More Related Content Similar to 15 Ways to Create Entertaining Content (20) More from Nova Southeastern University (20) 15 Ways to Create Entertaining Content1. 15 WAYS TO CREATE
EXAGGERATION
ENTERTAINING
SOCIAL VIDEOS
SOCIAL ORDER
DEVIANCY
ASTONISHMENT
AWKWARDNESS
UNRULINESS
SURPRISE TWIST
PROVEN TECHNIQUES FROM SUCCESSFUL TV COMMERCIALS
PERFORMANCES
Dr. Jim Barry
Dec. 2013
PUTDOWNS
MALICIOUS JOY
IRONY
PARTICIPATION
PERCEPTUAL
DISCORD
CONCEPT
IMAGERY
SENTIMENTAL
HUMOR
HEARTFELT
MOMENTS
2. WHAT WE CAN LEARN FROM COMMERCIALS
#1: Exaggeration
#2: Astonishment
#3: Putdowns
#4: Perceptual Discord
#5: Heartfelt Moments
Humor
#6: Surprise Twist
#11: Malicious Joy
© 2013 Social Content Marketing Do NOT distribute
#7: Irony
#12: Sentimental Humor
#8: Unruliness
#13: Concept Imagery
#9: Social Order Deviancy
#14: Awkwardness
#10: Performances
Serious
#15: Participation
Slide 2
3. FROM EDUCATION TO ENTERTAINMENT
John Deere understood the value of
education over promotional messages
as early as 1895. His 118 year
journal, The Furrow, still educates
farmers on agriculture and new
technology*
From Promoting to Education
• Today’s consumer demands education over promotion
• They favor problem solving content over marketing
messages
• Content should be TALK-worthy, relevant & timely
* Source: Kate Gardiner (http://bit.ly/1b4msgJ)
© 2013 Social Content Marketing Do NOT distribute
Slide 3
4. FROM EDUCATION TO ENTERTAINMENT
From Education to Edu-tainment
• Consumers seek an emotional connection
“…Anyone who tries to make a distinction between
education and entertainment doesn’t know the first
thing about either…”
- HERBERT MARSHALL MCLUHAN*
Renown philosophy of communication theory
• Best connections are through engaging
brand stories
• Engaging brand stories should be unique &
entertaining
© 2013 Social Content Marketing Do NOT distribute
* Source: Joe Pulizzi, Epic
Content Marketing
Slide 4
5. WHAT WE CAN LEARN FROM COMMERCIALS
Viral YouTube Videos (> 50K Views)
Recast from TV Commercials
95% of viral videos are
entertaining, twothirds of which are
intended to be funny.
© 2013 Social Content Marketing Do NOT distribute
Serious
Entertainment
Slide 5
6. FROM COMMERCIALS TO SOCIAL VIDEOS
© 2013 Social Content Marketing Do NOT distribute
Slide 6
7. 4 TYPES OF COMIC WIT MAKE TOP 15
• Incongruity Theory of Humor
Incongruity
• Humor that works on the mind
• We laugh at something out of sorts (“Ah-Hah!”)
•
•
•
•
Did I get that right?
I didn’t see that coming.
What’s wrong with this picture?
Is that real?
© 2013 Social Content Marketing Do NOT distribute
Resolution
Slide 7
8. 4 TYPES OF COMIC WIT MAKE TOP 15
• 4 Types of “Comic Wit” Make Top 15
• Exaggeration (Hyperbole)
• Perceptual Discord
• Irony
• Surprise Twist
© 2013 Social Content Marketing Do NOT distribute
Slide 8
9. #1: EXAGGERATION
• 4 Ways to Boost Viral Video Stats
with “Over-the-Top” Exaggeration
• Exaggerated Outcomes
• Over-reactive Behaviors
• Exaggerated Qualities
CLICK HERE FOR
VIDEO SAMPLES
• Understatements
Known for his large fake mustache, big nose, bushy eyebrows and horn
rimmed glasses, Groucho Marx was a master at comic wit. His exaggerated
appearance, captured through Groucho Glasses, is considered one of the most
iconic and widely used of all novelty items.
