Quick Tips to Produce Videos that Get Clicks
Valentina Vee 20 October 2017 WHO AM I?
VALENTINA VEE Content Director OUR GOAL TODAY FIGURE OUT HOW TO MAKE IT EFFICIENTLY AND EFFECTIVELY SHAREABILITY Proven strategies that will give your viewers reasons to share your video with their friends and colleagues. not VIRALITY A magical unicorn concept that’s unpredictable and unrealistic. SPECTRUM OF RESPONSES
SHARES COMMENTS LIKES VIEWS WE WILL COVER
CONTENT AUDIENCE FORMAT
What are you actually making? Who do you want to reach? What formats work on web? Why are you making it? How do you reach those people? How to build your video.
PLATFORM THINGS TO NOTE CASE STUDIES
What content works on social? How to make the most of your social A look at your videos and what The most up-to-date editing tips. video, regardless of platform. strategies you could improve. QUESTIONS?
@valentinavee
7 CONTENT 2 TYPES OF CONTENT
EVERGREEN TEMPORAL CONTENT
SLIDING SCALE
EVERGREEN TEMPORAL
MUSIC VIDEO SHORT FILM POLICAL SKETCH TECH HOW-TO DAILY NEWS ITEM CONTENT EVERGREEN
1 2 3 4 5
SCRIPTED MUSIC EDUCATIONAL REFERENTIAL COMMON ISSUE Broad City PSY Veritasium Fine Bros Buzzfeed The Guild Lil Dicky Kurzgesagt Power/Rangers College Humor Royal Crush Macklemore Makeup Tutorials Carpool Karaoke Jenna Marbles FICTION/SCRIPTED JUST LIKE A TV SHOW, HAS THE ABILITY TO BE VIEWED AND ENJOYED MANY YEARS LATER
Love At First Sight | ROYAL CRUSH EP 1 AwesomenessTV 7M+ views CONTENT EVERGREEN
1 2 3 4 5
SCRIPTED MUSIC EDUCATIONAL REFERENTIAL COMMON ISSUE Broad City PSY Veritasium Fine Bros Buzzfeed The Guild Lil Dicky Kurzgesagt Power/Rangers College Humor Royal Crush Macklemore Makeup Tutorials Carpool Karaoke Jenna Marbles MUSIC VIDEO IF DONE WELL OR UNIQUELY ENOUGH, ONE VIDEO CAN BREAK AN ARTIST INTO THE CULTURAL CONVERSATION
$ave Dat Money feat. Fetty Wap and Rich Homie Quan Lil Dicky 82M+ views CONTENT EVERGREEN
1 2 3 4 5
SCRIPTED MUSIC EDUCATIONAL REFERENTIAL COMMON ISSUE Broad City PSY Veritasium Fine Bros Buzzfeed The Guild Lil Dicky Kurzgesagt Power/Rangers College Humor Royal Crush Macklemore Makeup Tutorials Carpool Karaoke Jenna Marbles EDUCATIONAL HUGE DISCOVERY, SHAREABILITY, AND RE-WATCH POTENTIAL
The European Refugee Crisis and Syria Explained Kurzgesagt - In a Nutshell 11M+ views CONTENT EVERGREEN
1 2 3 4 5
SCRIPTED MUSIC EDUCATIONAL REFERENTIAL COMMON ISSUE Broad City PSY Veritasium Fine Bros Buzzfeed The Guild Lil Dicky Kurzgesagt Power/Rangers College Humor Royal Crush Macklemore Makeup Tutorials Carpool Karaoke Jenna Marbles REFERENTIAL SOMETIMES EVOKING NOSTALGIA, THIS IS BUILT UPON A SHARED PAST CULTURAL 4 the 90s EXPERIENCE OR EXISTING FANBASE Todrick Hall 42M+ views CONTENT EVERGREEN
1 2 3 4 5
