8 Principles for Better Video Content Marketing

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CEDAR SMART THINKING

8 principles for better video content

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Cedar © July 2015 Contents

4 Introduction

6 The 8 principles of video content marketing

8 Principle 1: Great content is born from one sentence

12 Principle 2: Take your audience to heart

Cedar Smart Thinking 16 Principle 3: Think long term Cedar Communications © July 2015

20 Principle 4: Be found to be seen

24 Principle 5: Video creation is story craft

28 Principle 6: Substance is nothing without style

32 Principle 7: It pays to pay attention to detail

36 Principle 8: Measure what matters

40 The next wave of video: Hot topics of the moment

44 Final word

45 Meet the team

46 Sources

Cedar © July 2015 3 Introduction

Why read this paper? The research shows that people About this paper are positive about engaging with entertaining video content originating from brands. Video content marketing has Over the past few months we have officially exploded. According to And yet, when asked whether they brought together video industry YouTube, some 300 hours of video subscribed to any of the branded leaders, commissioned our own are uploaded to the platform every YouTube channels only 20% claimed original research, and analysed minute, while Facebook tells us that they did. a raft of best practice case studies that there are now four billion video to understand what it is that Video is emotive, views on the social network every So why aren’t more brands keeping makes a successful video content day. By 2019, video will account audiences engaged? Right now, marketing strategy. innately sharable, and for 80% of all internet traffic many brands just aren’t doing video can adapt easily across (source: Cisco VNI visual networking content very well. This paper shares the results of index, May 2015). that work. It reveals eight principles devices, making it one of The video media landscape is of video content marketing, which the most valuable parts Video is a powerful tool for more sophisticated than ever, with together form the backbone of a of a marketer’s toolkit brands. It’s a rich medium Facebook, Twitter, Instagram and successful brand video strategy. for communicating ideas and Vine revolutionising rich content Our aim is to guide you through information in an engaging way discovery. The time has come for each step, so that together we in just a short timeframe. branded video to raise its game. are able to produce better, more It’s innately shareable, and can successful content. adapt easily across devices, How can we help? particularly mobile. All this makes If there are any questions left it one of the most valuable parts unanswered, just get in touch. of a marketer’s toolkit. As one of the pioneers of content The Cedar Team So, why is it that out of the top marketing, Cedar has 40 years of [email protected] 5,000 channels on YouTube only experience transforming brands into 2% are owned by brands (source: successful media owners. Last year TouchStorm Video Index)? alone we created over 300 videos for some of the world’s biggest At the start of this year Cedar brands, growing audiences and undertook a UK-wide survey to deepening loyalty. understand the attitudes and behaviours towards branded video. Our philosophy is simple. By encouraging brands to think less Nearly three quarters of about product push, and more respondents agreed, and only 5% about customer-pull, we help them disagreed, that they would watch create compelling and entertaining a useful and/or entertaining video video content strategies that earn on YouTube regardless of whether an audience over the long term. it was produced by a brand or not. This statistic went up to 82% for those who had watched branded content in the last three months. What’s more, nearly 60% agreed, and only 8% disagreed, that producing video on subjects they care about is a good way for brands to connect with them.

4 Cedar © July 2015 Cedar © July 2015 5 The 8 principles of video content marketing

Principle 1: Principle 2: Principle 3: Principle 4: Great content is born from Take your audience to heart Think long term Be found to be seen one sentence How do you create videos your How do you plan to grow your How will you ensure your content What do you want to achieve? customers will care about? As audience? To keep viewers is found? With so many different Videos with no purpose are like with all content strategies the art engaged, a variety of content video platforms now available, cakes with no taste. They look of engagement is in finding the should be produced and regularly distribution plans can no longer great but what’s the point. The common ground between brand and released that supports every be considered post-production. purpose is the guiding principle consumer that creates an authentic step in their customer journey. By Audience behaviours, distribution that will influence every strategic value exchange. Taking a customer- attracting and retaining audiences channels and creative executions decision you make in order to move centric approach is essential to turn this way, distribution strategies will must be considered in equal your viewer from one stage in the viewers into brand advocates. be less reliant on paid channels weighting to ensure effective customer journey to the next. Allow and become self-propagating. discovery and distribution of time to define this one sentence Planning your content calendar like video content. Taking a and the results will show. a broadcaster will build reach over distribution-led approach to the long term. content creation will ensure your videos are fit for purpose.

Principle 5: Principle 6: Principle 7: Principle 8: Video creation is story craft There is no substance It pays to pay attention to detail Measure what matters without style How will your content work How do you make sure your video How will you assess the wonders? Anyone can make What will make your content content is not only found but also performance of your video content? videos, but producing great content memorable? Building a story is the engages viewers? With YouTube now Identifying a clear purpose at the is an art. Powerful storytelling is first part in the creative process. the second largest search engine in start of your strategy will help the key to persuading your The style treatment will then bring the world, it pays to optimise your define your KPIs. However, in the audience to take an action. Good the video to life, giving it the right videos for search. But there are fast-developing world of video, content creates an emotional personality. Developing a clear several other key steps that must deciding which metrics to use can response that causes your style for your brand can provide a be taken to persuade viewers to be challenging. Understand how to audience to share, click-through, distinctive advantage in how viewers watch your content, whether it sits track the way you’re building deeper subscribe or even buy. Learning the perceive your content, helping them on Facebook, Vine or Instagram, so engagements over time to see the basics of storytelling is good, but recognise your trademark touch. that they go on to discover more. long-term ROI. understanding the craft will take your video content to new levels.

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Great content is born from one sentence

Video content, like all content marketing, is only as powerful as the purpose behind it...

