29 videos of sessions on behavior change
The Viral Video Toolkit for Nonprofits A Step-by-Step Guide to Creating Contagious Content for Social Good
How long does it take to change someone's mind about your brand in a video ad? Should you rush to tell your story to avoid getting tuned out, or should you embrace a longer format to build a more captivating story? Google partnered with Mondelez International to find out. In fact, television ad research has established that 15-second TV ads are roughly 75% as effective as 30-second spots.1 And they're half the cost. This media pressure can lead brands to feel like everything needs to be faster, faster, faster. But, as this experiment showed, making ads shorter doesn't get them more attention—it may get them even less. With a great story, brands can take the time to create a connection and change a mind.
Nuts and bolts on things like lighting, microphones, scripting, editing for business videos