How to be Funny & Filthy Rich* via Online Branded Comedy Videos by UCB Comedy
From Adweek 2014 (AWXI)
(*Perhaps this is a slight exaggeration)
I'm a big fan of funny videos. Not only it carries entertainment but also branded content that can change your life!*
(*Probably exaggerated too)
Led by an internet guru of online branded videos Todd Bieber, the UCB Comedy's Creative Director shares his 10-step process for creating successful online branded comedy videos for both small and giant companies like Google, Doritos, KFC, Nestle', Excedrin, ESPN etc.
In the fast-paced world we live in, people's behavior of receiving online content has been changing daily and the more content produced out there, the less patient and more selective people become. No one hates laughing. No one avoids funny content. Funny is good. Funny is happy, and above all, funny is memorable. According to a study, Bieber says funny content triggers the brain to release Endorphin (Happy Hormone Fluid) which can profoundly affect people's cognitive abilities and long-term memory. Therefore, there is no doubt how branded video can make their own path to people' mind and sit there for a long long time.
Follow these 10 steps and you or your company can experience a drastic increase in brand awareness and/or sales.
1. Start with a realistic goal: Define your goal clearly. Your video might be funny but it has to be based on one strong goal eg. awareness, sales.
2. Don't show the product immediately: Yes, it's a branded content but you don't want to distract audience with your product. You want people to fully focus on the main point of the funny part, then reveal the product that supports that idea.
3. Treat a video as a creative endeavor, not a commercial: Although your final goal is to sell a product, at the end of the day you want people to get comfortable with your brand. Therefore, the more you nurture your video with pure creativity, the more sincere your video is to the people.
4. Make it under 2 minutes: People love funny and creative videos! but it doesn't mean they are going to spend the whole hour watching it. The content should be easily understood and concise. The longer you take to amuse and deliver the message, the more chance they can get lost. Moreover, shorter means sweeter. Imagine 3 pieces of chicken nuggets somehow tastes better than 50 pieces and make you want to eat it again in the near future.
5. Make it truly sharable: Watch it and ask yourself "Would you share it?" with no bias! Your video's future depends on this little button called "share."
6. Know your audience: It's crucial to know what's your target is up to. What's on the tip of their tongue but no one has ever said it yet.
7. Have a social media plan: Knowing the importance of this golden "share" button, you can maximize your impressions by having a strong social media plan. A stronger plan means a better accessible content. Consider your video a bunch of great warriors, and your social media plan is the military strategy. Like what Sun Tzu said “Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.”
8. Have a realistic timeline: Timing is important. Even a split second in the video can change the whole feeling of the audience. So delivering the video at the perfect moment can maximize the positive reaction from the audience.
9. Kick start the view: It's not about how viral it can be. It's all about how sharable the video is. Above all, the most important thing is not how many people watch it but share it. The better job you do at the beginning of the kickstart, the most likely your video is going to be successful.
10. Hire someone funny: Hire a comedian if that what it takes!
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Imagine how fun it is to create a funny video. It's much more fun when it brings you money!*(*This is not exaggerated)
Follow these 10 steps and you or your company can experience a drastic increase in brand awareness and/or sales.
1. Start with a realistic goal: Define your goal clearly. Your video might be funny but it has to be based on one strong goal eg. awareness, sales.
2. Don't show the product immediately: Yes, it's a branded content but you don't want to distract audience with your product. You want people to fully focus on the main point of the funny part, then reveal the product that supports that idea.
3. Treat a video as a creative endeavor, not a commercial: Although your final goal is to sell a product, at the end of the day you want people to get comfortable with your brand. Therefore, the more you nurture your video with pure creativity, the more sincere your video is to the people.
4. Make it under 2 minutes: People love funny and creative videos! but it doesn't mean they are going to spend the whole hour watching it. The content should be easily understood and concise. The longer you take to amuse and deliver the message, the more chance they can get lost. Moreover, shorter means sweeter. Imagine 3 pieces of chicken nuggets somehow tastes better than 50 pieces and make you want to eat it again in the near future.
5. Make it truly sharable: Watch it and ask yourself "Would you share it?" with no bias! Your video's future depends on this little button called "share."
6. Know your audience: It's crucial to know what's your target is up to. What's on the tip of their tongue but no one has ever said it yet.
7. Have a social media plan: Knowing the importance of this golden "share" button, you can maximize your impressions by having a strong social media plan. A stronger plan means a better accessible content. Consider your video a bunch of great warriors, and your social media plan is the military strategy. Like what Sun Tzu said “Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.”
8. Have a realistic timeline: Timing is important. Even a split second in the video can change the whole feeling of the audience. So delivering the video at the perfect moment can maximize the positive reaction from the audience.
9. Kick start the view: It's not about how viral it can be. It's all about how sharable the video is. Above all, the most important thing is not how many people watch it but share it. The better job you do at the beginning of the kickstart, the most likely your video is going to be successful.
10. Hire someone funny: Hire a comedian if that what it takes!
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Imagine how fun it is to create a funny video. It's much more fun when it brings you money!*(*This is not exaggerated)
