Defining ‘success’ — creating timeless video content on ‘how to’ adopt key practices

Abstract

Creating videos as an extension tool is a part of many projects. However, what makes a video successful? What performance metrics define success? In this paper, the authors review the process of creation and promotion of 15 videos for beef producers with a focus on achieving adoption of specific management practices. The videos, created for the previous FutureBeef project, involved ~70 people across Queensland, Western Australia and Northern Territory, including a professional film crew. The videos feature beef producers, veterinarians, extension officers and researchers. The authors share key learnings from the planning, filming and editing process, through to content performance. The greatest learnings included invest time into consultation with a broader project team to create a clear definition of a 'successful video' and identify methods so that created video content can be integrated into ongoing broader extension delivery. Doing this extends the 'successful' lifetime of the product.