Creating Compelling Video

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  • How to create

    consistently

    compelling digital

    video.

    Webinar

    Oct. 21, 2015

    Coming into focus.

  • Introductions

    2

    Griffin HammondSam Thonis

  • An eye-opening opportunity

    Why content matters

    3

    Secrets of compelling content

    Strategies for sharing

    Measuring and adjusting

    Technologically, video production has never been

    easier and yetdigital video remains a deceptively

    difficult market to enter

  • Why content matters

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    50% Online video now accounts for 50% of all mobile

    traffic 1

    65% of video viewers watch more than of a video

    2

    75% of business executives watch work-related videos at least

    weekly 3

    Digital video is a huge

    phenomenon.

    Why content matters:

    +2mins Sites which include video have on average an

    extra two minute dwell time

    compared to sites which dont. 4

    1. www.merchantmarketinggroup.com/blog/merchants-2015-digital-marketing-predictions

    2. reelnreel.com/10-video-marketing-predictions-2015/

    3. images.forbes.com/forbesinsights/StufyPDFs/Video_in_the_Csuite.pdf

    4. www.merchantmarketinggroup.com/blog/merchants-2015-digital-marketing-predictions

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    When it comes to production value, consumers are very sophisticated. Whether

    they are watching on a website, a mobile device or an over-the-top (OTT)

    platform, they expect the same level of quality they get with traditional TV.

    - Video Product Manager, Large Media Company

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    Quality includes content and delivery

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    Quality includes content and delivery:

    To capture the audiences

    attention digital video must

    look good and be delivered in a

    seamless fashion with excellent

    stream quality.

    High-quality production values

    do not always require bigger

    budgets.

    Experts in fundamentals like

    lighting, camera work and

    editing, are more important

    than any one piece of

    equipment.

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    Turn quality into profit.

    High quality video content is valuable to

    publishers in many ways:

    Video drives user engagement.

    Quality video helps publishers command higher prices

    from advertisers and monetize digital video inventory

    more effectively.

    Digital video can stand alone or combine with other

    content to tell a more comprehensive story.

    The more ways you integrate video, the more

    opportunities there are for advertisers to find the

    audience they want.

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    Secrets of compelling content

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    Know your objectives

    Before the video footage is shot,

    publishers should identify their

    strategic objectives:

    Traffic?

    Engagement?

    Monetization?

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    Whats your story?

    When telling your story:

    Digital video should always

    provide visual value

    Narrative drive should always be

    top of mind.

    Character-driven digital video

    ensures narrative structure.

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    A subscription to the Bloomberg News Service provides

    indispensable business and finance source material and

    ready-to-publish stories that keep you fully covered

    Common narrative mistakes

    No talking heads

    Mix b-roll footage, title cards, voiceover narration and graphics to keep the story

    rolling.

    Short but not shallow

    Clips in the one-minute to 90-second range are ideal for digital delivery, but need

    to provide valuable information. Going for depth on fewer topics is more effective.

    Be mindful of time

    Find the balance between more thoughtful, creative stories and quick-turn pieces

    that gain viewership through speed to market.

    Know the audience

    Publishers will typically find more success by pursuing a smaller segment of the

    audience with well-defined interests, behaviors and demographic traits.

    Plan the delivery

    There are many ways to experience digital video. Where the content ends up

    affects story structure. Shorter videos work better on social media. Longer

    narrative work better as VOD. Video with a longer article can rely more on quotes

    and sound bite.

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    Technical QualitySets Camera work Sound

    Talent Lighting Editing

    Graphics/effects

    Narrative StructureEmotional hook Characters Beginning-middle-end

    Thematic elements Detail/depth

    Seamless DeliveryTranscoding Streaming Video player module

    Compelling video checklist

    What makes one video more watchable than the next? It all comes down to three critical areas.

  • 3 things to remember

    1 Think Visually

    If a solid story is in place, publishers can bring it to life through visuals.

    The quality of original footage of an event or personality will determine how many extra visuals are necessary.

    License high-quality content from a trusted partner to fill the gaps in a story and enhance visual variety.

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  • 3 things to remember

    2 Staff Appropriately

    Publishers committed to developing digital video content in-house should consider how large a staff is required.

    Bringing in freelance videographers, editors, and production houses is common.

    Another tactic is hiring jack of trades professionals who have experience in more than one area directing, producing

    and editing.

    Cloud-based, collaborative services, such as Wochit, offer a way for new entrants to begin producing video content and

    testing without acquiring a lot of production equipment. They simplify the process of selecting licensed content, creating a

    storyboard and editing the footage with voiceover into a seamless clip.

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  • 3 things to remember

    3 News stands apart

    While News audience expectations for image quality may be lower, expectations for speed to market are much higher.

    With a laptop and basic editing software, content creators can create videos from a truck or even a coffee shop.

    A growing number of sites and apps are available to live streaming including Snappy TV. Live streams are delivered via

    HTTPS an are automatically converted in to 5 and 10 second chunks that can be repurposed for VOD or social sharing

    almost immediately.

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    1 Break up a talking head segment or interview

    2 Show locations that would be too expensive to shoot

    3 Add depth on a topic, market or industry

    4 Fill visual gaps in a story

    5 Provide background for voiceover narration

    6 Smooth out transitions between topics

    7 Hide edits of unwanted shots

    7 ways to use licensed video content

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    Strategies for sharing

  • Share. Share. Share.

    Digital video is its own entity

    Digital-first content is highly conducive to sharing across multiple platforms including the publishers site, partner sites, and

    third-party sites like YouTube and social media sites.

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  • Share. Share. Share.

    Create content bundles

    Combining video content with other content from the site, such as news stories, photos, graphics, reports, analysis and data,

    can create a package that can be syndicated by others looking to complement their own offering.

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  • Share. Share. Share.

    Optimize for search

    Search Engine Optimization (SEO) involves tailoring digital video content so that it gets listed earlier and more frequently in

    search engine results.

    Some basic SEO steps include:

    Embedding links to the original site in the videos description box

    Adding select targeted keywords to the description

    Take advantage of closed captioning

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  • Measuring andadjusting

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    Quality includes content and delivery

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    Which KPIs Matter?

    Key performance indicators

    relevant to digital video include:

    The number unique viewers

    The number of video streams

    Streams per Unique Viewer is

    the best measure of

    engagement.

    Average minutes watched and

    minutes per video

    The percentage of overall site

    unique viewers watching video

    indicates how effectively you are

    promoting video on your own

    properties.

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    Content drives engagement

    Premium video packages in

    technology, automotive,

    luxury and more

    Topical and regional video

    content updated throughout

    the day

    Sound