Content with purpose can truly Creating this sentence means “The purpose of this video strategy ‘move’ an audience. It can defining four things: is to move more 18-22 year olds stimulate them to think differently, who aren’t aware of the brand to feel inspired and act in a new way. 1. The audience think positively about the brand, feel Who is it for? Be as specific inspired and visit our online store Conversely, ill thought through as possible. through an entertaining video series content that’s without clearly relevant to their passions.” defined objectives only serves 2. Stage in purchase journey to clog up Facebook, Vine and At what stage in the purchase Or alternatively, a hotel brand YouTube, languishing with double journey are we targeting them? might say: digit views. 3. Think/feel/do “The purpose of this video strategy Formulating a purpose isn’t always What do we want the audience is to move first-time Chinese visitors easy, but it is essential for success. to think/feel/do as a result of to the UK who have booked a room watching? with us to think we are helpful, feel How to formulate your purpose more inspired and prepared for their 4. Top-line video strategy trip, and book with us again through What is it that the video a video strategy that helps them specifically needs to do to explore the local area.” To formulate a powerful purpose achieve this aim? in one sentence, we identify three Spend time honing this sentence things through a model called Purpose in practice to give your video strategy a clear MOVE – TO – THROUGH. purpose, and results will follow. Not to mention it makes it much The purpose of this content is easier to measure success (for to MOVE [the audience] at [stage Here are just a couple of examples more on this, see Principle 8: in purchase journey] TO [think/ of purpose statements that use this Measure what matters). feel/do] THROUGH [top-line video model. A retail brand might say: strategy].

8 Cedar © July 2015 Cedar © July 2015 9 1 Customer-first: What’s in it for 2 the viewer? 3 4 Cedar research 5 The ‘feel’ part of think/feel/do is Eliciting a strong emotional 6 vital with video. To be a success, response is even more important your video needs to make the now that social sharing is such a 7 viewer feel entertained, inspired powerful distribution model – check 49% of UK YouTube 8 or informed. If it doesn’t deliver a out the social sharing approach of rational or emotional benefit, then video adtech company Unruly below. users say brand-produced they certainly won’t bother watching video has helped them beyond the first few seconds. make a decision about a Top 10 reasons to use YouTube All ages technology purchase. (Source: YouTube Audience Refresh 2014) 16-34 yrs

59% Be entertained 65%

Listen to music 56% 59%

52% Think Watch videos that make me laugh 57% Change in what Awareness people think 36% about product Look for info on a topic of interest 37% and the brand Consideration 35% Learn something new 34% Feel 33% Change in feelings Intent Relax and unwind 41% and attitudes towards product 26% Look for info on products/services and the brand 28% Purchase 26% Watch videos shared with me Do 27% Change in volume 25% actively seeking Post-purchase Be inspired 34% out and engaging experience 19% with the brand Keep up to date with the latest news 26%

INDUSTRY VOICES: EDITORS’ PICK: Unruly and social sharing Cedar research on video and the purchase journey

If shareability is an important Eliciting a strong emotional Unruly’s ShareRank Score Card lists KPI for your video content, response is one sure-fire way the key psychological responses then remember the following Our latest research reveals that at the final purchase stage. While Be sure to read our research paper of helping to make your content and social motivations that affect three things during the video content is used by customers in tech, video plays a big role in the for more on video and the purchase shareable. As sharing is deemed shareability. According to their data, creative process: at all stages of the customer post-purchase experience. journey. And to understand more the digital word of mouth, building brands need to elicit a strong viewer purchase journey from awareness about which video metrics are best advocacy and reach, it is no wonder response against at least one 1. Make viewers feel to experience. Knowing how people use video suited for measuring different parts that the art of creating shareable psychological trigger (happiness, something strongly within your sector is therefore of the journey, see Principle 8: video content has become the guilt, shock…) and multiple social But there are particularities within essential, not least because a video Measure what matters. preoccupation of many agencies. motivations (shared passions, 2. Give them reasons to different sectors. In travel, video strategy that is designed to raise So how do you create video content self-expression…) to achieve a high share is used primarily for inspiration awareness (such as Volvo’s famous that is share-worthy? share rate and have viral potential. and when evaluating different Van film) will be very different to one 3. Give them a clear way destinations and activities. In designed to improve post-purchase to share fashion, video is also influential experience (for example, the Tesco how-to recipe videos). 10 Cedar © July 2015 Cedar © July 2015 11 1 2 3 4 5 6 7 8

Take your audience to heart

What separates content marketing from traditional advertising is customer-centricity. It’s not product push, but customer-pull. It is content with which your customers will want to engage freely.

This principle means that it’s more stories and themes for your video Cedar research important to talk about what your content that will really resonate, customers care about than what the as well as ensuring they’re a solid brand cares about. Your content just brand fit. won’t cut through in the increasingly 73% of UK YouTube competitive content landscape Research and customer data are otherwise. Which is why you need the foundations here – you can no users will watch a to take your audience to the heart longer get by without them. It goes YouTube video if it looks of your strategy, know who they are beyond building an audience pen as people, and create video content portrait (although that’s a great entertaining or useful, on topics that both matter to them, start). It’s about developing an regardless of whether and in which they see your brand as editor’s instinct for who your viewer it’s from a brand or not. a credible voice. is, what really matters to them, and what you have the credibility to talk Who are your target audience? to them about.

