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EXAGGERATION
SOCIAL ORDER DEVIANCY AWKWARDNESS
ASTONISHMENT UNRULINESS SURPRISE TWIST
PERFORMANCES IRONY PARTICIPATION CONCEPT IMAGERY
PUTDOWNS MALICIOUS JOY PERCEPTUAL DISCORD
SENTIMENTAL HUMOR
HEARTFELT MOMENTS
ENTERTAINING SOCIAL VIDEOS
15 WAYS TO CREATE
Dr. Jim BarryDec. 2013
PROVEN TECHNIQUES FROM SUCCESSFUL TV COMMERCIALS
© 2013 Social Content Marketing Do NOT distribute Slide 2
WHAT WE CAN LEARN FROM COMMERCIALS
#6: Surprise Twist #7: Irony #8: Unruliness #9: Social Order Deviancy #10: Performances
#1: Exaggeration #2: Astonishment #3: Putdowns #4: Perceptual Discord #5: Heartfelt Moments
#12: Sentimental Humor #13: Concept Imagery #14: Awkwardness #15: Participation#11: Malicious Joy
Humor
Serious
© 2013 Social Content Marketing Do NOT distribute Slide 3
FROM EDUCATION TO ENTERTAINMENT
From Promoting to Education• Today’s consumer demands education over promotion
• They favor problem solving content over marketing
messages
• Content should be TALK-worthy, relevant & timely
John Deere understood the value of education over promotional messages as early as 1895. His 118 year journal, The Furrow, still educates farmers on agriculture and new technology*
* Source: Kate Gardiner (http://bit.ly/1b4msgJ)
© 2013 Social Content Marketing Do NOT distribute Slide 4
FROM EDUCATION TO ENTERTAINMENT
From Education to Edu-tainment • Consumers seek an emotional connection
• Best connections are through engaging brand
stories
• Engaging brand stories should be unique &
entertaining
“…Anyone who tries to make a distinction between education and entertainment doesn’t know the first thing about either…”
- HERBERT MARSHALL MCLUHAN*Renown philosophy of communication theory
* Source: Joe Pulizzi, Epic Content Marketing
© 2013 Social Content Marketing Do NOT distribute Slide 5
WHAT WE CAN LEARN FROM COMMERCIALS
Viral YouTube Videos (> 50K Views) Recast from TV Commercials
Serious Entertainment
Informative Humorous Entertainment
95% of viral videos are entertaining, two-thirds of which are intended to be funny.
© 2013 Social Content Marketing Do NOT distribute Slide 6
EDU-TAINMENT
COMMERCIAL
INFOMERCIAL
FROM COMMERCIALS TO SOCIAL VIDEOS
© 2013 Social Content Marketing Do NOT distribute Slide 7
4 TYPES OF COMIC WIT MAKE TOP 15
• Incongruity Theory of Humor• Humor that works on the mind
• We laugh at something out of sorts (“Ah-Hah!”)• Did I get that right?• I didn’t see that coming.• What’s wrong with this picture?• Is that real?
Incongruity
Resolution
© 2013 Social Content Marketing Do NOT distribute Slide 8
4 TYPES OF COMIC WIT MAKE TOP 15
• 4 Types of “Comic Wit” Make Top 15• Exaggeration (Hyperbole)
• Perceptual Discord
• Irony
• Surprise Twist
© 2013 Social Content Marketing Do NOT distribute Slide 9
CLICK HERE FOR VIDEO SAMPLES
• 4 Ways to Boost Viral Video Stats
with “Over-the-Top” Exaggeration• Exaggerated Outcomes
• Over-reactive Behaviors
• Exaggerated Qualities
• Understatements
#1: EXAGGERATION
Known for his large fake mustache, big nose, bushy eyebrows and horn rimmed glasses, Groucho Marx was a master at comic wit. His exaggerated appearance, captured through Groucho Glasses, is considered one of the most iconic and widely used of all novelty items.
