EXAGGERATION

SOCIAL ORDER DEVIANCY AWKWARDNESS

ASTONISHMENT UNRULINESS SURPRISE TWIST

PERFORMANCES IRONY PARTICIPATION CONCEPT IMAGERY

PUTDOWNS MALICIOUS JOY PERCEPTUAL DISCORD

SENTIMENTAL HUMOR

HEARTFELT MOMENTS

ENTERTAINING SOCIAL VIDEOS

15 WAYS TO CREATE

Dr. Jim BarryDec. 2013

PROVEN TECHNIQUES FROM SUCCESSFUL TV COMMERCIALS

© 2013 Social Content Marketing Do NOT distribute Slide 2

WHAT WE CAN LEARN FROM COMMERCIALS

#6: Surprise Twist #7: Irony #8: Unruliness #9: Social Order Deviancy #10: Performances

#1: Exaggeration #2: Astonishment #3: Putdowns #4: Perceptual Discord #5: Heartfelt Moments

#12: Sentimental Humor #13: Concept Imagery #14: Awkwardness #15: Participation#11: Malicious Joy

Humor

Serious

© 2013 Social Content Marketing Do NOT distribute Slide 3

FROM EDUCATION TO ENTERTAINMENT

From Promoting to Education• Today’s consumer demands education over promotion

• They favor problem solving content over marketing

messages

• Content should be TALK-worthy, relevant & timely

John Deere understood the value of education over promotional messages as early as 1895. His 118 year journal, The Furrow, still educates farmers on agriculture and new technology*

* Source: Kate Gardiner (http://bit.ly/1b4msgJ)

© 2013 Social Content Marketing Do NOT distribute Slide 4

FROM EDUCATION TO ENTERTAINMENT

From Education to Edu-tainment • Consumers seek an emotional connection

• Best connections are through engaging brand

stories

• Engaging brand stories should be unique &

entertaining

“…Anyone who tries to make a distinction between education and entertainment doesn’t know the first thing about either…”

- HERBERT MARSHALL MCLUHAN*Renown philosophy of communication theory

* Source: Joe Pulizzi, Epic Content Marketing

© 2013 Social Content Marketing Do NOT distribute Slide 5

WHAT WE CAN LEARN FROM COMMERCIALS

Viral YouTube Videos (> 50K Views) Recast from TV Commercials

Serious Entertainment

Informative Humorous Entertainment

95% of viral videos are entertaining, two-thirds of which are intended to be funny.

© 2013 Social Content Marketing Do NOT distribute Slide 6

EDU-TAINMENT

COMMERCIAL

INFOMERCIAL

FROM COMMERCIALS TO SOCIAL VIDEOS

© 2013 Social Content Marketing Do NOT distribute Slide 7

4 TYPES OF COMIC WIT MAKE TOP 15

• Incongruity Theory of Humor• Humor that works on the mind

• We laugh at something out of sorts (“Ah-Hah!”)• Did I get that right?• I didn’t see that coming.• What’s wrong with this picture?• Is that real?

Incongruity

Resolution

© 2013 Social Content Marketing Do NOT distribute Slide 8

4 TYPES OF COMIC WIT MAKE TOP 15

• 4 Types of “Comic Wit” Make Top 15• Exaggeration (Hyperbole)

• Perceptual Discord

• Irony

• Surprise Twist

© 2013 Social Content Marketing Do NOT distribute Slide 9

CLICK HERE FOR VIDEO SAMPLES

• 4 Ways to Boost Viral Video Stats

with “Over-the-Top” Exaggeration• Exaggerated Outcomes

• Over-reactive Behaviors

• Exaggerated Qualities

• Understatements

#1: EXAGGERATION

Known for his large fake mustache, big nose, bushy eyebrows and horn rimmed glasses, Groucho Marx was a master at comic wit. His exaggerated appearance, captured through Groucho Glasses, is considered one of the most iconic and widely used of all novelty items.

