5 tactics to design for video engagement

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This presentation was prepared for the Vancouver Business Network. The greatest part was the discussion and video examples.

For this reason a video is being created and will be up at http://wildfireeffect.com/events. If you wish to be notified contact Stephanie at sm(at)wildeffect.com

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5 tactics to design for video engagement

  1. 1. E EAT ING CR AG ENG OS E VID 5T C CTI A S ct t ffe ec m eE ff co fir eE ct. ild fir fe W ild Ef @ eW fire th ild W Ke VB ep N in m to ee uc tu h, p
  2. 2. 5 ta ctic s like am ome with n frien your be t st ds feel the PURPOSE memories are EDITed it’s MOBILE enjoy building COMMUNITY re-tell the STORYs
  3. 3. BEF ORE VIDE O WE BEG 10 IF Y OUR 1 DIF VID F WA ICULT EO IS T WIL CH NO TO L BO O THE NE R IN TIME FOR A REALITY CHECK
  4. 4. DISTRACTIONS li Rea ty o vide ete r You comp t mus dience u for a tion n atte
  5. 5. 6 ● ● ● ● ● ● DISTRACTIONS you can and MUST eliminate from your videos WRONG LIGHTING WRONG SOUND WRONG FRAMING WRONG BACKDROP WRONG EDITING WRONG AUDIENCE Workshop Available
  6. 6. 5 Ta ctic s You r be st frien ds Have a Clear Purpose Be a Storyteller Keep it mobile Design for Edits Unite Community
  7. 7. TAC TIC TEA S TEAS TH E OU ER TW E HY CON Y SHO ULD WA TINUE T FIR CHING ST 10S IN TH E BE CLEAR ABOUT YOUR PURPOSE
  8. 8. YOU HAVE 10 SECONDS: BE CLEAR via Ke vin De lany, E ditor in lity Rea e ienc ud ur a f your Yo i ges jud is s ideo nt in 10 v va rele Chief, Q uartz
  9. 9. HOW: Offer a K.I.S.S. of Insight Keep It Simple S***** ● The 10s Tease ● One take-away/video ● Leave’m with Insight (and a Call To Action) If your audience is confused, they’re gone
  10. 10. TAC CAS T TIC TEA S ER AUD YOUR HER IENCE STO O -TEL AS TH E THE RY TH L A MSE EY S E LVE S IN E PLAN FOR A STORY
  11. 11. Meetup vs Ted
  12. 12. STORY TRENDS Reality storytelling is in!
  13. 13. Storytelling tactics ● ● ● ● ● Interactive videos Use the alternative viewpoint Create flawed characters Re-tell a common snapshot of life Crowdsource it
  14. 14. HOW: Storytelling 101 TELL the Tension - Hero’s normal -Hero challenge -Hero’s new normal CAST Characters - your product service - your audience= Hero -your audience’s villain AFFIRM the INSIGHT - Hero succeeds - Hero fails -Hero is transformed Training Available
  15. 15. How: Use a Storyboard &*%*@ s ter Ch c ara ion T s en ig Ins ht ● ● ● ● Plan the tension, focus Communicate vision Shot list, edit list, Plan Interactive triggers
  16. 16. TAC TIC TEA SER ACK N YOU OWLEDG MAK R AUD E I EAS E ENG ENCE, A THE Y WHE GEME R YA N RE EVER T NOW THINK IMPACT THINK MOBILE
  17. 17. DESIGN for MOBILE NOTE T O SELF “...what about t hat tre toward nd wearabl e tech. like Goo gle Glas s and Samsun g Galax y Gear” Reality This is wh ere your audi ence is viewing it
  18. 18. Stats “Mobile video is actually more effective than desktop in terms of clicks throughs, after the average CTR for smartphone and tablet campaigns tripled in the past 12 months.”- http://econsultancy.com/ Two traff -thirds ic w ill be of the w o vide o by rld’s mo bi 2017 . (Ne le data A br omo ande bile) d Vi n s een than Inst a Vine gram ’s 13 a reg has a e vid ular mil bou eo is bran ded t 13 lion fou 0m use rs. ( r-tim vide o illio Neo es m ore . (7t n us h Ch mob ile) ers, likel y amb er) com pare to b e d to
  19. 19. HOW: MOBILE checklist Is it in a mobile format? NO? Youtube it? Is the necessary text large enough? Is your CTA available on the go? Are you speaking to ONE? Is it short to reduce bandwidth issues? Is video essential? YES-think optimi$ing? Fe elin gB Bonus: Use mobile to stand out? ox ed in?
  20. 20. MOBILE: YOUR TURN
  21. 21. TAC HOLD TIC TEA S ER AT BY STI TENTI ON THE MUL SEN ATIN MEA G SE SHO NINGF S WIT H U RT CUT L, S PLAN EDITS TO ENGAGE
  22. 22. QUICK EDITS The Most engaging videos of 2013 used: ● Different angles ● 3 second clips ● B-roll ● Stop motion ● Music L ROL B- ing e th on the it’s d st ha on: mo m com / clip in sec 2-5
  23. 23. HOW: Research Pacing Study great short videos that appeal to your audience Emotional=Commercials Exciting=Music videos/Sports Educational=How to/Cooking Branding=Series Entertain=Genre Specific
  24. 24. TAC UNIT TIC CHO E PEOP MES OSE T LE H AUD SAGE E Y ABO IENCE OUR CAR UT ES DESIGN FOR COMMUNITY
  25. 25. Community ● Acknowledge their view ● Speak to 1 not 100 ● “Why will they care?” lity Rea ce dien au our ds you Y n ema levant d re are
  26. 26. How: be a Matchmaker Get your video in front of the right niche group = = = =
  27. 27. How: Matchs build community The right audience will engage and share it = = = =
  28. 28. In Review: FORMULA to TREND ● ● ● ● ● Try tactics, find value Reach out for help Eyes on trends NO Distractions Decide to do it! Presentation will be up at WildfireEffect.com/Events
  29. 29. The Offer $25 Templates, Resources, Blogs, Games, Checklists, Examples, + Phone support. $2 50 TO DA Y Includes 1 Discovery Meeting + 1 Editing Round
  30. 30. t ireEffec @Wildf fect ildfireEf om theW Effect.c Wildfire

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