5 things that get people to start watching your video and finish watching it
There are plenty of videos available, and it is not possible to watch all of them. How can you make sure your target audience chooses your video online and watches all of it? At least five things play into these decisions.
Who is sharing, how and where, are some of the first things that catch our eye. Personal accounts are more interesting than business accounts. What have they written as a caption when sharing and
how much are they putting themselves out there in the shared content?
What is this about? Have I already seen someone else share this, but did not watch it then, I have to watch this now since others have shown such interest. (Repetition.) Is the person sharing content familiar and have they shared videos before? In case the video is part of a series and they have produced videos regularly it increases the relevance and I will want to check at least some of the content and what it is about.
Thumbnail, a preview snapshot of your video
Is it interesting, does it look good and
has it been chosen specifically for sharing or has the platform you are hosting the video on selected it randomly?
Is it a native video that can be viewed in the feed or directly on the platform I am using? Or will I be redirected somewhere else if I click on it? Hopefully not.
The first seconds 0-5
What impression does the video give?
Does it look unique and interesting?
OK – I will watch a little more! (If the video has subtitles, as I could be on a bus or trying to get my baby to sleep and can’t switch on the sound.)
The first 10-15 seconds
What problem is this video about or what problem does it solve? The worse the problem is, the better the story. Is the problem relevant to others in some way?
Have the people who made the video and ordered it understood what is at the core of the problem and presented it in an interesting way,
or have they just scratched the surface, approached the topic from the wrong angle or in a wrong way? If they have managed to present the core problem in an interesting way, alright – I will commit to watching some more and allow my full attention to be captured by the story until the end of the video.
Is there new content provided until the end?
Or has the significant content been presented by the halfway point?
Does the story continue with a style that reveals new things, hooks and value until the very end?
Wow, let’s watch all of it then, but I can’t wait for this great video to end so I can share it with everyone!
Finnish growth companies often do not understand what sales is
Keith Silverang tells Antti of the biggest challenge of Finnish growth companies in his experience: attitude towards sales.
Keith is the Technopolis Plc’s CEO. He has been an entrepreneur and an executive in Finland for many companies over 30 years. As Technopolis CEO, which locates and serves a large part of Finnish growth companies every day, Keith sees their people, operating methods and financial figures in the long and short time span, so he knows what he is talking about.
AntinStory is Antti Sipilä’s and OneMinStory’s video blog.
“Everything good should start with the premise that we’re in a global market right from the start, and not internationalize separately. The starting position should be that we can serve the customer regardless of where they are or what language they speak.”
– Jani Penttinen, CEO, Transfluent
A video included in Transfluent’s Slush pitch from five years ago and the media publications that followed it:
Slush as a launching platform for breakthrough
Transfluent is a model example of a company which succeeded in an international breakthrough through the use of videos. In 2011, Transfluent was successful in a competition held at Slush. It got immediate international press coverage with the video included, made a rapid breakthrough, and ended up moving its headquarters to the United States. Originally, Transfluent was specialized in the translation of social media in particular, but has since expanded to become a full-service translation agency.
“In comparison to traditional agencies, we’re really quick and flexible,” says Transfluent’s founder and CEO, Jani Penttinen.
Videos as a tool for convincing
Since the beginning, Transfluent has used videos in both marketing and internal use. With concise one-minute-videos, it has managed to tell about their service in pitching style and thus convince clients around the world. Of course, the breakthrough is affected mostly by the video content about the company, but it doesn’t communicate correctly to the viewer if the language and tone of the video isn’t right.
OneMinStory has done cooperation with Transfluent for a long time. The quality is always guaranteed and tasks are taken care of efficiently, for example in translation work on videos.
Penttinen adds a few tips on those considering localizing videos. Firstly, use time on communicating your own vision. Secondly, concentrate efforts on the languages and markets where there is the most demand. Finally, take localization into account already at the planning stage of the video.
The localization of a video
When you have a video ready, done in one language, (How was it made?), we can help you in your international breakthrough by localizing your video to make it suitable for other markets. Here, with the permission of Ouman:
A 5-Language remix about the company story of Ouman
We seek to produce localizations on a turnkey principle. You don’t have to use your precious time unnecessarily on technical details, we got it covered for you!
With us, the video localization process is very simple:
Translating the language of the video. In order to achieve the best end result in the video, both the narrator’s voice and the texts of the video have to be translated. By using Transfluent in the translation work, we ensure that the content is always of high quality, even when translated. 🙂 In addition, we also check the translation with you so that you’re sure to be pleased with the end result.
Commissioning a new narrator voice. OneMinStory has accrued comprehensive contacts through experience, through whom we’re always sure to find professional native speakers as narrators. So, localization into rarer languages too is also sure to succeed with our help.
Editing and compiling of the entirety of the video. So that the rhythm of the video remains smooth and the whole remains of high quality, despite the change in language, new spoken lines and texts have to be edited precisely into video.