In a post-demographic world, 360° audience insight has never been more important. We need to build a picture of our audiences based not only on age and gender, but also on what they love, how they behave, and how they perceive your brand. By knowing these things, you can be confident about choosing topics, 12 Cedar © July 2015 Cedar © July 2015 13 1 How you approach the different 2 EDITORS’ PICK: content topics will depend on 3 Post-demographic video which quadrant they sit in Who is watching YouTube? YouTube audience composition 4 5 (Source: comScore Media Metrix, Desktop and Mobile, UK, January 2015) 6 Traditionally, YouTube Create Avoid has been the haunt of 7 16-34 years olds, which The strongest content strategies It doesn’t matter for your customers 8 16-14 yrs 9% has led to a misplaced home in on a content territory your and you have no authority in it 15-24 yrs 19% assumption that video is customers both care about and in anyway? Avoid. It’s just not worth it. 25-34 yrs 21% a young person’s medium. which they see you as an authority. This is where you and your audience 35-44 yrs 18% But that is changing. Data are a match. For a forward-thinking By homing in on a territory your 45-54 yrs 16% from ComScore shows that the second biggest fashion brand, for example, a customers actually care about, and 55+ yrs 20% demographic group in the content territory to create in might in which they see you as a credible UK is over 55, while newer be ‘style trends’, while for a high- voice, you dramatically increase video innovations, such end restaurant brand, a core your chances of creating a as Facebook’s newsfeed territory could be ‘haute cuisine’. strategy that will pull in audiences autoplay, is exposing video for the long haul. 51% Male 49% Female content to a far wider demographic. Invest/Avoid

Some content territories might just not be a good brand fit, so the brand will need to decide whether it’s a territory they want to build credibility in, or avoid entirely. Note – it is possible to build credibility through great video High trust and authority Choosing the right content content. After all, Red Bull wasn’t territory for your audience always an authority on extreme sports.

Choosing the right content territory It works by listing potential content Monitor Monitor Create for your video strategy will depend topics such as food, fashion, art, on two key things: what your travel, music, film – and using There will be topics in which your brand has authority in, but that are Low interest High interest customers are passionate about, research to map them against and passion and passion and how they perceive your brand’s audience interest and brand less interesting to your audience. authority within that territory. As authority. This is how you find rich For instance, a mobile phone brand might have a strong authority in Avoid Invest/ with all content strategies the art territories for a successful brand Avoid of engagement is in finding that video content strategy. nano-technology, but unless this is common ground for an authentic of interest to their target audience, value exchange. it is rarely a good starting point for video content. However, we To find this sweet spot, we have a don’t need to write off these topics entirely. You never know when, and long-established framework that Low trust and authority helps brands choose the right for whom, they might become of interest. content territory for their audiences. Cedar research

Nearly 60% of UK Choosing the right content strategy for your audience YouTube users claim that producing video on subjects they care about is a good way for brands to connect with them. 1014 Cedar © July 2015 Cedar © July 2015 1511 1 2 3 4 5 6 7 8

Think long term

One of the biggest video opportunities for brand marketers is to adopt a more strategic, longer-term approach to video, with clear programming formats and a planned content calendar, all designed to build an audience of engaged viewers over time.

Five years ago, few brands were Three negative effects of short and only a small faction have creating video on the scale they term thinking: resulted in subscriptions – their are now. Five years later, few still YouTube page has just 67,500 (as have a clear video strategy, and • Brand video channels lack a of June 2015) subscribers. Instead instead create videos as one offs, clear proposition and have of working on building up a native usually in response to a distinct become a dumping ground for audience on the platform, Dove will campaign need. disparate types of content. still have to pay for those views the next time. While this makes sense for • Only 20% of our survey campaigns, the negative results respondents claimed to Conversely, other kinds of content of focusing on ‘producing a video’ subscribe to a brand channel producers generate nearly all rather than directing a ‘video – they aren’t attracting their views organically. Successful strategy’ are now clear to see. regular viewers. vloggers like Zoella and Alfie Deyes, for instance, have built massive • Branded video content relies audiences over time through a on paid media support to strategy of creating daily content, secure views, rather than using tried and tested formats, and building a regular audience ensuring every piece of video has through organic means. a clear ‘subscribe now’ or ‘like this page’ call to action. Even high-profile brands such as Dove USA are playing out this trend. So how can brands build an Despite achieving over 127.3 audience and develop a more million channel views to date, successful long-term video almost half of those were paid for strategy? (source: Octoly)

1016 Cedar © July 2015 Cedar © July 2015 17 1 Hero, hub and hygiene content Plotting a HHH content calendar 2 3 4 To help brands attract more loyal Content calendars tell you what 5 audiences and reduce their reliance content to create, when and why. 6 on paid media we recommend It shows you which big events adopting Google’s Hero, Hub and are on the horizon and what your 7 Hygiene approach. How audiences discover customers are interested in at 8 HHH content different points in the year, as well This strategic framework breaks as helping you plan and prioritise content into three categories – on an annual basis. It is your each with a distinct purpose. The masterplan. categories all play a different role in the consumer journey, helping to Don’t have one? Then you don’t move the viewer from one step to have a long-term video content the next. strategy. A plan is an essential £ element in any such video content While developed for YouTube, this strategy – building audiences approach applies for all video HERO: organically through continually content strategies regardless of Paid media creating and releasing compelling channel. It is simply a method to and relevant content your audience guide a more strategic approach cares about. to content, to build audience engagement over time.

