9 top tips for creating business videos worth sharing
TRANSCRIPT
PANORAMIC FILM SOLUTIONS
9 Top Tips for creating Business Videos worth Sharing
Hi! I’m George
producer
ex-banker
kitesurfer
father
Why this webinar ...
Do I need specific tips to create business videos?
Not ALL videos are shareable5% of videos = 95% of the views
Who are the 5%?Where are they? Brighton (those 3 = 80M Subscribers)
Who are the 5%?Where are they? Brighton (those 3)
85% of business videos will never reach 1,000 views
What can “regular” businesses achieve?
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
This is the visible part so let’s see how it works for some popular videos
Dollar Shave Club
● Content: Product + Community. “We are smarter than the FMCG marketing”
● Format: 1st person narration, eyes to camera
● Style: Unique!
● Story: Journey + Anti-Hero (CEO)
● Content: Demonstration
● Format: Music-led
● Style: Minimalistic
● Story: The human hand is the hero
Leapmotion
● Content: ?
● Format: Music video
● Style: Animation (similar to Aardman studios)
● Story: Hero seeks the greatest gift
Sainsbury’s 2016 Christmas
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
1.Research: keywords
Vegan Vegetarian
source: VidIQ, 2015
1.Research: topics
Dessert: 2x as popular as mains
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
2. Content
A marketing videoA brand video
Event highlights Testimonials
Explainer videoA celebrity endorsement
2. Content
A marketing videoA brand video
Event highlights Testimonials
Explainer videoA celebrity endorsement
This is Rodney King – sometimes video content is not treated well, but hopefully it will prevail
2. Content
Event
Highlights
Testimonials
Explainer video
All the emotion of the Awards ceremony
23 Michelin stars in 60s
How to…
How to...
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
ITVdictionnary:
“A TV programme format is a recipe which allows television concepts and ideas to travel without being stopped by either
geographical or linguistic boundaries.”
Reality TV is format, games shows are formats
Format
A video format is the overall concept that can be replicated across different pieces of content and is adapted to the platform.
Key elements to consider:
1. Length2. Narration
3. Start / Finish4. Sequence
Format
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
Style
Your “brand bible” applied on video.
It should be instantly recognisable.
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
Story
Story hack
Find your Hero (not your brand)
Define his Mission
Your brand / product is the mentor / gift that allows the Hero to fulfill his Mission
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
A multiplier of qualityQuality (10) x Optimization (10) = 100% chance of success
Then consider:
Quality (9) x Optimization (2) = 18% chance of success
Before
After
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
Measure
Ex: our foodie channel “the plate”Main audience: Male 35-44 in the UK & USBut … subscribers are 45% female and international
Foodie but not a food professionalAlso tends to like tech and travel
Watch on Youtube directly on their mobile phone in the evenings during the week.Want to learn something when they watch.
Like recipes but prefer stories about chefsDon’t really care about Michelin stars Prefer pastry over main dishes
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
Amplify
A video that is already shared organically will offer great value for promotion
9 Top Tips
1.Research2.Content3.Format4.Style5.Story6.Optimize7.Measure8.Amplify9. Iterate
Before
1 shoot 1 edit 1 ad
Now
1 shoot 1 pool of content 1 multiple posts
Iterate