Tom Demetriou

1. 6 PRINCIPLES
for Planning + Creating Video Content
In The Attention Economy

2. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
ATTENTION
INFORMATION
Consumers

3. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
ATTENTION
INFORMATION
Marketers

4. 1. DATA-DRIVEN
2. CONTENT MARKETING
3. VIDEO
4. WEEDS
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

5. 6

6. HERE IS RULE NO. 1 FOR
CREATING VIDEO CONTENT:
(If you remember nothing else.)
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

7. WE MUST CONSTANTLY REWARD
PEOPLE FOR THEIR TIME.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
1

8. :03
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

9. :06
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

10. :10
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

11. :30
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

12. :60
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

13. 2:00
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

14. Video viewing is a
continual real-time negotiation.
THE DEAL COULD BE OFF
AT ANY MOMENT.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

15. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

16. SPACE + COMPRESSION
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

18. 65 Shots / :90
1 / 1.4 seconds
$1.5Million
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

20. 100% Existing Assets
Type + Motion Design
$100k
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

21. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
“The only secret to magic is
we’re willing to put way
more into a trick than
you think it’s worth.”
PENN & TELLER

22. SO WHAT DOES REWARD
MEAN IN 2017?
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

23. 1. SCROLLING FOR A DISTRACTION:
2. HUNTING FOR SOMETHING YOU NEED:
Reward = Entertainment
Reward = Utility
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

24. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
ENTERTAINMENT
UTILITY

25. ENTERTAINMENT
UTILITY
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

26. BE HIGHLY ENTERTAINING.
OR VERY USEFUL. OR BOTH.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
2

27. ENTERTAINMENT
UTILITY

28. ENTERTAINMENT
UTILITY

29. ENTERTAINMENT
UTILITY

30. ENTERTAINMENT
UTILITY

31. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
HOW LONG SHOULD
YOUR VIDEO BE?

32. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
:08

33. HOWEVER
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

34. TOP 10 MOST-WATCHED
VIDEOS 2016
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
4:20 9:15:42
Shortest Average Longest

35. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
:15 :30 :60

36. THE SHORTER THE VIDEO:
The better the chance people
will watch it. But the less
likely they’ll take action
as a result.
THE LONGER THE VIDEO:
The less likely people will
watch to the end. But if they
do, it’s far more likely
they’ll take action.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

37. ( COMMON SENSE )
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

38. ATTENTION SPANS
EXPAND + CONTRACT.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
3

39. HOW MUCH
DOES A VIDEO COST?
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
“Come on, just give me a ballpark.”

40. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
PRODUCTION $$$
REWARDING
DISAPPOINTING
Point of Diminishing Returns

41. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
REWARDING
DISAPPOINTING
Point of Diminishing Returns $1.5MM
$100K
$10K
Point of Diminishing Returns
Point of Diminishing Returns
Point of Diminishing Returns $350K

42. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
Awareness Consideration Engagement Trial
$$$$$$

43. STYLE IS AN INVESTMENT.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
4

44. HOW MUCH STYLE DOES MY
CONCEPT NEED TO SUCCEED?
CAN I AFFORD IT?
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
HOW MUCH DOES A VIDEO COST?

45. Champagne Taste
Beer Budget
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

46. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
$9 $9

47. THANKS, TOM.
NOW WE’RE ALL THIRSTY.
MOVING ON.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

48. COMMIT TO A MOMENT IN TIME
IN THE CONVERSATION.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
5

49. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
SHOULD BE VERY
DIFFERENT FROM WHAT
YOU SAY IN HERE
WHAT YOU
SAY OUT HERE
Awareness Consideration Engagement Trial

50. IMAGINE
THIS
SCENARIO:
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

51. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

52. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

53. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

54. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

55. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

56. (BASIC SOCIAL PROTOCOL)
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

57. BUT IF YOU HAVE ANY ONE
OF THOSE CONVERSATIONS
OUT OF ORDER, YOU
ROYALLY IMPLODE.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

58. WHAT
vs.
WHEN
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

59. BLURTING
vs.
MARKETING
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

60. OK. ON TO THE LAST ONE.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

61. READY. FIRE. AIM.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6

62. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

63. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

64. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
WHERE DO YOU PUT
YOUR CHIPS?

65. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
Awareness Consideration Engagement Trial

66. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
Awareness Consideration Engagement Trial
(IN HERE)

67. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
(IN HERE)
Awareness Consideration Engagement Trial
UTILITYENTERTAINMENT
$$$$$$

68. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

69. 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
IN THE NEXT 90 DAYS,
WHAT WOULD IT BE
STUPID NOT TO DO?

70. OUR 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
WE MUST CONSTANTLY REWARD PEOPLE FOR THEIR TIME.1
BE HIGHLY ENTERTAINING. OR VERY USEFUL. OR BOTH.
ATTENTION SPANS EXPAND AND CONTRACT.
STYLE IS AN INVESTMENT.
COMMIT TO A MOMENT IN TIME IN THE CONVERSATION.
READY. FIRE. AIM.
2
3
4
5
6

71. tom@rockbox.tv
Tom Demetriou
Co-Founder of Rockbox