Christian Schaaf's Blog + Portfolio

Author: cschaaf933

  • Just Target It: How Nike Uses Audience Segmentation to Win on Paid Social

    Just Target It: How Nike Uses Audience Segmentation to Win on Paid Social

    Audience segmentation is one of the most powerful tools in paid social media marketing. Instead of sending the same message to everyone, brands divide audiences into smaller groups based on shared characteristics. This allows them to deliver personalized messaging that improves engagement, lowers wasted ad spend, and increases conversions.

    In this post, I analyze how Nike uses demographic, geographic, behavioral, and psychographic segmentation to improve paid social performance. Using SEMrush data and competitor comparisons, I translate audience insights into actionable paid social strategies, including Custom Audiences and Lookalike Audiences.

    Nike’s Target Audience: What the Data Shows

    Using SEMrush Traffic Analytics tool, I analyzed nike.com and compared it to competitors and other popular searches like Adidas, Puma, and Dick’s Sporting Goods.

    Key Demographic Insights

    • Age: The largest segment is 25–34 (25%), followed by 35–44 and 45–54.
    • Gender: 54.24% female, 45.76% male.
    • Top Countries: United States (31.9%), United Kingdom (9.22%), Germany (5.94%).
    • Device Usage: 71.57% mobile vs. 28.43% desktop.
    • Income: Primarily low (46.51%) and middle income (39.51%).
    • Employment: Nearly half work full-time.
    • Education: Compulsory school and university-level education are nearly equal.
    Demographic data generated in SEMrush.

    Behavioral & Interest Patterns

    Nike users frequently visit retail and fashion sites and consume mass media content. Social platform usage is strongest on YouTube (57.21%), followed by Instagram and Facebook. Competitor overlap suggests consumers compare brands before purchasing.

    Turning Research Into Paid Social Segments

    Based on this data, Nike could build three primary paid social audience segments:

    1. Performance-Driven Professionals (25–34, mobile-first users)
    2. Lifestyle Athleisure Shoppers (fashion-conscious, cross-shopping with Adidas and ASOS)
    3. Value-Conscious Active Families (low-to-middle income households, 2–4 people)

    Segmentation helps Nike tailor messaging, visuals, and offers to each group. A 29-year-old professional scrolling Instagram after work requires different creative than a parent shopping for school athletic gear.

    As Sharon Lee Thony explains in The Marketing Campaign Playbook, successful campaigns resonate deeply with the intended audience. Understanding who your customers are, what they want and need, and how they behave is crucial to targeting them correctly and effectively. This data gives Nike the clarity needed to better understand its consumers and strategically reach them.

    Buyer Persona: “Driven Dana”

    To humanize the data, here is a sample persona following the guidelines outlined in The Marketing Campaign Playbook.

    Age: 29
    Occupation: Marketing Coordinator
    Location: United States
    Income: $60,000
    Education: Bachelor’s Degree

    Goals

    • Train for a half marathon
    • Advance professionally
    • Maintain work-life balance

    Challenges

    • Limited time to exercise
    • Finding stylish yet functional gear

    Interests

    • Running
    • Wellness podcasts
    • Social media

    Values

    • Inclusivity
    • Motivation
    • Authenticity

    Buying Behavior

    • Shops on mobile
    • Reads reviews
    • Responds to influencer content

    Campaign Idea

    “Built for your grind. Just keep going.”

    Buyer personas transform traffic data into messaging strategy. Nike is not marketing to “25–34-year-olds.” It is marketing to people like Dana.

    How Nike Uses Custom Audiences

    Custom audiences allow brands to target users who have already interacted with them. For Nike, this includes:

    • Website visitors
    • Cart abandoners
    • Past purchasers
    • Nike app users
    • Email subscribers
    • Social media engagers

    If Dana browses running shoes but does not purchase, Nike can retarget her with dynamic ads showing the exact product she viewed. This is behavioral segmentation at work.

    Research consistently shows that retargeted users are significantly more likely to convert than cold audiences because they have already demonstrated purchase intent. Retargeting also tends to lower cost per acquisition compared to broad targeting because ads are shown to high-intent users.

    Nike can further segment custom audiences:

    • Recent buyers: Cross-sell socks or performance gear.
    • High-value repeat customers: Promote membership perks.
    • Lapsed buyers: Offer limited-time discounts.

    As Olivier Blanchard notes in Social Media ROI, paid social platforms provide measurable performance data. Nike can evaluate click-through rate, cost per action, and return on ad spend by audience segment. This ensures optimization decisions are based on data, not assumptions.

    Expanding Reach With Lookalike Audiences

    When Nike identifies a high-performing custom audience, it can create a lookalike audience to scale performance.

    A strong source audience might include:

    • High-value repeat purchasers
    • Nike Training Club app subscribers
    • Email subscribers with high engagement

    Lookalike audiences use machine learning to find new users who share similar characteristics, behaviors, and interests with proven customers.

    For example, if Nike builds a lookalike audience from repeat marathon shoe buyers, the algorithm may find users who:

    • Follow running influencers
    • Engage with race content
    • Purchase athletic gear frequently

    This allows Nike to expand reach while maintaining relevance.

    Segmentation at this stage protects efficiency. Instead of targeting “all sports fans,” Nike targets people who resemble its best customers.

    Real-World Example: “You Can’t Stop Us”

    One of Nike’s most powerful segmentation-driven campaigns was the 2020 “You Can’t Stop Us” initiative.

    https://miro.medium.com/1%2ASDpeccRRt5fePP9Nu-FsqA.jpeg
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    The campaign used a split-screen video composed of thousands of hours of footage. It targeted audiences interested in sports, active lifestyles, and social causes during a time of pandemic disruption and social unrest.

    This campaign leaned heavily into psychographic segmentation. Nike aligned with values such as resilience, unity, and inclusivity. The video generated tens of millions of views within days and drove massive social engagement.

    The success demonstrates that segmentation goes beyond demographics. It taps into shared identity and belief systems.

    Why Audience Segmentation Drives Paid Social Success

    Audience segmentation improves paid social performance because it:

    • Increases message relevance
    • Improves click-through rates
    • Lowers cost per acquisition
    • Boosts return on ad spend

    Industry research consistently shows that personalized ads outperform generic messaging in both engagement and conversion rates. When brands layer demographic, behavioral, geographic, and psychographic data, they create campaigns that feel timely and relevant.

    Nike’s strategy combines:

    • Demographic targeting (age, gender, income)
    • Geographic targeting (U.S., U.K., Germany)
    • Behavioral targeting (site visits, purchases, app usage)
    • Psychographic targeting (motivation, resilience, cultural values)

    By translating SEMrush research into segmented paid social audiences, Nike can ensure that its creative, placement, and messaging align with real user behavior.

    Paid social success is not about reaching everyone. It is about reaching the right someone with the right message at the right moment.

    Nike continues to prove that when segmentation is strategic and data-driven, performance follows.

  • Analyzing the Effectiveness of a TikTok Ad: Litter-Robot 5

    Analyzing the Effectiveness of a TikTok Ad: Litter-Robot 5

    In today’s digital landscape, data should inform every smart marketing decision. In The Marketing Campaign Playbook, Sharon Lee Thony explains that the right data allows brands to personalize content and adjust campaigns in real time. When ads are tied to clear objectives and measured properly, marketers can improve performance and maximize return on investment.

    For this audit, I analyzed a TikTok ad from the Pet Household Products industry promoting the Litter-Robot 5, a self-cleaning litter box by Whisker. Below is the ad.

    @_brittanylc

    Slow mornings, warm coffee, and a simplified routine thanks to @Litter-Robot 🤍 #litterrobot #litterbox #catsoftiktok #catmom #catmomlife

    ♬ Winter Love – EcoTech

    Campaign Objective: Conversions

    The objective of this ad is conversions. The goal is for users to click the link and purchase the product.

    Because this is a conversion-focused campaign, the most important metrics include:

    • Click-Through Rate (CTR)
    • Conversion Rate (CVR)
    • Cost Per Click (CPC)
    • Cost Per Acquisition (CPA)

    In Social Media ROI, Olivier Blanchard examples that measurable business objectives give purpose and direction to campaigns. In this case, success is not just engagement; it is conversions.

    Evaluating the Creative Elements

    Visuals and Storytelling

    The ad is a 14-second short-form TikTok video. It opens with a calm winter morning scene. The woman walks through her home, pours a drink, and sets a peaceful tone. Her cat appears at 6 seconds, and the Litter-Robot 5 appears at 8 seconds.

    The setting is warm and relatable. It reflects a slow, quiet morning routine. When the creator says, “When one part of my routine takes care of itself, it makes everything else easier,” she connects the product to convenience and stress reduction. The message is clear: the Litter-Robot simplifies daily life.

    Visually, the product is shown in action, which helps viewers imagine how it would fit into their own homes. Showing the product in use is important for a conversion campaign because it reduces uncertainty and builds trust.

    This is an example of user-generated content. It feels natural and authentic instead of overly polished or sales-focused. That authenticity likely helps drive the high conversion rate.

    Caption and Copy

    The caption reads: “Slow mornings, warm coffee, and a simplified routine thanks to @Litter-Box.”

    The caption matches the calm tone of the video. It reinforces the idea of ease and simplicity. However, it does not strongly highlight key product benefits such as:

    • Self-cleaning technology
    • Odor control
    • Time savings
    • 3-year warranty

    Because this is a conversion-focused campaign, the caption could include one clear benefit or value statement to strengthen purchase intent.

