At the Digital Gaggle conference, Tiff Maddox shared her secrets for how to make successful (and super shareable) online video content.

1. WHY YOUR VIDEO DIDN’T GO
‘VIRAL’AND HOW TO DO SOCIAL VIDEO RIGHT
MARCH 2017
WWW.RUBBERREPUBLIC.COM

2. WE ARE AN AWARD WINNING
FILM SOCIAL STUDIO
SPECIALISING IN CONCEIVING,
CREATING AND SHARING FILM
CONTENT FOR THE WEB.
WE BELIEVE IN MAKING CONTENT
AUDIENCES GENUINELY WANT TO
WATCH
AND SEE THE VALUE IN OUR
WORK AS BEING HOW MUCH IT IS
SHARED.
ABOUT
US
THE HEART OF WHAT WE DO

3. INTRODUCTION
Writing is at the heart of what we do. We conceive, shoot and post-produce the majority our content in
house. Having done this for over a decade, we have plenty of experience (and a few awards to boot) and
we also spend a lot of time on the internet.

4. HIGHLIGHT
REEL
WHAT IT LOOKS LIKE

5. WHY DIDN’T MY LAST CAMPAIGN
HAVE THE IMPACT I THOUGHT IT
MIGHT?

6. AUDIENCE FIRST?

7. PLATFORMS
INFLUENCERS
COMMUNITIES
What environment is this content going into?
Will people advocate for your video?
AUDIENCE
Is it good enough for them?

8. WAS IT AUTHENTIC?

9. BRAND AUTHENTICITY
PRODUCTION
Can / should the brand be saying this?
Did you do it for real?
Did you consider practicalities?
AUTHENTICITY
ENTERTAINMENT FIRST
Did the brand overtake the messaging?

10. WAS IT EMOTIONALLY
RESONANT?

11. PROVOKE A REACTION
AUTHENTICITY
Was it bold enough?
What emotion do you want associated with
your brand?
EMOTION
SURPRISING
Is it something I’ve never seen before?

12. WHAT’S IN IT FOR
THEM?

13. ALTRUSIM
IDENTIFICATION
Is the video useful in some way?
What does your content say about the person
who shares it?
IDENTITY

14. IS THE IDEA GOOD
ENOUGH?

15. KICK IT ABOUT
WHAT DOES IT SAY ABOUT YOU?
Was the idea scrutinised enough?
Would you share it?
CREATIVE
WHAT’S TRENDING?
Does it tap into any existing conversations?

18. WWW.RUBBERREPUBLIC.COM
THANK YOU!