© 2013 Social Content Marketing Do NOT distribute
Slide 9
10. COMIC DEVICES USED IN EXAGGERATION
Visual
Aberrant
Conceptual Discord Anomalies Behaviors
Exaggerated
Outcomes
Exaggerated
Results
Exaggerated
Response
Exaggerated
Nightmare
Reactions
Exaggerated
Stories
© 2013 Social Content Marketing Do NOT distribute
Exaggerated
Understatement
Qualities
Overreactions
Unrattled by
Exaggerated Body Taking Extreme
Danger
Reactions
Measures
Exaggerated
Supernatural
Awestruck
Simplicity
Performance
Exaggerated
Concealment
Incredible Allure
Over Intense
Profound Grasp
of the Obvious
Speed & Scale
Distortion
Over Heroic
Slide 10
11. #4: PERCEPTUAL DISCORD
• 4 Ways to Boost Viral Video Stats
with “Perceptual Discords”
• Odd Behaviors
• Context Misrepresentation
• Bizarre Substitutions
• Nonsense
© 2013 Social Content Marketing Do NOT distribute
The 1960’s show, Mister Ed, featured a horse who could talk. The owner, Wilbur, was
portrayed as a big klutz who inadvertently caused harm around him. Recognizing Mr.
Ed’s animal inferiority, we likely laughed at the perceptual discord created by a horse
making wiser choices than his care taker.
Slide 11
12. COMIC DEVICES USED IN PERCEPTUAL DISCORDS
Odd
Behaviors
Misrepresented
Context
Bizarre
Nonsense
Substitutions
Performing/
Talking Babies
Animal
Willpower
Multiple
Personalities
Humanized Depiction
Unusual Setting
Animal Substitution
Irrelevance
Foolishness
Unconventional Routine
Object
Anthropomorphism
Confusing
Response
© 2013 Social Content Marketing Do NOT distribute
Illustrated Idioms
Object
Replacement
Dim-witted
Sound Imitations Baffling Dialog
Slide 12
13. #6: SURPRISE TWIST
• 4 Ways to Boost Viral Video
Stats with “Surprise Twists”
• Plot Trickery
• Conceptual Surprise
• Transformation
• Visual Surprise
© 2013 Social Content Marketing Do NOT distribute
A very successful method of capturing audience attention is for a movie
producer to take you down a subliminal storyline that ends in an unexpected
twist. Alfred Hitchcock was notorious for his plot trickery. Many of his endings
were totally unsuspected.
Slide 13
14. COMIC DEVICES USED IN SURPRISE
TWISTS
Conceptual
Surprises
Plot
Trickery
Transformation
Wrong Answer
Storyline Twist
Age Transformation
Uneventful
Conclusion
Absurd Chain
Reaction
Fantasy Turned
Reality
Magic
Twist of Fate
Body Switch
© 2013 Social Content Marketing Do NOT distribute
14
Visual
Surprise
Surprise
Revelation
Creature
Appearance
Wishful Thinking
Slide 14
15. #7: IRONY
• 4 Ways to Boost Viral Video Stats
with “Irony”
•
Visual Irony
•
Ironic Temperament
•
Ironic Persona
•
Situational Irony
© 2013 Social Content Marketing Do NOT distribute
Mismatched Oscar and Felix featured in the 1970’s show, “The Odd
Couple.” The series featured a neurotic neat freak pitted against an
untidy, cigar chomping gambler. Audiences, in this case, laughed at
the irony of the two divorced men leaving their wives only to experience
more incompatibility issues.
Slide 15
16. COMIC DEVICES USED IN IRONY
Visual Irony
Ironic
Temperament
Ironic
Persona
Cyborgs Acting as
Adult Acting
Callous Turned Kind
Humans
Child
Humans Acting as
Miscast
Childish Adult
Animals
Temperament
Hypocritical
Soft Tough Guy
Miscast Role
Behaviors
Unlikely
Mistaken
Oxymorons
Friendliness
Identity
Unusually
Unusual Pairing
Unlikely Hero
Considerate
© 2013 Social Content Marketing Do NOT distribute
Situational
Irony
Anachronisms
Coincidental
Backlash
Miscommunications
Misplaced Routine
Misunderstood
Intentions
Slide 16
17. 3 TYPES OF DISPARAGEMENT MAKE TOP 15
• Superiority Theory of Humor
• Humor that works on our emotions
• Sudden glory from other’s misfortunes
• Thank God that didn’t happen to me.