© 2013 Social Content Marketing Do NOT distribute Slide 10
COMIC DEVICES USED IN EXAGGERATION
Visual Anomalies
Aberrant Behaviors
Exaggerated Outcomes Understatement
Exaggerated Qualities Overreactions
Exaggerated Results
Unrattled by Danger
Exaggerated Body Reactions
Taking Extreme Measures
Exaggerated Response
Exaggerated Simplicity
Supernatural Performance
Awestruck
Exaggerated Nightmare Reactions
Exaggerated Concealment Incredible Allure Over Intense
Exaggerated Stories
Profound Grasp of the Obvious
Speed & Scale Distortion Over Heroic
Conceptual Discord
© 2013 Social Content Marketing Do NOT distribute Slide 11
#4: PERCEPTUAL DISCORD
• 4 Ways to Boost Viral Video Stats with
“Perceptual Discords”• Odd Behaviors
• Context Misrepresentation
• Bizarre Substitutions
• NonsenseThe 1960’s show, Mister Ed, featured a horse who could talk. The owner, Wilbur, was portrayed as a big klutz who inadvertently caused harm around him. Recognizing Mr. Ed’s animal inferiority, we likely laughed at the perceptual discord created by a horse making wiser choices than his care taker.
© 2013 Social Content Marketing Do NOT distribute Slide 12
COMIC DEVICES USED IN PERCEPTUAL DISCORDS
Odd Behaviors
Misrepresented Context
Bizarre Substitutions
Nonsense
Performing/ Talking Babies
Illustrated IdiomsObject
ReplacementDim-witted
Animal Willpower
Humanized Depiction Sound Imitations Baffl ing Dialog
Multiple Personalities
Unusual Setting Animal Substitution Irrelevance
Foolishness Unconventional RoutineObject
AnthropomorphismConfusing Response
© 2013 Social Content Marketing Do NOT distribute Slide 13
#6: SURPRISE TWIST
• 4 Ways to Boost Viral Video Stats
with “Surprise Twists”• Plot Trickery
• Conceptual Surprise
• Transformation
• Visual Surprise A very successful method of capturing audience attention is for a movie producer to take you down a subliminal storyline that ends in an unexpected twist. Alfred Hitchcock was notorious for his plot trickery. Many of his endings were totally unsuspected.
© 2013 Social Content Marketing Do NOT distribute Slide 14
COMIC DEVICES USED IN SURPRISE TWISTS
14
Conceptual Surprises
Plot Trickery
TransformationVisual
Surprise
Wrong Answer Storyline Twist Age Transformation Surprise
RevelationUneventful Conclusion
Fantasy Turned Reality
Magic Creature
Appearance Absurd Chain
ReactionTwist of Fate Body Switch Wishful Thinking
Plot Changes from “Fabio” Shampoo to Ugly Nationwide Guy
Visual Surprise
© 2013 Social Content Marketing Do NOT distribute Slide 15
#7: IRONY
• 4 Ways to Boost Viral Video Stats
with “Irony”• Visual Irony
• Ironic Temperament
• Ironic Persona
• Situational Irony Mismatched Oscar and Felix featured in the 1970’s show, “The Odd Couple.” The series featured a neurotic neat freak pitted against an untidy, cigar chomping gambler. Audiences, in this case, laughed at the irony of the two divorced men leaving their wives only to experience more incompatibility issues.
© 2013 Social Content Marketing Do NOT distribute Slide 16
COMIC DEVICES USED IN IRONY
Visual IronyIronic
TemperamentIronic
PersonaSituational
IronyCyborgs Acting as
HumansCallous Turned Kind
Adult Acting Child
Anachronisms
Humans Acting as Animals
Miscast Temperament
Childish AdultCoincidental
BacklashHypocritical Behaviors
Soft Tough Guy Miscast Role Miscommunications
OxymoronsUnlikely
FriendlinessMistaken Identity
Misplaced Routine
Unusual Pairing Unusually
ConsiderateUnlikely Hero
Misunderstood Intentions
© 2013 Social Content Marketing Do NOT distribute Slide 17
3 TYPES OF DISPARAGEMENT MAKE TOP 15
• Superiority Theory of Humor• Humor that works on our emotions
• Sudden glory from other’s misfortunes• Thank God that didn’t happen to me.