As Transfluent’s Jani Penttinen also notes: “An unlocalized video only reaches a small part of the potential number of viewers, so through a small additional investment, you get a lot more benefit out of the video.” The localization of a video with us costs, in its entirety, about 25% of the cost of the original video.
On the basis of my own experience, a good translation is based on careful work done by people who care and communication between the translation agency and the production company.
There’s that certain something in the 360-degree video and virtual reality, but what is it?
When I first got a 360-degree video in front of me on YouTube where I got to turn the ‘camera’ myself with my mouse in any direction whatsoever while the video played, I realised that there was something new before me and that it made sense. At the same moment, it occurred to me to wonder what that sense might be. I honestly don’t fully understand it yet either, but I do understand that there’s always sense for a marketer in an exciting experience! Those who first adopt the application and learn to use it have at least the advantage to take on the change with confidence and readiness.
In this article, I’m not going to deal with the hype and investment boom around virtual reality – let’s just conclude that it’s significant and you can go into that from this link. I’ll concentrate on the content, so let’s get to business:
Choose where you look
In a 360-degree video, the viewer can turn the camera angle in the direction they want. In other words he is in the middle of the events of the video! It’s a new and exciting experience. For example, in the video below: grab onto the screen and find the singer!
N.B. For now, YouTube’s 360 videos only work in the browser on the desktop. When viewed on the computer, use the latest Chrome, Firefox, Opera and Internet Explorer browsers (not Safari!). With your smartphone and in Safari, you can see a so-called stereoscopic whole 360-degree picture, which isn’t much of an experience. If you want to use your smartphone, use the YouTube application which allows 360-videos.
The video was produced by the OneMinStory network’s Medialouhos.
A 360-degree video is at its best when viewed with VR goggles and so that the viewer gets to take part in the events. It leaves an indelible impression! Unfortunately at least for now, VR equipment or goggles are a rarity, and hardly anyone uses them primarily to watch commercials.
How can a marketer use virtual reality now?
It’s new, successful, exciting and the wider audience doesn’t have easy access to it. Just like a celebrity! Connect your image in a genuine way to virtual reality and offer your customers real encounters in a new kind of environment.
We arranged a VR booth at the event of our customer Plastex, where the video artist Arto Ant-Wuorinen got to try out virtual reality for the first time. Participants got to try their hand at three-dimensional drawing in virtual reality with the Tilt Brush application of Google. Even the more sceptical and grown-up experimenters were entranced by the experience! All of them learned to draw literally brilliant works at once, move amongst them and experience:
WHAT IS A DRAWING LIKE THAT’S A SCULPTURE AT THE SAME TIME?
The experience was, above all, fun, intense and refreshingly new. It was a unifying topic of conversation, but not too technically educational, because it’s possible to get involved in the experience immediately. The apparatus is already at such a good level (thanks to the Finnish virtual reality association FIVR for the loan of the equipment!).
The 360-degree video is immersive, above all, i.e. practically very captivating, because it places and, at best, submerges the viewer on an experiential level right in the middle of events.
Where’s the story?
How is a story told in virtual reality or with a 360-degree video? In the same way as before; it has a beginning, middle and end, and something changes along the way and in the thinking of the viewer.
Carrying the viewer along in the story, at the same time as they take part in the events and literally use the camera themselves, is challenging. However, it is done. A good example is virtual reality games.
In the same way as in many games before, the idea is to walk along a particular ‘reality tunnel’. Another way is the situation that begins and ends at a specified time, like in the music video seen before.
Control must be given up
In virtual reality, the teller of the story has to understand that the viewer’s use of time, state or experience cannot be controlled completely, and that’s not the intention either. To the horror of many story-telling professionals, in order to succeed, the teller has to give up control in virtual reality and in the 360-degree video.
The only way to control is to create such a spectacular experience, story or application that it sucks the viewer in. The viewer’s experience of freedom, and its natural and inspiring creation, are the most important requirement for the success of the telling of the story. That, in itself, is already some kind of experience and a challenging goal. In addition to that, a story can also be told. The events around can have a beginning, a middle and an ending. We can cause a change in the thinking of the viewer with the story, just as with other story-telling devices.
Here is a music video filmed with Nokia’s Ozo camera in one take. There is a clear story and it requires the seamless cooperation of more than a hundred actors. There’s no way to hide behind the camera…
An informative application is a clear case
Training, teaching and the informative application are the most most clearly usable applications of the 360-degree video and virtual reality. Learning has been found to be many times more effective if visual aids, such as video, are used. Learning is even more effective if the learner personally takes part in doing. In the experience of virtual reality, those two superchargers of learning are combined! That’s also my own experience of the Tilt Brush event. Learning how to use it is so instantaneous that it totally bewitches you and you feel like you’re in an amusement park. Learning is fun!
Here’s a 360-degree informative presentation video of the CERN particle accelerator.