SCRIPTED MUSIC EDUCATIONAL REFERENTIAL COMMON ISSUE Broad City PSY Veritasium Fine Bros Buzzfeed The Guild Lil Dicky Kurzgesagt Power/Rangers College Humor Royal Crush Macklemore Makeup Tutorials Carpool Karaoke Jenna Marbles COMMON ISSUE A DAILY OCCURRENCE, COMMON PROBLEM, OR ISSUE THAT LARGE GROUPS OF PEOPLE What A Girl’s Makeup Means CAN RELATE TO. THINK: STANDUP COMEDY Jenna Marbles 20M+ views CONTENT TEMPORAL
1 2 3 4 5
SCRIPTED NEWS REACTIONS TRENDS TOPICAL SNL The Young Turks Fine Bros Cinnamon Challenge 2016ish Jimmy Fallon The Philip Defranco Show Music Video Reactions Ice Bucket Challenge Year in Search College Humor What’s Trending Movie Reviews Buzzfeed Vlogbrothers SCRIPTED IF YOU HAVE ENOUGH MONEY AND STAFF, YOU CAN AFFORD TO PUT OUT SCRIPTED CONTENT IMMEDIATELY AND SPREAD QUICKLY
Pepsi Commercial - SNL Saturday Night Live 4.2M+ views CONTENT TEMPORAL
1 2 3 4 5
SCRIPTED NEWS REACTIONS TRENDS TOPICAL SNL The Young Turks v Fine Bros Cinnamon Challenge 2016ish Jimmy Fallon The Philip Defranco Show Music Video Reactions Ice Bucket Challenge Year in Search College Humor What’s Trending Movie Reviews Buzzfeed Vlogbrothers DISGUSTING! New Massive NEWS Allegations Expose Years of Abuse! RELATIVELY LOW BARRIER TO ENTRY, BUT Explaining The Harvey Weinstein Scandal NEEDS CONSTANT UPDATING Philip DeFranco 1.4M+ views CONTENT TEMPORAL
1 2 3 4 5
SCRIPTED NEWS REACTIONS TRENDS TOPICAL v SNL The Young Turks Fine Bros Cinnamon Challenge 2016ish Jimmy Fallon The Philip Defranco Show Music Video Reactions Ice Bucket Challenge Year in Search College Humor What’s Trending Movie Reviews Buzzfeed Vlogbrothers REACTIONS AS LONG AS THE REACTION COMES RIGHT Adults React to ON THE HEELS OF A NEWS ITEM, IT WILL GET Star Wars: The Last Jedi Trailer SHARED WITH ENOUGH INITIAL TRACTION Fine Bros Entertainment 700k+view (6 days) CONTENT TEMPORAL
1 2 3 4 5
SCRIPTED NEWS REACTIONS TRENDS TOPICAL v SNL The Young Turks Fine Bros Cinnamon Challenge 2016ish Jimmy Fallon The Philip Defranco Show Music Video Reactions Ice Bucket Challenge Year in Search College Humor What’s Trending Movie Reviews Buzzfeed Vlogbrothers TRENDS JUMPING ON THE BANDWAGON, A NEW The Cinnamon Challenge CHALLENGE OR MEME GloZell Green 52+M views CONTENT TEMPORAL
1 2 3 4 5
SCRIPTED NEWS REACTIONS TRENDS TOPICAL SNL The Young Turks Fine Bros Cinnamon Challenge 2016ish Jimmy Fallon The Philip Defranco Show Music Video Reactions Ice Bucket Challenge Year in Search College Humor What’s Trending Movie Reviews Buzzfeed Vlogbrothers TOPICAL July 18: Accio Deathly Hallows RELEVANT SOCIAL, POLITICAL, OR POP- (no spoilers) CULTURE COMMENTARY ON CURRENT ISSUES Vlogbrothers 1.2M+ views CONTENT EVERGREEN vs TEMPORAL
1 Takes longer to produce 1 Must be produced quickly
2 Tends to be long-form 2 Tends to be <3 mins
3 Costs more $$ 3 Cheaper to create
4 Can pick up views gradually 4 Has short shelf life CONTENT WHAT IS MY GOAL?
SELL SOMETHING PROMOTE MYSELF GET FOLLOWERS CONTENT WHAT IS MY GOAL?