• I’m glad others don’t see me that way.
• What will that pathetic one do next?
© 2013 Social Content Marketing Do NOT distribute Slide 18
3 TYPES OF DISPARAGEMENT MAKE TOP 15
• 3 Types of “Disparagement” Make Top 15• Putdowns
• Malicious Joy
• Awkwardness
© 2013 Social Content Marketing Do NOT distribute Slide 19
#3: PUTDOWNS
• 4 Ways to Boost Viral Video Stats with “Putdowns”• Mocked Peculiarities
• Lofty Conquest
• Society Satire
• Stereotyping
Baby boomers likely recall the inept Deputy Barney Fife of Mayberry with his naïve partner, Gomer Pyle. Barnie was oblivious to his idiosyncrasies and quirky nature. Seeing himself as a high standing citizen, we often laughed hysterically at his gullibility and delusions of grandeur.
© 2013 Social Content Marketing Do NOT distribute Slide 20
COMIC DEVICES USED IN PUTDOWNS
Mocked Peculiarities
Lofty Conquest Society Satire Stereotyping
Background Mockery
OutwittingExaggerated
Cultural NuanceBlondes & Bubbas
Illusory Superiority
Macho Gone Sour
ParodiesSterotyped Professions
MaladroitnessArrogant
KnockdownsLanguage
Peculiarities Celebrity
Impersonation
QuirkinessUnfair
AdvantageCheeky Barbs
Beauty Conquered Male
© 2013 Social Content Marketing Do NOT distribute Slide 21
#11: MALICIOUS JOY
• 5 Ways to Boost Viral Video Stats
with “Malicious Joy”• Bungled Behaviors
• Unanticipated Spoilers
• Unfortunate Happenstances
• Deserved Repercussions
• Cretins
The 1950’s sitcom, “I Love Lucy,” reached the highest popularity of any show at its time based on the bungling behaviors of Lucy. The naïve and accident prone housewife had a knack for getting herself and her husband into trouble whenever she tried to make a name for herself.
© 2013 Social Content Marketing Do NOT distribute Slide 22
COMIC DEVICES USED IN MALICIOUS JOY
Mocked Peculiarities
Lofty Conquest Society Satire Stereotyping
Background Mockery
OutwittingExaggerated
Cultural NuanceBlondes & Bubbas
Illusory Superiority
Macho Gone Sour
ParodiesSterotyped Professions
MaladroitnessArrogant
KnockdownsLanguage
Peculiarities Celebrity
Impersonation
QuirkinessUnfair
AdvantageCheeky Barbs
Beauty Conquered Male
© 2013 Social Content Marketing Do NOT distribute Slide 23
#14: AWKWARDNESS
• 4 Ways to Boost Viral Video
Stats with “Awkwardness”• Remorseful Regrets
• Uncomfortable Settings
• Exercising Humility
• Revealed Secrets
In the sitcom, Everybody Loves Raymond, Robert and Ray Barone often found themselves in a sticky situation. Both were prone to engaging their mouths before their brains as regretful statements and actions put them in the dog house. We laughed, for example, when Ray was forced to choose between ingratiating his wife or his dominating mother
© 2013 Social Content Marketing Do NOT distribute Slide 24
COMIC DEVICES USED IN AWKWARDNESS
Remorseful Regrets
Uncomfortable Settings
Exercising Humility
Revealed Secrets
Tough Predicaments
Uncomfortable Male Bonding
Wrong Impression
Captured Glances
Regretful Actions Uncomfortable
IntimacyExposed Privacy
Revealed Deceptions
Regretful Statements
Uncomfortable Conversation
Public Embarassment
Exposed True Colors
Caught Off Guard CreepinessUnveiled
Feminine SideRevealed Fantasies
© 2013 Social Content Marketing Do NOT distribute Slide 25
3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15
• Relief Theory of Humor• Humor that works on the physical senses• Provides an escape or relief from constraint • We laugh when:
• Releasing repressions • Letting loose of our inhibitions• Unleashing our aggressions• Relieved to find a dangerous situation is safe• Witnessing children doing what we can’t
Ahh!
