Creating Videos that Convert: Proven Techniques to Boost Engagement and Drive Action
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Creating Videos that Convert: Proven Techniques to Boost Engagement and Drive Action Paul Hochman Founder, Humongous Media
Transcript of Creating Videos that Convert: Proven Techniques to Boost Engagement and Drive Action
Creating Videos that Convert: Proven Techniques to Boost Engagement and Drive ActionPaul HochmanFounder, Humongous Media
DunkShot-0:
DunkShot-0:
Tell a good story, fast.
2250 Videos 8 Years 9 Industries
Now a standard Amazon VPS offering.
Best Practices – The Buyer’s Journey What we’ve learned.
Time
Tone
Placement
Brevity is the Soul of Commerce
Brevity is the Soul of CommerceTM
After 1:20, you’ve lost 80% of everybody.
After 1:20, you’ve lost 80% of everybody.
After 1:40, you’ve lost 90% of everybody.
06 seconds
VIDEO - Intuit Full-Service Payroll
15 seconds
VIDEO - Casio Omni-Sync Watch
43 seconds
VIDEO – Microsoft ‘What’s a dGPU?’
Best Practices - What we’ve learned.
Time
57-ish, 30-ish, 15, 6
Best Practices - What we’ve learned.
Bad Time – Spikes in Video Abandonment
03, 09, 59
Best Practices - What we’ve learned.
Tone
Tell it. Don’t Sell it.
Best Practices - What we’ve learned.
Tone
The further down the sales funnel, the less the customer wants to
be sold.
Best Practices - What we’ve learned.
Tone
The Operative Verb ‘To Give’
VIDEO – Comcast Moves Assistant - 1
VIDEO – GE ‘Digital-Industrial’ 1
VIDEO – Georgia Pacific (Not Just Whistling Dixie Cups)
Case Study: GP Pro 65% - 509% increase in Demand �
50% - 294% boost in Glance Views �
VIDEO – Amazon TV’s: ‘What’s 4K?’
A"ract'
Simplify'
Educate'
VIDEO and the Classic Sales Funnel
0:05 0:45 1:00
Full Customer Journey
A"ract'
Simplify'
Educate'
Support'
Remind'
A"ract'
0:06 0:45 1:00 1:00 0:45 0:06
Thank you.
What You Should Do:
Navigate by Pain
Demystify Simplify Orient
Reassure Jargon (toss it)
Best Practices - What we’ve learned.
Style and format Tell it, don’t sell it Make it short. Or, really short – 1:00, 0:30, 0:15, 0:06 Human beings use products. Use human beings in videos. Talent options: editorial, customized for product demographic Internationalize: Use Local Talent, not Subtitles
Best Practices - What we learned 2. Techniques
Humor is good. Unless it’s Not. But mostly, it is. Even the simplest products sell better with video Boost customer confidence at every turn Make Videos about Pain - Customer FAQ’s
Our process
1. TALK
We talk for about 20 minutes.
2. WRITE
We write the script – you review it.
3. SHOOT
We shoot the video – you review it – we polish it up and …
DONE
In 3 weeks!
We’re easy to work with, and we get stuff done. Fast.
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