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,