ama/aquent: visual storytelling: how brands use the power of video

The Power of VideoArestia RosenbergSenior Content Producer, Hill HollidayCo-founder, Boston Content

Former Hollywood Hack.

Wanna-be Indiana Jones.

Community Idealist.

Professional Storyteller.

Not photogenic.

why make videos?what makes a video great?what should we make?how do we make it?how do we measure it?

what do you make?

what do you make?

con tentany marketing execution thatconsumers choose to spend time with.

why make videos?

Inspire. Laugh. Do.

83% of human learning is visualSource: hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf

40% of people will respond better tovisual information than plain text.Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx

News publishers tripled theirvideo content.

Retail and Automotive advertisersquadrupled programmatic videospending.Source: http://ssl.gstatic.com/think/docs/video-advertising-momentum-infographic_infographics.pdf

2 of 5 video ads are fromadvertisers new to digital video.

more people correctly remembered addetails when exposed to an ad across4 platforms as compared to TV only.Source: http://www.thinkwithgoogle.com/statistics/the-power-of-online-video.html

decrease in accidents and deaths ascompared to the previous year afterAustralian Metro’s “Dumb Ways toDie” Video.Source: http://returnonx.com/dumb-ways-to-die-successfully-keeps-many-alive/

21%

17%

YouTube reaches more 18-34year-olds than any cable network

18-34 year-olds choose brands 2x more stronglywhen brands engage them on their passions andinterests vs. grab their attention with a one-offviral videoSource: http://www.thinkwithgoogle.com/research-studies/youtube-insights-stats-data-trends-vol4.html

YouTube reaches 6x more 18-34year-olds than Top 5 full-episode-players combined.

40% of the top 1,000 sharedInstagram videos are posted bybrands.

Source: http://returnonx.com/40-percent-of-top-1000-most-shared-instagram-videos-are-posted-by-brands-and-instagram-users-want-their-mtv/

Mobile engagement rocketed by265.7% in 2013. Source: http://returnonx.com/40-percent-of-top-1000-most-shared-instagram-videos-are-posted-by-brands-and-instagram-users-want-their-mtv/

what makes a video great?

Characters/Peoplewe’re emotionallyinvested in.

A hurdle, a journey, achallenge

A goal, a reward, thepayoff.

EMOTION

Popular theme/instant connection.

Heartstrings.

Laughter.

Nostalgia.

Wow factor.

WTF.

Unexpected.

oh yeah... and “make it viral.”

https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CDEQFjAC&url=https%3A%2F%2Fmarketing.wharton.upenn.edu%2Ffiles%2F%3Fwhdmsaction%3Dpublic%3Amain.file%26fileID%3D3461&ei=tlOfU6u6HMm3sATzzoCoDQ&usg=AFQjCNFSD1ZRVmXqoZDnvJAZSXWGEJxsSw&sig2=--EWLwSzSHzuP9vgkhDpPQ&bvm=bv.68911936,d.cWc&cad=rja

Download science-y stuff here!

great, but what should we make?

wouldn’t it be cool to do we have the right tox

and how do we make it?

Hire production partners.

Make it in house.

Curate it.

measurement: think about it.

You need video.

You need sticky videos.

You need videos that areyours.

thank you.@arestiaR