Tuesday 1 November 2011

Last word from the IFC - video & mobile

I’m still going through and ordering my notes from IFC!

One of my favourite sessions was Michael Hoffman’s entitled ‘The once and future media – the NEW state and outlook of online video’.

I went along because Mrs DG went to Michael’s session last year and said it was brilliant. Mrs DG was right.

The session was full of really interesting statistics...

YouTube gets three billion views a day.

By 2012, watching video online will account for over 50% of all internet traffic.

YouTube is the second biggest search engine in the USA and the third biggest site in the world.

Watching a video on a shopping site makes you 63% more likely to buy something and means that you stay on the site for double the time of a non video viewer.

I love statistics, but more importantly than that, Michael is a great speaker who really really knows his stuff.

If you’ve read this blog before you will know that I’m a bit obsessed with the potential of video, specifically short video that can be streamed to supporter’s mobile phone. I’m working with several clients at the moment to repurpose existing video for mobile, this session showed me that this is a good obsession to have.

Michael had some simple tips for creating the most effective video. Your video should be:

SHORT: less than 2 minutes long.

SIMPLE: as with most things that deliver success, video should have a single minded focus and not be trying to do too many things.

GENUINE: compelling not cool!

URGENT: demonstrating how the action you take, whatever it is, will have impact.

There were also great examples of video ...

Including this one from charity: water

And this one from http://www.tippytap.org/ which demonstrates problem and solution beautifully. Though not going to drive a huge response. 

And he left me with this thought. ‘Having a video go viral does not equal organisational success, there are plenty of videos with lots and lots of views that didn’t further the cause or generate a single new donor’.

Michael’s last slide was focussed on mobile and video – he promised that his session next year, will be full of examples of video delivered to mobile phones. I can’t wait.

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