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If you want your social video content to reach a larger audience and see your likes, comments and shares increase, then this is the course for you. It covers best practice for social video, explains why you should be using analytics to track your success and covers how to amplify your content. By 2019 90% of all internet traffic will be video so this course is not to be missed

Social video is video content that is consumed and shared digitally through social networks be that Facebook, Twitter, YouTube, Instagram, Snapchat etc. In this course you’ll dive into the world where social media and digital video intersect and understand how that can bring you video success. You will develop a solid understanding of what is required to produce effective organic social video, from strategy and creative, to distribution and analysis. You’ll learn best practice across all primary social video platforms (Facebook, YouTube, Instagram, Twitter and Snapchat) and understand how to build influence for your brand.

Content will include:

  • Fundamentals of Social Video - best practice for different platforms (YouTube, Facebook, Twitter, Instagram and Snapchat)

  • Measuring success - how to set objectives and KPIs to define and measure success for social video campaigns

  • Audience Insights - how to use analytics to define your target audience and identify best ways how to effectively connect with them online

  • Programming - create a content schedule and capture key tentpole moments

  • Amplification - how to amplify and optimise your content to reach the largest possible audience through paid, earned and owned media opportunities

  • Digital Rights & Asset Management: Understanding copyright and managing your rights online

  • Community Management: How to moderate and manage communities and deal with trolls

This course is classroom based and focuses on strategy - it does NOT include any practical video making skills.


Why Social Video? There are three things you need to know.

1. By 2019 90% of all internet traffic will be video

2. On mobile alone, YouTube reaches more 18­ to 49­year­olds than any broadcast or cable TV network

3. Ignore video platforms that resonate so well with this key audience, and you will miss the opportunity for connection with that audience.

This course is suitable for all. It is entry level, but presumes a basic understanding of social media.

Be prepared for a little homework in the evenings.


Luke Buckmaster was previously the Social Media Lead of ABC TV, overseeing social media strategies for all programs on ABC channels including ABC1, ABC2 and ABC3. This included rolling out social media video campaigns across platforms such as Facebook, Twitter, Instagram and Snapchat, creating content seen by sometimes millions of users. Luke's social media video strategies included innovative campaigns for programs such as Please Like Me and The Code. He also managed the social media campaign for the network's first pan-ABC initiative, Mental As, which featured online video content distributed across ABC TV, ABC Radio and ABC News.

Luke was also the Social Media and SEO Manager for Private Media, owner of a suite of highly trafficked Australian websites including Crikey, Daily Review, Women's Agenda, Smart Company, Property Observer and Startup Smart. He has conducted workshops on social media video production and digital literacy.

Have any questions? Please get in touch: or 1300 065 281

AFTRS reserves the right to cancel any course for any reason at any time. In the event of a course being cancelled a full refund of course fees will be provided. If a participant wishes to withdraw from a course, they may do so up to 15 days before the course commences and get a full refund. Cancellations 14 days or less before course commencement will incur a fee. For more information on AFTRS Open's policies, including refund policies, please see our policies page


The Australian Film Television Radio and School would like to acknowledge the Traditional Owners, the Bidjigal people and Gadigal people of the Eora Nation, on whose land we meet, work, study and teach. We pay our respects to Elders past and present, and extend our respect to Aboriginal and Torres Strait Islander people from all nations of this land.