Tom Demetriou - 6 Guiding Principles for Planning + Creating Video Content in The Attention Economy

6 PRINCIPLES

for Planning + Creating Video Content In The Attention Economy

6 PRINCIPLES FOR PLANNING + CREATING VIDEO CONTENT

ATTENTION

INFORMATION

Consumers


ATTENTION

INFORMATION

Marketers

1. DATA-DRIVEN

2. CONTENT MARKETING

3. VIDEO

4. WEEDS


HERE IS RULE NO. 1 FOR CREATING VIDEO CONTENT:

(If you remember nothing else.)


WE MUST CONSTANTLY REWARD PEOPLE FOR THEIR TIME.


1

:03


:06


:10


:30


:60


2:00


Video viewing is a continual real-time negotiation.

THE DEAL COULD BE OFF AT ANY MOMENT.


SPACE + COMPRESSION


65 Shots / :90 1 / 1.4 seconds $1.5Million


100% Existing Assets Type + Motion Design

$100k



“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?


1. SCROLLING FOR A DISTRACTION:

2. HUNTING FOR SOMETHING YOU NEED:

Reward = Entertainment

Reward = Utility



EN

TE

RT

AIN

ME

NT

UTILITY

BE HIGHLY ENTERTAINING. OR VERY USEFUL. OR BOTH.


2

EN

TE

RT

AIN

ME

NT

UTILITY


HOW LONG SHOULD YOUR VIDEO BE?


:08

HOWEVER


TOP 10 MOST-WATCHED VIDEOS 2016


4:20 9:15:42

Shortest Average Longest


: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.


( COMMON SENSE )


ATTENTION SPANS EXPAND + CONTRACT.


3

HOW MUCH DOES A VIDEO COST?


“Come on, just give me a ballpark.”


PRODUCTION $$$

REWARDING

DISAPPOINTING

Point of Diminishing Returns


REWARDING

DISAPPOINTING

Point of Diminishing Returns $1.5MM

$100K

$10K



Point of Diminishing Returns $350K


Awareness Consideration Engagement Trial

$$$$$$

STYLE IS AN INVESTMENT.


4

HOW MUCH STYLE DOES MY CONCEPT NEED TO SUCCEED?

CAN I AFFORD IT?


HOW MUCH DOES A VIDEO COST?

Champagne Taste

Beer Budget



$9 $9

THANKS, TOM. NOW WE’RE ALL THIRSTY.

MOVING ON.


COMMIT TO A MOMENT IN TIME IN THE CONVERSATION.


5


SHOULD BE VERY DIFFERENT FROM WHAT

YOU SAY IN HERE

WHAT YOU SAY OUT HERE


IMAGINE THIS

SCENARIO:


(BASIC SOCIAL PROTOCOL)


BUT IF YOU HAVE ANY ONE OF THOSE CONVERSATIONS

OUT OF ORDER, YOU ROYALLY IMPLODE.


WHATvs.

WHEN


BLURTINGvs.

MARKETING


OK. ON TO THE LAST ONE.


READY. FIRE. AIM.


6

simple and high-impact.


WHERE DO YOU PUT YOUR CHIPS?



(IN HERE)


(IN HERE)


UTILITYENTERTAINMENT

$$$$$$


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

mailto:[email protected]?subject=

Tom Demetriou - 6 Guiding Principles for Planning + Creating Video Content in The Attention Economy

Marketing

Transcript of Tom Demetriou - 6 Guiding Principles for Planning + Creating Video Content in The Attention Economy