6 PRINCIPLES
for Planning + Creating Video Content In The Attention Economy
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
ATTENTION
INFORMATION
Consumers
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
ATTENTION
INFORMATION
Marketers
1. DATA-DRIVEN
2. CONTENT MARKETING
3. VIDEO
4. WEEDS
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
HERE IS RULE NO. 1 FOR CREATING VIDEO CONTENT:
(If you remember nothing else.)
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
WE MUST CONSTANTLY REWARD PEOPLE FOR THEIR TIME.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
1
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:60
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2:00
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
Video viewing is a continual real-time negotiation.
THE DEAL COULD BE OFF AT ANY MOMENT.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
SPACE + COMPRESSION
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
65 Shots / :90 1 / 1.4 seconds $1.5Million
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
100% Existing Assets Type + Motion Design
$100k
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
“The only secret to magic is we’re willing to put way more into a trick than you think it’s worth.” PENN & TELLER
SO WHAT DOES REWARD MEAN IN 2017?
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
1. SCROLLING FOR A DISTRACTION:
2. HUNTING FOR SOMETHING YOU NEED:
Reward = Entertainment
Reward = Utility
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
EN
TE
RT
AIN
ME
NT
UTILITY
EN
TE
RT
AIN
ME
NT
UTILITY
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
BE HIGHLY ENTERTAINING. OR VERY USEFUL. OR BOTH.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
2
EN
TE
RT
AIN
ME
NT
UTILITY
EN
TE
RT
AIN
ME
NT
UTILITY
EN
TE
RT
AIN
ME
NT
UTILITY
EN
TE
RT
AIN
ME
NT
UTILITY
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
HOW LONG SHOULD YOUR VIDEO BE?
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
:08
HOWEVER
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
TOP 10 MOST-WATCHED VIDEOS 2016
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
4:20 9:15:42
Shortest Average Longest
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
:15 :30 :60
THE SHORTER THE VIDEO:
The better the chance people will watch it. But the less likely they’ll take action
as a result.
THE LONGER THE VIDEO:
The less likely people will watch to the end. But if they
do, it’s far more likely they’ll take action.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
( COMMON SENSE )
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
ATTENTION SPANS EXPAND + CONTRACT.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
3
HOW MUCH DOES A VIDEO COST?
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
“Come on, just give me a ballpark.”
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
PRODUCTION $$$
REWARDING
DISAPPOINTING
Point of Diminishing Returns
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
REWARDING
DISAPPOINTING
Point of Diminishing Returns $1.5MM
$100K
$10K
Point of Diminishing Returns
Point of Diminishing Returns
Point of Diminishing Returns $350K
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
Awareness Consideration Engagement Trial
$$$$$$
STYLE IS AN INVESTMENT.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
4
HOW MUCH STYLE DOES MY CONCEPT NEED TO SUCCEED?
CAN I AFFORD IT?
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
HOW MUCH DOES A VIDEO COST?
Champagne Taste
Beer Budget
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
$9 $9
THANKS, TOM. NOW WE’RE ALL THIRSTY.
MOVING ON.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
COMMIT TO A MOMENT IN TIME IN THE CONVERSATION.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
5
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
SHOULD BE VERY DIFFERENT FROM WHAT
YOU SAY IN HERE
WHAT YOU SAY OUT HERE
Awareness Consideration Engagement Trial
IMAGINE THIS
SCENARIO:
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
(BASIC SOCIAL PROTOCOL)
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
BUT IF YOU HAVE ANY ONE OF THOSE CONVERSATIONS
OUT OF ORDER, YOU ROYALLY IMPLODE.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
WHATvs.
WHEN
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
BLURTINGvs.
MARKETING
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
OK. ON TO THE LAST ONE.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
READY. FIRE. AIM.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
simple and high-impact.
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
WHERE DO YOU PUT YOUR CHIPS?
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
Awareness Consideration Engagement Trial
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
Awareness Consideration Engagement Trial
(IN HERE)
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
(IN HERE)
Awareness Consideration Engagement Trial
UTILITYENTERTAINMENT
$$$$$$
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
IN THE NEXT 90 DAYS, WHAT WOULD IT BE STUPID NOT TO DO?
OUR 6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT
WE MUST CONSTANTLY REWARD PEOPLE FOR THEIR TIME.1BE HIGHLY ENTERTAINING. OR VERY USEFUL. OR BOTH.
ATTENTION SPANS EXPAND AND CONTRACT.
STYLE IS AN INVESTMENT.
COMMIT TO A MOMENT IN TIME IN THE CONVERSATION.
READY. FIRE. AIM.
23456
[email protected]
Tom Demetriou Co-Founder of Rockbox