I see your photograph, and I raise you a video: Applying Ford’s Vine channel to Gillin’s AEIOU rule of video content

We live in time where media rules the world. The good ole Illinois Bell Tower is less real than Santa Claus, and when someone says “VCR” we find ourselves contemplating the same things as David After the Dentist: “Is this real life!?”

This is because the media is rapidly evolving, and it has revolutionized how we take in information. Web 2.0 has made things SO easy the generation of entitlement (hooray, Generation X!). We want information, and we want it now. And while Facebook and Twitter provide us with easy access to this sort of fast-paced web-browsing, the rising trend shines popularity on a more visual side of the media: video sharing.

Creating a video can be quite easy. I mean, it’s not uncommon for a 12 year old to have a smart phone that records and captures images, so just about anyone can do it. The trick with creating a video is to capture content that is appealing to your audience.

Barker, Bormann and Neher provide four tips from accomplished video creator Paul Gillin that will help your company create appealing video content. They are known as the AEIOU rules:

1.) Authentic
We like to be able to relate to the content. Use real people in actual locations so that your viewer believes the content. I personally believe that a video that is done with a bit of improve is far better than one with a script.
2.) Entertaining
People like to laugh. If it brings a smile to your face, it’s probably content worth watching
3.) Intimate
Part of being human is being able to relate to other peoples triumphs, sadness and all-around spectrum of emotion. Use material that creates that connection!
4.) Offbeat and Unusual
Make it distinct and unique! It’s okay, and even praised in some cases, to follow the road less travelled. It’s okay to take a stance and challenge an idea. Things that are unusual leave a lasting impression!

Now that we know a few tips about how to make our content appealing, we can see how it applies in a real situation. In her article, “Inside Ford’s Approach to Vine”  Haniya Rae discusses Ford’s strategy behind video sharing.

Ford joined the video-sharing outlet, Vine, less than a month ago… But that hasn’t stopped them from creating some very appealing content for their videos. The most interesting part about their strategy, however, is that they use outside sources to post Vine’s for them. This makes the Vines appear more like product placement videos than promotional videos. They then re-Vine the video from the outside influencers account. Thus, they increase the viewership while maintaining a personable, light-hearted image of the company.

This video was published by Jerome Jarre in light of Valentine’s Day: https://vine.co/v/M7zAhdZAOTp

It encompasses the AEOU of Gillin’s tips. It’s definitely authentic. I mean, they snatched a woman off the street for Pete’s sake! The camera is a bit unsteady and there is a small amount of white noise in the background. It makes it seem real and relatable.

I’m not sure I even have to explain the entertainment factor, this is definitely hilarious. I mean, who wouldn’t want to marry a stranger if they’re lonely on Valentine’s Day (cue Crosby Stills Nash’s “Love the One You’re With”)?!

But, most importantly, it’s offbeat. I mean, the only thing Ford about the commercial is the Ford vehicle in the background, yet it was still linked to Ford’s Vine. They don’t come off as a cash-guzzling, manipulative company with that sales man smile. They seem lighthearted and personable. The content is appealing and relatable. And that’s what it’s all about!

Mariah Suddarth
(Article: http://digiday.com/brands/ford-steers-way-onto-vine-influencers/)

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