What makes a killer video?

I recently came across the Chad Vader series and was reminded of the wealth of talent that operates in the online space. For those that haven’t seen it, essentially it takes the Darth Vader character (off of Star Wars fame) and places him in the everyday role of deputy shift manager. Check out the episode below

It’s clever, original, works to a basic concept and plays to the audience. But these guys aren’t just the only ones doing a great job. The Onion constantly produce awesome videos, usually by playing on an unspoken truth or frustration – just check out their fake Sony product launch below.

And there’s more. I recently had the pleasure of speaking to Judson Laipply of Evolution of Dance fame. The wealth of knowledge this guy has when it comes to making successful videos was amazing, but in the end the reasons behind the popularity of the video is always a fundamental truth – in this case, the bad dances we’ve all been guilty of over the decades.

But what about brands? How can we work to produce videos that not only deliver on a set of objectives but also engages the audience in an interesting way? My agency worked for US ice cream brand Klondike to help attract a new generation of Americans to the iconic brand. As part of this they produced a series of videos focusing on the brands classic advertising strap-line “What would you do for a Klondike bar” and came up with this little gem.

Again – it’s clever, plays to the audience, It’s based on an fundamental truth and more importantly for those of us that work in this space – it delivers on a set of objectives.

So, how can we go about producing successful videos for our clients. Well, the first thing to remember is that we can do this for all our clients, not just B2C , the audience for B2B is healthy and watching. Which brings me to my tips for success:

  • It is important to understand that your audience interacts with content on their terms. They discover, share and promote what they like – give them a solid reason to do this
  • Don’t make it an advert
  • Make sure it has a solid core concept or fundamental truth
  • Keep it short and to the point
  • Make sure you have the right talent at hand to make it authoritative and credible

Lastly, remember, make it:

  • Relevant
  • Interesting
  • Shareable

There’s obviously a whole art to promoting the video, but that’s another post!