© 2013 Social Content Marketing Do NOT distribute Slide 26
3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15
• 3 Types of “Arousal/Safety” Make Top 15• Unruliness• Social Order Deviancy• Sentimental Humor
The 3 Stooges were known for their physical farce and extreme slapstick. Known as Moe, Larry and Curly, their successful comedies included bouts of face slapping, society defiance and childlike innocence. At the root of their humor is a desire among many of us to let loose of our inhibitions with aggressive outbursts and unbridled naughtiness.
© 2013 Social Content Marketing Do NOT distribute Slide 27
#8: UNRULINESS
• 4 Ways to Boost Viral Video Stats with “Unruliness”• Hysteria
• Impulsive Outbursts
• Displaced Irritation
• Exercising ImproprietiesIn the 1950’s, the popular sitcom, The Honeymooners, featured a bellowing, short-tempered Ralph Kramden who would easily spin out of control. Audiences laughed at his infamous “BANG, ZOOM! Straight to the Moon!” The Relief Theory would attribute these fits of laughter to our own desires to let out steam.
© 2013 Social Content Marketing Do NOT distribute Slide 28
COMIC DEVICES USED IN UNRULINESS
HysteriaImpulsive Outbursts
Displaced Irritation
Exercising Improprieties
Angry Yelling
BelligeranceAnnoying Natures
Invasive Peeking
Nervous Breakdown
Forceful Demonstration
Incessant Talker
Disorderly Pop Culture Lexicons
Sports Fanatical
Spontaneous Performance
Ending the Annoyance
Recalcitrance
Extreme Screaming
Body ExplosionAnnoying
RepetitionsUnsightly Exposure
© 2013 Social Content Marketing Do NOT distribute Slide 29
#9: SOCIAL ORDER DEVIANCY
• 4 Ways to Boost Viral Video Stats with
“Social Order Deviancy”• Society Irreverence
• Forbidden Behaviors
• Offensive Behaviors
• Unleashed Mania In the 1960’s sitcom, “The Beverly Hillbillies,” Jed Clampett and his poor backwoods family transplanted to Beverly Hills, California, after striking oil on their land. In the series, audiences laugh hysterically as the rags to riches family unknowingly mocks the posturing of high society by retaining their hillbilly lifestyle in a luxurious Hollywood house. Being exploited by rich bankers, the Clampetts often come out ahead with their provincial wisdom. In effect, they put high society in their place.
© 2013 Social Content Marketing Do NOT distribute Slide 30
COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY
Society Irreverence
Forbidden Behaviors
Offensive Behaviors
Unleashed Mania
High Society Satires
Taboos & Sacred Barriers
Odor Offensive Mad Science
Outwitting the Honorable
Exercising Professional
Liberties
Repulsive Behaviors
Sadomasochism
Rule Breaking ExhibitionismUnrefined Behaviors
Public Disturbance
Undermining Authority
Face SlappingBleeped Language
Swooning Women
© 2013 Social Content Marketing Do NOT distribute Slide 31
#12: SENTIMENTAL HUMOR
• 4 Ways to Boost Viral Video Stats
with “Sentimental Humor”• Child Innocence
• Fear & Anxiety Relief
• Melodrama
• Inner Secrets No character perhaps aroused us more with child innocence than Shirley Temple. The child prodigy started her film career at the age of 3. With her innocent coquetry, she was known for her advice to clergymen and other adults that often had profound implications.
