DON’T SHOOT FOR VIRAL
● Viral is like catching lightning in a bottle.● Viral is short lived.● Make it good enough that it doesn’t have
to be viral.● We are addicted to the drug (James Courrier).● Goal: spend $1 and get more than $1 back.
THE CONFUSED CUSTOMER NEVER BUYS
● Avoid tangents in your message. Even with jokes.● Does it add or distract from the core message?● Does it help rhythm or throw it off?● Bake in your subtitles on ALL platforms except for
YouTube. Only 25% of people are turning on sound for our Chatbooks vid.
GET A GREAT HOOK● Get them in the first 5 seconds.● Pooping unicorns and hucking cars off cliffs works
pretty well ;)
CASTING● Cast the better performer, NOT the better look.
Then people will buy into the look because of the performance. Example: Poopourri
● Cast the person best suited for the role, which is not necessarily always the best actor.
SHOOTING
● Frame for mobile. Get closer to the action. Shrink it down and see how it looks when it’s tiny.
● Good lighting is more important than the highest quality camera.
● When in doubt, shoot lots and then edit hard.● Don’t just say it. Show it when you can. (FiberFix)
FOCUS ON RHYTHM● People don’t bail because it’s too long. They bail
because it’s too boring.● The video should be as long as the concept needs. ● Keep the viewer guessing about what comes next.● Think of it like a Foxtrot. Slow...slow...quick quick.● Change the editing timing up.● Good example: Apple iPhone 7 ad.
HAVE A BRAINTRUST
● People willing to review your stuff and tell you what is NOT working.
● Show cuts to people that are in the demographic and WATCH their reactions.
● ALL our videos are crappy at the beginning.● Be willing to iterate like CRAZY to get it right. There
is no other way to get consistent quality.
CLEAR CALL TO ACTION
● Don’t forget to ask for the sale.● It’s often the difference between the video’s
success and failure.● Use offers. Everyone likes a deal. (Poopourri)
https://www.facebook.com/Chatbooks/videos/866696040128084/?hc_ref=SEARCH
RESULTS: CHATBOOKS
● 11M views on FB and YT.● 36,000 reactions.● 127,000 shares (power tip: share to reaction ratio).● 13,000 comments.
RESULTS: CHATBOOKS● #1 story on Adweek for 3 days straight (our PR
team has never seen that happen before).
RESULTS: CHATBOOKS
● Jumped from 110 to 17 in Photo & Video in the app store.
● Jumped from 1202 to 224 overall in the app store.
● Improved the ratio of series subscriptions vs single custom books by 60% (their #1 goal).
● Client broke even 2.5 days after launch (on an LTV basis).
RESULTS: SQUATTY POTTY
● 115M views on FB and YT.● 420,000 reactions.● 1M+ shares (power tip: share to reaction ratio).● 298,000 comments.