In the multiscreen world, brands face a challenge of telling their stories in many places at the same time.
Before Vine, Instagram, and YouTube, in the age of mono-screening, TV channels and brands created linear narratives which moved in beats. These narrative beats could be emotional or logical. TV audiences were entertained for 30 minutes with beats of narrative or character, while a brand aimed to create an emotional connection with questions and answers about their products and services.
In the multiscreen world things are rather different. People can interact with your brand on their computer at home or at work, or their iPad or smartphone anywhere, at any time. You need to find ways to tell your story across all these channels.
Whilst brands that don’t adapt to new technologies will suffer, there is an opportunity for brands that can tell their story through video in short beats on multi channels.
Where video's concerned, there's no such thing as mobile. The story isn't about the device being used, but rather the context of the user. As a business, it's context that should drive the content, with YouTube, Instagram and Vine each requiring a specific approach.
In this presentation, you'll learn:
- mobile trends and omniscreening
- how to use short-form videos such as Vine and Instagram
- how to tell stories in short beats to the social audience
- tips to create successful video campaigns
Share your thoughts. How are your using shortform video? How are these new forms affecting video marketing? How are you telling your brand stories across channels?
Find out how your brand can maximise the potential of YouTube, Vine and Instagram video and get better results.
Tweet me at @jon_hurricane or email: info@hurricanemedia.co.uk
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
How to get results with video on multi-channels (or omniscreen and the death of brand narrative)
1. Unlocking the secrets of Mobile
You Tube, Instagram and Vine
Jon Mowat
Managing Director
Hurricane Media
Video production and marketing agency
London • 10–13 February 2014 • #SESLON @SESConf
2. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
(Average length)
4 minutes and 12 seconds
30, 59 or 1 minute 59
seconds
Omniscreen
15 seconds
375 frames
The death of linear brand narrative
6 seconds
150 frames
3. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
(Average length)
4 minutes and 12 seconds
30, 59 or 1 minute 59
seconds
Better Results
15 seconds
375 frames
With multiple video channels
6 seconds
150 frames
4. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
04:12
(Average length)
All different but ...
15 seconds
375 frames
6 seconds
150 frames
5. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
04:12
(Average length)
All different but ...
15 seconds
375 frames
6 seconds
150 frames
… it is how they work together
that matters to brands
6. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
7. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
8. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
9. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
10. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
11. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
http://instagram.com/p/j_38DaO_ax/
12. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
13. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
14. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
http:mckeestory.com/
15. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
The Deal
?/A
?/A
?/A
?/A
?/A
Conclusion
16. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Conclusion
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
Successful video
on any channel
Principles of
short form?
When do I
do it myself?
UGC
How do I know
it’s working?
Better results with
multiple video
channels
17. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Conclusion
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
18. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Minutes and moments:
the opportunity?
19. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
The Opportunity
62% of 18 - 32 YO prefer to
check their smartphone if they
have any “downtime” rather
than just sit and think
37% say they check their
smartphone if there’s a lull in
conversation with friends
Dr Simon Hampton, Psychology lecturer at the University of East Anglia
20. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Multiscreening: The Opportunity
62% of 18 - 32 YO prefer to
check their smartphone if they
have any “downtime” rather
than just sit and think
37% say they check their
smartphone if there’s a lull in
conversation with friends
“People’s inability to leave their
phones alone is the newest addition
to common ‘displacement’ behaviours
such as smoking, doodling, fiddling
and picking.”
Dr Simon Hampton, Psychology lecturer at the University of East Anglia
21. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Different Beats: Different context
22. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
23. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
24. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
25. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
26. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
27. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
The opportunity is there for
brands that can tell their story
well across channels
Mobile platform doesn’t matter:
It’s the channels, and how you
use them together that counts.
28. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Beats of your brands story
Your campaign needs emotional and logical beats
Be careful if using both emotion and logic together – never on short form
Share both types of beats across all channels to tell the whole story
Drive people from one beat to another
Tell stories that work in any order
Tell simple stories consistently across channels in an easy to follow way
29. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Multiscreening: The Opportunity
Honda’s “Want New Car” campaign on Vine
Participate in existing
conversations
1,000 new followers to their Twitter account
and more than 2,200 mentions of the brand,
♯wantnewcar
30. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Multiscreening: The Opportunity
Get to customers any time /
any place
Allows for subtlety and a
focus on audience desire.