BRAND CHANNEL Hero Hero Hero

Hub Hub Hub Hub

HYGIENE: HUB: Hygiene Search/ Subscribers paid search Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

ASOS’s hygiene content in particular Lately, we’re seeing that fast Content role and purpose EDITORS’ PICK: is on-point, with plenty of how-to in-stream video on Facebook and HHH in action videos on everything from nail art to Twitter is taking on more ever- make-up tutorials. The hub content green video hub/search platforms is well planned to build an audience like YouTube. So, for a brand such Hero content Hub content Hygiene content over time, with episodic style trends as ASOS being able to plan video Our favourite video content released each season as well as across a range of platforms has Highly shareable, entertaining and Regularly released content geared Provides the best answers to brand right now has to be around the big industry events such never been more important. emotional storytelling that drives around customers’ major passions consumer questions to drive ASOS. It really knows its as fashion week, elevating its big brand awareness. Paid media is to drive brand engagement and loyalty and conversion. Optimised audience, and has invested set-piece seasonal look books into Finally, ASOS content is organised placed behind these campaign loyalty. Once pulled to the channel for search, these how-to style in a long-term video content hero territory with a paid media buy. well with consistent idents and videos to achieve mass reach, through hero and hygiene content, videos allow viewers to actively strategy to turn itself into a regular recognisable formats — pulling current and new audiences this quality serialised/episodic discover content on the brand serious player in the fashion And while its video content is small details perhaps, but they all into the brand’s channel to discover content encourages return viewing channel that relates to a specific and beauty territory. primarily hosted on its YouTube add up to a brand that really gets other content. through likes, subscriptions or interest or need. channel, everything is integrated the video medium. follows depending on your platform. across its social platforms, with topical content for Facebook and Instagram – like first look footage of Kendall Jenner’s latest red carpet look – becoming big audience draws. 1018 Cedar © July 2015 Cedar © July 2015 19

1 2 3 4 5 6 7 8 Be found to be seen ‘‘

For many years distribution has been planned on the back of creative executions. But with the growth in both opportunities and challenges around content discoverability, we need to map out distribution first.

According to comScore, only 25% At Cedar we have therefore adopted A distribution plan is of video views come through a distribution-led approach, ensuring YouTube or YouTube-embedded that every piece of content created the connection and the players. That means a huge 75% is accompanied by a detailed conduit between your of video views are coming from the launch and distribution strategy. target audience and the open web and it’s trending even further in that direction. Facebook This means considering where content that you create is of course leading the charge, content will sit and how you intend for them. achieving over four billion video to reach your audience before Stuart Stubbs, Cedar views every day. finalising the creative. That way you can ensure the end result is fit for Distribution strategy expert The proliferation began last year purpose in length, format and call with the likes of Instagram, Twitter to action. and Facebook evolving to host more video, not to mention the existing plethora of bespoke white label video solutions. Each offers their own unique opportunities for paid promotion; and each has different tech and content format requirements. In terms of length alone, YouTube and Facebook can handle virtually any length of video, while Instagram is on 15 seconds, Vine on 6 seconds, Snapchat on 10 seconds…

1020 Cedar © July 2015 Cedar © July 2015 21 1 Three steps to an effective Possible distribution channels 2 distribution strategy 3 4 Paid Earned Owned 5 • Pre-roll • Influencers’ social and digital • Brand website: bespoke 6 • Skippable pre-roll channels: celebrities, vloggers, video hubs, homepages, 7 • In-stream/in-article bloggers and trusted experts article pages, landing 8 • Video ads • UGC/audience social content pages, product pages • Video banners/display • PR • Mobile/tablet: mobile • Content discovery networks • Organic syndication optimised website, apps, • Publisher partnerships • Partner channels: emails, social magazines • Advertorial/native placements media, websites and apps • Email/CRM • Affiliate video networks • In-store digital signage/ • Out of home networks displays • Brand’s social channels: YouTube, Facebook, Twitter, Google+, Pinterest, Vine, Instagram, LinkedIn • Magazines/digital magazines • QR codes • Augmented reality Implementation

INDUSTRY VOICES: Stuart Stubbs on top-notch distribution

Our resident distribution strategy expert shares two of his will depend on the audience, 3. Plan a distribution calendar 1. Design a distribution ecosystem favourite distribution approaches for tailoring your content objectives and budget. in advance but optimise in to the channel and audience. To build out a launch strategy, real time you must first understand the This might mean a launch whole distribution ecosystem, strategy that consists of Distribution isn’t just about 1. Publisher-led content partnerships: Partner 2. Self-discovered native formats: Formats that looking at both online and off, seeding content through a ‘where’; it’s also about ‘when’. with publishers who attract your target audiences reach audiences on an opt-in basis. so that you’re able to plan how blend of owned and earned Timing can be everything, so to co-create content. video content can be seeded media to reach existing a solid launch strategy should throughout it. audiences, as well as dividing include a day-by-day play of how Example Example paid-media budgets to partner and where the video will be British Airways’ Best Summer Ever content Tesco Food’s ‘How to’ videos are shared across the Opposite is a list of some of the with key influencers and targeted seeded in order to build buzz, campaign worked with vloggers Jimmy Hill and brand’s social feeds, as well as on their YouTube available channels – although publishers in order to engage perhaps starting with a trailer Emily Hartridge to create destination videos that channel for subscribers and searchers alike. there are many more. new, relevant audiences. aimed at loyal customers, PR were shared on their YouTube and Instagram feeds. exclusives and then a blitz • Benefits to the viewer: Content designed for 2. Choose the right blend of Or it might mean something across social channels. • Benefits to the viewer: Entertaining the platform, which they can choose to watch platforms and channels for your much simpler and more content from voices they like and trust in an when its relevant to them rather than being audience and objectives exclusive – such as regularly Meanwhile, you will be collecting environment they regularly visit. interrupted and forced to watch as an ad. emailing a defined target information on how your Where is your audience? Where audience with bespoke, episodic customers are responding to • Benefits to the publisher/vlogger: Gains • Benefits to the brand: Engages with the can your video live? Where will video content that only it is able the content on a daily and even high-quality content and promotion on the right audience. Those with no interest in it be trailed and promoted? to view. hourly basis. Be prepared to be brand’s channels without the production costs the content will not view it, increasing the How can it be seeded in order agile; the best video content of creating it by themselves. efficiency of any media spend. to build interest and buzz? The important thing is to choose distribution strategies are With more distribution options a distribution strategy that will flexible and can be adapted • Benefits to the brand: Achieves high impact available to brands than ever connect your target audience depending on regular reporting by delivering content directly to its target before, the choice of blend to the content in a way that will and feedback. audience via a neutral and trusted publisher. meet your objectives.