© 2013 Social Content Marketing Do NOT distribute Slide 10

COMIC DEVICES USED IN EXAGGERATION

Visual Anomalies

Aberrant Behaviors

Exaggerated Outcomes Understatement

Exaggerated Qualities Overreactions

Exaggerated Results

Unrattled by Danger

Exaggerated Body Reactions

Taking Extreme Measures

Exaggerated Response

Exaggerated Simplicity

Supernatural Performance

Awestruck

Exaggerated Nightmare Reactions

Exaggerated Concealment Incredible Allure Over Intense

Exaggerated Stories

Profound Grasp of the Obvious

Speed & Scale Distortion Over Heroic

Conceptual Discord

© 2013 Social Content Marketing Do NOT distribute Slide 11

#4: PERCEPTUAL DISCORD

• 4 Ways to Boost Viral Video Stats with

“Perceptual Discords”• Odd Behaviors

• Context Misrepresentation

• Bizarre Substitutions

• NonsenseThe 1960’s show, Mister Ed, featured a horse who could talk. The owner, Wilbur, was portrayed as a big klutz who inadvertently caused harm around him. Recognizing Mr. Ed’s animal inferiority, we likely laughed at the perceptual discord created by a horse making wiser choices than his care taker.

© 2013 Social Content Marketing Do NOT distribute Slide 12

COMIC DEVICES USED IN PERCEPTUAL DISCORDS

Odd Behaviors

Misrepresented Context

Bizarre Substitutions

Nonsense

Performing/ Talking Babies

Illustrated IdiomsObject

ReplacementDim-witted

Animal Willpower

Humanized Depiction Sound Imitations Baffl ing Dialog

Multiple Personalities

Unusual Setting Animal Substitution Irrelevance

Foolishness Unconventional RoutineObject

AnthropomorphismConfusing Response

© 2013 Social Content Marketing Do NOT distribute Slide 13

#6: SURPRISE TWIST

• 4 Ways to Boost Viral Video Stats

with “Surprise Twists”• Plot Trickery

• Conceptual Surprise

• Transformation

• Visual Surprise A very successful method of capturing audience attention is for a movie producer to take you down a subliminal storyline that ends in an unexpected twist. Alfred Hitchcock was notorious for his plot trickery. Many of his endings were totally unsuspected.

© 2013 Social Content Marketing Do NOT distribute Slide 14

COMIC DEVICES USED IN SURPRISE TWISTS

14

Conceptual Surprises

Plot Trickery

TransformationVisual

Surprise

Wrong Answer Storyline Twist Age Transformation Surprise

RevelationUneventful Conclusion

Fantasy Turned Reality

Magic Creature

Appearance Absurd Chain

ReactionTwist of Fate Body Switch Wishful Thinking

Plot Changes from “Fabio” Shampoo to Ugly Nationwide Guy

Visual Surprise

© 2013 Social Content Marketing Do NOT distribute Slide 15

#7: IRONY

• 4 Ways to Boost Viral Video Stats

with “Irony”• Visual Irony

• Ironic Temperament

• Ironic Persona

• Situational Irony Mismatched Oscar and Felix featured in the 1970’s show, “The Odd Couple.” The series featured a neurotic neat freak pitted against an untidy, cigar chomping gambler. Audiences, in this case, laughed at the irony of the two divorced men leaving their wives only to experience more incompatibility issues.

© 2013 Social Content Marketing Do NOT distribute Slide 16

COMIC DEVICES USED IN IRONY

Visual IronyIronic

TemperamentIronic

PersonaSituational

IronyCyborgs Acting as

HumansCallous Turned Kind

Adult Acting Child

Anachronisms

Humans Acting as Animals

Miscast Temperament

Childish AdultCoincidental

BacklashHypocritical Behaviors

Soft Tough Guy Miscast Role Miscommunications

OxymoronsUnlikely

FriendlinessMistaken Identity

Misplaced Routine

Unusual Pairing Unusually

ConsiderateUnlikely Hero

Misunderstood Intentions

© 2013 Social Content Marketing Do NOT distribute Slide 17

3 TYPES OF DISPARAGEMENT MAKE TOP 15

• Superiority Theory of Humor• Humor that works on our emotions

• Sudden glory from other’s misfortunes• Thank God that didn’t happen to me.

