LavaCon

2. Hallo!

6. What is our Goal?
Good looking!
Enjoyable!
Creative & Innovative!Effective. Engaging.

7. Video is complex – find your own results for
your needs
• (Show button – which button?)

15. What did we find out?

16. 0%
5%
10%
15%
20%
25%
30%
35%
40%
INF (2013) INF (2016) INS (2013) INS (2016)
> 5/ week 2-5 times/ week 1/ week 1-3 times/ month <1/ month

18. 0%
5%
10%
15%
20%
25%
30%
35%
<1 min. 1-3 min. 4-6 min. 7-9 min. 10-15 min. 16-20 min. 21-30 min. 31-45 min. 46 min. - 1
hr.
1-2 hrs > 2 hrs.
Preferred Video Length - 2016
INFORMATIONAL (2016) INSTRUCTIONAL (2016)

19. 0%
5%
10%
15%
20%
25%
30%
35%
<1 min. 1-3 min. 4-6 min. 7-9 min. 10-15 min. 16-20 min. 21-30 min. 31-45 min. 46 min. - 1
hr.
1-2 hrs > 2 hrs.
Preferred Informational Video
INFORMATIONAL (2016) INSTRUCTIONAL (2016)

20. 0%
5%
10%
15%
20%
25%
30%
35%
<1 min. 1-3 min. 4-6 min. 7-9 min. 10-15 min. 16-20 min. 21-30 min. 31-45 min. 46 min. - 1
hr.
1-2 hrs > 2 hrs.
Preferred Instructional Video Length
INFORMATIONAL (2016) INSTRUCTIONAL (2016)

21. Length of analyzed videos.
0%
5%
10%
15%
20%
25%
30%
35%
40%
<1 min. 1-3 min. 4-6 min. 7-9 min. 10-15
min.
16-20
min.
21-30
min.
31-45
min.
INFORMATIONAL INSTRUCTIONAL

24. 0%
5%
10%
15%
20%
25%
30%
35%
Germany United Kingdom United States
<1 min. 1-3 min. 4-6 min. 7-9 min. 10-15 min. 16-20 min.
21-30 min. 31-45 min. 46 min. - 1 hr. 1-2 hrs > 2 hrs.

25. 0%
5%
10%
15%
20%
25%
30%
35%
40%
Higher Ed General IT Marketing Sales Training
<1 min. 1-3 min. 4-6 min. 7-9 min. 10-15 min. 16-20 min. 21-30 min. 31-45 min. 46 min. - 1 hr. 1-2 hrs > 2 hrs.

27. 0%
5%
10%
15%
20%
25%
30%
35%
5 - 9 AM 9 AM - Noon Noon - 2 PM 2 - 5 PM 5 - 7 PM 7 - 9 PM 9 PM - 12 AM 12 - 5 AM No preference

28. 14%
22% 21% 22% 21% 22%
17%
59%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday No preference
0%
10%
20%
30%
40%
50%
60%
70%

33. https://www.youtube.com/user/MotorolaSolutions

35. •
•
••

36. 2013
19%
81%
41%
59%
2016

38. 2%
2%
3%
5%
5%
8%
9%
12%
20%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Got info needed
It wasn't entertaining
Planned to watch later
Got distracted
Poor quality
I had to do something else
Wrong topic
Bored / not interested
Not getting expected info

39. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Germany United Kingdom United States
I had to do something else It wasn't entertaining Got info needed Got distracted
Planned to watch later Bored / not interested Not getting expected info Wrong topic
Poor quality Other

47. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%

51. Trusted Brand, Source or Creator
• Internal & external
• High quality appearance and content (be noticed)
• Provide regular content updates (reminder & awareness)
• Use accurate content descriptions (set the right expectations)
„Provide a positive experience and they will keep coming back.“

52. Trusted Brand, Source or Creator
Example: Lowe‘s Hardware Store provides high quality content on a regular basis and
clearly differentiates between the various types of content they offer.

54. Callout & Text Overlays
Provide additional Information & perception of higher quality

56. Video with Speaker
Adds character, authenticity, personal bond & brand.

62. Good Audio Quality
Audio quality is more important than video quality.
Clear, pleasant and easy to understand.
Use a good microphone + avoid background noise

64. Introduction & Outros
• Add professionalism & brand
• Keep them short
• If a user watches multiple videos in a row, the intro/outro should be short
enough as to not become annoying.
• 1-3 seconds are ideal

66. Animations
• Any type of movement and visual change in a video.
• Zooming, transitions, calloutsappearing/dissappearing, speaker video…

68. Hyperlinks
• Providing additional information for the viewer – either in the video
itself or as part of the video dscriptions
• Recommended videos to watch next
• Articles with additional information
• Downloadable assets
• Information about the author/product

74. In summary
• Video is an important medium – embrace it.
• Always think about your audience.
• Focus on your goal when creating conetnt.
• Make your content findable, and ensure that description are
accurate and helpful.
• Targeted use of engagement, humor and style elements will help you
reach your goals.
• Keep your content as long as necessary, as short as possible.

76. Go raibh maith agaibh.
Thank You!
Danke!
Merci