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VIDEO CREATION IS STORY CRAFT

If you want to hook people in, hold their attention and inspire action by the closing frame, you need to know how to create a strong narrative.

The fundamentals of good The 7 fundamentals of good These choices around narrative storycraft apply as much to a storytelling: arc, character and treatment will brand’s video content as they do all depend on the objectives of the to a great Hollywood blockbuster 1. Create an opener that will grab particular piece of content, taking or a New York Times’ bestseller. your audience’s attention. into consideration who it’s for and where it’s going to be hosted. 2. Plot out your narrative arc with a beginning, middle and end. While there is no ‘one size fits all’ story, there is a toolkit of 3. Map out the emotional journey techniques that lends itself to you’ll take your viewer on – branded video content that sits the highs and the lows; the within the Hero, Hub and Hygiene suspense and the revelations. categories (see Principle 3).

4. Craft a narrative thread that helps carry the viewer from one scene to the next.

5. Consider the characters who will connect best with the target audience.

6. End in a way that leaves viewers wanting more and then direct them to the next episode or more content.

7. Choose a style and treatment that evokes the right mood. 24 Cedar © July 2015 Cedar © July 2015 25 1 Three foolproof narratives for 2 branded video content 3 4 Cedar research 5 The surprise The how-to The series link 6 These stories are structured around The how-to is a much-loved format Series link narratives usually take a 7 the before, during and after a for guidance content such as recipe standard set of interview questions, Nearly 50% of UK YouTube 8 surprise moment and the principle videos and make-up tips. Usually and repeat it in different settings to applies to pretty much every Red structured in linear, process order, create a set of videos on the same brand subscribers say Bull or GoPro video – focused on an this approach should leave the theme. The questions are designed they subscribed because incredible human feat. viewer feeling more confident in to explore a topic, usually combining taking a particular course of action topic expertise (like fashion or film) of the quality of content But surprise videos don’t have – whether that’s helping people with personal insights from the they saw. to just be about amazement and with quick tips for cleaning your interviewee. Vogue’s 73 questions awe. Surprise moments can also barbeque or mastering new cooking series is a great example of this, as be about unexpected, real life techniques like how to make is ‘Meet the Makers’ from Mr Porter. emotional responses such as in courgetti without a spiraliser. the Tesco Mum of the Year film One of the great things about this featured below. Although less likely to be shared kind of hub approach is that once because of its targeted nature, you have captured an audience, you Thanks to Unruly’s research the how-to is highly searchable. can easily direct them to the next showcasing how strong emotion The key is therefore to leverage video in the series, thereby holding and exhilaration are the biggest your understanding of the target their attention and building a deeper drivers of sharing, the surprise audience to home in on a genuine level of engagement. It’s your hub moment has become a commonly pain point, creating something of content that helps you earn an EDITORS’ PICK: used technique for brands. real use. audience over the longer term. Tesco Mum of the Year – a surprise hero story

But be cautious. There is a danger that audiences start to suffer from ‘exhilaration fatigue’. West Jet’s Christmas 2013 campaign where it surprised its passengers with gifts Brief people to tell us about how The result? was incredibly successful, but the Create and activate a video their lives had been changed There were 8.6m views of the many copycats who followed have content strategy that would by charity work done by 30-second and three-minute left the format overused. Brands raise awareness of the Tesco Mums of the Year from the films across all platforms should take stock of this and Mum of the Year Awards in past decade. They would all and 40% of viewers carried remember to surprise and delight in the 10th year of the event. address the camera with the out a positive action (a click- original ways. statement: ‘Without You I…’ through, like or share) as a Objectives before being surprised by result of watching the film. To engage at least 750,000 the mum who had made a people to reach the same positive difference to them. Viewer feedback was also viewing figures that were positive with comments such achieved in 2014 when The ‘Without You I…’ as: ‘It was a very inspiring the awards were shown on mechanic lent itself to a film and raises my opinion Channel 5. social media campaign that of Tesco’ and ‘The video is would inspire people to get really moving and I would Hero activation involved and share the video. now love to know more about Cedar leveraged the wealth We created a suite of three Tesco Mum of the Year’. of emotive stories about films to satisfy multiple ordinary women who do customer journeys; a three- extraordinary things for minute hero, a 30-second others which lies at the version for YouTube pre-roll The surprise story: watch the heart of the Awards. The out, and a 90-second behind- Tesco Mum of the Year Awards film storyboard and script we the-scenes video. produced showed the impact of the awards by asking five

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Substance is nothing without style

Building a narrative arc is just the first step in the creative process. A great story can easily be mishandled by the finishing effects and it’s the attention to detail which makes it something special.

That’s why we have adopted the three Ps framework (Performers, Perspective, Palette) to develop a ‘personality’ for the branded content we create.