    Call-to-Action (CTA)

    The CTA is subtle. It does not directly say “Buy Now.” Instead, it relies on the visual storytelling and the link to the landing page to drive action.

    The landing page itself is strong. It includes:

    • The product name and price
    • Product images and video
    • Feature breakdowns
    • Benefits explanation
    • A cat acclimation guide
    • A 3-year warranty
    • An “Add to Cart” button
    Landing page for Litter-Robot 5.

    This creates a smooth transition from TikTok to purchase. The page supports the conversion objective well through providing clear information about the product that can be viewed without scrolling. The most important information, like the price, name, description, and “Add to cart” button, are all easy to locate and navigate.

    Assessing Targeting Assumptions

    The ad likely targets:

    • Cat owners
    • Tech-forward pet owners
    • Busy professionals
    • Families with limited time
    • Higher-income households (due to premium pricing)
    • People who have purchased pet products online

    Because this is a higher-priced product, targeting likely focuses on users who are comfortable with online purchases and premium pet care solutions.

    Performance Analysis

    Overview of ad performance on TikTok’s Creative Center.

    The ad performed in the top 99% of the industry average across CTR, CVR, Conversions, and Retention benchmarks.

    Click-Through Rate (CTR)

    • CTR peaked at 100 at 1 second.
    • It leveled between 20–40 from seconds 3–13.
    • It spiked again to 81 at 14 seconds.

    This tells us that the hook is strong. Users are clicking early. The spike at the end suggests some users wait until they see the product fully before clicking.

    However, the steady decline between 3–13 seconds shows the middle portion may lose urgency.

    Conversion Rate (CVR)

    • CVR peaked at 100 at 6 seconds (when the cat appears).
    • There was also a spike at 1 second.
    • This performance ranks in the top 99%.

    This is extremely strong. The appearance of the cat clearly drives action. Emotion plays a major role in conversion behavior.

    Click and Conversion Timing

    • Clicks peaked at 1 second.
    • Conversions peaked at 1 second and again at 6 seconds.
    • There were 33 conversions at 6 seconds (cat appearance).

    This suggests two powerful moments:

    1. The opening hook
    2. The moment the cat walks across the screen

    Retention

    Retention dropped sharply after 1 second and stayed low for the remainder of the video. Even though this ranks high compared to benchmarks, the drop-off suggests viewers could lose interest quickly.

    For a conversion campaign, this is important. If most viewers drop off early, the message must deliver product value faster.

    Benchmark Context

    According to pet industry benchmarks, average CTRs and conversion rates vary based on competition and seasonality. The pet industry often sees strong engagement because pet content is emotional and relatable.

    Since this ad ranks in the top 99% across metrics, it is performing exceptionally well compared to industry averages. However, strong performance does not mean it cannot improve.

    What Is Working?

    • Strong early hook
    • Emotional connection when the cat appears
    • High CTR and CVR
    • Clear landing page experience
    • Relatable storytelling

    Areas for Improvement

    • Sharp retention drop after 1 second
    • Product appears slightly late (8 seconds into the video)
    • CTA could be clearer for a conversion campaign

    Optimization Plan

    1. Move the Cat to the First Second

    Data Insight:

    • CVR peaked at 6 seconds (value of 100) when the cat appeared.
    • Conversions also spiked to 33 at 6 seconds.
    • Retention dropped sharply after the first second.

    This tells us that the cat drives emotional engagement and purchase behavior.

    However, many viewers are dropping off before reaching the 6-second mark. That means a portion of the audience never sees the moment that drives conversions.

    Optimization Strategy:
    Place the cat in the first second of the video or in the thumbnail.

    Why This Matters:
    If the emotional trigger happens earlier, more viewers may stay engaged and convert before scrolling away. This aligns with the conversion objective because it increases the likelihood that users experience the highest-performing moment.

    2. Introduce the Product Earlier in the Video

    Data Insight:

    • Clicks peaked at 1 second.
    • The product does not appear until 8 seconds.
    • Retention remains low after the first second.

    This means users are deciding whether to click before fully seeing the product benefits.

    Optimization Strategy:
    Test a version where:

    • The Litter-Robot appears within the first 2–3 seconds
    • The value proposition (“one less thing to think about”) is stated earlier

    Run this as an A/B test against the current version.

    Why This Matters:
    For a conversion campaign, viewers need to quickly understand what is being sold and why it matters. If retention is low, the message must be delivered faster.

    3. Strengthen the Call-to-Action for Conversions

    Data Insight:

    • CTR and CVR are strong.
    • The CTA is subtle and does not create urgency.

    Because the objective is conversions, the ad could push slightly harder toward action.

    Optimization Strategy:
    Test stronger but still tone-aligned CTAs such as:

    • “Upgrade your cat care today.”
    • “Simplify your mornings now.”
    • “Tap to see how it works.”

    This can be tested through caption variations or on-screen text.

    Why This Matters:
    According to Social Media ROI, measurable business objectives require purposeful messaging. If the goal is purchase, the CTA should clearly support that action. The current CTA fits the calm tone, but adding light urgency may increase conversion volume without sacrificing brand voice.

    Final Thoughts

    This ad is already performing at a high level. It ranks in the top 99% across key metrics and aligns well with its conversion objective.

    Optimization is an ongoing process. By aligning metrics with objectives, monitoring performance data, testing creative variations, and refining targeting, brands can continue to improve ROI.

    Data does not just tell us if an ad is good. It tells us how to make it better.

  • From Strategy to Sign-Ups: Designing a Conversion-Driven Paid Social Campaign

    From Strategy to Sign-Ups: Designing a Conversion-Driven Paid Social Campaign

    Designing a paid social media ad is never just about creating something visually compelling; it’s about developing a strategy that aligns creative decisions, targeting, and budget with a clearly defined business objective. When organizations invest in paid advertising, effective targeting is everything. Who the business targets and how they reach them will ultimately determine whether the campaign achieves its goals.

    So how did I approach designing a paid social media ad and the strategy behind it?

    To guide my planning process, I followed Sharon Thony’s framework outlined in The Marketing Campaign Playbook, which emphasizes intentional campaign design rooted in clear objectives, audience understanding, and measurable outcomes. Using this framework helped ensure that every decision made during the planning phase directly supports the campaign’s primary goal.

    Campaign Framework: Strategy First, Creative Second

    Before building the ad itself, I grounded the campaign in six strategic steps inspired by Thony’s guidelines:

    1. Define campaign objectives – Clearly establish what success looks like.
    2. Identify the target audience – Understand who the campaign is designed to reach.
    3. Develop a content strategy – Align messaging and creative with campaign goals.
    4. Set timelines and budgets – Establish realistic constraints for execution.
    5. Define key performance indicators (KPIs) – Determine how success will be measured.
    6. Prepare for execution and optimization – Plan how performance will be monitored and refined once the campaign is live.

    This framework ensured the campaign was built strategically from the start.

    Business & Campaign Overview

    For this campaign, I designed a paid social media ad for The Pathway School, a nonprofit special education school where I work. The campaign promotes the school’s annual spring golf fundraiser, FORE! The Kids Golf Outing, taking place on May 19.

    This event is one of the school’s key fundraising initiatives, supporting programs and resources for students. Historically, the outing sells approximately 100 golfer spots out of a maximum of 120. This campaign is designed to help close that gap and move the event toward a sellout.

    Campaign Objective: Driving Conversions

    The primary objective of this paid social campaign is to increase golfer registrations (sales) through Facebook and Instagram advertising.

    Specifically, the campaign is designed to:

    • Drive at least 10 additional golfer registrations
    • Increase golfer participation by 10%
    • Generate registrations through link clicks leading to completed sign-ups

    Rather than focusing on awareness or engagement, the campaign is intentionally structured around conversion-driven outcomes, ensuring that budget and targeting decisions support measurable revenue growth.

    Campaign Optimization Goal

    The ad’s performance goal is to maximize number of conversions, with completed golfer registrations serving as the key action.

    Optimizing for conversions allows the advertising platform to prioritize users most likely to complete the registration process, rather than users who may only view or click on the ad. This approach aligns directly with the campaign’s revenue-focused objective.

    Platforms & Ad Placements

    Ads will run on Facebook and Instagram, where The Pathway School already has an established presence and strong engagement with donors and community supporters.

    Placements are intentionally selected to appear in high-visibility feed and story environments, ensuring the ad reaches users in spaces where they are most likely to engage and take action.

    Target Audience Strategy

    The targeting strategy combines demographic targeting, interest and behavior-based targeting, and first-party data to reach both existing supporters and high-quality new prospects.

    Core Demographics

    • Gender: Male
    • Age: 40–69
    • Location: Within a 20-mile radius of the golf course (which includes the school)
    • Education Level: College Grad

    This demographic profile closely aligns with past golf outing participants and typical charity golf event audiences.

    Interests & Behaviors

    The campaign targets users with demonstrated interest in:

    • Golf and golf-related activities
    • Community involvement and charitable causes
    • Education advocacy

    Behavioral targeting prioritizes individuals who:

    • Interested in upcoming events
    • Engage with nonprofit or fundraising content
    • Interact with Facebook Events and local organizations
    • Click on or engage with sponsored content

    These behaviors indicate a higher likelihood of completing an online registration, supporting the campaign’s conversion-focused goal.

    Lookalike Audience

    To strengthen targeting efficiency, the campaign leverages first-party data from previous golf outings:

    • Lookalike Audience: New users who share similar characteristics and behaviors

    Using a lookalike audience will attract new golfers to the outing that have the same interests as current golf attendees.