Good news from Finland
Did you know that there’s a Finnish company involved in the platform competition of virtual reality and the 360-degree video? It has been refining its product for years, and has international customerships and turnover from all around the world? Thinglink began its journey with photo-enriching openable action points, thinglinks. With photos, thinglinks haven’t yet completely revolutionized the world. But, they have risen to be a tool and media for informative 360-degree realizations that stands out in the world (this 360 application too works best on the desktop, i.e. a PC, for the moment).
Through development of the technology and platform, Thinglink is ready for virtual reality, and all kinds of 360-degree video applications. Customerships are pouring straight into Thinglink’s lap when an easy way to create a new, interesting experience is sought. Thinglink is a Finnish start-up, whose most prominent evangelist is the Sales Director of the European region, Sani Leino. By producing good content, he distributes value to everyone working in sales and story-telling and thus is worth a follow!
Why am I writing about VR and the 360-degree video?
OneMinStory produces videos on the basis of the current marketing needs of companies. What do the hype issues of the future have to do with them? Hype stories are a part of the reference development of the content production of companies. By taking virtual reality now as the topic of already ‘ordinary’ videos or other contents, I’m offering value to those who are interested and puzzled by the subject. At the same time, I learn about what’s to come. You can do the same.
Finland is a long country, 1157 kilometres to be exact. A member company of our video professionals’ network furthest up in the north and filming in all of Lapland is Caamos Media House. One of its owners and videographers, Rikumatti Jurmu is also a professional snowmobile rider. One thing they have is an abundance and a long season of pure white snow. Above is a video they created for Lynx about their 2017 snowmobile driving apparel. Riku is driving the Lynx BoonDocker snowmobile of course. Enjoy the ride. And if you need to capture video in northern Finland, with or without snow, you know where to get it.
Video series: the advantages of producing regular video content online
Producing videos as a series is effective in communications and marketing for both businesses and communities. The fact that it is not yet done by many companies means it is a tremendous opportunity to stand out and take over the market. Some well-known success stories in producing regular video content are Smartly, awarded as the best startup in Finland, and Vaynermedia from the US. Below you can find a list of five advantages of using regular video content and instructions on how to get started.
1. You will be remembered by the target audience
One great thing about a series of videos is that your audience will want to know what might come next. If you create interesting content and hint that you will do this again soon, you create an expectation for something new with each new video of the series. Your audience is curious and interested in what will happen next. That means your series and brand will be on their minds in between videos – in other words, all the time!
Regularly doing something leads to learning. In social media, continuous learning is HUGE. You receive feedback and data from every video in your series, and you can use it to choose the topic of your next video and in making it. Learning and mental growth will motivate your team to carry on and this, in turn, will help your business reach the crest of the wave.
3. A video series is easier to find
The target audience will find it easier to find a series of videos than a single video. This is because a series simply contains more of the most important unique qualifiers* that online search engines use in indexing and perceive as being CONNECTED to each other.
So the more videos you create in a series, the more likely it is that your videos and business will be found, talked about and people want to connect with it.
*Headings, url, descriptions, links, tags, and optimised keywords
Hint: You can create a series out of existing YouTube videos by creating a playlist. You can make a different list for each series, and new videos can be automatically added to the separate lists through a tag or a word in the description. YouTube is more likely to suggest the next video in your series to viewers.
4. Social media favours those who produce video content regularly
Social media platforms, Facebook, YouTube, and LinkedIn collect information on each user in a separate file to apply their algorithms. This information is used by the algorithm to decide when and to whom to show content. All of these platforms prefer video, and those who produce it regularly are favoured when it comes to for example being shown on YouTube searches. Videos are effective in keeping users on a platform and services compete for being the favourite video platform, so advertising a video, in other words, sharing videos has been made as easy as possible for businesses. Improving the sharing of videos is one of the most competitive factors for platforms and the most effective way to reach the target audience.
Video advertising has been proven to be the most cost effective way to advertise profitably on Facebook when the goal is to create conversions through a website.
5. A series of videos can set you apart from the competition
It’s true that many companies make a lot of video content and use it to create a large brand image online. Even in the global scale, very few businesses create recognisable content in the form of a series of videos, which have a clear, unique voice. It doesn’t take much more than the decision to start though. I have been doing this for over 20 videos so far.
In addition to that video series, our Instagram account contains some of our mobile-friendly video content designed for that platform. Maybe that content is what got you to read this text in the first place.
Another example of a great video series in a longer format is Nat and Friends created by a Google employee. I like everything about this series except its length – I would make each video one minute long. Time is time.
How to start producing videos regularly?
To start, we go through the basics by looking at the needs of your target audience and your goals. We plan ideas and formats for your series on the chosen platform and based on your niche and then start creating content following the pricing structure agreed beforehand.
