Post on 12-Aug-2015
Best Practicesin Viral Video
Marketing
By Aashish Chopra
about me
one year, two awards, millions of views
evolution of video marketing
● 1941 First TV Commercial (US)
● 1980s TV Commercials disrupt media
● 1984 Iconic Apple Ad shatter records
● 1995 First viral, South Park Xmas Card (shared on bootlegged VHS tapes)
● 1990s From DD to Satellite TV (India)
● 2005 YouTube launched
● 2006 Google buys YouTube
● 2013 Facebook announces plans for video
Total internet base in India estimated at
354 million users 213 million mobile internet users
by June 2015
evolution of video marketing
evolution of video marketing
2015
evolution of video marketing
From Mashable
power of video
‘the hunter gets hunted’
hiring filmmakers
traditional in storytelling
YET
new-age in filmmaking
my challenge last week
my challenge last week
my challenge last week
what’s a viral anyway?
obsession with virality
● internet/mobile internet userbase growing
● eyeballs moving to mobile/social
● competition growing with it
● low cost, high reach compared to traditional media
● holy grail - coolest thing to get a viral!
Viral is an outcome, not in your hands
Just like..Blockbuster movie is an outcome
Topping exams is an outcomeA Gold medal is an outcome
:)
What’s in your hands,is your performance (action)
wrong focus
why people share?
it’s about psychology, not
technology
my learnings
• cool twist to news story
• happy stories work better
• express their identity
• less shock, more awe
• inspire action• show something
unique• make them look
cool, when they share :)
Message vs
The Messenger
revisiting influencer marketing
revisiting influencer marketing
we are fighting throughoverwhelming content density for
a finite level of attention
• chaotic newsfeeds (2000 posts filtered outdaily: FB)• too much competition (Facebook reach dropping)• attention spans dropping• survival of the fittest, most remarkable content• BS radars evolved, no trust
the challenge
method to the madness
viral video marketing
best practices - video marketing
why wouldanyone share?
• is it share-worthy?• are you making an
ad?• BS detectors• earn their share
best practices - video marketing
how to come upwith topics
• get obsessed about your users/customers
• it’s not about us, nobody gives a **** about us
• it’s about them, their pain points, problems
best practices - video marketing
how to come upwith topics
• solve problems
• examples
– ixigo: trains problem
– food biz: breakfast
– clothing store: tie– software biz: how
to– real estate: q & a
best practices - video marketing
they don’ttrust us
• earn the share
• invest in their/family’s well being or happiness
• do something for them, before they do anything for you
best practices - video marketing
always benews-jacking
• anticipate trending topics
• topical content ~ newsworthy content
• FB,TW love topical content, newsfeeds
• example: fools dayixigo, IIT bombay
best practices - video marketing
how long shouldthe video be?
• as short as possible
• attention span lowest ever - 8 seconds
• between 2-3 minutes works well (under 30s better)
• longer work if– celebrity– how to video– ted talks
best practices - video marketing
make formobile screens
• clutter free composition; tiny screen
• big font
• case of square videos
– vine, instagram– facebook,
whatsapp– time expectation– no tilting– made for mobile
best practices - video marketing
firstimpressions
• thumbnail image
• title / description
• wall copy
best practices - video marketing
2nd first impression:
first few seconds
• interesting from 1st frame (FB autoplay)
• YouTube’s 15 sec rule
• case of hotel hacks: YouTube rule: 1mShorter cut: 3.5m
• new learning: first 3-6 seconds
best practices - video marketing
call to action buttons
best practices - video marketing
call to action buttons
best practices - video marketing
• Tuesday / Wednesday launches
• Multiple versions:FB, YT, Whatsapp
• Initial seeding: cross platform, core group
• Facebook: boost after organic peak
• Outreach to 3pm content blogs, bloggers, news
distribution strategy
best practices - video marketing
anu malik approach • watch a lot
• search ideas• connect the dots• get inspired• get creative• for indian audience• don’t get me
wrong! ;)
frequently asked questionsabout video production
video production basics
1. tools for video slide show (use slideshare)
2. editing software: iMovie, Windows Movie Maker, FCP, wevideo: cut shots, add text/music. Learn on your phone first
3. what camera: phone/dslr all HD now, keep composition clutter free
4. I don’t have resources/skills: improvise
5. how to write script: think in shots, CAR
6. I don’t have skills, but i’m passionate: learn!
7. storytelling beats production value!
video production basics
ideas are over-rated,ideas are cheap,
ideas are everywhere,google and you’ll find ideas
last words
Execution is everything.
thanks :)
Aashish Chopra
Tweet me up @aashishc LinkedIn - www.linkedin.com/in/acway
ixigo videos
YouTube: www.youtube.com/ixigorocksFacebook: www.facebook.com/ixigo/videos