• I’m glad others don’t see me that way.
• What will that pathetic one do next?
© 2013 Social Content Marketing Do NOT distribute
Slide 17
18. 3 TYPES OF DISPARAGEMENT MAKE TOP 15
• 3 Types of “Disparagement” Make Top 15
• Putdowns
• Malicious Joy
• Awkwardness
© 2013 Social Content Marketing Do NOT distribute
Slide 18
19. #3: PUTDOWNS
• 4 Ways to Boost Viral Video Stats
with “Putdowns”
•
Mocked Peculiarities
•
Lofty Conquest
•
Society Satire
•
Stereotyping
© 2013 Social Content Marketing Do NOT distribute
Baby boomers likely recall the inept Deputy Barney Fife of Mayberry with his naïve
partner, Gomer Pyle. Barnie was oblivious to his idiosyncrasies and quirky nature.
Seeing himself as a high standing citizen, we often laughed hysterically at his gullibility
and delusions of grandeur.
Slide 19
20. COMIC DEVICES USED IN PUTDOWNS
Mocked
Peculiarities
Lofty
Conquest
Background
Mockery
Society Satire
Stereotyping
Outwitting
Exaggerated
Cultural Nuance
Blondes & Bubbas
Illusory
Superiority
Macho Gone
Sour
Parodies
Sterotyped
Professions
Maladroitness
Arrogant
Knockdowns
Language
Peculiarities
Celebrity
Impersonation
Quirkiness
Unfair
Advantage
Cheeky Barbs
Beauty
Conquered Male
© 2013 Social Content Marketing Do NOT distribute
Slide 20
21. #11: MALICIOUS JOY
• 5 Ways to Boost Viral Video Stats
with “Malicious Joy”
•
Bungled Behaviors
•
Unanticipated Spoilers
•
Unfortunate Happenstances
•
Deserved Repercussions
•
Cretins
© 2013 Social Content Marketing Do NOT distribute
The 1950’s sitcom, “I Love Lucy,” reached the highest popularity
of any show at its time based on the bungling behaviors of Lucy.
The naïve and accident prone housewife had a knack for getting
herself and her husband into trouble whenever she tried to make
a name for herself.
Slide 21
22. COMIC DEVICES USED IN MALICIOUS JOY
Mocked
Peculiarities
Lofty
Conquest
Background
Mockery
Society Satire
Stereotyping
Outwitting
Exaggerated
Cultural Nuance
Blondes & Bubbas
Illusory
Superiority
Macho Gone
Sour
Parodies
Sterotyped
Professions
Maladroitness
Arrogant
Knockdowns
Language
Peculiarities
Celebrity
Impersonation
Quirkiness
Unfair
Advantage
Cheeky Barbs
Beauty
Conquered Male
© 2013 Social Content Marketing Do NOT distribute
Slide 22
23. #14: AWKWARDNESS
• 4 Ways to Boost Viral Video
Stats with “Awkwardness”
• Remorseful Regrets
• Uncomfortable Settings
• Exercising Humility
• Revealed Secrets
© 2013 Social Content Marketing Do NOT distribute
In the sitcom, Everybody Loves Raymond, Robert and Ray Barone often found
themselves in a sticky situation. Both were prone to engaging their mouths before their
brains as regretful statements and actions put them in the dog house. We laughed, for
example, when Ray was forced to choose between ingratiating his wife or his
dominating mother
Slide 23
24. COMIC DEVICES USED IN AWKWARDNESS
Remorseful Uncomfortable Exercising Revealed
Regrets
Settings
Humility Secrets
Tough
Predicaments
Uncomfortable Male
Wrong
Captured
Bonding
Impression
Glances
Uncomfortable
Exposed
Revealed
Regretful Actions
Intimacy
Privacy
Deceptions
Regretful
Uncomfortable
Public
Exposed True
Statements
Conversation
Embarassment
Colors
Unveiled
Revealed
Caught Off Guard
Creepiness
Feminine Side Fantasies
© 2013 Social Content Marketing Do NOT distribute
Slide 24
25. 3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15
• Relief Theory of Humor
• Humor that works on the physical senses
• Provides an escape or relief from constraint
• We laugh when:
•
•
•
•
•
Ahh!