    Budget & Timeline

    The total campaign budget is set at $200, consistent with prior years’ promotional spending for the event. The budget will be distributed over a 2 week period leading up to May 12, the registration deadline, allowing time for optimization and sustained visibility.

    Given the focused audience and conversion-driven objective, this budget is expected to contribute meaningfully toward the goal of selling out the event.

    Success Metrics & KPIs

    Success metrics are intentionally aligned with the campaign’s primary objective.

    Primary Metric

    • Cost Per Acquisition (CPA): Measures the cost of each golfer registration and serves as the primary indicator of success.

    Secondary Metrics

    • Conversion Rate: Evaluates how effectively ad traffic converts into completed registrations.
    • Cost Per Mille (CPM): Assesses audience efficiency and helps identify opportunities to reduce wasted impressions.

    While click-through rate (CTR) will be monitored as an indicator of creative relevance, overall success will be evaluated based on completed registrations rather than engagement alone.

    Planned Monitoring & Optimization

    When the campaign launches, performance will be monitored regularly to ensure it is reaching the intended audience and driving conversions efficiently. If CPA or CPM trends higher than anticipated, targeting parameters and creative elements will be adjusted to improve performance and maximize budget efficiency.

    Final Takeaway

    This campaign planning process highlights the importance of grounding paid social media advertising in clear objectives and intentional strategy. By aligning targeting, placements, budget, and success metrics with a single conversion goal, the campaign is designed to move beyond visibility and drive meaningful action.

  • From Presence to Purpose: Leveraging Organic Social Media to Drive Engagement and Conversions at The Pathway School

    From Presence to Purpose: Leveraging Organic Social Media to Drive Engagement and Conversions at The Pathway School

    Having a social media presence is often treated as a box to check. Many organizations post consistently and share updates but struggle to connect those efforts to meaningful outcomes. In Social Media ROI, Olivier Blanchard argues that simply being present on social media is ineffective unless organizations use those platforms to achieve business objectives. This is where organic social media content becomes critical. Organic content includes any unpaid posts, photos, videos, Stories, or Reels shared on social platforms. While it does not require an advertising budget, it does require strategy, intention, and measurement.

    When used effectively, organic social media can build awareness, foster community, and drive meaningful actions. However, success depends on aligning content with clear goals and understanding audience behavior. This post analyzes the organic social media performance of The Pathway School and proposes a data-driven strategy to improve engagement, reach, and conversions.

    Setting the Foundation: SMART Goals and Audience Understanding

    In The Marketing Campaign Playbook, Sharon Lee Thony emphasizes the importance of setting SMART objectives when developing a marketing strategy. SMART goals are specific, measurable, achievable, relevant, and time-bound. These types of goals create a roadmap for content creation and measurement.

    Thony also stresses that understanding the audience is essential. Organizations must know who their audience is, what platforms they use, when they are active, and what type of content resonates with them. Without this understanding, even consistent posting can fall flat.

    Brand Background: The Pathway School

    The Pathway School is a nonprofit K–12 special education school whose mission is to support students with special education needs. The school maintains an active presence on Instagram and Facebook to reach families, donors, alumni, and community supporters. These platforms are used to share school news, highlight student successes, promote fundraising efforts, and showcase programs across campus.

    To evaluate organic performance, I used Instagram Insights, Facebook’s Professional Dashboard, and Sprout Social to analyze content performance over the past 90 days.

    Instagram Performance Analysis

    The Pathway School’s Instagram account currently has 708 followers. Over the past four months, content received 90,431 views, with 59.1% coming from followers and 40.9% from non-followers. This indicates that content is reaching beyond the existing audience, which is a strong signal for organic growth. Accounts reached increased by 61% compared to the previous 90-day period, reaching 1,573 accounts. Profile activity also rose significantly, with 2,437 actions, representing a 53.7% increase.

    In terms of interactions, Instagram content generated 1,423 total interactions over the past 90 days. These included 875 likes, 41 comments, 37 saves, 197 shares, and 41 reposts. The content that performed best in terms of views and likes consisted of still-photo posts highlighting student-centered stories, including a basketball team win, Spirit Week celebrations, and the first Girls on the Run 5K hosted on campus. These posts used storytelling to showcase student achievements and community pride. The posts can be viewed below.

    Basketball Team Win, the post with the most engagement
    Girls on the Run 5k Finish, second highest engagement
    “Twin Day” Spirit Week Recap, third highest engagement

    Follower growth increased by 3.1%, adding 21 new followers. Audience demographics show that the largest age groups are 35–44 (28.1%), 25–34 (24.4%), and 45–54 (18.2%), with women representing 64% of followers. Most followers are located in the Philadelphia area, aligning well with the school’s geographic focus.

    However, posts related to upcoming fundraisers were among the lowest-performing content in terms of likes, comments, and saves. This suggests that purely promotional content struggles to gain engagement without a strong storytelling component.

    Facebook Performance Analysis

    Facebook analytics reveal a larger but slightly older audience. The Pathway School’s Facebook has 2,142 Facebook followers, a 1% increase over the past 90 days. Content received 70,719 views during this period, representing a 52% increase from the previous quarter. Total engagement reached 7,340 interactions.

    Multi-photo posts performed the strongest, accounting for 53.1% of engagement, followed by Reels at 25.2% and single-photo posts at 18.1%. Reactions were the most common form of engagement at 1,800, followed by 150 comments and 58 shares. The top age group on Facebook was 45–54 (26%), followed by 35–44 (21.9%) and 55–64 (18.9%). This older demographic aligns well with donors, alumni, and family members.

    Cross-Platform Insights from Sprout Social

    My Sprout Social Dashboard, featuring the posts with the highest number of engagements.

    Using Sprout Social to compare organic posts across Instagram and Facebook revealed several key trends. Posts with the highest total engagement were consistently on Facebook, likely due to the platform’s larger follower base. The top-performing posts across both platforms featured student successes and campus-wide events, particularly basketball games and Spirit Week celebrations.

    These posts featured multiple images highlighting a variety of students and activities, which contributed to higher reactions and comments. Their primary goal was to drive engagement through storytelling and community connection.

    In contrast, the post with the highest number of post link clicks was tied to a fundraising effort for the school’s year-end appeal. This post was part of the “10 Days of Student Success” campaign, which highlighted a different student story each day with a clear call-to-action to donate. Compared to fundraising posts that did not include photos of students, these campaign posts generated more shares and higher conversion activity. This reinforces that storytelling-driven fundraising content is more effective than promotion-only posts.

    Strengths, Trends, and Opportunities

    This data highlights key strengths, trends, and opportunities that can further strengthen The Pathway School’s organic social media strategy.

    Strengths

    A primary strength across both platforms is authentic storytelling. Posts featuring real students, real moments, and real outcomes consistently outperform graphic-only or announcement-based content. This approach not only drives higher engagement but also builds trust, which is critical for a nonprofit organization.

    Consistent posting frequency is another strength. Posting two to four times per week maintains visibility without overwhelming followers and supports algorithmic reach, as platforms favor accounts that post regularly within a defined niche.

    Visual variety also contributes to performance. Multi-photo posts and carousels perform especially well on Facebook, while Instagram benefits from a mix of still images and video. This variety allows the school to showcase diverse students and activities, reinforcing inclusivity across campus.

    Finally, active community management strengthens relationships. Liking and responding to comments signals that the school values conversation and connection with its audience.

    Trends

    Engagement is highest when posts highlight shared campus experiences. Events such as Spirit Week, athletics, and school celebrations generate more reactions and comments than individual announcements by fostering collective pride.

    Another clear trend is that story-driven fundraising outperforms promotion-driven fundraising. Posts that feature student stories and photos receive more shares and engagement than graphic-only fundraising posts, indicating that emotional connection motivates action.

    Audience demographics reveal a platform split. Instagram skews younger (35–44), while Facebook skews older (45–54), suggesting that families may be more active on Instagram, while donors and long-term supporters are more reachable on Facebook.

    Opportunities for Improvement

    One major opportunity is to better balance engagement and conversion content by pairing clear calls-to-action with emotional storytelling, especially during fundraising campaigns.

    There is also an opportunity to expand storytelling beyond current students by regularly featuring alumni success stories, reinforcing long-term impact for donors and families.

    Increasing behind-the-scenes classroom content would showcase learning in action, helping move audiences from awareness to consideration by demonstrating how the school fulfills its mission daily.

    These types of content could be shared as short-form video. Although Reels already generate meaningful engagement, they are not yet used to their full potential. Because algorithms prioritize watch time and completion rates, expanding this format presents an opportunity for growth.

    Proposed Organic Social Media Strategy

    Using the strengths, trends, and opportunities identified above, the following organic social media strategy is designed to intentionally balance engagement and conversions for The Pathway School.

    1. Clearly Defined Goals

    To move from posting consistently to posting strategically, The Pathway School’s goals include:

    • Increase brand awareness and reach by showcasing student success, campus life, and inclusive education practices. Increased reach by 10% over the next three months.
    • Strengthen engagement and community trust through storytelling, conversation, and two-way interaction. Increase engagement rates by 5% over the next three months.
    • Support conversions by developing fundraising content that features real student stories rather than graphic-only promotions. Increase conversion rates by 10% over the next three months.

