15 Ways to Create Entertaining Content
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The document provides 15 techniques for creating entertaining social videos based on proven methods from TV commercials and performances. It discusses techniques like exaggeration, astonishment, putdowns, perceptual discord, and heartfelt moments. For each technique, it gives examples of comic devices used and provides strategies for how to incorporate the technique into social videos to boost viral stats. It also discusses theories of humor like superiority theory and relief theory to explain why certain techniques are effective.
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15 Ways to Create Entertaining Content
- 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. 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. 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. 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. 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. FROM COMMERCIALS TO SOCIAL VIDEOS © 2013 Social Content Marketing Do NOT distribute Slide 6
- 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. 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. #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. 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. #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. 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. #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. 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. #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. 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. 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. 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. #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. 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. #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. 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. #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. 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. 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. 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. #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. 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. #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. 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. #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. 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. 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. #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. 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. #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. 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. #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. 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. #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. 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. #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. 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. 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. 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. 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. FREE COMPLIMENTARY EBOOK © 2013 Social Content Marketing Do NOT distribute Slide 47
- 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