Our experts are continuously available and use tools such as the finished design for the motions graphics of your videos and platform specific formats for your series, which we use to regularly edit great looking video content for the different channels on topics related to your business. You can use them to reach your target audience in a measurable way and to learn about their reactions. This allows us to keep improving the quality and impact of your videos over time. The reactions your videos receive will also help you to develop your whole business through new insights on the feelings that are prevalent in your market and its current state.
Should your video be vertical or horizontal? Depending on the requirements, it might be good to use both. Our offer will always include all the versions of the finished video that you need for the channels you use. Producing them is not a problem when we have the storyline and materials. New versions for different channels can be easily tested and added over time.
Tying your hands by committing to publishing each and every Thursday might not be the best approach. Planning and a publishing calendar are helpful, but plans must be flexible and follow other actions taken and the markets. Your series will be most beneficial when the publishing cycle is such that your target audience recognises the series and you can take advantage of the momentum it creates. For example, it might be good to be visible at least once in a quarter. When the content creators are constantly working, you make the most of the advantages of learning, visibility and the growing familiarity in the minds of your target audience. Of course, in the case of our experts, they create video content all the time and also learn from the other projects they work on, bringing all the newest expertise with them to your video project.
To produce the first video, we will both attend a short workshop which only takes a small amount of time to ensure the approach we take will be of interest to your customers. The workshop allows us to agree on the fixed production fee for regular video content. Due to the channel-specific format, anyone in your organisation can order simply by sending an e-mail. There will be no time-consuming meetings after we get started! We will create content, publish and learn with continuous improvement.
All buyers, especially buyers of services and products for companies and enterprises ( B2B) use a lot of videos when examining different options. 70% of the buyers for companies who carry out research about options tell they are using videos in the process. A buyer’s path to purchase goes through a variety of videos in each stage of the digital research process.
1. Interest and awareness
Your videos need an audience. In order for people to be aware of and interested in the subject of your video, content marketing should be done at the beginning of the shopping experience. Interesting and entertaining pieces of content. As above.
Effective use of video in content marketing has changed rapidly. Just a year ago you could share a one and a half minute video about a product from Youtube in social media channels such as Twitter and you got reasonable numbers of engagement. Today, not so much. The reason is that people do not want to click a link that takes them out of the scrolling of channel experience unless there is a really relevant reason, especially in mobile. Social media channels favour native video in how they are integrated in the user experience. Native video means a video that is uploaded in the particular service it’s being showed on. Video which is directly in the channel, and starts itself, gets more views because of it’s easy viewing experience. This kind of video is intended for creating interest and an emotional momentum to continue on by clicking to the brand’s website, or sharing the video. Researching purchasers will click forward to the brand site, if they feel they might have a need for the product. For others the video is excellent and distinctive service and thus also great brand advertising.
Interest-provoking, informative but light.
In feed, 15-60 seconds.
Mobile Experience. A large part of these views are mobile.
Approximately 50% of the total investment should go to this phase, including a small media budget. (If you you already have a large part of your target group as followers, you might not need a media budget at all.)
2. Getting to know you by video
In this digital investigative stage, the buyer engages the videos in the brand’s website, expecting to see an original one minute product intro or a quality explainer video. Because video is a superior way to discover and learn about a new subject online. If the video cannot be found, the buyers wade forward by learning the site’s structure at random order of pages and case descriptions on to the contact information collection point, such as a downloadable guide, which they are not necessarily willing to download at this point, because they are not ready to leave their contact details just yet.
Providing the intro video at this point is the best practice, placing it on the front page or a landing page, so that people get the best possible starting point to the experience.
On the brand’s website. 1 to 2 minutes. (Embedded)
Allocate 25% of the total investment to this step.
3. The last round
When the intro intro video is seen, the researcher continues empowered by the understanding and feeling gained from video. Now he or she is ready and wants to plunge into self-orienteering deeper into content. It is a good idea to have several how-to videos, customer references, and even recorded webinars available. Of these videos the buyer chooses a couple and maybe views them only partially, but it’s enough if they give the right image confirmation. These videos have an important persuasive effect and they tell that the company has depth and real things to do. Especially for products and services containing new innovation, customer references are very important. The videos at this stage are a testimony about the hands-on culture of the company, which is why the way they are offered, and suitable presence of the brand in these videos is important.
Product support videos
Webinars held in the past
1 – 3 min. Webinars up to 1 h.
25% of the total investments in this stage.
4. After the sale
After the sale, the customer experience can be strengthened by supporting the customers by instructions and tips for the use of products and by sharing other users’ videos. If the customer is follower to a certain channel, he or she can be find curated videos produced by others interesting and entertaining, about suitable topics for the brand. Additional sales can be suggested with a separate video directly purposed for it.
Videos to enhance customer experience.
For new products, return to 1.
P. S. If you would like to have a proposition of how to use video in driving your business, please contact us. We will reply you soon.
