Better #8

Ok people, it’s time to get a little Better 💪

This month we’re talking video creation.

I have a lot of respect for people who put themselves in front of a camera. It’s a big step to take, and in the current creator climate, hugely valuable.

For this edition I chatted with Annaleisha Fensom, digital marketing advisor at Zealandia. She’s been absolutely crushing it on TikTok, making it look natural and easy (plus making people around the world laugh and cry which is bloody difficult).

And it’s not just on TikTok where these clips are getting big numbers. They are going great wherever they are published - Insta, Facebook, even LinkedIn.

Why? Because they are fun, engaging, informative and - in short - great examples of visual storytelling.

In today’s interview we’ll learn about TikTok, takahē, and taking a deep breath before pressing record.

Enjoy.

Cheers,
Seamus 👋

Firstly, Annaleisha, where do you work, and what do you do?
I'm the Digital Marketing Advisor at Zealandia and have been part of the small (and awesome) Marketing and Communications team since September 2023. Zealandia is a 225-hectare sanctuary in Wellington that has reintroduced many endangered species back into their natural habitats. And its impact spreads well beyond the sanctuary fence – native birds such as kākā, once extinct from the region, are taking up residence in Wellington’s backyards. 

In my role, I focus on sharing Zealandia's story and impact through our online platforms. This involves creating content, running our social media channels, and working alongside our marketing manager on digital marketing campaigns and strategy. I also handle website updates and send out newsletters to our valued members.

Since graduating from university in 2018, my career journey has been rooted in government, primarily focused on digital channels management. I started as a social media intern at the New Zealand Defence Force, gradually climbing the ranks to a senior role in the digital channels team over three years. After my third year, I ventured into a one-year social media role at the Ministry of Education. I then returned to the Defence Force and stepped into a fixed-term managerial position for the team (who are amazing btw), providing cover for a year.

What’s the team set-up at Zealandia?
In my Marketing and Communications team I work alongside Sam Irwin, our Marketing Manager, Gini Letham, our Senior Communications Advisor, and Rebecca Crystal, who is our Events and Programming Advisor.

Describe your general approach to content and social media?
I love the saying, “don’t make ads, make TikToks”. In other words, focus on creating content - beyond just TikToks or reels - that genuinely captures people's interest on social media. Make something people actually want to watch, see, or read.

Imagine my content approach as a Venn diagram, with two circles intersecting. On the left, we highlight what Zealandia wants people to know. This includes the impactful presence of Zealandia in Wellington and its halo effect (bringing native birds back to the capital), our continuous conservation efforts and expertise, and the fact that Zealandia is an award-winning tourist destination in your backyard, featuring rare New Zealand species. On the right, we consider what people actually use social media for and what they want to see. For instance, TikTok and Instagram Reels users seek entertainment and an escape from the world's chaos, while those on Facebook aim to feel connected, whether with friends, family, or community.

The sweet spot emerges where these two circles overlap. Here, my goal is to generate content that authentically represents Zealandia while catering to users' desires - be it inspiring them, entertaining them, or instilling hope in the possibility of reversing the extinction of New Zealand species. In a world filled with chaos, our objective is to provide a positive and inspiring space, and I genuinely believe that we are effectively filling that gap.

You've been killing video at Zealandia - describe the strategy, and what kind of results you have achieved so far?
Thank you! In our ‘let’s try it’ phase I experimented with a variety of video content on TikTok to learn what resonated with our audience. This involved trying out memes, leveraging popular trends, as well as creating original content. TikTok is an excellent platform for content testing and taking creative risks.

A clear trend emerged: our original content consistently surpassed other video types on TikTok, getting more reactions and views. This was particularly evident for content that resonated with viewers, as it was something they could connect to or relate to.

For example, one time a small bird followed me in the bush, and another time I left viewers alone in the ngahere/forest to listen to the comforting sounds of home.

Posting this type of content more consistently has led to 49% growth in followers between September and December. The majority of this growth occurred on TikTok (7,900 new followers, a 316% increase) and Instagram (10,100 new followers, a 48% increase). Over this period, our posts generated over 5 million impressions, 600,000 engagements, and an 11.5% engagement rate across TikTok and Instagram.

Beyond metrics, the impact on visitor engagement has been tangible. Positive online reviews attribute visits to Zealandia to our TikTok content, with visitors expressing that the sanctuary exceeded their expectations. Reports from our Visitors Centre team indicate that people specifically visited Zealandia after seeing our videos. Also, comments on our videos frequently express intentions to visit Zealandia in the future.

While we're still fine-tuning our video strategy, the early signs are promising. Excited to keep refining and see where this journey takes us!

Not everyone is comfortable featuring in the videos? How are you finding being the face (and voice) of Zealandia on socials?
It has been pretty chill. When I'm in the videos, I get the chance to have control over the entire process—from what I film to the final edit. Plus, being deep in the sanctuary allows me to do multiple takes without any pressure from an audience. 

Do you have a process for getting in the right frame of mind for filming?

Walking in the bush for 15 minutes helps me get in the right frame of mind. I don’t really have a specific process, but my must-haves before filming are:

1. Limiting distractions - I make sure to find a quiet spot before I film so that I don’t disrupt anyone’s nature walk and also to avoid distracting myself. I also put my phone on airplane mode to avoid getting distracted by notifications.

