web video: shareable vs shareworthy


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a thing I made awhile ago, to explain that if you want to make a video for the internets you should make one people will like. sort of obvious.

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web video: shareable vs shareworthy

  1. 1. web video: creating what people want to share
  2. 2. essential areas to think about: creating for earned vs shareability & bought media shareworthiness
  3. 3. creating for earned vs shareability & bought media shareworthiness
  4. 4. Does content need to be more interesting to people in the social space than in paid media? Yes. In one case, we’re dealing with people who are viewing your content because you’ve paid to place it front of them. They’re essentially a captive audience, and in most cases, brands can rely on the fact that people will see the ad. With web video, it’s a different story. People could be watching anything available on the internet. Cute kittens. Dancing babies. Naughty things. Content created to be spread socially via the internet has a much harder task to accomplish - it needs to earn attention, and earn the right to be shared.
  5. 5. Why creating content for earned media is different than creating content for bought media. TV advertising rare instance where the two overlap usually cheesy infomercials social content Brand messaging is key Brand messaging should take a focus and overt. backseat or not be there at all. Reason for existence is to tell people Reason for existence should be to something about the brand / product. entertain people or provide value in some way. Media spend ensures that people see it. Content alone needs to be compelling enough to earn an audience.
  6. 6. Example: T-Mobile TV advertising social content http://www.youtube.com/watch?v=VQ3d3KigPQM T-Mobile brand The T-Mobile spot Dance http://creativity-online.com/news/behind-the-work-volkswagens-the-fun-theory/139512
  7. 7. creating for earned vs shareability & bought media shareworthiness
  8. 8. brands don’t make viral videos, people do. you can make a video, but it’s people who make it viral by sharing it. so what prompts them to share?
  9. 9. Two essential factors: Shareability Functionality that makes sharing easy Exists in a number of places online. Features share buttons and favicons for various social networks, as well as embed code. Follows general rules of thumb - like length of 90 seconds or under, or no login required for viewing. Shareworthiness Qualities that make your audience want to share. ...This is a little harder.
  10. 10. Shareability vs Shareworthiness an example Wrigley’s redesigned their packaging, but not only for the reasons listed on this weird ad. They discovered that people were more likely to share gum that came in this type of packaging - ultimately leading to more people chewing and buying their gum. So they re- designed their packaging with Shareability in mind. Had they been striving to improve the Shareworthiness, they would be focusing on what was being shared, not the mechanisms used to share. In this case, the taste, texture and other attributes that contribute to the enjoyment of their gum. Simply put, if the gum tasted terrible, all the Shareability in the world wouldn’t help them. It’s Shareworthiness that is the deciding factor.
  11. 11. so what makes a video Shareworthy? primary motivators related to content “Ha!” “What?!” “Wow!” “Aha!” shocking / emotionally moving informative or funny sensational or remarkable useful
  12. 12. “Ha!” http://www.youtube.com/watch?v=txqiwrbYGrs
  13. 13. “What?!” http://www.youtube.com/watch?v=lj3iNxZ8Dww
  14. 14. “What?!” “Wow!” http://www.youtube.com/watch?v=518XP8prwZo
  15. 15. “Wow!” http://www.youtube.com/watch?v=pAwR6w2TgxY
  16. 16. “Wow!” http://www.youtube.com/watch?v=4-94JhLEiN0
  17. 17. “Aha!” http://www.youtube.com/watch?v=Q0zEXdDO5JU
  18. 18. Now, these reactions are somewhat subjective. What one person finds funny, another might not. To create a video that is shareworthy, it’s critical to understand who your intended audience is, so you can assess what mean to them.