vzaar - The professional video platform blog Min vzaar site
vzaar is an online video hosting service with fantastic features that are designed for business. Deliver to mobile or the web straight from your site.
 

Archive for Video Inspiration

We all need a little inspiration sometimes…

Video Marketing Ideas

I’ll admit it. Some of our earlier video marketing efforts weren’t great. But, after a lot of reading, of chatting with the people in the know, of attending events and seminars, we’ve come to a point where we know what tone we’re shooting for.

Our mission with our videos is to be helpful, humorous and human. Sounds simple right? But we didn’t reach that point over night.

Over the past few years we’ve been learning more and more about using video for marketing. Here’s a few quotes that really struck a chord with us.

It’s advice we try to live by in our own video marketing. Hopefully you’ll find it useful too:

    1. “Marketing that educates and informs is always more persuasive in the end than marketing that boasts or sells too hard.” – David Carpenter, Connection Model
    2. “Make the customer the hero of your story” – Ann Handley, MarketingProfs
    3. “Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one” – Robert Rose
    4. “You don’t have to reinvent the wheel; you just need to share your unique perspective on why the wheel is important” – Jon Ball, Page One Power
    5. “How can you build a house without a blueprint? The answer is: you can’t. In the same way, a video without a storyboard is like a house without a foundation.” – Han Lung, Vidaao (The Secrets of Successful Storyboarding)
    6. “By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships” – Jonathon Lister, LinkedIn
    7. “Smart brands don’t use their ads to interrupt the conversation. They become the conversation” – Barney Worfolk-Smith, Unruly Media (Video Marketing: The Science of Video Sharing with Unruly)

I’m sure there’s plenty more learning we have left to do. Plenty more tips to try out and advice to heed. What do you find particularly inspiring for your own video marketing campaigns? We’d love to hear more – share in the comments below.

Categories Video Inspiration, Video Marketing
Comments (0)

We heard tons of clear, actionable insights into video marketing at our Future of Video Marketing event last month.

Here’s what went down:

Video_Marketing__Optimizing_Your_Videos_For_Search_Engines_-_the_vzaar_blog____the_vzaar_blog_png
Optimizing Your Videos From Search Engines

It’s super important to tie business goals to your video marketing campaigns. Whether your goal is driving traffic & conversions, raising brand awareness or encouraging links and shares, will have a big impact on the content and implementation of your video marketing. Phil Nottingham of Distilled gave us his best practice advice. Read more.

Video_Sharing__6_Secrets_Every_Marketer_Needs_To_Know_-_the_vzaar_blog____the_vzaar_blog
The Science of Video Sharing

Social video, as we call it, rather than viral video, social video has been around for let say since 2006 and it’s almost as if it’s being delivered apologetically by brands. It could be an amazing piece of content, but at the end, they’re like ooh sorry. That was brand X.The reality of the situation is a lot of brands are missing the opportunity” Barney Worfolk Smith of Unruly shares with us 6 research findings that could get your videos shared. Read More.

Video_Marketing__The_Future_Will_Be_Televised_-_the_vzaar_blog____the_vzaar_blog
The Future Will Be Televised

Then I’m going to pull it right back down to brass tacks to tell you, as people in business today, what this means to you, and what you can do, practically tomorrow, that would in fact empower you and help you.” Richard Teideman of London Creative on the shift from television to online video. Read more.

Video Marketing We Love

Hayley
article by:

We’ve been thinking a lot recently about how to get our video marketing efforts to stand out from the crowd (thanks in no small part to Phil Nottingham’s outstanding presentation from our Future of Video Marketing event – if you haven’t checked it out yet do so here).

If your message is ever going to get through to your target audience it needs to be loved. It needs to be relevant, targeted and helpful if it’s ever going to resonate, educate and inspire.

So with that in mind we thought we’d share some examples of recent video marketing campaigns that we love (well it is Valentine’s Day after all).

Illamasqua Video Tutorials: Growing Shares & Links

Cosmetics retailer Illamasqua’s video tutorials provide step-by-step instructions so that their audience can recreate various looks and effects with their own make up.

Why do we love it?

“For marketers that know their audience and know their target persona, the better approach is to take a question you know your audience is asking frequently and answer it from a position of knowledge. Marketing that educates and informs is always more persuasive in the end than marketing that boasts or sells too hard.” – David Carpenter, Connection Model

This is a perfect example of video marketing that is relevant, targeted and genuinely useful.