BE THE 1ST DOCUMENT SOMETHING SPREAD NEWS CONTENT WHAT IS MY GOAL?
SPREAD AWARENESS EDUCATE JUST FOR FUN CONTENT YOUR GOAL ABSOLUTELY CANNOT BE
TO MAKE CONTENT (for content’s sake) or TO GET VIEWS ANY QUESTIONS?
35 AUDIENCE TRADITIONAL 4-QUADRANT
YOUNG 01 02 OLD
MALE 03 04 FEMALE AUDIENCE Let your audience find YOU Vlogbrothers Nerdfighteria Intellectual discussions Book lovers “Dedicated to fighting worldsuck” DFTBA = Don’t Forget To Be Awesome Glam & Gore Zombaes Makeup lovers Experiment with personal style Creative Alternative Quirky Fung Bros.
Asians & Asian-Americans (cultural) Sneakerheads/hypebeasts Food lovers Young - millennials/gen Z AUDIENCE UNEXPECTED AUDIENCES
SLIME ASMR TOY UNBOXING “Oddly satisfying” 1st-Person POV Autonomous Sensory Meridian Response - a Discussing, comparing, unboxing, and compilations of hands poking and folding tingly feeling in your ears, stimulated by playing with toys, both vintage and new various balls of slime whispering and rubbing stereo mics AUDIENCE RESEARCH your audience AUDIENCE GEN Z! *via AwesomenessTV & Trendera study AUDIENCE
http://tiny.cc/GenZstudy AUDIENCE Gen Z Devices
34%
26% 24%
10% 6%
Smart Computer TV set Tablet Other phone
Credit: AwesomenessTV x Trendera study AUDIENCE Gen Z Favorite Social Media
79% 78% 69% 68% 49% 38% 35%
Credit: AwesomenessTV x Trendera study AUDIENCE ONLINE VIDEOS ARE BEST FOR…
LEARNING RELIEVING STRESS
58% 43%
LAUGHING STAYING IN THE KNOW 53% 40%
RELIEVING BOREDOM HAVING SOMETHING TO DO WITH FRIENDS
49% 39%
PASSING THE TIME
44%
Credit: AwesomenessTV x Trendera study AUDIENCE FAVORITE ONLINE VIDEO TOPICS TEEN GIRLS TEEN BOYS
Music 64% Gaming 64%
Comedy 63% Comedy 57% Beauty 58% Music 50% DIY 51% Pranks 40%
Food 47% Sports 33%
Credit: AwesomenessTV x Trendera study AUDIENCE FAVORITE ONLINE VIDEO FORMATS TEEN GIRLS TEEN BOYS
Music Videos 65% Music Videos 49%
Full-length movies 55% Full-length movies 41% Tutorials 51% Live streams 38% Full-length TV shows 51% Full-length TV shows 35%
Compilations 40% Compilations 35%
Credit: AwesomenessTV x Trendera study http://tiny.cc/GenZstudy
AUDIENCE AUDIENCE ANY QUESTIONS?