Hello there! Since the video production process is often asked about from of us, our video blog ( first time in English! ) with the nice animation above and the text below is about the stages of video production. Video production goes according to our experience – in this order.
Define your audience! What type are your viewers’ personalities? (The buyer persona.) In what style or tone should you speak to them?
Craft the story. What is the idea that you want to convey about the subject and how is it told through a story. Let’s bounce it around together. Your best story is difficult to see if your alone in the middle of it.
Approve the plan. In most cases, a screenwriter writes and you comment until all are satisfied.
EXISTING CONTENT COLLECTION
Brand names: Logos, fonts, etc.
Existing materials and archive material.
It does not matter if these don’t exist, as the next in line is:
Filming footage and creating other visual elements, such as diagrams and drawing animation characters.
Motion graphics and animation. (As seen on the video above.)
Audio: Speak, effects and music.
Editing it all together.
Comments on the first version. Corrections.
The final video inspection and the last fixes.
All done! A Full HD video file with all rights is what you get. It will upload as such to all your channels 🙂
Publish! Show it to your spouse and neighbour. Go to the market. Receive comments. Generate leads. Enjoy. Good job! Publish again! ?
Read more about OneMinStory video production on this page.
There are endless possibilities to construct a story. That is exactly the problem.
The purpose of a business story is to give people, partners and customers to be, hope about something new and useful to them. Because hope can create an interest that grows.
One way to build a business story is: Person, Service, Numbers.
Person ( Real person or a character of a story) = Hope ( Someone recognises your problem and is able to solve it. )
Service = Something that creates new value.
Numbers = Proof of usefulness
For example: I am the person in public for OneMinStory. I have partners who have better skills than me in business and in video production, but I am one in the company who takes responsibility of it on a daily basis and the one who owns most of it. I am committed to our clients and it is my professional purpose now to serve and give hope to those who wish to get their stuff to market effectively.
Service is essential. For example, OneMinStory’s video production management application enhances collaboration and communication with everyone involved for creating the best possible story on video about your business.
Numbers. For executives, numbers are very useful and thus impactful. For example: 59% of senior executives prefer video over text.
Who is your person, what is your service and what is your number?
P.S. Person, service, numbers is not the only way to structure a good business story. It’s just one of the of ways to look at it.
We created a video for Codemate, a Finnish originated web development company. The video is placed on the homepage of their new website. It was also a pleasure to work with Pohjonen Productions that provided cinematography and editing services in this project.
Codemate has written a very nice illustrated article about the process of the making of the video, which we highly appreciate and recommend, since the outcome has been a success by all standards so far. A comment by Antti Sipilä, CEO of OneMinStory is included in the article. Read it here:
Making the ordering of a great video for a business easier has always been our cause. Capability to craft and design great videos is a part of that, but not all of it. At first when we started, we made out our planning tool on a fairly simple Microsoft Excel sheet. It’s been a success and well liked among our customers: Entrepreneurs and intrapreneurs of whom some have not ordered a video before.
It has been evidently a relieving experience for our customers to see that from a single page everything that is going to be in the video can be seen and edited.
As our customers’ businesses have grown and their business environments have sped up, the Excel proved to be insufficient. Mainly since sharing email attachment versions across a team with variable commitments to the project would jam its flow at some point. We can’t have that. So we took the plan to the cloud.
It has been inspiring to see that our customers like to use the tool without any guidance, and that they seem to be happier with the process and the project outcomes. Things seem to go suspiciously well sometimes. But when you see it you just have to believe it: Planning a video in the cloud is easier. We are developing the service all along from the feedback we receive. The use of the planning tool is free for our clients.
Hype boils down tomorrow as Slush 2014, the start-up conference kicks off in Helsinki. Start-ups have grown up to be the big brothers of business and Slush too has crossed the gap from a small challenger to a mainstream phenomena.
Being in a video production company mainly for growth businesses and being located in Helsinki, missing Slush would be stupid. No, I am not a speaker in the conference and we are not looking for an investor. Because there is no ready-made slot for us we have to decide what is our plan in Slush at least so that we can pivot the plan when we get there 🙂
Our plan is simply to look and see what is going on to learn, analyze and gain insight about how to make life better for us and our clients. Hopefully we’ll meet new people and business contacts, but that is not our main objective. In general I would warn everyone about stepping into performing a preconfigured start-up ecosystem role. It is as likely to succeed as becoming a rock star by mimicking the rock stars of today. You’ll be inevitably late when you get to your goal that way.
I don’t know what to expect from Slush, and I like it that way. I am about to go and see. We’ll make a series of #microvideo’s about the insight I get from Slush. The first one is about the Slush app, created by Qvik. I like it a lot. See the video and you’ll see why.
The most common question in the world is: What is this? Kids ask it at least ten times a day. And you ask it quietly in your mind every time you encounter something new, like land on a new webpage or open an email from a new contact.