Speckled_Eye_Liner_Tutorial_Using_Illamasqua_s_Masquara___Precision_Ink

Illamasqua have understood a real problem that their target audience face – how to apply make up properly – and provided the content to solve it. Plus by including links to the products used within each video they ensure that the viewer can take action and buy.

There is nothing better than being able to watch a make-up artist actually create a look and be able to pause and rewind clips so any techniques, no matter how complex, can be practiced at home. It adds real value for our customers.” – James Winfield, Illamasqua eCommerce manager.

Not only is the content of each video excellent, the implementation is also spot on: Illamasqua are racking up a healthy amount of sharing on these videos. If they had chosen to host on YouTube all of that linking activity would simply drive traffic to YouTube.

Whereas, by hosting with a secure video platform (yes, vzaar!) Illamasqua ensure that when people share their videos they get the credit.

BlendTec “Will it Blend”: Raising Brand Awareness

Ah BlendTec – blenders so powerful they’ll smash just about anything into smithereens. And they’ve got the videos to prove it.

Why was it so good?

Well, before we dive into the ins and outs of the ‘Will It Blend?’ campaign.

First, a quick word of warning..

(I’ll try to keep this brief, but if you do want more detail on the ins and outs of using YouTube for business check out this post)

IF raising brand awareness was the goal of this video marketing campaign, BlendTec pulled it off – and then some (over 16 million views for their iPad blending video alone).

But.

Hosting on YouTube for business is a bit of a thorny topic. If you venture into YouTube territory you need to understand why you’re doing it and be realistic about what you can achieve.

If the goal of your video marketing campaign is to sell more products: steer clear of YouTube. All your videos are doing is feeding the beast: driving more traffic to it, than your own site.

See what I mean?

blendtec_-_Google_Search-13

Search for BlendTec and the first result you get is YouTube – rather than the brand website. Potential customers then, may actually end up getting sidetracked in a world of cute cats and dancing babies.

Ok. Now that we’ve got that out of the way, why did BlendTec succeed in raising brand awareness?

Well first, by hosting on YouTube, BlendTec ensured they got the maximum possible visibility.

Now, a lot of brands put their videos on YouTube, sit back, rub their hands together with glee and wait for the viewers to come rolling in. This, in most cases, doesn’t work.

The reason BlendTec’s videos have amassed so many views is because they understand the audience perfectly.

People don’t go to YouTube to be sold to. They just don’t. They go to be entertained. Something which BlendTec have clearly recognized and catered to.

“‘I love being marketed to’ said no one, ever. But people do love art, music, bacon, and a good story, so pretend you’re not marketing and just give people those things, and trust that they’re smart enough to figure out who gave it to them.”- Jesse Thomas, JESS3

BlendTec’s videos find the joy in the seemingly ‘boring’ world of blending appliances. And, in doing so have made their brand much more recognizable to an audience who may otherwise have been unaware.

MoneyWeek: Increasing traffic & conversions

Financial magazine MoneyWeek educate their audience on the financial issues of the day in relatable – jargon free video presentations.

Why do we love it?

In a nutshell: fantastic video SEO
ed_bowsher_gilts_-_Google_Search

As an online publisher MoneyWeek’s primary concern is to increase traffic to their site and expand their audience. The way they’ve incorporated video in their site basically reads like a best practice manual.

    1. Video Sitemap

First MoneyWeek have created a video sitemap so that their videos enter the search results for relevant terms (you can learn how to do this for yourself here). With an average 41% higher click through rate for video results (according to Econsultancy), MoneyWeek are therefore attracting far more search engine traffic than they otherwise would.

    2. Video Transcript

They’ve also included a transcript of the video on the page. This is a really good idea as is provides plenty of unique and relevant copy that the search engines can use to determine whether or not to display the page for a given query.

    3. Professional Video Hosting

And finally, because they’ve chosen professional video hosting they are driving traffic directly to their site – not YouTube (remember: don’t feed the beast).

Well done MoneyWeek: we salute you.

There we go: three fantastic examples of video marketing to inspire those creativity cells in the rest of us. Have you seen any campaigns recently you think are worth a look? Share the wealth, let us know in the comments below…

Categories Video Inspiration, Video Marketing
Comments (0)

Richard Teideman of London Creative tells us how online video is killing the television star and what brands can do today to be ready for tomorrow…

“Wow! Thank you so much. That was just incredible. My mind is now fried. We’re now going to zoom out, and what I want to do tonight… My name is Richard. I’m CEO of a company called London Creative. We’ve been going for 16 years, and we’ve seen the most incredible convergence of two industries. We started in television, and my background is with ITN. Then in 2001 we started to do digital work, and we’ve seen these two converge.