    2. Target Audience Persona

    The data reveals a primary persona across platforms:

    Primary Persona: “The Pathway Supporter”

    • Age: 35–54
    • Gender: Primarily women
    • Location: Greater Philadelphia area
    • Relationship to Pathway: Parent, caregiver, donor, alum, or community advocate
    • Motivations: Supporting student success, inclusion, long-term impact, and community well-being
    • Platform Behavior: Engages most with student stories, campus-wide events, and impact-driven content

    This persona explains why storytelling posts perform well and why donor-focused content is more successful when it features students rather than graphics.

    3. Tailored Content

    Content includes the following categories:

    • Student & Alumni Success Stories (Engagement + Conversion): These posts generate the highest likes, comments, and shares, especially when tied to fundraising campaigns.
    • Campus Life & Community Moments (Engagement): Events like Spirit Week and athletics consistently drive reactions and comments by highlighting shared experiences.
    • Learning in Action (Engagement): Behind-the-scenes classroom content addresses an opportunity to better showcase academic and therapeutic impact.
    • Donor & Supporter Voices (Conversion): Testimonials can humanize fundraising efforts and strengthen emotional motivation to donate.
    • Fundraising & Calls-to-Action (Conversion): Data shows fundraising posts perform best when paired with student stories rather than standalone graphics.

    4. Consistent Posting Schedule and Content Calendar

    Based on current posting success and algorithm best practices, I recommend three to five posts per week across Instagram and Facebook. Consistency supports algorithmic reach while reinforcing the school’s niche and brand voice. Below is an example content calendar. The posts are during the week because that is when The Pathway School’s audience is most active on Instagram and Facebook.

    5. Active Community Engagement

    Data shows that engagement increases when the school actively participates in conversation. The school should:

    • Reply to comments with thoughtful responses, not just likes
    • Ask questions in captions to invite dialogue
    • Acknowledge donors, families, and supporters in comments when appropriate
    • Re-share tagged content from families, staff, or supporters

    This approach reinforces trust and aligns with the goal of strengthening community engagement.

    6. Performance Tracking and Optimization

    To ensure accountability and improvement, performance should be tracked monthly using platform analytics and Sprout Social. Key metrics should include:

    • Engagement metrics: likes, comments, shares, saves, reactions
    • Reach metrics: accounts reached, non-follower reach, video views
    • Conversion indicators: link clicks, shares on fundraising posts, profile actions

    Posts should be reviewed by goal category (engagement vs. conversion) to evaluate success appropriately, and tracking performance with these metrics ensures that organic social media efforts are aligned with organizational objectives.

    Conclusion

    Organic social media content is most effective when it is intentional, measured, and aligned with organizational goals. The Pathway School’s current strategy successfully builds engagement through storytelling and community-focused content. By strengthening short-form video, expanding storytelling into fundraising efforts, and setting clear objectives for each post, the school can better balance engagement and conversions. Grounded in data and guided by strategic frameworks, organic social media can move from simple presence to purposeful impact.

  • Where Athletes and Audiences Meet: New Balance’s Social Media Strategy

    Where Athletes and Audiences Meet: New Balance’s Social Media Strategy

    Social media has transformed how brands communicate with their audiences. In Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization, Olivier Blanchard explains that communication has shifted from a monologue to a dialogue. Before social media, brands relied on one-way messaging. Organizations pushed out ideas through ads, and audiences either accepted or ignored them. There was little opportunity for response or interaction.

    Today, social media platforms allow consumers to share opinions, react to content, and engage directly with brands. Consumers can also communicate with each other, which Blanchard refers to as lateral engagement. This shift helps audiences feel included in the brand’s story rather than simply receiving a message.

    As Sharon Lee Thony explains in The Marketing Campaign Playbook: A Step-by-Step Guide for Entrepreneurs, Marketers, & Small Business Owners, social media has become an essential tool for brand building, promotion, and community growth through a balance of paid and organic campaigns. New Balance is a strong example of how these strategies work together in practice.

    Why New Balance? A Runner’s Perspective

    New Balance is an American athletic footwear and apparel company with deep roots in running and performance sports. As a runner and fitness enthusiast, I have been a long-time supporter and consumer of the brand, making their social media strategy especially interesting to analyze. I researched two of their platforms: Instagram and TikTok.

    Instagram: Athlete Stories and Brand Identity

    New Balance’s Instagram account has 8.7 million followers and features a mix of organic and paid content. A majority of their organic content focuses on athlete and community storytelling. Many posts highlight sponsored athletes and their accomplishments, helping build an emotional connection with followers.

    One example is a post featuring Sydney McLaughlin after she broke the American record in the 400 meters at the Track and Field World Championships. The image shows her holding the American flag and gold medal, celebrating both personal and national success. Posts like this show how New Balance supports athletes beyond products and helps consumers feel like part of the journey.

    These organic posts typically receive between 10,000 and 20,000 likes, with some reaching over 200,000. Paid posts on Instagram tend to focus more on product launches, such as Cooper Flagg’s signature sneaker, and often receive higher shares. This suggests that New Balance prioritizes storytelling for connection and paid content for reach.

    TikTok: Energy, Authenticity, and Interaction

    New Balance’s TikTok account has over 544,000 followers and more than 3.3 million likes. Much of the content overlaps with Instagram, but TikTok places greater emphasis on movement, behind-the-scenes moments, and high-energy visuals.

    The brand’s “We Got Now” campaign features athletes like Coco Gauff and Kawhi Leonard and focuses on living in the present and chasing goals with confidence. These videos give viewers a closer look at athletes’ training and daily routines, making the content feel more personal. The campaign has a balance between organic and paid posts, where organic posts show the athletes in action, and the paid posts promote the athletes’ specific products.

    New Balance also uses user-generated content on TikTok, such as reviews and product showcases from everyday runners. These posts rely heavily on likes and saves, allowing users to bookmark content and return to it later. This reflects Blanchard’s idea of lateral engagement, where consumers influence each other through shared experiences and opinions.

    Opportunities to Strengthen Engagement

    While New Balance has a strong social media presence, there are some opportunities to further improve engagement. One noticeable area is direct interaction in the comments section. When reviewing Instagram and TikTok posts, there were very few replies from the brand, even on posts that sparked conversation. Responding to comments could help strengthen the sense of community and reinforce the idea of social media as a dialogue rather than a monologue.

    New Balance could also encourage more participation through interactive features. Instagram tools like polls or question stickers could invite fans to engage with athletes, while TikTok challenges or branded hashtags could inspire more user-generated content.

    Finding the Balance: We Got Now

    Overall, New Balance does an effective job balancing organic and paid social media content. Organic posts build trust and connection through storytelling, while paid campaigns help amplify reach and product awareness. Engagement metrics such as likes, shares, and saves reveal how the brand tailors content for each platform.

    In the spirit of their campaign, New Balance doesn’t just say “We Got Now.” They show it by creating content that builds community and meets consumers where they are. The question now is: We Got Now…will you get New Balance today?

  • Polishing in Premiere: Bringing My Mini-Documentary to Life

    Polishing in Premiere: Bringing My Mini-Documentary to Life

    Have you ever created a mini-documentary? The first step is planning. When you take pre-production seriously, everything gets easier later. You know what b-roll you want, your lighting is set up, and your subject feels ready to be interviewed. If you gather everything before filming, you’re going to be golden.

    And when you finally hit record, always film more than you think you need. It’s better to have extra clips you don’t use than to realize you’re missing something important.

    This week, after finishing pre-production and filming last week, I’m moving into post-production for my mini-documentary about my coach’s running journey with runner’s dystonia. Now it’s time to learn new editing techniques, tighten the story, and polish the video into a more professional piece. Let’s dive in.

    Reading + Writing

    Before reading The Bare Bones Camera Course for Film and Video by Tom Schroeppel, my video editing skills were pretty basic. I knew how to use simple tools in Premiere Pro, like the razor tool, but I did not fully understand audio transitions, video transitions, or how to create higher-quality video and sound. Going into this project, I wanted to improve the overall quality of my videos, and this book helped me do exactly that.

    Schroeppel starts with the basics, including how to properly use a camera and create visually pleasing compositions for both photos and video. This was an important foundation for me because it helped me think more intentionally about how I frame shots and what will look best to an audience. Learning these basics made me feel more confident behind the camera and more prepared when filming.

    One of the most helpful sections focused on audio. I learned how background music, sound effects, and ambient audio can greatly enhance a video when used correctly. Before this, I did not realize how much sound plays a role in storytelling. These techniques helped me understand how to create a more immersive and professional-feeling video experience.

    I also really enjoyed learning about lighting, especially three-point lighting. Before reading this book, I did not understand the importance of backlighting, especially when interviewing someone. Now I know how crucial it is to create an evenly lit environment that makes the subject stand out from the background. Good lighting, along with clear audio and strong composition, were the most important skills I gained from this reading.

    The area I struggled with the most was linear perspective and making sure not to cross the 180-degree line. This concept was challenging at first, but it helped me learn how to capture different angles that work together rather than clash. It pushed me to think more carefully about camera placement and movement.

    Overall, this book gave me a complete overview of how to shoot a strong video sequence and how to plan a project for success. The skills I learned will be incredibly useful for professional and promotional videos at work, personal projects, and even everyday photography and video. Moving forward, I want to continue learning more about lighting and experiment with using multiple cameras in future projects.

    Research to Inform

    1.) “Run, Forrest, Run” Movie Clip – Forrest Gump

    This scene is a strong example of a J-cut. Around the 1:19–1:20 mark, we begin to hear Forrest’s voice as he talks about breaking out of his leg braces. At the same time, the visuals transition into a flashback from his childhood. Because Forrest’s voiceover begins before the visual fully shifts away from the bench scene, this moment is as a J-cut, where the audio from the next moment starts before the image changes.