Releasing repressions
Letting loose of our inhibitions
Unleashing our aggressions
Relieved to find a dangerous situation is safe
Witnessing children doing what we can’t
© 2013 Social Content Marketing Do NOT distribute
Slide 25
26. 3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15
• 3 Types of “Arousal/Safety” Make Top 15
• Unruliness
• Social Order Deviancy
• Sentimental Humor
The 3 Stooges were known for their physical farce and extreme slapstick. Known as
Moe, Larry and Curly, their successful comedies included bouts of face slapping, society
defiance and childlike innocence. At the root of their humor is a desire among many of
us to let loose of our inhibitions with aggressive outbursts and unbridled naughtiness.
© 2013 Social Content Marketing Do NOT distribute
Slide 26
27. #8: UNRULINESS
• 4 Ways to Boost Viral Video
Stats with “Unruliness”
• Hysteria
• Impulsive Outbursts
• Displaced Irritation
• Exercising Improprieties
© 2013 Social Content Marketing Do NOT distribute
In the 1950’s, the popular sitcom, The Honeymooners, featured a
bellowing, short-tempered Ralph Kramden who would easily spin out of
control. Audiences laughed at his infamous “BANG, ZOOM! Straight to the
Moon!” The Relief Theory would attribute these fits of laughter to our own
desires to let out steam.
Slide 27
28. COMIC DEVICES USED IN UNRULINESS
Impulsive Displaced Exercising
Hysteria
Outbursts Irritation Improprieties
Angry
Yelling
Belligerance
Nervous
Forceful
Breakdown Demonstration
Annoying
Natures
Invasive Peeking
Incessant
Talker
Disorderly Pop
Culture Lexicons
Sports
Spontaneous
Ending the
Recalcitrance
Fanatical
Performance Annoyance
Extreme
Annoying
Body Explosion
Unsightly Exposure
Screaming
Repetitions
© 2013 Social Content Marketing Do NOT distribute
Slide 28
29. #9: SOCIAL ORDER DEVIANCY
• 4 Ways to Boost Viral Video Stats
with “Social Order Deviancy”
• Society Irreverence
• Forbidden Behaviors
• Offensive Behaviors
• Unleashed Mania
© 2013 Social Content Marketing Do NOT distribute
In the 1960’s sitcom, “The Beverly Hillbillies,” Jed Clampett and his poor backwoods family
transplanted to Beverly Hills, California, after striking oil on their land. In the series, audiences
laugh hysterically as the rags to riches family unknowingly mocks the posturing of high society
by retaining their hillbilly lifestyle in a luxurious Hollywood house. Being exploited by rich
bankers, the Clampetts often come out ahead with their provincial wisdom. In effect, they put
high society in their place.
Slide 29
30. COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY
Society Forbidden Offensive Unleashed
Irreverence Behaviors Behaviors
Mania
High Society
Satires
Taboos &
Odor Offensive Mad Science
Sacred Barriers
Exercising
Outwitting the
Repulsive
Professional
Sadomasochism
Honorable
Behaviors
Liberties
Unrefined
Public
Rule Breaking Exhibitionism
Behaviors
Disturbance
Undermining
Bleeped
Swooning
Face Slapping
Authority
Language
Women
© 2013 Social Content Marketing Do NOT distribute
Slide 30
31. #12: SENTIMENTAL HUMOR
• 4 Ways to Boost Viral Video Stats
with “Sentimental Humor”
• Child Innocence
• Fear & Anxiety Relief
• Melodrama
• Inner Secrets
No character perhaps aroused us more with child innocence than Shirley Temple.
