These days video success is quantified, by many publishers, by the number of shares it gets. Share-ability is a video’s potential to go viral and it’s this magic quality that every producer, publisher, broadcaster and campaign marketer is after identifying and ‘bottling’. If you fit into one of these roles, then this course if for you.
Viral videos often look rough and ready. Their success is often said to be down to luck more than design. In this course we challenge that and discover exactly the qualities needed to give your video the best chance.
We explore what exactly is ‘share-ability’ and how can we ‘make’ people share our content. We categorise types of viral video and discuss treatment styles and narrative execution.
We discuss the importance of emotional engagement in the success of viral videos and look at how different emotions play out with audiences and affect their likelihood to therefore share the video.
By carefully deconstructing several successful viral videos we can identify common qualities that go to making a video shareable. We explore the viral qualities that you should be aiming for when planning your film. We then explore those viral qualities that can be adopted during the filming and editing phase. We study various publication strategies that have contributed to videos going viral.
During the course we will discuss your ideas and develop them so you leave the workshop with a focussed campaign idea.
The course will deal with:
What is viral video?
What makes a video go viral?
Identifying video treatment types
What are the common qualities of viral videos?
The ten secrets to make a video go viral
What makes something shareable
Understanding trending and strategising release, publication and campaigns
'The art of rough’ - frame by frame deconstruction
Essential story engagement and successful narrative arc with timeline analysis
How to end
A film or campaign idea
The course will be held at The Bridge, 81 Southwark Bridge Road, London SE1 0NQ
About Dean Arnett
Dean Arnett is an international award winning, self-shoot documentary producer. He has worked all over the world, most notably for the BBC and Discovery.
He is also an award winning, media trainer, designing and delivering film and editing courses for video-journalists and self-shoot producers.
In 2014 he was awarded the coveted, ’Rising Star award’ at the 2014 Canadian International Film Festival for his BBC documentary ‘Burying the Past.
He continues to shoot documentaries and deliver training for broadcast and commercial organisations all over the world, including: the BBC, Discovery, Thomson Foundation, Dropbox, Canon Europe, Press Association, The Frontline Club and many others.
Find him on Twitter @deanarnett