What is this? – Moment is a great opportunity to tell a story that engages the inquirer and answers her question in a way that exceeds her expectations and creates relevance and meaning to her. The opportunity could not get much better, since the person asking is willingly 100% focused on you and your answer. If you succeed, you might be able to start a new relationship. If not, she is going to ask about the next thing.
How to answer to: What is this?
Objective: To start a new relationship. (If not – no need to answer.) Side note: A brand is something that has a relationship with a substantial amount of people. So if you are looking to build a brand, you are looking to create relationships.
Setting the expectations: Even before you start to answer the question, the recipient has set her expectations about you based on your look and feel. This is an integral part of the answer. You want to set the expectations towards you and your answer to intrigued and moderately hopeful to deliver maximum satisfaction for the inquirer by exceeding her expectations. So pass those attributes along to your designer. When you start to become confident and experienced in your storytelling you can start to mess with the expectations to create an experience that really stands out. But for starters, try to create intrigue and some hope of delivering something.
Your tone: Anyone who has been married, or has had a parent, knows that tone of voice is the part of the message that sets its urgency and priority. The tone that you think would work, will not necessarily work with the people you want. Luckily the web is a perfect place to test it. Try out a tone. Then look at your small data. If you are lucky to have big data, look at the small data within it. By small data I mean a behavior path in a real human encounter and its results. In addition to your pricing, your tone of voice is a very good tool for you to actually select the people you want to have relationships with.
Engage: Engagement is something everyone wants from a relationship. Your answer needs to be engaging because it is a sample of the engagement of the relationship you are offering. If you cannot answer in an engaging way, I expect that in the future you won’t engage me either. I don’t want an idle relationship to use up my limited mental energy.
Answering the question: You must not recite information, nor specs or the features of whatever this is at this point. Tell a short story about the problem this solves and why and how it solves it, and what is unique and really special about it (this part can include a few key features). Then tell simply how to use it, try it or buy it.
This is how to answer next time someone asks you: What is this? It happens every time someone new arrives to your website or gets a message about a new subject from you. Grown ups just don’t ask it out loud.
I believe that all that we work for in business is relationships. Stories and storytelling is something that has been in discussion a lot lately, and the reason for me is clear: Stories are all about relationship. A story effectively changes the relationship of an audience member with something. In business it is usually a product, brand or a person. The subjects are often intertwined. A story achieves change by creating new understanding and relatable feelings in the audience, and guiding them through a dramatic change, resulting to an emotional relationship shift towards the subject. There are two kind of basic stories in business, and I describe them here as claims. A story needs to claim something to be relevant. A story just for a story’s sake, is an uninteresting one.
1. What is this
The first story claim type in business context can be told in a product video. A well structured story tells vividly the story of why and what is the product. It changes the view of the audience from not understanding, relating or caring to understanding, having personal insight, being intrigued, trusting, sharing, wanting and eventually purchasing the product and making it a part of his or her own story and identity. This story’s emotional effect is dependent on how enjoyable the execution of the story is and if it can create and an epiphany moment.
2. What is this really, emotionally about
The second claim in business could be told through a brand video. It appeals to and invokes your feelings about the core of the subject and revitalizes them, making the subject emotionally significant for you in a new way. These stories are very effective, and when the drama ties into a as big picture as possible, it makes the shift of your emotional point of view as effective as possible. And thus effectively changes your relationship to the subject.
Great stories mix these claims purposefully in ways that slip by the viewer’s consciousness. Noticeable is that to use the second, the emotional claim, in business you need to have a relatable brand. If you don’t yet have a know brand, you can use a brand representative person or/ and you can establish your brand within your story. Because you need something that people can have emotional relationship with to make an emotional claim.
We want to engage into new meaningful relationships, and that is what stories cause us to do. They change us by changing our relationships or by beginning new ones.
P.S. A good example of using both claims described above is a well made jubilee video. Here is one:
What the thumbnail of your video looks like on your website or elsewhere on the Internet can be equally significant as the contents of your video. This is because the relevance of both is a prerequisite for the other. If the appearance of the video does not tempt people to click to start the video and generate positive expectations for it, then the video will not be viewed or it wont have a powerful effect if it is viewed. The functions of the appearance of a thumbnail are:
Tempting to click by a pleasant design
Creating positive expectations regarding the contents of the video.
The second point is just as important as the first one. Without it, no tension is formed between the expectations of the viewer and the contents of the video. At best, this tension will contribute to a home run effect, when expectations are fulfilled and exceeded. Expectations can also be diverted intentionally, when a surprise is triggered for the viewer. If low expectations are created unintentionally, they have a confusing effect and flatten the mood even before the video has started.
How should you act?
The thumbnail can and should be changed. I do not believe in pedantic A-Z testing (though it would be interesting to try it), but in an outlook that is tested and monitored through the experiences of new viewer. Decisions have to be made with inadequate information as usual.