    This editing choice works especially well because this is a major breakthrough moment for Forrest. Hearing his voice while watching the flashback helps show how deeply connected he is to this memory. It feels like he is reliving the moment rather than simply telling a story. Using this same technique in my mini-documentary would make sense, such as showing b-roll of my coach running on the track while her voice plays in the background, and then cutting back to the interview. This approach would help show how connected she is to her own story and experiences.

    2.) Harry Potter and the Sorcerer’s Stone – Hagrid Explains Harry’s Past

    This scene has an example of an L-cut, where the audio from one scene continues even after the visuals change. At the beginning of the clip, Hagrid is shown speaking to Harry. As the scene transitions into flashback clips from Harry’s childhood, Hagrid’s voice continues in the background. Because the audio carries over while the visuals shift, this moment qualifies as an L-cut.

    This editing technique helps ease the audience into the flashback. Instead of feeling like a sudden cutaway, the flashback feels more like a spoken memory being brought to life. Using this same approach in my mini-documentary would be effective when transitioning between interview footage and b-roll. Letting the interview audio continue over b-roll would help create smoother transitions and make the story feel more natural and connected.

    Create

    Runner’s Dystonia: Maria’s Story of Resilience

    This mini-documentary tells the story of my high school running coach, Maria, and her journey with runner’s dystonia. The video follows her experience from running for over twenty years, through her diagnosis, and into her return to the sport she loves. My goal for this piece was to create a story that felt cinematic, honest, and hopeful, while allowing Maria’s voice to remain at the center of the narrative.

    I really enjoyed the process of creating this video from start to finish. From carefully planning the project, interviewing my coach, and filming b-roll at the track, to editing everything together, each step helped strengthen my skills. During editing, I focused on making the visuals feel warm and inspiring. I applied subtle filters to the track footage to give it the look of being filmed at sunrise, which helped reinforce the hopeful tone of the story.

    Music played a big role in setting the mood. I used a background track from bensound.com titled “Birth of a Hero,” which added to the cinematic feeling I was aiming for. To help the story flow smoothly, I used both J-cuts and L-cuts when transitioning between interview footage and b-roll. These techniques allowed Maria’s story to feel connected and uninterrupted, while also giving the visuals room to breathe.

    I let Maria tell her story in full and used my own narration to introduce the film, connect different parts of her journey, and bring the piece to a meaningful close. I also used lower-third graphics during the interview clips, adding small animations to make them feel polished and professional. In a few clips, I applied a Gaussian blur effect to remove minor visual distractions, and I slowed down certain shots to enhance the cinematic feel.

    Overall, this project helped me grow significantly in Premiere Pro and in my approach to visual storytelling. More importantly, I hope the story itself resonates with viewers. My goal was to create a piece where storytelling comes first, and where people facing runner’s dystonia, or any kind of setback or obstacle, can feel seen, encouraged, and inspired. It was a joy to bring this video to life.

  • Framing the Story: How I Planned My Mini-Documentary

    Framing the Story: How I Planned My Mini-Documentary

    This week was all about preparing to create my own mini-documentary, and the first step was figuring out what story I wanted to tell. When I decided on an idea, everything else started to fall into place: who I would interview, what I wanted to say in my narration, and what equipment I needed to bring to the shoot. Then came the fun part: planning out the shots. Medium shots, wide shots, close-ups, extreme close-ups…all the pieces that work together to build a visual story. I also had to think about how the audio would support the video so the whole project felt smooth, clear, and meaningful. Here’s a closer look at how I prepared to bring my mini-documentary to life.

    Reading + Writing

    To prepare for creating my mini-documentary, I read two chapters in Tom Schroeppel’s The Bare Bones Camera Course for Film and Video. These chapters highlighted the importance of getting high-quality shots through having a detailed plan before filming.

    Chapter 7: Lighting

    Chapter 7 explains the basics of both exterior and interior lighting and why it matters so much in filmmaking. For outdoor lighting, Schroeppel highlights how reflectors and full lights can help control the sun, which is your biggest and brightest light source. A reflector can be almost anything that bounces sunlight back onto your subject, helping soften shadows on the face. When shooting outside, fill lights should match natural daylight and have a color temperature of around 5400K, so the color of the shot stays consistent. The chapter also explains how outdoor lighting changes quickly, so filmmakers need to watch their shadows and adjust their tools to keep the shot balanced.

    Interior lighting works differently because the filmmaker controls all the light sources. Schroeppel describes three common types: focusing quartz lights, broads, and softlights. Focusing quartz lights act like spotlights and can adjust intensity and beam width. Broads create a wide, even wash of light but don’t have fine controls. Softlights bounce light off a curved surface, creating a smooth and diffused glow. The chapter also reminds us of the important trio: key light, fill light, and backlight. Using only a key light creates heavy shadows, adding a fill light adds depth, and a backlight helps separate the subject from the background. In my mini-documentary, this lesson is essential because I will be interviewing my coach indoors. I need to create a lighting setup that makes her look clear and natural, reduces harsh shadows, and separates her from the background so the interview feels professional.

    Chapter 9: Doing It

    Chapter 9 focuses on the big picture of planning and shooting a sequence. Schroeppel starts with a simple question: What do you want your audience to feel? Knowing your story goal helps you decide what footage you need and how you want to shoot it. The chapter stresses the value of preparing a strong shooting plan before filming. This includes gathering more footage than you think you’ll need, because it’s easier to cut extra clips than try to fix gaps later. Schroeppel also talks about using a slate, anything from a clapboard to a piece of paper, to label your shots. This helps you stay organized during editing and keeps all your footage easy to identify.

    The chapter also teaches how to build a shooting script using two columns: video on one side and audio on the other. This helps you match visuals with narration, interviews, and sound design. Schroeppel also prepares filmmakers for real-world challenges like working in uncontrolled environments where you can’t control everything happening around you. In those moments, it’s important to keep good composition, change up your camera angles, and maintain consistent screen direction. For my mini-documentary, this chapter ties directly into my planning process. I created a full shot list for both the interview and the b-roll, and I mapped out what narration and ambient sound would go with each clip. Because I’ll be filming at both a house and a public track, I’ll need to be flexible, watch my surroundings, and make sure I capture enough content, from close-ups of her running shoes to wide shots of her on the track, to tell a complete and engaging story.

    Research to Inform

    To prepare for my mini-documentary, I explored several videos that tell powerful stories through strong visuals, clear structure, and meaningful interviews. These examples helped me understand how filmmakers use pacing, b-roll, narration, and sound to guide an audience through someone’s personal journey.

    1.) Nike’s “Breaking 2” Documentary Trailer

    The trailer for Nike’s Breaking2 documentary sets the tone for a powerful and visually striking story about athletes attempting to break the two-hour marathon barrier. It uses a mix of close-ups, wide shots, and atmospheric visuals to build anticipation and highlight the intensity of the challenge. We see runners preparing in quiet, focused moments before the race, along with glimpses of empty roads and early morning light that signal something historic is about to happen. The pacing starts slow and controlled and gradually builds energy, supported by strong visuals that show both vulnerability and strength. What makes this trailer so effective is how it combines emotion, high stakes, and purposeful imagery to make the viewer feel the pressure and possibility of the moment. This connects directly to my mini-documentary because my coach’s journey with runner’s dystonia also involves moments of hardship, reflection, and perseverance. Watching how Breaking2 builds emotion through pacing and shot variety helps me think about how to capture her own story, showing her quiet determination, the challenges she faces, and the strength she brings to every run. It reminds me that even small, simple moments can feel powerful when they are filmed with intention.

    2. HBO’s “Weight of Gold” – Trailer

    The Weight of Gold is a powerful documentary that goes behind the scenes with Olympic athletes to explore the hidden toll that elite sport can have on mental health, showing that even champions are humans with doubts, fears, and struggles. The film combines raw, honest interviews where athletes admit to depression, anxiety, and identity loss after their Olympic careers with haunting b-roll: empty arenas, silent training venues, and quiet moments of reflection. What works so well is the balance between their glamorous public achievement and the private emotional cost, which reminds viewers how much pressure and expectation lie behind medals.

    For my mini-documentary about my coach’s running journey, especially her experience with runner’s dystonia, The Weight of Gold is very relevant. It shows me how a sports story isn’t only about performance or victory, but about identity, struggle, and resilience. I can borrow its approach: using honest, vulnerable interviews; capturing quiet, raw visuals that reflect internal struggle; and juxtaposing hardship with strength and recovery. This model encourages me to show not only the physical side of running (the track, the stride, the motion), but also the emotional journey: the doubts, the setbacks, and the hope.

    3.) Tracksmith – Chasing 2:37 Trailer

    The Tracksmith video about a group of women chasing the 2028 Olympic Trials Qualifying time is a great example of strong visual storytelling. I loved how the trailer wove together multiple athletes’ backstories and used their voices as narration over dynamic b-roll, which created a sense of community and shared purpose. The filmmakers used a wide variety of shots, such as running sequences, training moments, lifestyle clips, that brought energy and depth to the story. At the same time, there were moments where the lighting felt inconsistent, especially in scenes that were darker and harder to see. This may have been a stylistic choice to create a cinematic, high-contrast mood, but it sometimes made the visuals feel less clear. I also wished the video had included interview shots of each woman who narrated, along with on-screen name graphics, so viewers could connect each voice to a face. Even though the storytelling was compelling, a few adjustments to lighting and shot clarity could make the piece even stronger. This example helps inform my own mini-documentary because it shows me the power of pairing voiceover with strong b-roll, while also reminding me to keep lighting consistent and include clear interview identifiers so my audience always knows who is speaking.