• I’m glad others don’t see me that way.

• What will that pathetic one do next?

© 2013 Social Content Marketing Do NOT distribute Slide 18

3 TYPES OF DISPARAGEMENT MAKE TOP 15

• 3 Types of “Disparagement” Make Top 15• Putdowns

• Malicious Joy

• Awkwardness

© 2013 Social Content Marketing Do NOT distribute Slide 19

#3: PUTDOWNS

• 4 Ways to Boost Viral Video Stats with “Putdowns”• Mocked Peculiarities

• Lofty Conquest

• Society Satire

• Stereotyping

Baby boomers likely recall the inept Deputy Barney Fife of Mayberry with his naïve partner, Gomer Pyle. Barnie was oblivious to his idiosyncrasies and quirky nature. Seeing himself as a high standing citizen, we often laughed hysterically at his gullibility and delusions of grandeur.

© 2013 Social Content Marketing Do NOT distribute Slide 20

COMIC DEVICES USED IN PUTDOWNS

Mocked Peculiarities

Lofty Conquest Society Satire Stereotyping

Background Mockery

OutwittingExaggerated

Cultural NuanceBlondes & Bubbas

Illusory Superiority

Macho Gone Sour

ParodiesSterotyped Professions

MaladroitnessArrogant

KnockdownsLanguage

Peculiarities Celebrity

Impersonation

QuirkinessUnfair

AdvantageCheeky Barbs

Beauty Conquered Male

© 2013 Social Content Marketing Do NOT distribute Slide 21

#11: MALICIOUS JOY

• 5 Ways to Boost Viral Video Stats

with “Malicious Joy”• Bungled Behaviors

• Unanticipated Spoilers

• Unfortunate Happenstances

• Deserved Repercussions

• Cretins

The 1950’s sitcom, “I Love Lucy,” reached the highest popularity of any show at its time based on the bungling behaviors of Lucy. The naïve and accident prone housewife had a knack for getting herself and her husband into trouble whenever she tried to make a name for herself.

© 2013 Social Content Marketing Do NOT distribute Slide 22

COMIC DEVICES USED IN MALICIOUS JOY

Mocked Peculiarities

Lofty Conquest Society Satire Stereotyping

Background Mockery

OutwittingExaggerated

Cultural NuanceBlondes & Bubbas

Illusory Superiority

Macho Gone Sour

ParodiesSterotyped Professions

MaladroitnessArrogant

KnockdownsLanguage

Peculiarities Celebrity

Impersonation

QuirkinessUnfair

AdvantageCheeky Barbs

Beauty Conquered Male

© 2013 Social Content Marketing Do NOT distribute Slide 23

#14: AWKWARDNESS

• 4 Ways to Boost Viral Video

Stats with “Awkwardness”• Remorseful Regrets

• Uncomfortable Settings

• Exercising Humility

• Revealed Secrets

In the sitcom, Everybody Loves Raymond, Robert and Ray Barone often found themselves in a sticky situation. Both were prone to engaging their mouths before their brains as regretful statements and actions put them in the dog house. We laughed, for example, when Ray was forced to choose between ingratiating his wife or his dominating mother