I have the most incredible job, because on a day-to-day basis I see an emerging industry. What I want to do is really tonight, rather than talk specifically about some technical stuff … we’ve had a lot of that, and I just believe in that. There’s so much there … but I just want to blow your minds a little bit, and I want to tell you that going forwards is going to be the most radical industrial revolution in the industry of television that you’ve ever seen.

Since the 1950′s we are just about – and I’m seeing it on my desk on a day-to-day basis – we’re just about to experience an incredible transformation in the way in which we consume television. We’ve seen some prototypes and some emerging trends of that tonight. But just over about six slides and about ten minutes, I’d just like you to hold my hand, and we’re just going to go together.

Then I’m going to pull it right back down to brass tacks to tell you, as people in business today, what this means to you, and what you can do, practically tomorrow, that would in fact empower you and help you. It’ll also give you something to talk about perhaps if you’re sharing it with your business colleagues.

So effectively, the first thing you need to know is something which I learned off some of the interns which I get into my company. We get lots of letters every single day, and it’s fascinating to talk to the teenagers, because they are really emerging. I’d like you to know that the 16-year- olds and the 17-year-olds that we get in have stopped using Facebook.

Another phrase which I hear an awful lot from 16-year-olds is, “Why would I want to watch cable TV?” Put your hands up here if you have satellite or cable. So that’s roughly about 80 percent of the room. Who has Sky here? So that’s roughly, what, about 70 percent of the room. Who has Virgin Media? So generally we’re looking at those two as being the two main providers.

Let me tell you something. That industry is already dying in the United States of America. We are going to see the decline of the cable and satellite industry, and that’s what I want to talk to you a little bit about. It’s television, but not as we know it. Let me read these to you. In the past month more than 200 billion videos have been viewed online, including full-length television shows. Those TV shows that you are currently watching of an evening, you can stream them online for free. Did you know that? You can get them whenever you want, wherever you want, and you don’t have to pay for it.

Secondly, 83 percent of viewers aged 18 to 29 say they watch some, most, or all of their shows online. As a company, I’m going to tell you this. And the lawyers in the room, you’ve got to close your ears now, because I’m going to tell you something that we used to do illegally. We’ve worked with the film industry since 1998, and what happened was piracy with films was so great that they would not release the preview copies of the films to us.

So we’d get a phone call like this. We’d get Paramount, and they’d ring us and they’d say, “Hello. We’ve got a film coming up. Could you promote it for us?” “Yes, of course we can. When is it coming out?” “Three week’s time.” “Fine. Can we have a copy of it?” “No, you can’t.” “Okay. So how are we going to promote this film if we don’t have a copy of it?” “That’s your problem,” and the phone goes down.

We would have to pirate the movies in order to get the assets to promote the movies in the first place. So we’d been doing this for a long time. Trust me, that model that we were using, and we were using it in … I remember quite clearly we were using it in 2004. We were downloading movies illegally to get the assets off them to make the adverts for the movies. People are doing this right now. Most of the teenagers right now are just not watching this stuff real-time. They’re pirating it. They’re downloading it, they’re using illegal sites to access this stuff.

Sony PlayStation, Microsoft Xbox, Samsung, pull shows directly from the Internet to your television screen. There’s a company called Aereo, A-E-R-E- O, in the United States that does it with no box at all. You can just watch this stuff direct from the Internet. Ninety-four percent of us enrich our experience with emails, text messages, social networks that we watch. In the U.S.A. the percentage of households with cable and satellite subscription is declining for the first time in the history of television. So brace yourself. We’re about to undergo a television revolution.

Now look at this. This is in fact the home page of a part of Google that you probably haven’t heard of, and it’s called Google Fiber. Now what Google are doing in the United States are they’ve developed something called Google Fiber. Now they have about $100 billion on the balance sheet, so they can play a little bit. They are laying down fiber optics in the United States, and they have already completely fibered up Kansas.

Now, if you have Internet into your home, you probably, if you’re paying a little bit, are getting about maybe 30 meg, something like that, 40 meg. Kansas has 1000. So Stuart over there who’s come, he’s very kindly filming it for us tonight for my company, he was in Japan. He was telling me a story where the download speed is so fast in Japan, he uploaded some photos to the Internet, and he pressed the button and he didn’t think it had happened. So he pressed again, and he pressed again, and then it told him it was full. It turned out he’d uploaded them 30 times, because it’s so fast you don’t even notice that it’s uploading.