    Create

    Mini-Documentary Pre-Production Planning Document

    Schaaf_Pre-Production_Planning_Document_MiniDocumentaryDownload

    After reading and researching documentary-style videos about running and sports, it was time to plan out my own mini-documentary about my coach and her experience with runner’s dystonia. I started by identifying all the key details of the project, including the due date, length, overall feel, tagline, and elevator pitch. After the creative direction was determined, I wrote a set of interview questions that would guide our conversation and help her open up about her journey. I also drafted narration to help connect the different parts of the story. From there, I created a full list of b-roll ideas, background music options, sound effects, and ambient audio that would make the piece feel more cinematic. To read my full planning document, click here.

    After finishing the planning phase, I met up with my coach to film the interview and then went to a local track to capture b-roll. I shot a mix of wide shots, medium shots, and close-ups of her running, stretching, looking into the camera, tying her shoes, and even doing runner’s dystonia-specific exercises. I used a three-point lighting setup for the interview so the backlight would give her a soft glow and help separate her from the background. By the end of the shoot, I had interview footage, clear audio, and many visuals to support the story.

    Now that production is complete, it’s time to begin post-production. I will spend this week editing the video and audio clips, arranging the story in a clear and emotional way, and making sure the pacing feels smooth and intentional. I am looking forward to bringing all these pieces together and telling the running story of my coach in a powerful and meaningful way.

  • Hopping Between Angles: How I Created a Multi-Shot “How to Draw a Frog” Video

    Hopping Between Angles: How I Created a Multi-Shot “How to Draw a Frog” Video

    This week’s project invited me to step out from behind the camera and really think about what it takes to keep a video feeling smooth, intentional, and continuous, especially when it’s filmed from multiple angles. Learning the principles of continuity, from the 180-degree rule to linear action flow, turned out to be both fascinating and surprisingly meticulous. My challenge? Taking a simple how-to tutorial of drawing a frog and transforming it into a cohesive, multi-angle learning experience without a single distracting jump cut.

    Before I knew it, I was recording the same drawing sequence three different times, checking hand placement, pencil positioning, and even the direction my paper faced to make sure every take lined up. It was an interesting and very hands-on introduction to continuity in action.

    Let’s dive into how I created the video, one angle at a time.

    Reading + Writing

    Chapter 3: Basic Sequences

    In The Bare Bones Camera Course for Film and Video, Tom Schroeppel breaks down the idea of a basic sequence as the backbone of visual storytelling. A basic sequence starts with a wide shot to establish the scene, followed by medium shots to bring the viewer closer, and then close-ups to highlight important details. Schroeppel emphasizes that an establishing shot doesn’t need to show everything; just everything that matters. When the viewer understands the setting, the editor can move between different shot sizes to create visual variety and maintain interest. He also explains the importance of cutting on the action, which keeps movement fluid and continuous, making transitions feel natural instead of abrupt. Clean entrances and clean exits, which are moments when a subject fully enters or leaves the frame, help editors hide cuts more effectively and avoid jarring visual gaps. Cutaway shots, such as zooming into a detail or shifting briefly to a new angle, are another essential tool to smooth transitions and avoid jump cuts.

    These principles became the foundation of how I structured my “How to Draw a Frog” video. Even though the content was instructional rather than narrative, I still needed to build a clear visual sequence. I started with a wide shot of my workspace so viewers could get oriented—where the paper was placed, how the lighting looked, and where my hands would be moving. From there, I alternated between medium shots and close-ups to focus attention on the frog’s outline, shading, and finer details. Each angle change involved a shift in both image size and camera position, just as Schroeppel recommends, which kept the video dynamic without feeling chaotic. I also shot clean entrances and exits of my pencil strokes so I could cut directly on the motion of drawing. This helped maintain continuity when switching between angles and avoided the jarring “jump” that can happen when a line appears half-drawn suddenly. Understanding these fundamentals shaped how I approached each take and, ultimately, how the video flowed.

    Chapter 4: Screen Direction

    In Chapter 4, Schroeppel introduces screen direction, a principle built around the idea that audiences rely on consistent orientation. Screen direction refers to the direction people or objects appear to be facing or moving on screen. To keep this consistent, filmmakers must avoid crossing the line, also known as the axis of action. This imaginary line runs through the scene, and when a camera is positioned on one side, it should stay there. Crossing to the opposite side reverses the direction of movement or orientation on camera, confusing viewers because actions will suddenly appear mirrored. Schroeppel notes that you can cross the line if you “stop on it,” meaning the camera moves to a neutral, straight-on view first. This neutral shot resets the viewer’s orientation so the camera can then shift to the opposite side without disorientation. As long as the axis remains respected, the camera (and the objects in the scene) can move freely without breaking continuity.

    Even though my project involved drawing rather than actors walking across a set, screen direction played a huge role in keeping my frog tutorial coherent. My “axis” ran across the table between me and the paper. When I chose which side of the table my camera would film from, I committed to that side for all three angles. If I had switched sides midway, the frog would have appeared flipped, and the direction of my hand’s movement would have reversed, making the drawing process much harder to follow. Keeping the axis consistent ensured that viewers always knew where they were in relation to the drawing. This principle, though subtle, helped avoid confusion and reinforced the continuity I aimed for throughout the video.

    Research to Inform

    To better understand what strong continuity looks like in professional film and television, I explored several examples across genres. Watching how filmmakers maintain consistency across multiple angles helped me think more critically about how to construct my own multi-angle “How to Draw a Frog” video. Below are three pieces that demonstrate excellent continuity, along with one famous slip-up that shows just how noticeable it can be when continuity goes wrong.

    Example 1: Harry Potter and the Prisoner of Azkaban – Divination Class Scene

    In the Divination class scene, the film repeatedly cuts between wide shots of the classroom and medium or close-up shots of the students’ faces, but spatial orientation remains consistent. For example, when we see a wide angle of the classroom showing several desks and students in their positions, and then cut to a close-up of one student (Harry, Ron, and Hermione), their position in the room retains logical consistency relative to the wide shot.

    What makes this scene a strong example of continuity editing is how it balances variety and clarity. By switching between wide, medium, and close-up frames, the film keeps the viewer’s attention while still grounding them in the classroom’s layout. There’s no confusion about who is where; the “line,” or axis of the room, remains consistent.

    Example 2: The Office (U.S.) – Table Scene with Dwight, Michael, and Jim

    The Office is very careful about continuity and screen direction when cutting between different camera angles. In this scene where Dwight, Michael, and Jim sit at a table, the camera stays on one side of them. When it cuts between close-ups and medium shots, each character remains oriented the same way: left stays left, right stays right, and each face continues to look in the same direction relative to the frame.

    This consistency in screen direction helps maintain the illusion that the viewer is observing a real conversation. Because the camera never “crosses the line”, the sense of space stays stable. That stability is essential because it helps the audience follow dialogues and reactions without disorientation.

    Example 3: The Hunger Games – Training Center Sequence

    In the Training Center scene from The Hunger Games, continuity is used to create clarity as the camera cuts between multiple tributes practicing their survival skills. Although the sequence showcases a wide variety of activities, like climbing monkey bars and solving memory puzzles, the filmmakers keep the camera positioned on one consistent side of the training floor. When the angle shifts from a wide shot of the whole space to a close-up of a specific tribute, or different shots of one tribute, the direction of movement remains visually consistent.

    For example, the tribute climbing the monkey bars is always shown moving in the same on-screen direction, even as the camera switches from a front angle to a tighter close-up. The same is true for Foxface solving her puzzle: no matter the shot size, the camera maintains the same viewpoint, keeping her orientation consistent. Because the editors never cross the axis of the room, the viewer doesn’t have to “remap” the space with every cut.

    Break in Continuity: Pretty Woman Breakfast Scene

    One example of continuity going wrong appears in Pretty Woman during the breakfast scene. Julia Roberts’ character is eating a croissant in one shot, but when the camera cuts to a different angle, it has magically become a pancake. Then, in another shot, the croissant reappears. This kind of mistake happens when props aren’t carefully tracked across takes, and the result is immediately distracting even for casual viewers.

    Seeing this reminded me how small details can unravel continuity. In my project, something as simple as the length of a pencil line, the angle of my hand, or the placement of my paper could create that same kind of inconsistency. To avoid my own “croissant-to-pancake moment,” I was extra intentional about replicating my drawing motions across each angle.

    Create

    After I fully understood the principles of continuity and how multi-angle shooting works, I started to create my own “How to Draw a Frog” video. My goal was to build a clear, easy-to-follow tutorial while using a variety of camera angles to make the video more engaging and visually dynamic. I filmed from three angles: a wide establishing shot, a medium shot focused on the paper, and a close-up shot highlighting the finer details of the drawing. The establishing shot served as the anchor for viewers as I used it to introduce each new step of the drawing. The medium and close-up were used to show the drawing, allowing the audience to see each pencil stroke clearly.