2. I take a breath before I press record.

How long did it take to get over the self-consciousness that sometimes goes with it?

If you had asked me pre-Covid to film myself for a work public profile, I would have definitely said no. Since the rise of TikTok, I feel like (for me anyway) it’s become normalised to film yourself in public. Which I think is great. Seeing other people do it in Wellington like Samantha Hannah or Lilia Alexander made me feel like I could give it a go, too.

Being in front of the camera now feels a lot more comfortable compared to when I started out in September. It boils down to practice, figuring out what works and what doesn't, and allowing myself to make mistakes without aiming for perfection. If a video takes me multiple takes, who really cares at the end of the day? Maybe just my iCloud storage [laughs]. Practice makes better.

Any tips for people considering taking that step?
"Be yourself.” It may sound like a cliché, but when I'm on camera, authenticity is my goal. I picture my friends or family tuning in, and I want them to think, "Oh, that's Anna, she's being herself". This approach ensures that my content feels genuine, personable, and helps me convey my passion for the sanctuary and its mission.

From a technical POV, how do you create your videos (walk me through the process)?
My filming style is pretty straightforward—I use an iPhone 13 mini, capturing moments that I find tell an interesting story, something that can inspire, entertain, or evoke a sense of hope. I carry around RODE mics with me and a Kmart tripod. 

The real magic, though, happens during editing. In today's world, where everyone is competing for attention, editing is crucial. To grab viewers right away, I focus on the first three seconds, using a hook to give them a reason to stick around. In vlogs, I work on making the story as engaging as possible. This means careful editing, cutting between breaths, ums, and ahs. I might also add text or photos to keep things interesting. Subtitles are a must for accessibility, and they also help with SEO since more people are using subtitles these days. It's all about making the content accessible and engaging for a broader audience.

How much of your time is spent making short-form video?

I'd say I allocate around 10% of my week making short-form videos, including filming and editing. I've been editing short-form videos for years, so I've become quite efficient at it. However, it does vary each week. If there's reactive content tied to events in the sanctuary, that can sometimes take up more of my time.

You're also happy to use some videos across TikTok, Insta and Facebook - how do you decide what goes where?
I’m still testing this. And I feel like the more I test, especially on Instagram and TikTok, the more I am confused.

Do people overcomplicate TikTok? 

I think it depends on who you’re talking to. Some think it's just for dance videos and underestimate its potential. In 2021, I remember presenting to my whole department at MOE about getting the green light for TikTok and our plans for the platform, and someone said, "Isn't TikTok just about dancing?” Initially underestimated from some people, it wasn't until my colleague Kate and I showcased the positive impact and results from our TikTok that we gained more buy-in and understanding.

On the other hand, there's a ton of advice on TikTok, claiming to help you go viral or escape the "200 view jail". Some of it is useful (that's why I keep watching), but it can also get too complicated. It's like the intricate fan theories you see in Swift Tok. Just as those theories can be a bit much, the advice on TikTok can be overly complex. 

What are some of the perks of your role? Is it as awesome a place to work as it looks?
I have the pleasure of working with an inspiring team at Zealandia, where our shared passion for Te Taiao and making a positive impact brings us together.

I get to go enter the sanctuary every day if I want. Each visit is a new experience, and I'm continually surprised by something new. Being able to step outside and immerse myself in nature at any time has had a positive impact on my wellbeing. It's a stark contrast to my previous workspace without a window, and the change has been truly amazing for me.

Zealandia perfectly aligns with my values and fulfils my desire to contribute to something good. Being a member also grants me access to exclusive benefits, enhancing the overall experience of working here.

What are you most proud of in your work?
I’m proud of the videos I’ve made. Working in very different organisations, Defence, Education and Zealandia means my work has been pretty varied. 

Here’s some of my favourites:

Zealandia: The small bird followed me in the bush – I know I’ve already mentioned this, but I love this video and I have this experience most times I go into the sanctuary. Toutouwai are my favourite manu, so more spotlight on them the better. My partner likes to keep me updated on the number of likes (200K) because he’s super proud. 

NZDF: Movember on HMNZS Te Mana – Ship’s Company were raising a huge amount for Movember, so I went on a mo hunt to highlight their awesome mahi. Most entertaining reel I’ve made, hands down. 

Education: Gisborne Boys’ choir – my job was to inspire students on TikTok. I went to Gisborne Boys’ and filmed this talented group singing Stand By Me. Probably the most wholesome task I’ve done. They were invited to perform on multiple AM shows the next day and they even got advice from GOAT Stan Walker.

Quick 6 with Annaleisha Fensom…

1. Strategy or tactics?
Tactics. I like trying things and flexibility.

2. Favourite platform?

TikTok. I spend way too much time on this platform.

3. Least favourite platform?
Twitter/X and I don’t think I’m alone on this one.

4. One public sector account to follow?
NZ Defence Force. I may be biased but it’s my answer 😊
 
5. One non-public sector account to follow?
The Attention Seeker NZ. They’re excellent storytellers, especially Jony. I’m very invested in them like characters on a TV show.

6. Something you wish you’d known earlier in your career?

Get away from the screen and go for a walk in nature.

Ok, that’s it for this edition.

Thanks so much for reading - I hope you’ve learned something or been inspired in some way. I know I have.

As always, please consider sharing this newsletter with someone you think might like it 🙌

See you again soon for more tips on how to get a little bit Better 👋