Now this is what Kansas is already experiencing. Well, let me tell you something. Google are going to create something across the United States, and they’re going to do it over here as well, and they have a connection that is 100 times faster than today’s average broadband speeds. Instant downloads, crystal clear high definition TV, endless possibilities. And do you know what they’re going to do? They’re going to give it away for free, and that’s going to cause a massive problem to some of the infrastructure owners over here, because Google can afford to give it away for free.

Those of you who are in business for a long time will know that if you own the infrastructure, then effectively you own the content. Let me tell you, in this revolution that I’m telling you about it is the content providers who are going to win. So if you’re in the publishing industry, and I saw there is somebody in the publishing industry here tonight on the guest list, you are in a great place. Because effectively every company will become a broadcaster, if you’re not already there. We’re hearing about it tonight, ways in which you can become a broadcaster.

Film is the new currency of communication. Some of you may have come from companies who have gone through a social media journey over the past six to seven years, and you discovered you can get your fingers burned. Because the trouble is, your customers could come back and say nasty things about you on the Internet through social media. It’s good for us as consumers, but it’s not so great for oil companies, for example, who are regarded as dirty industries.

Film is a great way of controlling that, because you’re controlling the message. You’re keeping the social media genie in the bottle. That’s why I believe in what these companies are doing, because there is something wonderful and something rich about social video, about this method of communication. Now, Steve Jobs, the late Steve Jobs said, “I would like to create an integrated television setup that is easy to use. It will have the simplest user interface you could imagine, and I finally cracked it.”

Steve Jobs, probably one of the greatest visionaries of our time in the technology industry, saw this coming. He believed that the television was going to become the interface through which you’re going to buy, you’re going to sell. You can have anything you want to consume, at any time you want, wherever it is that you want. It’s not just coming, it’s already here. So we’re going to see a difference.

Now, I love this from Motley Fool. They did this. They effectively put gravestones up as far as some of the industries are concerned. They said the brokerage industry died between the years of 1801 and 1997. Today those of you who trade stocks and shares, you don’t really need a broker. You can just go to IG Index, you can go to Capital Spreads. You can do it online. You can do it direct.

The wonderful about the Internet is that it puts people who are buying things directly in touch with people who are selling things. It’s wonderful. So if you’re a middleman, you’ve got problems if you’re in the brokerage industry. The book industry as we traditionally knew it died, according to Motley Fool, in 2003. The newspaper industry, it is dead. I had a media buyer contact me today, and he said, “You can use all these different media, but I wouldn’t bother using the newspaper industry. It’s history. It’s too expensive and it’s too difficult to do.”

Let me tell you something, there is change. I didn’t say that. He said it. All right, so you can’t blame for that. I have to believe in press. But there is a place there. Someone said it died in 2005. The travel planning industry, if you’re a travel agent, well when was the last time you booked a holiday through a travel agent? I booked my Christmas holiday. I just booked it direct on the Internet. So we’re seeing the death of this. I love what Stuart’s done here: he’s put a Zimmer frame next to television. It’s going to die. It’s on its last legs. It’s going to change, and I’m going to show you what that looks like.

What are we doing? I’m seeing this on a regular basis. This is something called real-time bidding. This is really one of the greatest revolutions in advertising that you will experience over the next five to ten years. You can Google this. You can look it up and you can read about it. What does it mean? Well, effectively what’s happening is if you’re a television advertiser, historically what you would do is you would go to a specialist, they would then go to the TV station. You would buy the adverts in advance. Then they’d go on the television, and then effectively you’d find out how you’d done.

It doesn’t work like that anymore. On the Internet, if I go onto sky.com, for example, the adverts that I get served to me have not been bought in advance. They are in an auction. So in the 0.1 seconds that it takes you to load that website, the whole of the industry has bid for that space, and the highest bidder has won that advert that you see. This is what’s going to happen to television advertising, and it’s already begun, because Sky TV have just changed their television advertising platform to real-time bidding.

So what does that look like for you and I? Well, what it means is that on a Saturday night we’ve got our pizza, we’re watching X Factor or The Voice or whatever it is we’re watching. Then the adverts that you see will not be pre- bought. They will be served to you in an auction in about 0.01 of a second, and everybody is bidding for that spot.