    One of the most important decisions I made early on was choosing one consistent viewpoint and committing to it for every angle. By staying on the same side of the table, I ensured that my hand, the frog’s outline, and the direction of the drawing all appeared consistent, no matter which camera angle I cut to. This was especially crucial during close-up shots: if the orientation flipped or the paper suddenly rotated, the viewer would feel disoriented. Filming on the same side helped maintain a smooth visual rhythm and kept all of the camera transitions feeling intentional rather than distracting.

    Beyond the visuals, I also incorporated audio and motion design to enhance the tutorial. I recorded narration explaining each step, paired with on-screen text to signal transitions throughout the video. I added a background music track to create a warm, encouraging atmosphere and included playful sound effects, such as a frog ribbit at the beginning and a typewriter click to complement the opening animation. To make the introduction stand out, I designed a short animated sequence in After Effects.

    While I loved the creative freedom of this project, it also presented some challenges. Drawing the same frog multiple times from different angles meant I had to think carefully about everything: from how I held the pencil to how dark or light I shaded certain areas. Even small inconsistencies could break continuity, so I had to stay mindful throughout the entire process. It was definitely a test in precision and patience, but it helped me practice my skills in filmmaking. This project gave me a deeper appreciation for how video creators use continuity throughout their projects, and it was rewarding to follow those principles in this project.

  • Behind the Lens: Inside the Making of My Video Montage

    Behind the Lens: Inside the Making of My Video Montage

    After all the planning, scripting, and storyboarding from last week, it was finally time to bring my video montage to life. This week’s focus was on production and post-production, filming the shots I planned at Valley Forge National Park and then editing them together into a cohesive story. From setting up my camera and capturing the perfect lighting to layering narration, sound effects, and background music, this stage brought all the preparation together. Every detail, from the angle of a shot to the rhythm of the edit, played a role in shaping how the story feels on screen. Let’s walk through the steps I took to capture, edit, and finalize my video montage this week.

    Reading and Writing

    This week, I read Chapter 10: After the Shoot – Editing from Tom Schroeppel’s The Bare Bones Camera Course for Film and Video. This chapter explained what happens when filming is done and how important it is to stay organized and intentional when editing a project. Schroeppel starts by reminding readers that our eyes naturally see the world with a view of about 25 degrees wide, which means editing needs to help guide the viewer’s attention in a clear and meaningful way. One of his first suggestions is to read the script before editing, so you understand how you want your audience to react to your video. Knowing the emotion or message you want to communicate makes it easier to choose which clips to use and how to arrange them.

    Schroeppel also emphasizes the importance of logging all material with as much detail as possible. This can be done in the field or right before editing. Using consistent keywords, labeling shot types (like MS for medium shot or CU for close-up), and marking clips as “good” or “NG – no good” helps keep everything organized. This makes the editing process move faster and reduces stress. He also introduces the idea of a paper edit, which is when you cut up pieces of your editing log and arrange them on a table or floor to plan the order of your video. This allows you to rearrange sections easily until the sequence feels right.

    When it comes to actual editing, Schroeppel suggests starting with an establishing shot so viewers know where they are right away. This prevents confusion and lets the audience focus on the message instead of trying to figure out the location. He recommends using basic sequences by cutting back and forth between related shots in the same setting, and making sure each shot is different enough to keep things visually interesting. Pacing is also important: a good editor guides viewers smoothly from shot to shot without distracting them.

    Schroeppel also highlights how powerful sound is in editing. Background music can help set the mood, reinforce the message, and tie the whole piece together. He explains that music should stay truly in the background, not too loud or too bold, so it supports the visuals rather than distracts from them. He also explains the goal of sound mixing: to improve the quality of the original audio and blend voice, music, and sound effects into one clear, effective track. After editing, Schroeppel recommends sharing the video with someone from your target audience or a friend to get feedback. Sometimes fresh eyes help catch things you missed, giving you a chance to make final adjustments.

    Overall, this chapter gave me a much better understanding of how careful planning, thoughtful editing, and strong sound design can bring a video project together. These tips helped me a lot during the production and editing of my video montage this week.

    Research to Inform

    To better understand how different editing choices can shape the mood and message of a video, I watched several examples that use a variety of editing techniques. I looked at videos with fast cuts, slow pacing, creative transitions, and strong sound design to see how each creator used editing to tell their story. Studying these examples helped me learn what kind of editing style I connect with the most and what techniques I want to use in my own video montage. By paying attention to elements like transitions, pacing, sound effects, and background music, I was able to get a clearer idea of how I want my final piece to look and feel.

    1.) “You Can’t Stop Us” – Nike Ad

    In Nike’s “You Can’t Stop Us” commercial, one of the most powerful editing tools is the split screen. The screen is divided so that different athletes and actions appear side by side, and often an action on the left will match perfectly with an action on the right, like a tennis serve transitioning into a basketball shot. This visual design shows that all sports are connected and that athletes everywhere are united as one movement. The background music is uplifting and hopeful, giving the viewer a sense of possibility and encouragement. The shots change every five to six seconds, which is just long enough to see the action clearly but short enough to keep the energy high and moving. Together, the split screen, the rhythm of the cuts, and the inspiring music tell a story of endurance, unity, and hope.

    2.) Student-Led Tour of Harvard University

    In this student-led campus tour video of Harvard University, one of the techniques that really stands out is the transition between locations: the videographer speeds up the walking shots between buildings to move smoothly from one place to the next. This creates a natural “bridge” between scenes, so you don’t just jump from one building to another without context. The shots of each building or location are long enough (about 5 seconds) that you can actually look at the architecture and feel the space, and during those longer shots the videographer uses pans and tilts to showcase the size and detail of the buildings. The background music is upbeat and energetic, matching the excited tone of the voice-over, which makes the viewer feel as though they’re walking through the campus themselves. By using these transitions, the creator keeps the viewer engaged and helps them feel like they are on the campus tour.

    3. Paris 2024 Olympics | Official BBC Trailer

    Another strong example of fast editing is the Paris 2024 Olympics Official BBC Trailer. This video uses quick transitions and fast cuts to capture the excitement and nonstop action of the Olympics. Each scene only stays on the screen for a few seconds before jumping to the next sport, which keeps the viewer’s energy high. The transitions are quick cuts between animated versions of each sport, making the entire trailer feel sharp and rhythmic. The sound design also stands out as each animation has a sound effect that matches the sport, like a splash for swimming, cheering crowds for track and field, and the thud of a gymnast landing. These audio cues help the viewer feel connected to each moment. The video also uses a consistent color palette, which keeps the animations feeling unified and gives the trailer a strong brand identity. The deep, cinematic voiceover adds contrast to the fast visuals and helps the trailer feel like the preview for an epic movie. The mix of fast edits, bold animations, and dramatic narration creates a sense of excitement that reflects the anticipation and global scale of the Olympics.

    Create

    Valley Forge National Park Video Montage

    For my video montage at Valley Forge National Park, my main goal during production was to capture a wide variety of shots and locations. I wanted as much content as possible so I could choose the strongest clips later. I visited the Valley Creek Trail, the Covered Bridge, the National Memorial Arch, the Von Steuben Statue, the Washington Memorial Chapel, and several other areas throughout the park. While filming, I tried to get a mix of establishing shots, wide shots, medium shots, close-ups, and extreme close-ups to help keep the final video visually interesting. During editing, I used tools like Brightness and Contrast to even out the lighting between clips because the weather changed from sunny to cloudy as I filmed. I also used a Gaussian blur to soften small blemishes on the footage and the trim tool to shorten shots and tighten the pacing. I added cross dissolve transitions between each location to show viewers when we were moving from one place to another, and I used straight cuts when switching between different angles of the same landmark to make the scenes feel connected. For audio, I layered in ambient sounds like soft wind, birds chirping, water flowing, and leaves crunching to help set the scene. I also included sound effects such as footsteps on gravel, a cabin creaking, a train passing, and gentle church bells to match each location. My background music is calm and peaceful, and I chose it to help create a warm, welcoming mood. Overall, this project was a lot of fun, and I was happy that I could avoid filming people in the park. Planning my script and shot list ahead of time made filming much easier, and I learned a lot about both audio and video editing while creating a cohesive montage of Valley Forge National Park.

  • The Blueprint Behind the Camera: Planning the Perfect Montage

    The Blueprint Behind the Camera: Planning the Perfect Montage

    Before any great video comes to life, there’s a moment of stillness: a pause to plan, to visualize, and to prepare. This week’s focus was all about that pre-production stage: learning the basics of cameras, mastering composition, and framing shots that tell a story before a single line of dialogue is spoken. Through exercises in photography, storyboarding, and scripting, I’ve learned that the magic of video doesn’t just happen in the edit; it starts long before the camera ever records. Planning isn’t just a step in the process; it’s the foundation that makes everything else run smoothly. Let’s dive into how I prepared to bring my video montage to life this week.

    Readings and Writings

    To get ready for my video montage, I started by reading a few chapters from The Bare Bones Camera Course for Film and Video by Tom Schroeppel and some articles about pre-production and storyboarding. These readings helped me understand that making a great video is all about planning, understanding your camera, and knowing how to tell a story through visuals.

    The Bare Bones Camera Course for Film and Video

    Chapter 1: Basics

    Chapter 1 of The Bare Bones Camera Course for Film and Video explains how a camera works and why it’s important to understand the basics before filming. Schroeppel describes how the camera “sees” through a lens that gathers light reflected off objects. That light passes through the lens and lands on a sensitive surface inside the camera. In digital cameras, this surface is an image sensor, either a CCD (charge-coupled device) or a CMOS (complementary metal oxide semiconductor), which turns light into an electronic image. A key part of this process is exposure, or how much light reaches the sensor. Too much light causes overexposure, making an image too bright, while too little light causes underexposure, making it too dark. Exposure is controlled by three main settings: aperture, shutter speed, and ISO.

