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

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
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(Average length)
4 minutes and 12 seconds
30, 59 or 1 minute 59
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Omniscreen
15 seconds
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The death of linear brand narrative
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(Average length)
4 minutes and 12 seconds
30, 59 or 1 minute 59
seconds
Better Results
15 seconds
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With multiple video channels
6 seconds
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04:12
(Average length)
All different but ...
15 seconds
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6 seconds
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5. London | 10–13 February 2014 | #SESLON | @SESConf
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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

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7. London | 10–13 February 2014 | #SESLON | @SESConf
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9. London | 10–13 February 2014 | #SESLON | @SESConf
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10. London | 10–13 February 2014 | #SESLON | @SESConf
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@jon_hurricane
@jonhurricane

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http://instagram.com/p/j_38DaO_ax/

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@twitterhandle

13. London | 10–13 February 2014 | #SESLON | @SESConf
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@jon_hurricane
@jonhurricane

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@jon_hurricane
@jonhurricane
http:mckeestory.com/

15. London | 10–13 February 2014 | #SESLON | @SESConf
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@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
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@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
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@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
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@twitterhandle
@jon_hurricane
@jonhurricane
Different Beats: Different context

22. London | 10–13 February 2014 | #SESLON | @SESConf
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@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
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@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
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@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
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@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