Pipilene Summit - Maciej Sawicki

Editor's Notes

1. I could easily quote all those statistics for the next 30 minutes. I sure could and I think it would be a good enough lecture. They’re thinking: “WOW, if that’s true, I will make a video and my conversion will increase by 300%.” 
2. 3) In 2012, as part of Mumin’s Interactive production company, we have created an animation studio called aniamtionb2b.com. 4) It’s not exactly rocket science that explainer videos explain something… but a term “sales videos” is used often as well.  And that’s a good thing.
3. 5) An animation studio of our size can produce about 15 to 20 explainers a month. 6) How exactly the explainer videos became so popular? 7) The symbolic start of the explainer era is considered to be the clip produced for Dropbox. 
4. 8)
5. People started to believe that video will work miracles Everyday of the week, I talk with CEOs of startups, small and big businesses 3) We all love to talk about our idea, success or the product… problem is that the potential clients don’t want to hear any of that! 4) Potential clients are bombarded from every angle with content that they need to choose from. They are lazy and bored and that is why… 
6. 1) with each passing second, it will only get worse. 
7. 1) In 19th century, leads were already added to articles. Short texts about the contents of the article and why it’s worth to read it. Video should be constructed the same way. Firstly…. 2) Several dozen, because according to research 
8. 1) Many people from video industry would disagree with me. They would say that the most important thing is building an engaging and gripping narration 2) Ok, that’s about right. But since then, the manner of video consumption changed dramatically. The game is played by youtube and facebook rules. 
9. 1) And honestly, if anyone wants to share information about your company…he or she will do it through a video.  Video is shared 12 times more than texts or images2) if somebody will receive an information about what you do…it will be through a video. This means that the role of videos has changed. 3) Few years back, when we have started making explainer videos, they were usually placed in a special “how it works” or “clip” subpages
10. 1) Few years back, when we have started making explainer videos, they were usually placed in a special “how it works” or “clip” subpages2) Nowadays, it’s different. Video is often placed on the main or landing page. 3) It’s also worth to mention the example of the Kickstarter. It’s no coincidence that a video is placed on the top of each project’s page.
11. I have asked 10 people to choose out of 10 Kickstarter projects the one that they find the most interesting and be willing to donate money to it.
12. 1) One thing was clear and important to me. 7 out of 10 people got information about the projects from first several seconds of the video. 2) somebody might say: “it’s all fine, but we are sharing other kinds of videos, we re shareing only awesome stuff! Like this one: 
13. 1) This is superbowl commercial. If You got money to make a superbowl commercial… 2) I am not against going over the top! There are clips that were made in the way im telling You and went viral
14. 1) And than when he catchs people attention he may go into details. 2) We know that the clip should be short and the beginning is the most important part. What else is important?
15. 1) Producing a good quality, one minute explainer video takes us about 120 working hours. 30 hours of that is reserved for refining the script2) Theoretically 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video.
16. 1) I recommend you to take advantage of that gap! Even if you don’t have a big budget, or no budget at all.  
17. 1) I will return to the Kickstarter example for a moment. Why do we prefer watching a clip over reading a text?
18. 1) Thats why web surfers don’t want to read about how to do something, they want to see it. How to search queries on youtube grew 70% over the last year.
19. 1) While the viewers are actually interested in their problems, their perspective
20. 1)Entire grupon idea, inculding the information that its solving high prizes problem told in 10 seconds! 2) While talking with organizers I promised I will give you at least one pointer, which you will be able to use tomorrow.
21. 1) We should also keep in mind that people, who are interested in purchasing a product or a service, base their opinion on opinions of other customers. 
22. 1) I doubt that following my advice, you will make the best or the most beautiful video of 2016.