The child prodigy started her film career at the age of 3. With her innocent
coquetry, she was known for her advice to clergymen and other adults that often
had profound implications.
© 2013 Social Content Marketing Do NOT distribute
Slide 31
32. COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY
Child
Fear &
Melodrama
Innocence Anxiety Relief
Youthful
Discoveries
Inner Child
Child Mimicry
of Adulthood
© 2013 Social Content Marketing Do NOT distribute
Narrow Escape
Fear of What's to
Come
Barely Escaped
Detection
Histrionic
Melancholic
Fervent
Inner
Secrets
Dream Exploits
Suggestive
Sexual Allusion
Contradicting
Inner Voice
Slide 32
33. 5 TYPES OF SERIOUS ENTERTAINMENT MAKE TOP 15
• 5 Types of Serious Entertainment
Make Top 15
• Performances
• Astonishment
• Participation
• Heartfelt Moments
• Concept Imagery
© 2013 Social Content Marketing Do NOT distribute
Example of serious entertainment that features sports participation, astonishing fire
works and celebrities, musical performances, heart warming tributes and spectacular
imagery.
Slide 33
34. #2: ASTONISHMENT
• 3 Ways to Boost Viral Video
Stats with “Astonishment”
Examples of How Beauty Can Astonish Us
• Extraordinary Beauty
• Masterful Craftsmanship
Examples of How Masterful Craftsmanship Can Astonish Us
• Human Potential
Examples of How Visualizing Human Potential Can Astonish Us
© 2013 Social Content Marketing Do NOT distribute
Slide 34
35. DEVICES USED IN ASTONISHMENT
Extraordinary
Masterful
Beauty
Craftsmanship
Stunning Looks
Beautiful Nature
Impressive Light
Effects
© 2013 Social Content Marketing Do NOT distribute
Human
Potential
Extraordinary
Craftmanship
Imaginative
Formations
Incredible
Athleticism
Mastering
Difficult Tasks
Spectacular Designs
Daring Sports
Slide 35
36. #5: HEARTFELT MOMENTS
• 3 Ways to Boost Viral Video
Stats with “Heartfelt Moments”
• Motivational Inspiration
• Sentimental Memories
• Proud Moments
In 1975, an unknown actor and film producer shocked the world with a $225 million film that later
produced five more successful sequels. In the film, a kind hearted debt collector named Rocky
Balboa overcomes all odds as a prize fighter. To this date, the infamous “Gonna Fly Now” song is
used by many to fuel their willpower.
© 2013 Social Content Marketing Do NOT distribute
Slide 36
37. DEVICES USED IN HEARTFELT MOMENTS
Sentimental Proud
Motivation
Memories Moments
Inspirational
Messages
No Pain, No
Gain
Striving for
Excellence
© 2013 Social Content Marketing Do NOT distribute
Family Ties
Patriotic
Tribute
Cute Romance
Proud History
Nostalgic
Connections
Proud Parents
Slide 37
38. #12: PERFORMANCES
• 4 Ways to Boost Viral Video Stats with “Performances”
• Musical and Performing Arts
• Slice-of-Life Narratives
• Plotted Storylines and Timelines
• Transformation Entertainment
© 2013 Social Content Marketing Do NOT distribute
Slide 38
39. DEVICES USED IN PERFORMANCES
Musicals &
Slice of Life
Performing Arts Narratives
Musical Theatre
Plotted Storylines Transformational
& Timelines
Entertainment
Cultural Slice of Life Cartoons & Comic Strips
Realtime Makeovers
Choreographic Beats
Poetic Slice of Life
Concatenation of Events
Style Metamorphosis
Mini Dramas
Mesmerizing Stories
& Life Messages
Life Evolution
Abstract & Mechanical
Animations
Iconic Experiences
Future Visions
Alter Ego Exploits
Animal Slice of Life
Chronological Journeys
Destination Journeys
Musical Interludes
Animated
Performances
© 2013 Social Content Marketing Do NOT distribute
Slide 39
40. #13: CONCEPT IMAGERY
• 4 Ways to Boost Viral Video Stats with “Concept Imagery”
• Artistic Flair
• Illusory Sensations
• Physical Sensations
• Audio & Multi-Sensations
© 2013 Social Content Marketing Do NOT distribute
Slide 40
41. DEVICES USED IN CONCEPT IMAGERY
Artistic Flair
Artistic
Photography
Abstract
Creations
Color Creations
Artistic Hand
Creations
© 2013 Social Content Marketing Do NOT distribute
Illusory
Sensations
Physical
Sensations
Audio & MultiSensory
Magical Optics
Heat
Popping
Imaginative
Formations
Dreamlike Effects
Stretched
Imaginations
Fast or
Exhilirating
Cold or Wet
Soothing
Shattering
Beating
Multi-Effect
Slide 41
42. #15: PARTICIPATION
• 4 Ways to Boost Viral Video Stats
with “Participation”
• Completing the Message
• Resolving the Problem
• Following a Script
The 1950′s and 60′s game show “What’s My Line” captured audiences with
guessing “who” or “what.” The game featured four panelists who attempted to
determine the identity or occupation of a mystery guest. To this day, it remains the
longest-running U.S. prime-time television game-show.