57 FORMAT FORMATS THAT WORK ON THE WEB
1 3 5
HOSTED TEXT-BASED TRADITIONAL / Good Mythical Morning, LAD Bible, NowThis, CINEMATIC PDS, Vox, TYT Attn, Karen X. Cheng CollegeHumor, Nigahiga, 2 4 Wongfu 6
DOCUMENTARY GRAPHICS & LIVE STREAMS 60-Sec Docs, HONY, ANIMATION Super Deluxe, Twitch Great Big Story, The New York Times Vox, LifeNoggin, Von Wong MKBHD Kurzgesagt FORMAT SELF-MADE HOSTS
CASEY NEISTAT CENK UYGUR ROSANNA PANSINO Filmmaker, Daily Vlogger, founder of Beme Founder of The Young Turks Network (TYT) YouTube Baking Show Creator 8 Million Subscribers 3.5 Million Subscribers 9 Million Subscribers FORMAT TWO TYPES OF HOSTS YOU CAN HIRE
INFLUENCER/CELEB • Already experienced in the field • Can bring their audience, social following
• Ex: Tyler Oakley (PopSugar), Meghan Rienks (Clevver)
UNKNOWN/ORGANIC • The audience grows with them (more loyal) • The hosts’ identities are tied to your brand
• Ex: Hasan Piker (TYT), Try Guys (Buzzfeed), Reactors (FBE) FORMAT HOSTS FOR HIRE - CONS
INFLUENCER/CELEB • May come across inauthentic • Audience may not follow • Expensive & may come w/agents, managers • Ex: Kandee Johnson (ICON)
UNKNOWN/ORGANIC • Takes time to grow legitimacy • Must work at social media on the side • May leave and take audience with them
• Ex: Robby Motz (=3), Kai Man Wong (Digital Rev) FORMAT
DOCUMENTARY
• Good channels to look at: • Vox • Vice (and Broadly) • 60-Second Docs • Great Big Story • VonWong • Short as possible • Cover talking heads w/b-roll • Shoot in 4K if possible FORMAT
TEXT-BASED • Best for Facebook or Instagram • Best for introducing new products/ideas • Problem/solution approach • Best for quick news updates • Quick to edit • Short in length • Highly shareable • Call to Action! • Examples: Insider, Now This, Attn, AJ+ FORMAT
TEXT-BASED • Best for Facebook or Instagram • Best for introducing new products/ideas • Problem/solution approach • Best for quick news updates • Quick to edit • Short in length • Highly shareable • Call to Action! • Examples: Insider, Now This, Attn, AJ+ FORMAT GRAPHICS & ANIMATION
• Can be a one-person operation • Essential to find the right artist • Voiceover is key • Examples: • Vox Earworm • Bill Wurtz • 8-Bit Cinema (Cinefix) • CGP Grey • Sub-category: re-edits • Careful - fair use! FORMAT TRADITIONAL / CINEMATIC
• Bigger ideas that need to be executed with a crew • More costly than other options • Marketing and multi-platform rollout strategies need to be discussed • This includes: • Scripted skits • Ex. Adam Ruins Everything (CollegeHumor) • Reality • Ex: Prank Academy (YT Red), Homemade Movies (Mashable) FORMAT LIVE STREAMING • Gaming (mostly Twitch) • Events and stunts • Ariana Grande Manchester Concert • Streamys 2017 on Twitter • Cup of Money on Buzzfeed • Daily News Briefs • Audience Participation • NYT Crossword Puzzle • Super Deluxe • etc • Unboxing tech with MKBHD • Mokbangs in Asia FORMAT WHICH FORMAT IS RIGHT FOR ME?