© 2013 Social Content Marketing Do NOT distribute Slide 24

COMIC DEVICES USED IN AWKWARDNESS

Remorseful Regrets

Uncomfortable Settings

Exercising Humility

Revealed Secrets

Tough Predicaments

Uncomfortable Male Bonding

Wrong Impression

Captured Glances

Regretful Actions Uncomfortable

IntimacyExposed Privacy

Revealed Deceptions

Regretful Statements

Uncomfortable Conversation

Public Embarassment

Exposed True Colors

Caught Off Guard CreepinessUnveiled

Feminine SideRevealed Fantasies

© 2013 Social Content Marketing Do NOT distribute Slide 25

3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15

• Relief Theory of Humor• Humor that works on the physical senses• Provides an escape or relief from constraint • We laugh when:

• Releasing repressions • Letting loose of our inhibitions• Unleashing our aggressions• Relieved to find a dangerous situation is safe• Witnessing children doing what we can’t

Ahh!

© 2013 Social Content Marketing Do NOT distribute Slide 26

3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15

• 3 Types of “Arousal/Safety” Make Top 15• Unruliness• Social Order Deviancy• Sentimental Humor

The 3 Stooges were known for their physical farce and extreme slapstick. Known as Moe, Larry and Curly, their successful comedies included bouts of face slapping, society defiance and childlike innocence. At the root of their humor is a desire among many of us to let loose of our inhibitions with aggressive outbursts and unbridled naughtiness.

© 2013 Social Content Marketing Do NOT distribute Slide 27

#8: UNRULINESS

• 4 Ways to Boost Viral Video Stats with “Unruliness”• Hysteria

• Impulsive Outbursts

• Displaced Irritation

• Exercising ImproprietiesIn the 1950’s, the popular sitcom, The Honeymooners, featured a bellowing, short-tempered Ralph Kramden who would easily spin out of control. Audiences laughed at his infamous “BANG, ZOOM! Straight to the Moon!” The Relief Theory would attribute these fits of laughter to our own desires to let out steam.

© 2013 Social Content Marketing Do NOT distribute Slide 28

COMIC DEVICES USED IN UNRULINESS

HysteriaImpulsive Outbursts

Displaced Irritation

Exercising Improprieties

Angry Yelling

BelligeranceAnnoying Natures

Invasive Peeking

Nervous Breakdown

Forceful Demonstration

Incessant Talker

Disorderly Pop Culture Lexicons

Sports Fanatical

Spontaneous Performance

Ending the Annoyance

Recalcitrance

Extreme Screaming

Body ExplosionAnnoying

RepetitionsUnsightly Exposure

© 2013 Social Content Marketing Do NOT distribute Slide 29

#9: SOCIAL ORDER DEVIANCY

• 4 Ways to Boost Viral Video Stats with

“Social Order Deviancy”• Society Irreverence

• Forbidden Behaviors

• Offensive Behaviors

• Unleashed Mania In the 1960’s sitcom, “The Beverly Hillbillies,” Jed Clampett and his poor backwoods family transplanted to Beverly Hills, California, after striking oil on their land. In the series, audiences laugh hysterically as the rags to riches family unknowingly mocks the posturing of high society by retaining their hillbilly lifestyle in a luxurious Hollywood house. Being exploited by rich bankers, the Clampetts often come out ahead with their provincial wisdom. In effect, they put high society in their place.

© 2013 Social Content Marketing Do NOT distribute Slide 30

COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY

Society Irreverence

Forbidden Behaviors

Offensive Behaviors

Unleashed Mania

High Society Satires

Taboos & Sacred Barriers

Odor Offensive Mad Science

Outwitting the Honorable

Exercising Professional

Liberties

Repulsive Behaviors

Sadomasochism

Rule Breaking ExhibitionismUnrefined Behaviors

Public Disturbance

Undermining Authority

Face SlappingBleeped Language

Swooning Women

© 2013 Social Content Marketing Do NOT distribute Slide 31

#12: SENTIMENTAL HUMOR

• 4 Ways to Boost Viral Video Stats

with “Sentimental Humor”• Child Innocence

• Fear & Anxiety Relief

• Melodrama

• Inner Secrets No character perhaps aroused us more with child innocence than Shirley Temple. The child prodigy started her film career at the age of 3. With her innocent coquetry, she was known for her advice to clergymen and other adults that often had profound implications.

