15 WAYS TO CREATE

EXAGGERATION

ENTERTAINING
SOCIAL VIDEOS

SOCIAL ORDER
DEVIANCY

ASTONISHMENT

AWKWARDNESS

UNRULINESS
...
WHAT WE CAN LEARN FROM COMMERCIALS
#1: Exaggeration

#2: Astonishment

#3: Putdowns

#4: Perceptual Discord

#5: Heartfelt...
FROM EDUCATION TO ENTERTAINMENT
John Deere understood the value of
education over promotional messages
as early as 1895. H...
FROM EDUCATION TO ENTERTAINMENT
From Education to Edu-tainment
• Consumers seek an emotional connection

“…Anyone who trie...
WHAT WE CAN LEARN FROM COMMERCIALS
Viral YouTube Videos (> 50K Views)
Recast from TV Commercials

95% of viral videos are
...
FROM COMMERCIALS TO SOCIAL VIDEOS

© 2013 Social Content Marketing  Do NOT distribute

Slide 6
4 TYPES OF COMIC WIT MAKE TOP 15
• Incongruity Theory of Humor

Incongruity

• Humor that works on the mind
• We laugh at ...
4 TYPES OF COMIC WIT MAKE TOP 15
• 4 Types of “Comic Wit” Make Top 15
• Exaggeration (Hyperbole)

• Perceptual Discord
• I...
#1: EXAGGERATION
• 4 Ways to Boost Viral Video Stats

with “Over-the-Top” Exaggeration
• Exaggerated Outcomes
• Over-react...
COMIC DEVICES USED IN EXAGGERATION
Visual
Aberrant
Conceptual Discord Anomalies Behaviors
Exaggerated
Outcomes
Exaggerated...
#4: PERCEPTUAL DISCORD
• 4 Ways to Boost Viral Video Stats
with “Perceptual Discords”
• Odd Behaviors

• Context Misrepres...
COMIC DEVICES USED IN PERCEPTUAL DISCORDS

Odd
Behaviors

Misrepresented
Context

Bizarre
Nonsense
Substitutions

Performi...
#6: SURPRISE TWIST
• 4 Ways to Boost Viral Video
Stats with “Surprise Twists”
• Plot Trickery

• Conceptual Surprise
• Tra...
COMIC DEVICES USED IN SURPRISE
TWISTS
Conceptual
Surprises

Plot
Trickery

Transformation

Wrong Answer

Storyline Twist

...
#7: IRONY
• 4 Ways to Boost Viral Video Stats

with “Irony”
•

Visual Irony

•

Ironic Temperament

•

Ironic Persona

•

...
COMIC DEVICES USED IN IRONY
Visual Irony

Ironic
Temperament

Ironic
Persona

Cyborgs Acting as
Adult Acting
Callous Turne...
3 TYPES OF DISPARAGEMENT MAKE TOP 15
• Superiority Theory of Humor
• Humor that works on our emotions
• Sudden glory from ...
3 TYPES OF DISPARAGEMENT MAKE TOP 15
• 3 Types of “Disparagement” Make Top 15
• Putdowns
• Malicious Joy
• Awkwardness

© ...
#3: PUTDOWNS
• 4 Ways to Boost Viral Video Stats
with “Putdowns”
•

Mocked Peculiarities

•

Lofty Conquest

•

Society Sa...
COMIC DEVICES USED IN PUTDOWNS
Mocked
Peculiarities

Lofty
Conquest

Background
Mockery

Society Satire

Stereotyping

Out...
#11: MALICIOUS JOY
• 5 Ways to Boost Viral Video Stats
with “Malicious Joy”
•

Bungled Behaviors

•

Unanticipated Spoiler...
COMIC DEVICES USED IN MALICIOUS JOY
Mocked
Peculiarities

Lofty
Conquest

Background
Mockery

Society Satire

Stereotyping...
#14: AWKWARDNESS
• 4 Ways to Boost Viral Video
Stats with “Awkwardness”
• Remorseful Regrets
• Uncomfortable Settings
• Ex...
COMIC DEVICES USED IN AWKWARDNESS
Remorseful Uncomfortable Exercising Revealed
Regrets
Settings
Humility Secrets
Tough
Pre...
3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15
• Relief Theory of Humor
• Humor that works on the physical senses
• Provides an e...
3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15
• 3 Types of “Arousal/Safety” Make Top 15
• Unruliness
• Social Order Deviancy
• S...
#8: UNRULINESS
• 4 Ways to Boost Viral Video
Stats with “Unruliness”
• Hysteria