© 2013 Social Content Marketing Do NOT distribute Slide 32
COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY
Child Innocence
Fear & Anxiety Relief
MelodramaInner
SecretsYouthful
DiscoveriesNarrow Escape Histrionic Dream Exploits
Inner ChildFear of What's to
Come Melancholic
Suggestive Sexual Allusion
Child Mimicry of Adulthood
Barely Escaped Detection
FerventContradicting Inner Voice
© 2013 Social Content Marketing Do NOT distribute Slide 33
5 TYPES OF SERIOUS ENTERTAINMENT MAKE TOP 15
• 5 Types of Serious Entertainment
Make Top 15• Performances
• Astonishment
• Participation
• Heartfelt Moments
• Concept Imagery Example of serious entertainment that features sports participation, astonishing fire works and celebrities, musical performances, heart warming tributes and spectacular imagery.
© 2013 Social Content Marketing Do NOT distribute Slide 34
#2: ASTONISHMENT
• 3 Ways to Boost Viral Video
Stats with “Astonishment”• Extraordinary Beauty
• Masterful Craftsmanship
• Human Potential
Examples of How Masterful Craftsmanship Can Astonish Us
Examples of How Beauty Can Astonish Us
Examples of How Visualizing Human Potential Can Astonish Us
© 2013 Social Content Marketing Do NOT distribute Slide 35
DEVICES USED IN ASTONISHMENT
Extraordinary Beauty
Masterful Craftsmanship
Human Potential
Stunning LooksExtraordinary Craftmanship
Incredible Athleticism
Beautiful NatureImaginative Formations
Mastering Diffi cult Tasks
Impressive Light Effects
Spectacular Designs Daring Sports
© 2013 Social Content Marketing Do NOT distribute Slide 36
#5: HEARTFELT MOMENTS
• 3 Ways to Boost Viral Video
Stats with “Heartfelt Moments”• Motivational Inspiration
• Sentimental Memories
• Proud Moments In 1975, an unknown actor and film producer shocked the world with a $225 million film that later produced five more successful sequels. In the film, a kind hearted debt collector named Rocky Balboa overcomes all odds as a prize fighter. To this date, the infamous “Gonna Fly Now” song is used by many to fuel their willpower.
© 2013 Social Content Marketing Do NOT distribute Slide 37
DEVICES USED IN HEARTFELT MOMENTS
MotivationSentimental Memories
Proud Moments
Inspirational Messages
Family TiesPatriotic Tribute
No Pain, No Gain
Cute Romance Proud History
Striving for Excellence
Nostalgic Connections
Proud Parents
© 2013 Social Content Marketing Do NOT distribute Slide 38
#12: PERFORMANCES
• 4 Ways to Boost Viral Video Stats with “Performances”• Musical and Performing Arts
• Slice-of-Life Narratives
• Plotted Storylines and Timelines
• Transformation Entertainment
© 2013 Social Content Marketing Do NOT distribute Slide 39
DEVICES USED IN PERFORMANCES
Musicals & Performing Arts
Slice of Life Narratives
Plotted Storylines & Timelines
Transformational Entertainment
Musical Theatre Cultural Slice of Life Cartoons & Comic Strips Realtime Makeovers
Choreographic Beats Poetic Slice of Life Concatenation of Events Style Metamorphosis
Mini DramasMesmerizing Stories
& Life MessagesLife Evolution
Abstract & Mechanical Animations
Musical Interludes Iconic Experiences Future Visions Alter Ego ExploitsAnimated
PerformancesAnimal Slice of Life Chronological Journeys Destination Journeys
© 2013 Social Content Marketing Do NOT distribute Slide 40
#13: CONCEPT IMAGERY
• 4 Ways to Boost Viral Video Stats with “Concept Imagery”• Artistic Flair
• Illusory Sensations
• Physical Sensations
• Audio & Multi-Sensations
© 2013 Social Content Marketing Do NOT distribute Slide 41
DEVICES USED IN CONCEPT IMAGERY
Artistic FlairIllusory
SensationsPhysical
SensationsAudio & Multi-
SensoryArtistic
PhotographyMagical Optics Heat Popping
Abstract Creations
Imaginative Formations
Fast or Exhilirating
Shattering
Color Creations Dreamlike Effects Cold or Wet BeatingArtistic Hand
CreationsStretched
ImaginationsSoothing Multi-Effect
© 2013 Social Content Marketing Do NOT distribute Slide 42
#15: PARTICIPATION
• 4 Ways to Boost Viral Video
Stats with “Participation”• Completing the Message
• Resolving the Problem
• Following a Script The 1950′s and 60′s game show “What’s My Line” captured audiences with guessing “who” or “what.” The game featured four panelists who attempted to determine the identity or occupation of a mystery guest. To this day, it remains the longest-running U.S. prime-time television game-show.