© 2013 Social Content Marketing Do NOT distribute Slide 32

COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY

Child Innocence

Fear & Anxiety Relief

MelodramaInner

SecretsYouthful

DiscoveriesNarrow Escape Histrionic Dream Exploits

Inner ChildFear of What's to

Come Melancholic

Suggestive Sexual Allusion

Child Mimicry of Adulthood

Barely Escaped Detection

FerventContradicting Inner Voice

© 2013 Social Content Marketing Do NOT distribute Slide 33

5 TYPES OF SERIOUS ENTERTAINMENT MAKE TOP 15

• 5 Types of Serious Entertainment

Make Top 15• Performances

• Astonishment

• Participation

• Heartfelt Moments

• Concept Imagery Example of serious entertainment that features sports participation, astonishing fire works and celebrities, musical performances, heart warming tributes and spectacular imagery.

© 2013 Social Content Marketing Do NOT distribute Slide 34

#2: ASTONISHMENT

• 3 Ways to Boost Viral Video

Stats with “Astonishment”• Extraordinary Beauty

• Masterful Craftsmanship

• Human Potential

Examples of How Masterful Craftsmanship Can Astonish Us

Examples of How Beauty Can Astonish Us

Examples of How Visualizing Human Potential Can Astonish Us

© 2013 Social Content Marketing Do NOT distribute Slide 35

DEVICES USED IN ASTONISHMENT

Extraordinary Beauty

Masterful Craftsmanship

Human Potential

Stunning LooksExtraordinary Craftmanship

Incredible Athleticism

Beautiful NatureImaginative Formations

Mastering Diffi cult Tasks

Impressive Light Effects

Spectacular Designs Daring Sports

© 2013 Social Content Marketing Do NOT distribute Slide 36

#5: HEARTFELT MOMENTS

• 3 Ways to Boost Viral Video

Stats with “Heartfelt Moments”• Motivational Inspiration

• Sentimental Memories

• Proud Moments In 1975, an unknown actor and film producer shocked the world with a $225 million film that later produced five more successful sequels. In the film, a kind hearted debt collector named Rocky Balboa overcomes all odds as a prize fighter. To this date, the infamous “Gonna Fly Now” song is used by many to fuel their willpower.

© 2013 Social Content Marketing Do NOT distribute Slide 37

DEVICES USED IN HEARTFELT MOMENTS

MotivationSentimental Memories

Proud Moments

Inspirational Messages

Family TiesPatriotic Tribute

No Pain, No Gain

Cute Romance Proud History

Striving for Excellence

Nostalgic Connections

Proud Parents

© 2013 Social Content Marketing Do NOT distribute Slide 38

#12: PERFORMANCES

• 4 Ways to Boost Viral Video Stats with “Performances”• Musical and Performing Arts

• Slice-of-Life Narratives

• Plotted Storylines and Timelines

• Transformation Entertainment

© 2013 Social Content Marketing Do NOT distribute Slide 39

DEVICES USED IN PERFORMANCES

Musicals & Performing Arts

Slice of Life Narratives

Plotted Storylines & Timelines

Transformational Entertainment

Musical Theatre Cultural Slice of Life Cartoons & Comic Strips Realtime Makeovers

Choreographic Beats Poetic Slice of Life Concatenation of Events Style Metamorphosis