Brands that can clarify their
message and have all beats
working together will benefit
An opportunity for those that
live and breath the platforms
Joined up campaigns linking
channels with themes and
will cut through.
Those that cannot simply their
story into short beats that
work together will pay the
price.
31. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
Successful video
on any channel
32. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
33. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
34. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
Audiences – What’s in it for me?
35. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
Audiences – What’s in it for me?
Scheduling – Plan / React
36. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
Audiences – what’s in it for me?
Scheduling – Plan / React
37. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
Audiences – what’s in it for me?
Scheduling – Plan / React
Channel: e.g. YouTube
38. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
You Tube Channels
Your YT channel is the destination, not a stop over:
Typical click through is less than 1% *
Make it work for you when viewers arrive
39. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
40. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
41. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
42. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
43. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
YOU TUBE DON’Ts
YOU TUBE DOs
1 Put recent activity at top
2 Order by popularity
3 Put TV ads at top
4 Use tired content
5 Mix consumer and corporate
6 Use it as a place to keep all
your videos
1 Order by content using tags
2 Use relevant timely content
3 Well structured journey
4 Hash tags to tie to other channels
5 Seasonal content
6 No where near corporate
7 everything there for good reason
8 Entertain and inform
44. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
Channel: YT, Vine, Instagram
Emotion / logic / emotion
– across video
– but also a campaign
Creative, cut through content
Say less, engage more
Audiences – What’s in it for me?
Scheduling – Plan / React
45. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Say Less Stuff In Your Films
46. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
Channel: YT, Vine, Instagram
Emotion / logic / emotion
– across video
– but also a campaign
Creative, cut through content
Say less, engage more
Audiences – What’s in it for me?
Scheduling – Plan / React
Shout
47. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Successful Video on Any Channel
Goals: tighter goals = better films
Channel: YT, Vine, Instagram
Emotion / logic / emotion
– across video
– but also a campaign
Creative, cut through content
Say less, engage more
Audiences – What’s in it for me?
Scheduling – Plan / React
Shout
Monitor and refresh
48. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
Successful video
On any channel
49. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
Successful video
On any channel
Principles of
short form?
50. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Minutes
Moments
51. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Moments
Share the now
1 behind the scenes
2 events
3 time relevant – scheduling
4 timing is everything
52. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Moments
Share the now
1 behind the scenes
2 events
3 time relevant – scheduling
4 timing is everything
Play to its visual strengths
Stop frame animation works
53. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Moments
Share the now
1 behind the scenes
2 events
3 time relevant – scheduling
4 timing is everything
Play to its visual strengths
Stop frame animation works
54. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
55. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Moments
Share the now
1 behind the scenes
2 events
3 time relevant – scheduling
4 timing is everything
Play to its visual strengths
Stop frame animation works
Episodic / series
(what can you offer)
56. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
lowesfixinsix
57. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
58. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
Moments
Share the now
behind the scenes / events
Reactive to trends
scheduling - seasons / festivals
Existing conversations
Play to its visual strengths
Stop frame animation works
Episodic / series
(what can you offer?)
Don’t forget the hash tags
Don’t sweat if it’s not perfect –
get it out there
Critically review it – on brand?
It works best as a conversation
59. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
Successful video
On any channel
Principles of
short form?
60. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
Successful video
On any channel
Principles of
short form?
When do I
do it myself?
UGC
61. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
62. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
63. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
64. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
Successful video
On any channel
Principles of
short form?
When do I
do it myself?
UGC
How do I know
it’s working?
65. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
66. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
Measuring success
Social likes / shares / blog posts etc
67. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
Measuring success
Social likes / shares / blog posts etc
How long are people watching –
2 min film
Lose less than 30% in 10 seconds
50+ watch over half
10% to end
30 second film
50+ watch over half
20% to end
68. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
Conclusion
The Deal
Better results with
multiple video
channels?