    Schroeppel explains that aperture is the opening in the lens that lets in light, measured in f/stops like f/2, f/4, or f/8. Think of f/stops like fractions: the smaller the number, the bigger the opening, and the more light comes in. This setting also affects depth of field, or how much of the image is in focus. A low f/stop creates a blurry background, while a high f/stop keeps more of the scene sharp. ISO, which stands for the International Organization for Standardization, controls how sensitive the camera is to light. A low ISO (like 100) works well in bright light, while a high ISO (like 800 or 1600) is better in darker places but can make the image look grainy. Schroeppel also discusses how different lens angles (wide, normal, and telephoto) change how the viewer experiences a shot. Understanding these basics helps filmmakers control how their videos look and tell a story through light, focus, and composition.

    Chapter 2: Composition

    Chapter 2 of The Bare Bones Camera Course for Film and Video focuses on how to compose and frame a shot to make it visually appealing and balanced. Schroeppel explains that using a tripod keeps your camera steady and helps you focus on the creative side of filming. He introduces the rule of thirds, a simple grid that helps position your subject in a more natural way. He also talks about headroom (the space above a person’s head) and lead room (the space in front of where someone is looking or moving). Getting these right makes a shot feel comfortable to the viewer. Schroeppel also notes that color can affect balance. Bright or bold colors pull attention, so it’s important to use them carefully.

    The chapter also explores how angles and backgrounds shape the mood of a shot. Shooting at eye level makes the subject feel equal to the viewer, while a bird’s-eye view can make them seem small and a worm’s-eye view can make them look powerful. Even slightly tilting the camera can add depth and energy. Schroeppel also encourages filmmakers to find frames within the frame, like using a window, doorway, or tree branches to draw attention to the subject. Lastly, he reminds readers that a good background should enhance the shot, not distract from it. Overall, this chapter taught me that thoughtful composition helps turn a simple image into a powerful story.

    Chapter 5: Camera Moves

    Chapter 5 focuses on how to make camera movement look smooth and purposeful. Schroeppel explains that cameras can move in a few main ways: zooms, pans, and tilts. A zoom-in brings the viewer closer to the subject, while a zoom-out pulls back to reveal more of the scene. A pan is a horizontal movement, turning the camera left or right, and a tilt is a vertical movement, tilting the camera up or down. Each move changes how the viewer experiences a scene, so it’s important to use them with intention.

    One of Schroeppel’s biggest tips is to begin and end every move with a steady, well-composed static shot. This helps the movement feel more natural and keeps the viewer grounded. When combining moves, like zooming while panning or tilting, he suggests starting the pan or tilt just a split second before the zoom. This small detail makes the transition feel smoother and more professional. Overall, this chapter highlights that camera movement isn’t just about motion; it’s about control, timing, and knowing when to let the camera stay still.

    Chapter 6: Montages

    Chapter 6 focuses on the art of creating a montage, which Schroeppel defines as a series of related shots used to condense time or distance, set a mood, or summarize information. Montages are a great way to show progress, change, or emotion without needing long scenes or dialogue. They help the viewer understand a lot in a short amount of time and can add energy or rhythm to a story.

    Schroeppel explains that a successful montage depends on variety. Each shot should look clearly different from the one before it to keep the viewer interested. This can be done by changing angles, shot sizes, and perspectives throughout the sequence. Mixing close-ups, wide shots, and medium shots adds visual excitement and helps tell the story more clearly. Overall, this chapter shows that montages aren’t just a collection of random clips; they’re carefully planned sequences that make storytelling faster, smoother, and more visually engaging.

    Supplemental Articles

    Video Pre-Production Planning Check-List – 11 Steps to a Successful Project

    In this article, Jacob Trussell explains that great videos start with careful planning. Before you ever start filming, it’s important to think through every step of the process, from setting goals to editing the final cut. Trussell shares that a solid video production checklist keeps everything organized and helps avoid surprises later on. Planning ahead not only saves time and money, but also makes the creative process smoother and more enjoyable.

    Trussell outlines fifteen key steps to a successful video production. These include defining your goals and identifying your audience, developing a clear message, creating a budget, and deciding where your video will live once it’s done. He also stresses the importance of storyboarding and scripting before filming, as well as scouting locations, organizing equipment, and building a realistic schedule. Finally, he highlights the last stages of shooting, editing, and distributing your finished video. Overall, Trussell’s article reinforced what I’ve learned this week: when you take the time to plan your shots and structure your story, production becomes less stressful and a lot more creative.

    Learn What is a Storyboard and How to Use it to Make Better Videos

    This article explains that a storyboard is like a comic strip version of your video that helps you plan out each shot before filming. Storyboards make it easier to visualize how scenes will look, organize camera angles, and communicate your ideas to others. The article breaks down the process into simple steps: plan your video’s goal and message, visualize each scene, add notes about timing and action, and review your storyboard with others for feedback. It also points out common mistakes, like making storyboards unclear or too detailed. Overall, the article shows that storyboarding helps save time and money while making your final video stronger and more focused.

    Acting Tips: 12 Camera Shots Every Actor Should Know

    In this article, the New York Film Academy explains that understanding common camera shots is important for anyone working in film or video production. The article introduces twelve popular shot types, such as the aerial shot, which captures a scene from high above; the establishing shot, which sets the location; the close-up, which focuses on a person’s face or detail; and the wide shot, which shows the subject within their environment. Each shot type helps tell a different part of the story and creates a unique emotional effect for the audience.

    The article also discusses how camera angles can shape how we see a subject. A low-angle shot can make someone appear powerful or confident, while a high-angle shot can make them seem smaller or more vulnerable. By combining different angles and shot sizes, filmmakers can guide the viewer’s attention and influence how a scene feels. This article helped me recognize how much thought goes into framing and shot selection. Every choice behind the camera adds meaning to the story being told.

    Research to Inform

    After reading about camera basics and composition, I wanted to see how these principles work in real life. For this section, I researched examples of visual composition in action to better understand how filmmakers use framing, angles, and color to tell a story.

    1.) No Human Is Limited: Natural Frames in the Scene

    One strong example of visual composition in action comes from the short video “No Human Is Limited.” At the 24-second mark, there’s a striking shot that perfectly demonstrates the use of natural framing. In this scene, a runner emerges from a dark tunnel into the light. The tunnel itself forms a natural frame around the runner, directing the viewer’s attention straight to the subject. The sharp contrast between the dark surroundings and the light on the runner symbolizes determination and possibility, echoing the film’s message that no human is limited. As the shot transitions into a wide, open landscape, it visually reinforces the idea that the world is full of endless opportunities, and that perseverance can carry someone beyond any obstacle.

    2.) Hunger Games (District 12 Reaping): Shallow Depth of Field + Close-Up

    Another strong example of visual composition can be seen in the first Hunger Games movie, during the scene when Primrose Everdeen is chosen to compete in the Games. The filmmakers use a shallow depth of field and a close-up shot of Prim’s face to capture the emotional intensity of the moment. The crowd behind her fades into a blur, drawing all attention to her expression of shock and despair. This visual choice highlights the weight of what’s happening: how one small, personal moment can carry enormous emotional impact. By isolating Prim from the background, the scene makes the audience feel her fear and confusion, almost as if time itself has slowed down to focus on her.

    3.) Pirates of the Caribbean – First Scene of Jack Sparrow: Rule of Thirds

    A great example of the rule of thirds can be found in the opening scene of Pirates of the Caribbean when Jack Sparrow is introduced for the first time. As the camera pans to the front of him, Jack is positioned along the left vertical line of the rule of thirds grid, rather than in the center of the frame. This placement makes the shot more visually interesting and dynamic. The composition also feels balanced because part of the ship fills the right side of the frame, near the opposite third, creating symmetry and visual appeal. This thoughtful use of framing not only makes the scene engaging but also subtly communicates Jack’s confidence and larger-than-life personality right from the start.

    Create

    After learning about visual composition, camera techniques, and studying real examples, it was finally time to put what I learned into practice. This week’s creative exercises helped me apply these principles and build confidence behind the camera. I completed a photography scavenger hunt to practice framing, balance, and lighting, and I also worked on a pre-production planning document that included storyboards for my upcoming video montage.

    Photo Scavenger Hunt

    As part of my preparation for the video montage, I completed a photo scavenger hunt to practice taking still shots in nature, since I plan to film my final project at a national park. This exercise helped me apply visual composition principles such as the rule of thirds, depth of field, and leading lines while experimenting with different angles and natural frames. Taking photos outdoors allowed me to observe how light, shadow, and perspective change depending on the time of day and my camera settings. It was a great hands-on way to strengthen my eye for composition and better understand how each technique can shape the story I tell through visuals. To view my full collection of photos from the scavenger hunt, click here.

    Pre-Production Planning Document with Storyboards

    I also completed a pre-production planning document to organize every part of my upcoming Valley Forge National Park video montage. This included writing the script and narration, identifying sound effects, ambient audio, and background music, and planning out what each shot will look like. I created a detailed storyboard to visualize the flow of the montage and make sure the transitions feel smooth and intentional. Going through this process helped me develop a clear plan for filming, so when I visit the park this week, I’ll know exactly what to capture, how to frame it, and how the visuals will connect with the audio to tell a cohesive story. To view my full planning document, click here.