9 top tips for creating business videos worth sharing

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

Thank you! Questions?

george@orama.tv

02033225207

@officialorama