1028 Cedar © July 2015 Cedar © July 2015 29 1 The 3 Ps framework 2 3 4 Performers Perspective Palette 5 6 Your performers are ambassadors The choice of which perspective The chosen palette will have a Cedar research for your brand and should therefore to approach from can be made huge bearing on the impact of the 7 also display the personality traits only when you are clear about the video and the mood you want to 8 of your business. message you wish to convey; the create. This is the icing on the emotions you want your audience cake that will give it the quality 34% of UK YouTube users Here are three performer types that to feel, and the action you want stamp of approval. will help you tell your story: the audience to take. think that hiring a celebrity Colour palette: Judicious use of vlogger (e.g. Zoella) is a The knowing insider: common First person: the audience is the a colour palette within video can in informative content. These camera. The phenomenal success create and cement awareness of good way for brands to lend are trusted experts used to of GoPro has made this approach your brand with your audience. themselves credibility in communicate knowledge and build more common. It can be used to Barclays used a cool palette in YouTube videos... But 25% credibility and trust. Our research fuel adrenaline, a technique put to films to promote its Digital Eagles. suggests that the 18-34 cohort good use by Red Bull. The blue tones and the grading disagree. have a higher propensity (42%) to reflects its brand identity and the think that hiring a celebrity vlogger Second person: the audience is blue of its logo. is a good way for brands to lend the subject. This technique themselves credibility in videos. establishes eye contact with the Grading: Lighting will always be audience and is therefore the important, but much can be altered The human like me: common in most intimate perspective. It is in post-production grading. This Substance is nothing without emotional content. These are often used in advertising and more process can change the audience’s style. In the crowded world of usually real people with real-life recently Vlogging. perception of what it’s seeing and video content, rising above the stories to which the customer provoke a beneficial emotional crowd has never been more can relate. Third person: the audience is response. The House on Pine Street important. Video content is an the observer. The audience is a great example of how grading art form and should be treated as The super human: common in watches the action unfold. It can make a piece of film feel ‘safe’ such to get the very best impact. entertaining content. These are doesn’t feel as intimate, but if the or ‘spooky’. people with an amazing skill, such performer is talking just slightly off as athletes or artists, who are used camera, it can still feel inclusive. Audio palette: Human beings to inspire an audience to keep This approach is often used for the are hugely receptive to sound. An dreaming big. knowing insider persona. effective soundbed will reinforce the narrative arc of your video and When using performers, there are can be used to provoke certain two ways in which it can go wrong… emotions in your audience at either by using performers who have specific points. A carefully selected no resonance with your brand or by music track or sound effect can using actors who lack authenticity. successfully set the mood and Choose from celebrities, employees, pace. But be careful, a badly experts and real-life customers, selected one can be distracting and taking care to select performers inappropriate. who not only lend credibility to your story but also help create an emotional connection.

1030 Cedar © July 2015 Cedar © July 2015 3111 1 2 3 4 5 6 7 8

It pays to pay attention to detail

With so much content choice on every channel, audiences need extra convincing to actually watch the branded content they discover. Paying attention to the details will persuade them to take that final step.

EDITORS’ PICK: Cedar Research The video has an entertaining/ 58% interesting title/description

The video appears near the top of the list 57% of videos returned by the search The most important factors when considering whether The length of video 48% to watch a YouTube video from the search results (net ranked in top 3): The video has a lot of views 40%

The video is created by a person, brand 39% or organisation I trust

The video has an interesting 34% thumbnail image

The video features someone I recognise 25%

1032 Cedar © July 2015 Cedar © July 2015 33 1 Video optimisation checklist 2 3 4 To help your video content to be 5 served and viewed, here’s an 6 essential checklist for dealing with the details. 7 8 Compelling content from start to end Thoughtful thumbnails

With YouTube now becoming the ‘Click-to-play’ (CTP) thumbnails second largest search engine in must accurately depict content, the world (source: ComScore), as well as excite and drive the it pays to invest in compelling user to initiate play with a CTP content as watch time is the icon. biggest factor in determining where your video lands in the YouTube search rankings. Clear calls to action

Drive onwards journeys from content: to purchase, sign up, subscribe, download, additional content, etc.

Hard working Engaging endboards Top titles descriptions On completion of the content allow the viewer to find more Titles must be honest, exciting, • Only the first sentence related content. emotive and enticing. If the appears in search results content is part of a series, add and/or above the fold on an episode number. Use key the video page. words first and branding second • Follow a consistent naming to help push your video up the convention/structure for all search rankings. content. • Link to your channel/ other content and have a description of what your channel contains. • Add subscribe link. • Link to interesting chapters Release cycle in the film with time deeplinks. Ensure that engaged viewers are • List music/artist/song told when new content will be titles. released.

1034 Cedar © July 2015 Cedar © July 2015 3511 1 2 3 4 5 6 7 8

Measure what matters

When it comes to evaluating video content, it’s easy to be seduced by the big view numbers. But establishing the real impact of your video content strategy means digging a bit deeper.

From the outset, we have said that EDITORS’ PICK: Meanwhile, views can be video strategy should always deliver What is the true value of bought reasonably easily. on a purpose – moving people along a view? Many of the biggest brand the purchase funnel by eliciting an videos have hit the millions emotional and even a behavioural Across different platforms, not because of organic views, response. the definition of a view can sharing and engagement, but mean very different things. because of a very large paid- As a result, measuring impact On YouTube views clock up media buy. should be focused on those once the viewer watches/ metrics that evaluate the level of clicks to play a film, while on If moving people from fulfilment on our original purpose Facebook a view registers unawareness to awareness is – moving our audience to think/ after only 3 seconds of your objective, then genuine feel/do something. This means autoplay. views (30 seconds+) are as active engagements are therefore valuable as television ratings. as important, if not more so, as a measure than reach. But if you want to achieve something more, particularly in an online world where there is a much greater opportunity for engagement and action off the back of your video, then measuring success by view count is just part of the picture.

