon EOS 5D Mark IV, which they both use for weddings – "the perfect camera to switch between producing high-quality videos and photos" – to the full-frame, mirrorless Canon EOS R, which they use when travelling. But for the majority of their vlogs, they use the Canon PowerShot G7 X Mark II – the latest version of which is the Canon PowerShot G7 X Mark III.
"When we don't want to carry a large camera over our shoulders, we use the PowerShot G7 X Mark II, which is so tiny it fits in your pocket," says Gil. "It's powerful and has stabilised video, so, in recent years, we've used it to create all of our personal videos and vlogs for YouTube and Instagram's IGTV."