A true story
We had a video of our own some time ago, and a very bold thumbnail was added to it. Our e-mail started flooding with requests for bids unusually quickly. Unfortunately, these requests were completely wrong for us. Once we decided to change the thumbnail, the influx of unsuitable requests ended.
If you take a moment to think about your own concentration capacities, you will realize that you are not freely using your capacities as such. Your brain processes several different tasks and duties with varying degrees of effectiveness, and so dealing with new tasks get very little room. This is quite common for most people, including your future clients.
The human goal is to quickly get tasks (especially work-related ones) out of the way (so as to make room for new tasks). This why an individual tends to logically avoid dealing with new things. New things that will help in the accomplishing of prior tasks are an exception though. This exception is our only truly justified market niche: We need to be able to present a new tool or solution to can help our customers get pending tasks out of the way.
The acquisition of a new solution
The searching procedure for myself goes something like this:
Dealing with frustrating tasks.
Talking to my wife or my co-workers about them.
From a discussion a solution will be suggested which, in turn, means a new task leading to evaluation and reflection.
Exploring the new solution on the net.
Deciding to change the task to contacting a new person or buying a new product or service.
When considering the suggested solutions the clients will end up on the net where they will be looking for something and thus end up finding your company’s website. This is the significant moment on the net for your company. What is expected of your company at that precise moment?
Using myself, again, as a guinea pig, I describe in which way the experience unfolds:
How does this look?
Is this a valid company?
How does this work?
Does it meet with/exceed my expectations?
Who should I contact?
The style of the pages is usually adapted to the target group and modified according to the brand. In any case, for the person who visits the pages for the first time, getting to know the company’s line of basic blues or a brand’s innovative splash takes time and effort. It can be a discomforting and vague experience. You can’t be sure if you are wasting time or not until the search on a website has been taken far enough for your diagnostic purposes.
Videos present a great solution
A short and interesting video which is offered right in the beginning is a good way to get to know new things and it is often the best option because:
A video requires very little labour. Press play.
It removes the user’s (and your) uncertainty when it comes to finding all the relevant information in the right way and in the right order.
The time you need to invest for the watching of the video is displayed in the player beforehand.
Videos capture and entertain. They therefore allow individuals to forget all those other things and tasks that compete for attention in the brain in order to focus only on your offering.
In order to accomplish these advantages, the video needs to be sufficiently aimed at the user and the video production needs to be sufficiently professional and tasteful. The player’s and thumbnail’s appearances, i.e. the way the video is presented, are of great importance. More details on that in the next post.
We read, watch and listen to stories because we have an expectation and a hope for an enjoyable and/ or useful experience. Story as such is not what we look for though. What we crave from all mediums is a personal internal experience, an epiphany that renews us, gives us so much new multifaceted knowledge in an instant, that it transforms our mind somehow, even just a little bit. It is the moment we “get it” and it is very enjoyable. That is why actively search and pay for these efficient renewing epiphanies.
Stories and Products
All stories and products contain one or more epiphanies in them, otherwise they wouldn’t exist.
Just knowing a product exists is not enough to create action. Once we get an epiphany from a story of a product, we want to do something, we want to tell someone and buy it. In the digital age epiphanies are hard to find, since everything has been and is seen. But when we find even a small one it is very easy to share, commit to and buy something. Smart marketers find new epiphanies and install them in their products and brands over and again.
In creating stories that contain epiphanies, visualization is very effective. As an example of the point I have want to share a piece of the genius of Hans Rosling who creates ephipanies in his stories about statistics through visualization.
We are exited to join a partnership with Eliademy, a fast growing massive online course platform by CBTec. CBTec recognizes the quality of videos within a course as a key differentiator, and for that reason has decided to partner with us to offer access to professional video production for all educators for creating high quality MOOCs. Our offering for MOOC video creation takes use of the Oneminstory video template process, which will integrate with Eliademy to specifically serve MOOC – creators.
For pilot case productions, please contact us now at: email@example.com
The internet tells us that videos are the best way to communicate or sell stuff. The amount of video is surging by numbers. But in relation to that, it feels like there are not so many great business related videos around.
I think the reason is the expectation we have for a specific video. We don’t play all the videos, just because they are videos. And if we play a video, the expectation we had for it plays a major part in our whole experience with the video.
The way a video is found creates an expectation for it
For best results we need to create a stimulating, even an exited expectation for our business video. Ask Steve Jobs. He would say that every video, in any business, should be thought as purposeful act. It should be thought of like a product of its own. That is the only way to have great want-to-buy experiences. So it might be smart to position your video purposefully too.
Where to put my video?
1. Your Front Page.
You want to put your video on the front page, on the top half of the page. Because it is assertive and it creates an exiting expectation in your visitors head, like: ”Oh, they have a video, cool! Now let’s see what it’s like.“ Click. The visitor is alert, exited and engaged, because of the bold move you are making by positioning your video center stage.