Now, have you noticed, some of you might have noticed that Sky have been placing some adverts saying, “Would you like to plug in your set-top box?” Have you seen Sky saying that? They want you to plug in your set-top box. Why? Because Sky has become a data company. What it wants to do is it wants to find out what you’re watching in real time so it can feed those stats to its advertising platform, so that when you watch an ad break it will serve you perfectly in that particular [??] time. We’re doing this as a company right now. This is not something that is in the future. This is right now. We’re doing it right now.

So what this looks like is, through real-time bidding on various video ad exchanges we bid for a target audience, and also you can do it geographically. So you could just say we want to get people in the Midlands, or we want to get people in Brighton, for example. Are you with me? Is everyone with me on this? Through our platform what we do is we make sure that all of the inventory is aggregated, and then everybody is bidding. Everybody’s in this huge, great auction for advertising.

Can you see now why press is looking a little bit jaded? The days when a month ago you’d write to your local newspaper and asked to place an ad is not quite the same as your ad being placed in 0.01 of a second. On your mobile phone you’re going to see exactly the same thing. So here we’ve got some wonderful examples, and I love what vzaar are doing in terms of the whole way in which video is served to you.

So wait for 5G, which is coming. You’re going to be able to watch, and maybe you’ve watched now, but just here on your mobile phone, or maybe you’ve watched one just here, or an advert looks like this. Or maybe you’ve even seen a whole mobile brand channel, whereby you’re seeing a whole ad that’s blocking out your screen. It’s now, it’s relevant to you, and also it means that you can respond straightaway.

This is effectively the way it works. There used to be a thing that said I know my advertising is working, but I only know which 50 percent of it is working. Real-time bidding has put that to bed. You know now in real time exactly what is working and what is not working. So we have all of the campaign data, we have the interactions, we have the conversions. They go all into your client CRM data. We track the path to conversion. We track who it’s targeting, the frequency. We attributed who’s had this experience online.

So maybe you love gardening, and maybe you’re looking, for example, petunias to buy online. You search petunias, and you find a couple of garden centers. Then you go off and you watch something else, and you keep on getting served ads about petunias. Have you had that experience? You’ve been retargeted.

They’ve tracked you, they know what they’re searching for, and now they’re tracking you. They’re chasing you. That’s called attribution modelling. They attribute you to petunias and then they chase you, one time, two times, three times. Ten times gets a little bit too much for me. I don’t know about you. This is effectively what’s happening, so prepare yourself.

Two more slides. What does this look like for us today? Well, effectively you’re already seeing this. Here’s some ads for Beats by Dr. Dre. Here’s a film promotion here, for example. It’s TV online. That’s exactly what it is. That’s why these companies are just exploding right now. But here is … and you won’t be able to see this … but here is literally a snapshot of my desk last week.

We’re doing an advert for Qatar and Western Australia at the moment, and this is what it looks like. So you’re looking at my audience is ABC, I’m going into London. I’m booking video. It’s an ad unit. I’m going to have 200,000 impressions. My click-through rate is 2 percent. I’m going to get about 4000 clicks. I’m going to get about 1200 Facebook likes. My conversion rate is 2 percent. From that I’ve worked out for my client statistics. So I’m going to get 83 inquiries.

Did you ever wonder how many inquiries you’re going to get for your advertising campaign? We can tell you. We have the statistics for this. How long is it going to run for? About six weeks. Can we turn it off? Yes, we can. Can we turn it on? Yes, we can. The currency is in pounds, and the gross cost per view is going to me ten pence each time somebody views that thing. That’s what this looks like. This is the way that video online, television, is being planned today.

So what can you do? Well, for example, if you’re not using video right now to promote your business, begin, if you haven’t done before. We’ve got some guys here just coming out with incredible learns and perspectives on the ways in which you can do this. Secondly, explore the way mobile and video advertising works, and discover some of the basic ways in which you can use these things to leave a response. I come from the old fashioned place where I believe the only reason to advertise is to sell more than if you hadn’t have advertised in the first place. It just seems logical to me.

Flash, if you’re into your programming languages, we’re now viewing as a dead language. So Flash cannot be seen on iPad, for example. It’s just gone. We’re something called HTML5 now, which is a rich media format which is really quite new in most people’s terms. These guys have been using it forever. Make sure you have a state of the art smartphone or two in the office. Did you know that the bestselling phone in the world is not the Apple iPhone. It’s in fact this. It’s the Samsung Galaxy. This is the bestselling phone in the world. I’m predicting that Android will take over Apple sooner or later. It’s already got a bigger worldwide footprint than Apple have.

