Video can work wonders to your communications strategy - lead generation, improve conversion rates, build visual identity and sales boost etc - if you know how to use it. This guide takes you through the basic principles of video communications and then focuses on the value of explainer videos - short often animated videos which explain complex concepts in clear and visually attractive way. This presentation was used during the eGov Forum in Bahrain, April 2014. Find part 2 in a separate file! Enjoy!

1. GETTING STARTED WITH
ONLINE VIDEO COMMUNICATIONS
Part I
Jakub Lebuda
CLIPATIZE. Explanatory videos.

2. ONLINE VIDEO: the whys and hows

3. How users read on the web?
# THEY DON’T!
Nielsen Norman Group,
http://www.nngroup.com/articles/how-users-read-on-the-web/

7. Consider #Arabic
LTR, RTL alphabet
LTR, RTL design
LTR+RTL skills
http://ux.stackexchange.com/questions/35780/why-would-users-of-an-arabic-
interface-show-an-f-pattern-in-eye-tracking-tests
or http://www.scribd.com/doc/75303513/Visual-Reading-Patterns-on-Arabic-
Interfaces-Insights-from-Eye-Tracking

8. Executives that prefer video
over text
#59%
Forbes Insight 2010,
http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf

9. The impact of videos in mass
mailings
#increase CTR by 96%
http://www.prnewswire.com/news-releases/getresponse-study-shows-video-
emails-increase-click-through-rates-by-96-percent-78406237.html

10. #video
#rocks!

11. Video production
– the process:
1. briefing
2. script
3. storyboard
4. shoot/illustrations+animation
5. postproduction (SFX, editing)

12. EXPLANATORY VIDEO
– a toolkit

13. EXPLANATORY VIDEO
– a toolkit
Back in the days..

14. EXPLANATORY VIDEO
–philosophy behind
patience and
integrity
problems vs
solutions
guide and drive
explain the USP
nonpersuasive
viewers as
begginers
cut the fat

15. Q to ask!
what do you want to say?
who are you talking to?
what does make you different?
what are the frustrations your audience
experiences?
what should the audience do after watching
the video?

16. TYPICAL STRUCTURE
OF AN EXPLAINER VIDEO
1. problem
2. solution
3. explanation
4. reason to believe
5. call to action

17. EXPLANATORY VIDEO
#the tricks
Metaphors
See and say
Tell a story
Keep attention

18. TODAY:
scripting your first explainer video
TOMORROW:
video marketing campaing

19. Intro to the Workshop:
Work in teams
Pick up a subject to be explained
Prepare a rough script
Sketch key frames of the story
Present and get feedback

20. Thank you!
jakub@clipatize.com
twitter.com/clipatize
facebook.com/clipatize