And the best reaction you can get is:” Wow, that was great! I am doing this right now.”
If on the other hand you are positioning your video on the margin of page 4 with a stamp-size thumbnail, you are saying: “We put this video here, because we try to comply with the trends. Please, don’t watch it, because it sucks.”
So the best reaction if someone watched your video there is limited to: “ Hey, that was quite ok. Now let’s see how the other companies compare to this one.”
A major difference in the potential of your video is made in positioning it on your website.
2. In the Web, Contextualized
There really isn’t a common service yet that would give out personalized business video discovery, and there are no well-known video channels where you could expect to find good videos. (If you are creating one, please contact me. )But videos, for now, are like fish swimming in your feeds. What is the most exiting feed and context you think you would find a business related video? Examples:
An upcoming company shares its video boldly, and it is shared by some relevant players.
A major corporation shares an update with a challenging question. And it is liked by someone you now in business.
A video comes up in the most relevant network for it, so many times, by paid advertisement, that you eventually decide that you must see it.
Someone shares a video that she really praises a lot.
To create your experience, you must craft your own.
According to a recent survey, videos are one of the most exciting tools to use in B2B content marketing – yet still you don’t come across videos nearly as often as other formats. One reason for this might be the difficulty to find employees or customers willing to step in front of the camera, or the lack of confidence in their ability to pull it off successfully. Professional talent is rarely used, for budgetary reasons.
Common sense would say that a company’s own employees or customers are the ones who embody the very core of the business, something that a great video can communicate. But when it comes to performing on camera, there’s often one big problem that can be captured in a single word: should. If you go into it thinking that you should make a video and you should make it look really great because that’s the “it” thing to do now, your mind is on something else than the message you should be conveying, and this will show in the outcome.
As someone who has directed a great number of video shoots over the years, I can see one clear key to a successful on-camera delivery: the combination of willingness and a sense of assurance. When the person in front of the camera has a personal interest in being there as well as the assurance of knowing that the shoot has been set up on his or her terms, the results will be good. You can get superb on-camera performances out of your employees by first creating a workplace culture that embraces people who like to perform, and by supporting people as their own individual personalities, along with nurturing their presentation skills at work. One star is a good start. Think you know who that star is in your organisation? You might be in for a surprise…
Antti Sipilä CEO, Oneminstory
P.S Below you can find a recent example of a succesful performance by Gary Marquis, Dean of Aalto University School of Engineering.
Ideally, the ideas that come up during an innovation process are widely assessed at each development stage so that a relevant sample of feedback can be collected to be used when making decisions about further development. How to produce and distribute a universal presentation for each idea at different stages of the process?
One solution is video production with the help of a video template. For example, for each idea that has made it or is just making it to get to the prototype phase, a video is made using the same format that will present the idea clearly, repeatably, and interestingly and that is easy to share. A coherent process and visual look promote fair competitive atmosphere and concretize the realization of the process’s interim goal for both the participants and the external audience.
The brand of the innovation process’s owner is visible as wished during the entire duration of the video thanks to the customizable video template.
Nobody wants to deal with uncertainty factors or something difficult. That is why we have removed uncertainty factors concerning contracts from the video ordering process by stating the price for the video beforehand and by granting permanent rights for the distribution of the video for the same price.
That’s nice but what about the main issue, what will the video be like? It feels that it is impossible to know that in advance. –No, it isn’t. –It probably requires an endless number of meetings. –No, it doesn’t. The goal and target group of the video define the style for the video, and it is, of course, useful to talk about these issues face to face. Usually, this requires one meeting. For the purpose of actually planning the contents of the video, we have created a contents table with which it is possible to plan the video together without any meetings – by e-mail and phone. The contents table is easy to share, and with it you can see how everything will be displayed on the video. The table guides you to fill in the right elements at the right spots. It can be customized endlessly.
When the plan is ready, we will begin the production. Because of the contents table, our animators and producers have a clear overall picture of the project and they can trust that the client, too, knows what he has ordered. They can concentrate on creating all parts of the video in the best possible way.
During the nearly two years with Oneminstory, I have witnessed noticeably less need for corrections in the first versions of the animated videos that our clients have ordered than during the entire 15 years I have worked with customized video production in general. This is due to the fact that corrections have been made in advance, already during the planning stage. We correct all possible mistakes but never have I encountered a situation where a client has said: Hey, this is nothing like we ordered! On the contrary, we have often seen that the first version is the final version!
Feedback from people who have made animated videos with us:
“Originally, my boss thought that we would never finish this video.” – “In our company, people have been truly amazed at how great the end result has been with such a limited budget.” – “We have attached the video as a link in the signature block of our e-mails for over a year.” – “We localize (translate) this video to suit all of our new countries.”
Making animated videos doesn’t need to be difficult. The most important thing is to contact us.
The following compilation features samples of animated videos we have made: