Posts Tagged ‘Video Content’

Case Study: Go Viral on YouTube with Shock & Awe Content

I was turned 0n to this video on YouTube when I sat on a panel at a co-branded Columbus AMA and AdFed event a few weeks ago. Since that time, I’ve been much more aware of wearing my seat belt on every drive. It works because it’s shock and awe content. Watch. Case Study: Go Viral on YouTube with Shock & Awe Content This is incredible video content production work to support the Embrace Life campaign being executed by the Sussex Safer Roads Partnershipover in the UK. It’s an incredible example of the how to harness the power of shock and awe in your content. While that approach isn’t right for every message, it’s indeed appropriate for the point SSRP is working to drive to their audience Here’s some reasons why I love this production and why I think it’s an effective use of shock and awe: If you look closely, you will see this video has been kept to a modest production budget. I think my friend Eric would agree that there’s not much to it. A few camer angles, some basic editing and slow motion and a few easily produced graphics. The music choice is mysterious and fits the style of the video as well as the dramatic use of slow motion. The talent selected for the video was spot on.  What’s fascinating to me is that the entire story is told through physical motion and facial expressions. There are many levels of messages and positions weaved into the storyboard. For instance, the little girl in her wings reminds the viewer of angles.  The opening perspective of the driver look at his family drives home the point that seat belts not only protect you, but also protect your family from loosing you. Whoa. Deep thinking there. It’s a visually pleasing production. All the details are there. The producer [...]

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3 Basic Mindsets of Video Content Programming

Remember this guy? BAM! You probably have watched Emeril Legasse Live a few times, or at least paused for a moment while surfing through the channels. Yelling the word “Bam!” while adding an ingredient that would always seem to take what ever dish he was concocting “up a notch”. Emeril uses his personality, knowledge and passionate delivery to excite his audience about the art of cooking. Those folks identify with him, and because they do, Emeril Live! has become one of the most popular cooking programs in the history of the Food Network. Media Networks In content marketing, we’ve gotten stuck on using the word “publishing”. The large majority of the folks leading the charge in that new industry have had long histories as writers or editors with publishing companies. It’s not surprising that the industry jargon would lean towards publishing words and phrases. But what about video content? What about YouTube? Pew Internet Research states that 52% of all adults in the US consume online video. These same folks average 13.6 hours of viewing online video per month while YouTube serves up about 182 online videos per month. While Nielsen’s research shows that T.V. is still the leader in capturing and holding the attention of the U.S. audience, the gap is closing fast. When I recently asked the folks at Content Marketing World who in the room was considering online video as part of their content marketing strategy, every single hand went up. For the broadcasters and television networks, content has always been about programming. Getting the audience to tune in to weekly programs like Emeril Live is what has created the sense of affinity with viewers, persuaded their loyalty and ultimately driven product sales for advertising brands. 3 Basic Mindsets of Programming As humans, we all have attention deficit these days. There’s simply too much to consume and it just keeps coming with [...]

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