Minutes and
moments –
the opportunity?
Successful video
On any channel
Principles of
short form?
When do I
do it myself?
UGC
How do I know
it’s working?
Better results
with multiple video
channels
69. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
Better results with multiple video channels
It’s not about platform it’s about channel
Your video channels work as a team
Think of your brand story as beats – emotional and logical
Viewers can watch any beat, anywhere
Each beat must make sense within the brand story – ditch those that don’t
Don’t be afraid of UGC
Say less stuff in your films
Play to the strengths of short form (animation, scheduling, immediacy)
Focus your channel to give a good experience when viewers get there.
Monitor and adapt regularly
Have fun
70. London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
(Average length)
4 minutes and 12 seconds
30, 59 or 1 minute 59
seconds
Thank you
15 seconds
375 frames
6 seconds
150 frames
Editor's Notes
Before we go into telling stories on mobile I need to cover a few basics of storytelling so we are all in the same place
Beats
Beats
YOU TUBE29, 59, 90, 1:59Instagram 15Vine 6Le
Dr Simon Hampton, Psychology lecturer at the University of East Anglia
Dr Simon Hampton, Psychology lecturer at the University of East AngliaWhat’s exciting for marketers is that, this mildly compulsive behaviour might be exploited to encourage purchasing, particularly as digital increasingly blurs the line between shopping and entertainment.”
You might use many different devices, but each will have all the channels – YT, Instagram, vine etc. Mobile doesn’t matter – it’s the channels, and how you use them together that counts.
YouTube, Instagram and Vine are specific and unique channels which require a unique approach.Duration and place should govern what you do – but never forget the emotion and logical requirements
People will join your narrative at the middle, or the end, of, if you are lucky the start – it’s the ultimate choose your own adventureIt’s all one big channel – just watched in different ways
Emotional beatsLogical beatsYou need both beats but a beat cant be bothShare both types of beats across all platforms – so even those on only one get the whole storyTry to try people form one beat to another
Alicia Jones, Manager of Honda & Acura Social Marketing, “Our strategy on social platforms is to participate in existing conversations rather than trying to create new ones. This ensures whatever we do is relevant to our audience.During the #wantnewcar days and the #Hondalove Promoted Trend day, we generated over 32M Tweet impressions, 11k Twitter mentions and gained nearly 4k new followers.We saw a 20% sales gain in July compared with July 2012.
Raise profile / Inform / Get people to go to your website
Entertainment / They get to feel clever/ they feel value in learningThey get an exclusiveThey laughThey learn somethingThey get kudos by sharing it
* ASTRIUM: B to B market with 20% click through to website
What makes a good YT channel?Clear user journeyEmotion / Logic / EmotionOriginal content for web – Bury the 30 second TV spotsRemember different audiencesOrganised by tags
Its actually useful content – Lots of evergreen content with reasons to come backTimeless tipsPeople will come back for moreIt’s aimed specifically at the YT audince
One mission – one message – one purposeThe joy of omniscrrring and short beats – you can say it elsewehre – just don’t say it all at onceTell other stake holders to butt out and go make their own videoCould show hundreds of videos that are out there that don’t work as they have too much stuff in them
SeedingBought / Earned / PaidAt least 30% again in seeding costsYou Tube pre rolls can be very cost effective – little as 4 pence per view – amazing for B2B audienceIf you want seeing go for Rubber Republic – only connection with them is they are bristol
Hoot suiteGoogle anlyitcsYou Tube ad campaigns give loads of good statsSimply Measured
from a pure geek level this even references omniscreeninghttps://vine.co/v/hB05eTwLhUB
It’s a great conversation starter and you can follow that up
Got the iphone 5 mentioned as well which did them a lot of good as it was coming out at same timehttps://vine.co/v/hn1MEFqmtlB
https://vine.co/v/hnQehYuQahqIt’s not thecontentthatyoumightstrugglewith–it’sthelogisitcs of speedandplanning–depends on yourinternalresourceshttp://campaignblog.campaignlive.co.uk/2013/09/20/brands-on-vine-20-september-2013/