So there you go. I hope you’ve enjoyed it, and I thank you so much for the hosting tonight.”

GC_Med
vzaar Chairman Gareth Cadwallader recently caught up with social video expert Barney Worfolk-Smith of Unruly Media to get the lowdown on how brands can harness the power of video sharing.
Barney talks video sharing at The Future of Video Marketing

Barney talks video sharing at The Future of Video Marketing

GC: Barney, one of the first things you said that struck me was that despite all the dancing cats and the increasing presence of longer-format film content, fully 25% of views of video on the web are of ads.

B: That’s right. But people who are interacting predominantly online need to be advertised to differently. More so than in the era of TV and print advertising, people are living in a live stream of conversations with their friends and colleagues. What your friends are retweeting and recommending has never been a more powerful influencer on buying decisions than it is for the online consumer today.

GC: And that has big implications for the way we think about our video marketing campaigns. More than ever, our ad content needs to get into those conversations and become part of the flow.

B: Yes, exactly. Smart brands don’t use their ads to interrupt the conversation. They become the conversation. This is the design criterion for ad campaigns today: to become the thing that your target audience is talking about.

GC: What would a good example of that be?

B: During the recent Superbowl – which has become a tent pole event in the global advertising calendar, GoPro remixed Felix Baumgartners astonishing Stratos jump. It’s in full HD and I shared it the moment I saw it.

GC: So, I know at Unruly you pride yourselves on your scientific approach to video sharing and ‘virality’. So, analyse the GoPro campaign for us.

B: You’ve got to start with the most powerful findings from our research: that, when it comes to content, there are two significant variables that get videos shared. First, videos that have highly emotional content get shared twice as much as those that don’t. It stands to reason, why would you share something amongst your peers that was average? The GoPro content isn’t just exciting. It’s exhilarating! Next, give people a reason to share. That could be attention seeking from their peers, a shared passion for extreme sports or tapping in to the zeitgeist of the moment. The GoPro piece manages several of these.

GC: So, tell me how I recognize highly emotional content when it’s at home?

B: You can get positive or negative emotional content. We talk in terms of arousal levels. Positive emotions that generate high arousal levels would include hilarity, inspiration, astonishment and exhilaration. Negative content that generates high arousal would be disgust, shock, deep sadness and anger.

GC: So videos with either positive or negative high arousal are more likely to get shared.

B: That’s right. If you are a creative artist, or maybe certain types of charity, or a Government agency issuing warnings you might find negative, high-arousal content to a really effective way of disseminating your message. The remake of the classic horror film Carrie used shock to great effect in a recent ‘prankvert’, for example. But if you are a commercial brand, you’re playing with fire. In practice, commercial brands are increasingly looking to mine those positive, high arousal attributes.

GC: So, the first big message is that online videos that get into the conversation need to evoke strong positive emotions and among those, stories of personal triumph can be particularly effective. What else?

B: One of the differences we’ve seen between TV and social video ads is that brands are often far more tentative about asserting themselves online. On average it takes 30 seconds for a brand to reveal itself in a social video, much longer than is typical in traditional media. So, we advise our clients to challenge themselves to express more of their pride in their brand up front.

GC: And I know you have a strong message about distribution, too. Despite the mythology, very few videos go viral without a plan, isn’t that right?

B: It is, yes. There’s a simple piece of arithmetic that says: if a video is only seen by a few people it can only be shared by a few people. Malcolm Gladwell has confused people with his book The Tipping Point into thinking that just a few key individuals can spontaneously turn a video that a hundred people have seen into a global phenomenon. In practice, while the tipping point effects can happen, the fact is if you want to have a reasonable chance that your video is seen by millions of people, it needs to be seen by many people on many platforms early on in its life. Get the arithmetic working for you, not against you.

GC: So, here at the start of 2014, what would you say are the practical implications for video marketers of Unruly’s research?

B: This is the year of the World Cup, and I think that more than ever before we are going to see brands focus on intense emotional content in their video campaigns. Of all the positive high-arousal attributes, exhilaration is the most effective when it’s successfully conveyed – effective in both the propensity to be shared and to be recalled. Likewise, we’ve undertaken a specific study in Brazil about sharing habits there and it’s the emotion that drives the highest sharing at the epicenter of the biggest global sporting event. So, I predict that 2014 will be the Year of Exhilaration when it comes to video marketing.

GC: Well, to finish on that highly positive emotional note, thanks so much for talking to us, Barney, and to everyone at Unruly for sharing your research on the Science of Sharing with us.