© 2013 Social Content Marketing Do NOT distribute Slide 43
DEVICES USED IN PARTICIPATION
Complete Resolve Follow AlongAnswer the
QuestionCorrect the Flaw Play the Song
Fill in the Blanks
Guess Who or How
Sing the Song
Spell it OutInterpret the
AllegoryDraw the Picture
Pick the Winner
Validate the Contrast
Watch it Build
© 2013 Social Content Marketing Do NOT distribute Slide 44
PERFORMANCE RESULTS FOR ENTERTAINING CONTENT
Avg.
Eng
agem
ent**
Avg. Views*
+20%
+40%
+60%
+80%
+20% +40% +60% +80%-80% -60% -40% -20%
-80%
-60%
-40%
-20%
Exaggeration
Astonishment
Putdowns
Perceptual Discord
Surprise Twist
Irony
Social Order Deviancy
Performances
Heartfelt Moments
Concept Imagery
Awkwardness
Participation
Circle size represents number of videos from sample of 3351
* Average number of YouTube views relative to sample average** Average composite of “net likes” (likes less dislikes) and comments
relative to sample average
Humor-based entertainmentNon-humorous entertainment
Unruliness
Sentimental Humor
Malicious Joy
© 2013 Social Content Marketing Do NOT distribute Slide 45
CONCLUSION
• Fast Growing Demand for Entertaining Video • Video becoming most critical component of a content marketing strategy
• Video will make up 90% of all web traffic over the next few years*
• Videos are 50 x more likely to rank on the first page of Google results**
• Most Entertaining Story-lines are Funny, Inspiring or Amazing• Comic Wit accounts for the highest amount of views
• Scenes that astonish us or touch our hearts typically score the highest in engagement
* Source: Cisco Visual Networking Index** Source: Nate Elliot at Forrester
© 2013 Social Content Marketing Do NOT distribute Slide 46
STUDY BACKGROUND
• Empirical Study of Humor in Social Videos• Study results published with Academy of Marketing Science & 2013 Cross
Cultural Research Conference
• Sample included 3351 television commercials recast on YouTube
• Included videos with 50,000 or more views
• Video Samples Grouped into 226 Devices Portrayed on YouTube Channel
* Source: Cisco Visual Networking Index** Source: Nate Elliot at Forrester
© 2013 Social Content Marketing Do NOT distribute Slide 47
FREE COMPLIMENTARY EBOOK
© 2013 Social Content Marketing Do NOT distribute Slide 48
CONTACT US FOR ENTERTAINING TIPS
About the AuthorDr. Jim Barry,
Founder, Social Content MarketingFort Lauderdale, Florida
561-215-6367
www.blog.socialcontentmarketing.comTwitter @JimBarryJr
LinkedIn/in/drjamesbarryEmail @ jmbarry@huizenga.nova.edu
YouTube: http://bit.ly/WuhyPw
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