This was a panel discussion with Rowan Kerek Robertson (Taylor Kerek) chairing, Sam Bailey (online/video for BBC Radio 1), and Stephen Follows (Catsnake, a production house specialising in short videos often for campaigning charities).
There was discussion of the using different platforms. For SB, for a content idea to be good it must be able to lead to something for all platforms: iPlayer, radio, social (Twitter, Facebook), and Youtube. SF and SB talked about the difference between video content on different platforms based on audience expectations:
- iPlayer – generally about 30 minutes long, people sitting down to watch telly
- Youtube – shorter, grabbier, but people are geared up to be watching something
- Facebook – autoplay without sound, people who just want to see what’s going on
There was discussion about social sharing of content. Shares is often used as a metric, but should be used with caution. If you really want people to watch the the end, or to take action, you need to measure that. SF recommended the book Contagious which, among other things, lists the 5 emotions that cause sharing as: anger, anxiety, awe, excitement, and humour (in Radio 1 parlance – WTF, OMG, LOL). SF said that they’ve found the most successful way to get meaningful shares is to target people “who already care” via blogs. Sites like Buzzfeed might give you lots of people loading your video, but will they actually watch it?
There was interesting detail from SF on how their production process. They start with an understanding of what their clients want: “who do you want to do what?”. From this they write a brief (eg “This film will get women aged 25-30 to share X because it will make them feel like Y”). Key performance indicators need to go in the brief and need to really reflect what the client is trying to achieve. They then have an ideas session with this visible. They don’t have a maximum length for videos (their greatest hit is 8 minutes). Digital allows you to be flexible: embrace that.
Testing has 3 stages.
- Informal focus group (friends, friends-of-friends) – just to get the feel of the demographic, not to test out ideas.
- Show the video to a few people from that group.
- Seeding (targeted Youtube views) to around 1-2k people.
This made it sound relatively light-touch and low-cost – great for higher education.
SF believes storytelling is a key way humans have passed on knowledge, so is a fundamental driver. Knowledge sharing leads to a joy in storytelling (just as the need for food leads to appreciation of cuisine, and reproduction leads to sex being pleasurable). A storytelling technique is the “curiosity gap” – something that isn’t fulfilled until the end (but not by tricking people, more like stringing out a joke so it gets more enjoyable the longer it goes on … and you know when to stop). Koney 2012 is an example of a video that uses this technique.
Relatedly, recent research suggests that men who tell good stories are seen as more attractive.