1036 Cedar © July 2015 Cedar © July 2015 37 1 A guide to video metrics Emotional response: Redefining marketing ROI 2 Beyond the hard metrics 3 4 Here are some examples of video There is no silver bullet for 5 metrics. It must be noted that no Hard data gives us an indication measuring the ROI of content 6 single metric should be used in of behaviour, but does not explain marketing – doing so rests on going isolation to measure success. True the impact on attitudes or back to your specific MOVE – TO – 7 measurement uses multiple metrics perceptions at the heart of why THROUGH purpose, and measuring 8 to gain a deeper understanding of your video performed as it did. And if the strategy has achieved its goal. the effectiveness of video. understanding the ‘why’ is key to improving our content. Over the longer term, however, the ROI on content should be measured So how do we evaluate emotional on the extent to which the content Types of Video Content Objectives* response? Focus groups and deepens the brand/consumer testimonials provide methods connection. It should ultimately Response of capturing those deep-seated deliver long-term consumer loyalty. Awareness Engagement (e.g. Conversion, considerations underlying our It’s a long game, which means when Loyalty, Advocacy) reactions to content. However, it comes to measuring ROI, we need what if a viewer didn’t watch the to take a long view. full video? With so much content Views Comments, likes, Share rate available to consume, viewers An engaged consumer will actively (organic & paid views) retweets etc... are continuously making snap seek out and share the brand judgements on the view or share content, rather than brands having worthiness of video within the to pay to find them. What the Metrics Click through rate Growth in subscribers/ first five seconds of play. This is brand generates therefore as of Shares *The objectives of your (or CTR) followers/fans where direct response research a successful media owner is a success content should be as can play a vital role. captive, targeted audience of specific as possible. receptive consumers, providing the However, in order to Facial coding, for instance, can most impactful and cost-effective Brand salience Average viewing Comments, likes, assemble this best- capture the audience’s immediate communication channels for (see Editors’ Pick) times per viewer retweets etc... practice guide, we have reaction and reveal the key emotion delivering its core messages. bucketed the metrics driving whether a link is clicked, into ‘types of objectives’. subscribe ticked, comment made And this is why so many brands or nothing at all. have moved from the push advertising approach to the pull Using a mix of hard data, direct of content. responses and research is key to analysing and refining successful Video done right and well is a video content. Measurement is not highly effective means of building the end, but should be seen as a engagement. So while it’s important key part of the iterative strategic to measure the individual impact it EDITORS’ PICK: process to optimise video on the fly. creates, its ROI should be viewed in Top measurement tip terms of the way in which it helps to support the wider brand strategy.

YouTube: Google’s new Brand Lift metric uses survey and search data collected from those who were exposed to your video to measure brand awareness, recall and uplift in brand interest through online mentions. This is a complimentary service (as long as you’ve put paid promotion behind your video), but be warned – Brand Lift has to be set up before your video goes live; it can’t be done retrospectively!

With digital platforms developing new video functionality EDITORS’ PICK: Skoda’s Fight For Attention But it’s not just a 2D video Interactive Video uses eye tracking to world anymore. With virtual every day, we looked at the latest trends shaping video monitor which car in its reality (VR), viewers are content marketing in 2015. video is holding your gaze, actively determining the plot for an immersive, exciting of the story with the nod or Entertainment has never really experience that demands to shake of the head. The latest been a passive medium. It’s be shared. VR experiences are capturing only in the TV-age that we’ve live experience in 360°, become used to passively Honda’s The Other Side video taking the viewer right into “What we have is a ‘watching’ entertainment rather charts two stories with the the heart of a live event, like trend for shared live than getting involved ourselves. same character, where the VR Video’s coverage of the viewer can instantly switch Eric Garner protests. Look up, experiences in video, But that’s all changing, as between the two just by and you see the helicopters. for mass participation, gaming and video converge pressing the R key. Look down, you see the of people getting to deliver a deeper engagement protesters. A very different through audience participation. While for Infiniti cars, the experience to watching news involved in the moment team behind the Blair Witch unfold in boring 2D. in a far more emotional The car industry is leading the Project designed a story the way here. viewer could influence by We wonder what the car and connected way than telephoning a number and industry will do with that… ever before.” speaking instructions into audio recognition software. Tim Sparke, Digital Coach

INDUSTRY VOICES: What interests me is the questions to build a Tim Sparke on live way in which people are participatory video experience broadcasting increasingly seeking to experience. share live moments online; trying to re-humanise digital Another similar interactive interactions to bring people app is Periscope, which has Our technology guru shares closer together in real time. just been bought by Twitter. his predictions for the future of online video. And so what we are seeing So what we have is a trend in video is a rise in platforms for shared live experiences in When looking to the future, that deliver live experiences. video, for mass participation, we should all obsess less of people getting involved in over technologies and Snapchat Stories are doing the moment in a far more more on emerging human well because they get this. emotional and connected way behaviours to spot where the They understand that for than ever before. next big thing will come from. the user it’s about sharing the video now, not creating For brands, this opens up And video is no exception. an impression that can be opportunities to act as viewed later. broadcasters and leverage the power of a shared Then there’s Meerkat. This experience to connect app lets you stream live video directly and interact with to your Twitter followers, their audiences. allowing them to connect into the conversation and ask