© 2013 Social Content Marketing Do NOT distribute
Slide 42
43. DEVICES USED IN PARTICIPATION
Complete
Answer the
Question
Fill in the
Blanks
Spell it Out
Pick the
Winner
© 2013 Social Content Marketing Do NOT distribute
Resolve
Follow Along
Correct the Flaw
Play the Song
Guess Who or
How
Interpret the
Allegory
Validate the
Contrast
Sing the Song
Draw the Picture
Watch it Build
Slide 43
44. Unruliness
Awkwardness
Humor-based entertainment
Non-humorous entertainment
Putdowns
+20%
+40%
Heartfelt
Moments
Avg. Engagement**
Astonishment
+60%
Social Order
Deviancy
+80%
PERFORMANCE RESULTS FOR ENTERTAINING CONTENT
Exaggeration
Perceptual
Discord
Irony
-40%
-20%
Concept Malicious
Imagery
Joy
Sentimental
Humor
+20%
+40%
+60%
Surprise Twist
+80%
Avg. Views*
-20%
-60%
Performances
-40%
-80%
© 2013 Social Content Marketing Do NOT distribute
-80%
-60%
Participation
*
**
Average number of YouTube views relative to sample average
Average composite of “net likes” (likes less dislikes) and comments
relative to sample average
Slide 44
45. CONCLUSION
• Fast Growing Demand for Entertaining Video
• Video becoming most critical component of a content marketing strategy
• Video will make up 90% of all web traffic over the next few years*
• Videos are 50 x more likely to rank on the first page of Google results**
• Most Entertaining Story-lines are Funny, Inspiring or Amazing
• Comic Wit accounts for the highest amount of views
• Scenes that astonish us or touch our hearts typically score the highest in engagement
© 2013 Social Content Marketing Do NOT distribute
* Source: Cisco Visual Networking Index
** Source: Nate Elliot at Forrester
Slide 45
46. STUDY BACKGROUND
• Empirical Study of Humor in Social Videos
• Study results published with Academy of Marketing Science & 2013 Cross Cultural
Research Conference
• Sample included 3351 television commercials recast on YouTube
• Included videos with 50,000 or more views
• Video Samples Grouped into 226 Devices Portrayed on YouTube Channel
© 2013 Social Content Marketing Do NOT distribute
* Source: Cisco Visual Networking Index
** Source: Nate Elliot at Forrester
Slide 46
48. CONTACT US FOR ENTERTAINING TIPS
About the Author
Dr. Jim Barry,
Founder, Social Content Marketing
Fort Lauderdale, Florida
561-215-6367
www.blog.socialcontentmarketing.com
Twitter @JimBarryJr
LinkedIn/in/drjamesbarry
Email @ jmbarry@huizenga.nova.edu
YouTube: http://bit.ly/WuhyPw
© 2013 Social Content Marketing Do NOT distribute
Slide 48