Walking through the basics concepts for developing video for crowdfunding projects.

1. Storytelling through
Video
Presented by VFA Altitude Series
Ita Udo-Ema View from Above Entertainment

2. Video is a Connector
“Online video is second only to word-of-
mouth for its ability to influence decision
makers in every stage of the purchase
lifecycle "
- Marketing Sherpa

3. The Golden Circle
People don't buy What you, They buy
WHY you do it.
Simon Sinek: How great leaders inspire action

4. Simon Sinek
author Start with WHY

5. The Golden Circle
Starting with WHY
ABC Computer Company
We make great computers! (what)
They’re beautifully designed and
simple to use. (how)
Wanna buy one? (why)

6. The Golden Circle
Starting with WHY
Apple Computers
We believe in thinking differently. (why)
We challenge the status quo by making
products that are beautifully designed and
simple to use. (how)
We just happen to make great computers.
Wanna buy one? (what)

7. Perceived Production Value
PROFESSIONALLY-PRODUCED VIDEO (PPV)
● Higher End
● Professionally Produced
● "Expensive" Looking
USER GENERATED CONTENT (UGC)
● Basic
● Amateur Produced
● "Cheap" Looking

8. Perceived Production Value
comScore Study Finds Professionally-Produced
Video Content And User-Generated Product Videos
Exhibit Strong Synergy in Driving Sales
Effectiveness
http://www.comscore.com/Insights/Press_Releases/2012/3/
PPV = Education ; UGC = Connection

9. Don't Be This Guy...

10. The Best Length For YouTube
Marketing Videos
Average Video Length for Top 50 Most Shared Global
Video Ads:
● Top 10 - 4 minutes 11 seconds (2,513 total seconds - does not include “Kony
2012”)
● 11-20 - 2 minutes 30 seconds (1,501 total seconds)
● 21-30 - 3 minutes 5 seconds (1,849 total seconds)
● 31-40 - 2 minutes 57 seconds (1,770 total seconds)
● 41-50 - 1 minute 45 seconds (1,049 total seconds)
● Top 50 - 2 minutes 54 seconds (8,682 total seconds - does not include “Kony
2012”)
Source: The Best Length for a YouTube Marketing Video http://www.reelseo.
com/length-youtube-video/#ixzz2DfWO2OMT
©2012 ReelSEO

11. Best Practices
● Short and to the Point
○ First 15 Sec
■ Cold Open
○ Serial Solution
● Music sets the Mood
● Be Funny (when appropriate)
● Be Authentic!

12. Video Anatomy
● Bumpers, Cards, & Slates
● Lower Thirds (L3s)
● Over the Shoulder (OTS)
● Branding Bug
● B-Roll / Coverage

13. Content Types and Styles
● Basic Video
● Photo Montage
○ www.animoto.com
○ www.vuvox.com
● Animation ● Promos
○ www.Prezi.com
○ www.xtranormal.com ● How To
● Walkthrough
● Product Demo
● Vlog

14. Basic Key Video Elements
● Good Composition
○ Rule of Thirds
● Good Sound
● BE INTERESTING
○ Video is a Visual Medium
○ Beware the talking head
■ B-Roll
● Engage
○ Call to Action

15. Thanks for all the Fish...
Ita Udo-Ema
View from Above
www.ViewFromAbove.net
contact@viewfromabove.net
@deacon78