1040 Cedar © July 2015 Cedar © July 2015 4111 EDITORS’ PICK: VMG and comedian, actor, When considering that EDITORS’ PICK: choosing what they want to opt-in, but the impact of Personalised video writer and presenter, Stephen including a video in an YouTube Vs Facebook see, the platform curates the forced viewing is up for Fry partnered to create a email can increase click content for them, sending debate. Think YouTube for humorous video describing through rates by some relevant video directly to their media distribution and the many hardships that the 200-300% (source: Forrester), newsfeed where they are Facebook for social sharing. marathon runner in question then the possibilities for already browsing. And with The power of video enhanced would face. There is a clear personalised video are The battleground to become its new targeting capabilities Content Quality: by data-led personalisation… call to action at the end, enormous. the Number 1 video-hosting this can be valuable for a formidable combination. but even that is funny with platform is hotting up. But brands. Unlike YouTube, YouTube was made for Shareable and emotive, this Stephen Fry acknowledging In future, we expect to see which team should you however, users may scroll video and so its community kind of video makes the people’s hesitancy with a more and more personalised be on? As the two giants past it on their newsfeed of creators, vlogger customer the star of the frustrated plea to ‘seriously video content as brands continue to update their and so content creative has stars, filmmakers and TV show, using them to help just donate!’. realise the power of taking services and algorithms to be far more impactful. channels gives the platform deliver the core message, a a customer-centric approach there really is no right or Think YouTube for SEO and better video prestige than much more powerful voice Personalised video is about to content. wrong answer. Your approach Facebook for targeting. Facebook’s more generalist than the brand’s. delivering the most relevant, should simply be guided following. However, Facebook effective and useful video by where your audience are ramping things up in a Where we have seen this to individuals at exactly the is and the objectives of Content Distribution: bid to attract more content format work particularly well right time. Two days after the the content. We have creators, working hard to is in the charity sector. Asking marathon, when a colleague’s summarised the strengths YouTube has built out an improve analytics, revenue for donations is always legs were still in agony, he and drawbacks of each ecosystem of application splits and promotion tools difficult, so not-for-profit received a personalised platform here to help you partners distributing its for help in building its fundraising-website brands, montage film from Just with your content planning. creators’ content. YouTube media brands and to get such as Virgin Money Giving Giving, summarising his apps are available on its audiences on side. We (VMG) and Just Giving, have achievements. Recognising nearly any mobile device say watch this space… looked to overcome this by that many of his friends will Content discovery: and through Apple TV and Facebook has just live giving each of their London have already donated, the Amazon Fire. Whilst not a streamed Season 5 of Game 2015 marathon runners the CTA was not directly to donate, YouTube is a search engine. media outlet; Facebook of Thrones. opportunity to make a real but to ‘help Robin by sharing’ Users go to the channel with is social. Video on this impact with their own creative to reach those who had yet to the sole intent of looking for platform achieves far more and shareable video appeals. show their support. video and once there discover engagement through shares, more. This means brands comments and likes than can optimise discoverability YouTube. Of course the through SEO. Facebook on autoplay function also means the other hand is a video it is able to achieve far source. Rather than users greater reach than YouTube

Personalised video makes the customer the star of the show, using them to help deliver the core message, a much more powerful voice than the brand’s

Editors: Helen Garrood, Kim Willis

Contributors: Sarah Edwards, Helen Garrood, Ann Hartland, Talia Eagle Merrett, Alex Palmer, Chris Rayment, Kim Willis

Research: Alex Palmer, Chris Rayment

Industry contributors: Tim Sparke, Stuart Stubbs “An ad hoc approach to video is Editor-in-chief: Maureen Rice no longer financially acceptable. Digital director: Robin Barnes The time has come to be ambitious, Design: Will Helsby with a video strategy that engages PR & Comms: Samantha Duff customers and creates brand advocates not just for today, but for years to come.” Cedar Consult

To discuss video content marketing with us further, contact the Cedar Consult team:

Clare Broadbent Hannah Saunders Joseph Costello Helen Garrood CEO Cedar Business Development Director Senior Business Business Development Strategist [email protected] Development Executive [email protected] +44 (0)20 7550 8003 [email protected] +44 (0)20 7550 8043 +44 (0)20 7550 8136

Introduction

• YouTube Statistics, YouTube Press Room, YouTube (accessed May 2015) • Q1 2015 Community Highlights, Mark Zuckerberg, Facebook, April 2015 • Cisco Visual Networking Index: Forecast and Methodology 2013–2018, Cisco VNI 2015 • Cedar Research: Populus survey of British YouTube users, April 2015 • TouchStorm Video Index, October 2013

Principle 1: Great content is born from one sentence

• YouTube Audience Refresh UK: Top 10 Reasons for using YouTube, Google, August 2014 • Unruly, Social Video Lab: The Science of Sharing, An Unruly Whitepaper, July 2013 • Cedar Research: Populus survey of British YouTube users, April 2015

Principle 2: Take your audience to heart

• comScore MediaMetrix, Desktop and Mobile, UK, January 2015 • Cedar Research: Populus survey of British YouTube users, April 2015

Principle 3: Think long term

• Octoly, Viral Video Success doesn’t mean YouTube Success, July 2014

Principle 4: Be found to be seen

• comScore Video Metrix, January 2014

Principle 5: Video creation is storycraft

• Cedar Research: Populus survey of British YouTube users, April 2015

Principle 6: Substance is nothing without style

• Cedar Research: Populus survey of British YouTube users, April 2015

Principle 7: It pays to pay attention to the details

• comScore UK, MediaMetrix MultiPlatform, June 2014 • Cedar Research: Populus survey of British YouTube users, April 2015

Editors’ Pick: Personalised video

• How Personalized Video Works And What It Can Do For You, Forrester, September 2014

+44 (0)20 7550 8000 [email protected]