01 How much money and time do I have? Can I hire people?
02 Where does it make sense to publish this? (More on this next)
03 What sort of analytics can I collect? Trial period?
04 How frequently do I want this to come out?
05 When is too much production value a bad thing? ANY QUESTIONS? PLATFORMS
1 2 3 4 PLATFORM YOUTUBE
— NO LONGER THE ONLY PLACE TO POST CONTENT — SUBSCRIBER-BASED, COMMUNITY-BUILDING MODEL — SUBSCRIBERS = CURRENCY — PEOPLE COME HERE TO BE ENTERTAINED — SERIALIZED, PERSONALITY-DRIVEN, NICHE CONTENT — ALREADY HAS INFRASTRUCTURE WITH PLAYLISTS, ANNOTATIONS (END CARDS), REVENUE SPLITTING — BEST FOR BUILDING LOYALTY AND COMMUNITY — MULTIPLE WAYS OF GENERATING REVENUE — ADSENSE, PARTNERSHIPS, MCNs PLATFORM YOUTUBE TIPS 2K17
1 2 3 4 5
BE ORIGINAL GOOD POWERFUL SEO KEYWORDS GOOD SOUND THUMBNAIL TITLE
6 7 8 9 10
DON’T SHARE SUBTITLE (NOT STICK TO KEEP UP OTHER 10-MINUTE DIRECTLY ON BURNED IN) UPLOAD SOCIAL MEDIA TRICK FOR ADS FACEBOOK SCHEDULE PLATFORM
— MORE VISUAL THAN YOUTUBE (people watch more than listen) — PEOPLE DON’T GO ON FACEBOOK TO BE ENTERTAINED, THEY GO FOR NEWS AND FRIEND UPDATES — MOSTLY OUT OF BOREDOM — AUDIENCE SKEWS OLDER — NOT A COMMUNITY-BUILDING TOOL — NOT THE BEST FOR HOSTS (unless it’s Jason Silva-esque) — NOT GREAT FOR SERIALIZED CONTENT — BEST FOR: — Temporal content, live streams, one-offs, campaigns FIRST 3 SECONDS PLATFORM UPLOAD NATIVELY ARE IMPORTANT Don’t wait for Start with a question or FACEBOOK TIPS 2K17 Freebooters to rip off cold open your videos.
BURN-IN CAPTIONS CALL TO ACTION Use YouTube’s “Share this video if …” automatic timing “Tag a friend who …” feature with a plugin like SugarFX
UPLOAD CUTDOWNS If you’re making money off the YouTube version 74 PLATFORM INSTAGRAM
— Terrible platform for video — Can only upload from mobile — Does not integrate w/Hootsuite or other publishers — Length limit, no scrubbing, no albums, poor sharing — Bad for community building (no threaded replies) — Best if silent with music playing — Short form comedy does well (hard to break in) — Cutdowns — For promoting other platforms — Live Streaming PLATFORM TWITTER
— Not ideal for video — Best for maintaining a personal presence and communicating with followers — Good for news clips, political re-posts, topical stuff — Hard to determine success because views aren’t public — People don’t usually care who you are. — Stopped showing YouTube thumbnails in the main feed — Post cutdowns, but an even better strategy: — Post gifs from your videos PLATFORM PLATFORM UPLOAD SPECS 2K17
YOUTUBE FACEBOOK INSTAGRAM TWITTER
LENGTH: varies LENGTH: less than 3 mins LENGTH: 1 min LENGTH: 2:20 unless verified
DIMENSIONS: 16x9 (9x16) DIMENSIONS: 9x16, 1x1, 16x9 DIMENSIONS: 1x1 DIMENSIONS: 1x1, 16x9
SIZE: the bigger the better (4k) SIZE: 1080 x 1920 SIZE: 1080 x 1080 SIZE: 1080 x 1080
CAPTIONS: .srt / .sbv CAPTIONS: burned in CAPTIONS: burned in CAPTIONS: burned in
THUMBNAIL: custom (& moving) THUMBNAIL: custom THUMBNAIL: choose frame THUMBNAIL: first frame RECAP BEFORE MAKING A VIDEO
CONTENT AUDIENCE Is it evergreen or temporal? 01 02 Is it niche or wide? What are my resources? How old is my audience? What is my goal? Is this video appealing worldwide?
FORMAT PLATFORM Do I need a host? 03 04 Where will this live? What is the frequency? How do I optimize? What form should it take? How do I promote? ANY QUESTIONS? • Never include anything that doesn’t service your goal • Same rules as a screenplay • Editing will probably take a lot longer THINGS TO than you think. • Stay away from long, difficult words • Use ACTIVE VOICE NOTE • Show faces as much as possible • Use warm colors • Get appearance releases • Use good graphic sense • Remember most people on mobile • Don’t use copyrighted content. more • Pay for your music • Don’t freeboot • First 3-10 seconds most crucial THINGS TO • View (and listen) on multiple devices before publishing NOTE • No upfront logos • Give proper credit