• Impulsive Outbursts
• Displaced Irritat...
COMIC DEVICES USED IN UNRULINESS
Impulsive Displaced Exercising
Hysteria
Outbursts Irritation Improprieties
Angry
Yelling
...
#9: SOCIAL ORDER DEVIANCY
• 4 Ways to Boost Viral Video Stats
with “Social Order Deviancy”
• Society Irreverence

• Forbid...
COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY

Society Forbidden Offensive Unleashed
Irreverence Behaviors Behaviors
Mania
H...
#12: SENTIMENTAL HUMOR
• 4 Ways to Boost Viral Video Stats

with “Sentimental Humor”
• Child Innocence
• Fear & Anxiety Re...
COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY

Child
Fear &
Melodrama
Innocence Anxiety Relief
Youthful
Discoveries
Inner Ch...
5 TYPES OF SERIOUS ENTERTAINMENT MAKE TOP 15
• 5 Types of Serious Entertainment
Make Top 15
• Performances
• Astonishment
...
#2: ASTONISHMENT
• 3 Ways to Boost Viral Video

Stats with “Astonishment”

Examples of How Beauty Can Astonish Us

• Extra...
DEVICES USED IN ASTONISHMENT

Extraordinary
Masterful
Beauty
Craftsmanship
Stunning Looks
Beautiful Nature
Impressive Ligh...
#5: HEARTFELT MOMENTS
• 3 Ways to Boost Viral Video
Stats with “Heartfelt Moments”
• Motivational Inspiration
• Sentimenta...
DEVICES USED IN HEARTFELT MOMENTS

Sentimental Proud
Motivation
Memories Moments
Inspirational
Messages
No Pain, No
Gain
S...
#12: PERFORMANCES
• 4 Ways to Boost Viral Video Stats with “Performances”
• Musical and Performing Arts
• Slice-of-Life Na...
DEVICES USED IN PERFORMANCES
Musicals &
Slice of Life
Performing Arts Narratives
Musical Theatre

Plotted Storylines Trans...
#13: CONCEPT IMAGERY
• 4 Ways to Boost Viral Video Stats with “Concept Imagery”
• Artistic Flair
• Illusory Sensations
• P...
DEVICES USED IN CONCEPT IMAGERY

Artistic Flair
Artistic
Photography
Abstract
Creations
Color Creations
Artistic Hand
Crea...
#15: PARTICIPATION
• 4 Ways to Boost Viral Video Stats
with “Participation”
• Completing the Message
• Resolving the Probl...
DEVICES USED IN PARTICIPATION
Complete
Answer the
Question
Fill in the
Blanks
Spell it Out
Pick the
Winner

© 2013 Social ...
Unruliness

Awkwardness

Humor-based entertainment
Non-humorous entertainment

Putdowns

+20%

+40%

Heartfelt
Moments

Av...
CONCLUSION
• Fast Growing Demand for Entertaining Video
• Video becoming most critical component of a content marketing st...
STUDY BACKGROUND
• Empirical Study of Humor in Social Videos
• Study results published with Academy of Marketing Science &...
FREE COMPLIMENTARY EBOOK

© 2013 Social Content Marketing  Do NOT distribute

Slide 47
CONTACT US FOR ENTERTAINING TIPS

About the Author
Dr. Jim Barry,
Founder, Social Content Marketing
Fort Lauderdale, Flori...
Upcoming SlideShare
Loading in …5
×

15 Ways to Create Entertaining Content

886 views

Published on

Presentation describing how humor, astonishment, heartfelt moments, performances, participation and concept imagery boost the engagement of audiences. The findings were derived from a study presented to the Academy of Marketing Science and 2013 Cross-Cultural Research Conference.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
886
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

15 Ways to Create Entertaining Content

  1. 1. 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. 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. 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. 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. 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. 6. FROM COMMERCIALS TO SOCIAL VIDEOS © 2013 Social Content Marketing  Do NOT distribute Slide 6
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  47. 47. FREE COMPLIMENTARY EBOOK © 2013 Social Content Marketing  Do NOT distribute Slide 47
  48. 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

×