Mini DramasMesmerizing Stories

& Life MessagesLife Evolution

Abstract & Mechanical Animations

Musical Interludes Iconic Experiences Future Visions Alter Ego ExploitsAnimated

PerformancesAnimal Slice of Life Chronological Journeys Destination Journeys

© 2013 Social Content Marketing Do NOT distribute Slide 40

#13: CONCEPT IMAGERY

• 4 Ways to Boost Viral Video Stats with “Concept Imagery”• Artistic Flair

• Illusory Sensations

• Physical Sensations

• Audio & Multi-Sensations

© 2013 Social Content Marketing Do NOT distribute Slide 41

DEVICES USED IN CONCEPT IMAGERY

Artistic FlairIllusory

SensationsPhysical

SensationsAudio & Multi-

SensoryArtistic

PhotographyMagical Optics Heat Popping

Abstract Creations

Imaginative Formations

Fast or Exhilirating

Shattering

Color Creations Dreamlike Effects Cold or Wet BeatingArtistic Hand

CreationsStretched

ImaginationsSoothing Multi-Effect

© 2013 Social Content Marketing Do NOT distribute Slide 42

#15: PARTICIPATION

• 4 Ways to Boost Viral Video

Stats with “Participation”• Completing the Message

• Resolving the Problem

• Following a Script The 1950′s and 60′s game show “What’s My Line” captured audiences with guessing “who” or “what.” The game featured four panelists who attempted to determine the identity or occupation of a mystery guest. To this day, it remains the longest-running U.S. prime-time television game-show.

© 2013 Social Content Marketing Do NOT distribute Slide 43

DEVICES USED IN PARTICIPATION

Complete Resolve Follow AlongAnswer the

QuestionCorrect the Flaw Play the Song

Fill in the Blanks

Guess Who or How

Sing the Song

Spell it OutInterpret the

AllegoryDraw the Picture

Pick the Winner

Validate the Contrast

Watch it Build

© 2013 Social Content Marketing Do NOT distribute Slide 44

PERFORMANCE RESULTS FOR ENTERTAINING CONTENT

Avg.

Eng

agem

ent**

Avg. Views*

+20%

+40%

+60%

+80%

+20% +40% +60% +80%-80% -60% -40% -20%

-80%

-60%

-40%

-20%

Exaggeration

Astonishment

Putdowns

Perceptual Discord

Surprise Twist

Irony

Social Order Deviancy

Performances

Heartfelt Moments

Concept Imagery

Awkwardness

Participation

Circle size represents number of videos from sample of 3351

* Average number of YouTube views relative to sample average** Average composite of “net likes” (likes less dislikes) and comments

relative to sample average

Humor-based entertainmentNon-humorous entertainment

Unruliness

Sentimental Humor

Malicious Joy

© 2013 Social Content Marketing Do NOT distribute Slide 45

CONCLUSION

• Fast Growing Demand for Entertaining Video • Video becoming most critical component of a content marketing strategy

• Video will make up 90% of all web traffic over the next few years*

• Videos are 50 x more likely to rank on the first page of Google results**

• Most Entertaining Story-lines are Funny, Inspiring or Amazing• Comic Wit accounts for the highest amount of views

• Scenes that astonish us or touch our hearts typically score the highest in engagement

* Source: Cisco Visual Networking Index** Source: Nate Elliot at Forrester

© 2013 Social Content Marketing Do NOT distribute Slide 46

STUDY BACKGROUND

• Empirical Study of Humor in Social Videos• Study results published with Academy of Marketing Science & 2013 Cross

Cultural Research Conference

• Sample included 3351 television commercials recast on YouTube

• Included videos with 50,000 or more views

• Video Samples Grouped into 226 Devices Portrayed on YouTube Channel

* Source: Cisco Visual Networking Index** Source: Nate Elliot at Forrester

© 2013 Social Content Marketing Do NOT distribute Slide 47

FREE COMPLIMENTARY EBOOK

© 2013 Social Content Marketing Do NOT distribute Slide 48

CONTACT US FOR ENTERTAINING TIPS

About the AuthorDr. Jim Barry,

Founder, Social Content MarketingFort Lauderdale, Florida

561-215-6367

www.blog.socialcontentmarketing.comTwitter @JimBarryJr

LinkedIn/in/drjamesbarryEmail @ jmbarry@huizenga.nova.edu

YouTube: http://bit.ly/WuhyPw