Slides from Jon's talk at Digital PR event in Brighton 2022.

1. Driving behavior change
with emotive video
Jon Mowat, Hurricane Media
@jonhurricane
Search “Jon Mowat Kogan Page”
https://www.slideshare.net/jonmowat/

2. #brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
Digital PR, Outreach, Influencer marketing

3. Digital PR, Outreach, Influencer marketing?
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

4. To increase awareness of your brand using online methods.
search engine optimization,
content marketing,
influencer outreach
social media.
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

6. We Are
Hurricane
The next generation of agency. A team of video-first
thinkers, we believe brands need to be brave to make an
impact. We craft thought-provoking ideas that connect
brands with audiences.
STRATEGY
PRODUCTION
ACTIVATION

7. “A fantastically easy to read, practical and hands-on book.”
Daniel Rowles - CEO, Targetinternet.com
“An exceptionally comprehensive study on the power of a varied
content strategy.”
Ben Wiggins - Brand & Communications Manager, INFINITI Motor Company
“Very engaging and insightful. Great insights, useful diagrams
and important learnings that will help to increase market
penetration and increase return on investment.”
Linda Brewer - Head of Communications, Atlas Copco, Vacuum Technique
“Mowat has produced a fascinating and eye opening look at the
latest generation of content marketing.”
Henry Stuart - CEO and Cofounder, Visualise #brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

8. #brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
VIDEO IN NEWSLETTERS
VIDEO IN PRESS RELEASES
ON SITE CONTENT
PAID ADS
OUTREACH VIDEOS
TESTIMONIAL VIDEOS
REVIEW VIDEOS
EXPLAINER ANIMATIONS
THOUGHT LEADERSHIP VIDEOS
CONTENT HUBS
VIDEO FOR SEARCH
INFLUENCER VIDEOS
PAID CAMPAIGNS
SOCIAL CAMPAIGNS
STREAMING VIDEOS
BLOG VIDEOS
VLOGS

9. #brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
EVERYONE CARES ABOUT
EMOTIONAL STORIES

10. NO ONE CARES ABOUT
YOUR FACTS
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

11. #brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

12. #brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

13. Seara YP: Video Marketing - The King of Content
Jon Mowat
SPEECH 130,000BC
ROCK ART 30,000BC
GREEK LEGENDS 1,000BC
FIRST PRINT 700 BC
FIRST PRINTING PRESS (CHINA) 1400S
POWERPOINT 1987
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

14. Title Text
Client Name
Hurricane
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

15. @Jon_hurricane
@HurricaneMedia
Video Masterclass : Geneva
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

16. Seara YP: Video Marketing - The King of Content
Jon Mowat
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
What happens when we see a story?
Brain waves change
Chemicals that cause emotion kick in and
hijack your cortex,
throwing away your objectively observant
skills
Amygdala & Hippocampus kick in to remember things
Language centres spark up
Brain is flooded with neurotransmitters and hormones
Vasopressin. Serotonin. Endorphins. Oxytocin. Dopamine

17. How do you feel right now?
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

19. 92 seconds to change a room
You had an emotional response
But what happened to
make you feel that?
Distress
Empathy
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

20. Dr. Paul Zac
Empathy, Neurochemistry and the dramatic arc
Told hundreds of people Ben's story
Tested blood chemistry
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

21. Title Text
Client Name
Hurricane
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

22. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
Why does emotion change behaviour?

23. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
We make more than 35,000 decisions per day.
Decision Overload

24. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
Decision Overload
227 daily decisions
just about food!
Brian Wansink and Jeffery Sobal
1 January 2007
Mindless eating: the 200 daily food decisions we overlook
Environment and Behaviour

25. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
Decision Overload
To deal with this onslaught we have developed two systems running in parallel.

26. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
Decision Overload
‘System 1’ brain: ‘System 2’ brain:

27. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

28. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

29. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
We have evolved to allow much of our decision making
to be done automatically at low energy cost using System 1.

30. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
We have evolved to allow much of our decision making
to be done automatically at low energy cost using System 1.
Which is driven by emotion

31. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
‘Emotional campaigns, and in particular those that are highly
creative produce considerably more powerful long term business
effects than rational persuasion campaigns’
The Long and the Short of it
Les Binet and Peter Field
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
EMOTIONAL DRIVERS

32. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
Using emotion in Digital PR
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk

33. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
EMOTIONAL DRIVERS
HAPPY
SAD
FRIGHTENED
SURPRISED
DISTRESSED
EMPATHIC

34. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
EMOTIONAL DRIVERS
HAPPY
SAD
FRIGHTENED
SURPRISED
DISTRESSED
EMPATHIC
FOMO
VANITY
NEEDED TO BE FIRST
DOING WELL AT WORK
LAZINESS
DISTRUST OF OTHERS

35. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
E
F
A

36. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
#brightonSEO
@Jon_hurricane
@HurricaneMedia
hurricanemedia.co.uk
E
F
A
Motion
act
ction

37. Seara YP: Video Marketing - The King of Content
Jon Mowat
https://www.youtube.com/watch?v=xFhnivaE_FI

38. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
AWARENESS
ACTION
CONSIDERATION
RETENTION
How long should it be?

39. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
AWARENESS
ACTION
CONSIDERATION
RETENTION
Optimum duration is 6 seconds to 2 hours

40. Seara YP: Video Marketing - The King of Content
Jon Mowat

41. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
AWARENESS
ACTION
CONSIDERATION
RETENTION

42. © Hurricane Media UK Ltd
2019 ©Hurricane Media UK Ltd
LESS IS MORE!

43. MORE OF ME
Search: “Jon Mowat Kogan Page”
DISCOUNT CODE VIDEOMK20
Digital Marketing Podcast
Sleeping Barber Podcast
@jonhurricane
hurricanemedia.co.uk