VIDEO: How to make video content that stands out (Matthew Encina) (2)
VIDEO: How to make video content that stands out (Matthew Encina)
Expressing Yourself in a Noisy World
Matthew has been in content production for 17 years and for the past 5 years he’s focusing on producing content for online platforms, such as YouTube.
There are several multi-million views videos on his YouTube channel: https://www.youtube.com/c/MatthewEncina
The topic of Matthews' speech is how to stand out in the noisy online world and how to produce video content that actually gets views.
Many of his tips can be applied to making the more and more popular video ads, because a good video Ad has the potential of going viral too, just like a regular content video.
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>>>>> Download all the slides in high resolution here <<<<<
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Matthew addresses three major questions:
How do you know what to make?
How do you know if they’ll watch it?
How do you stand out on the platform?
Matthew follows his own framework that he developed, it’s called the “Content Trinity”.
This framework is based on 3 principles and it can help you to validate your idea, even before you develop it.
The 3 parts of the framework are :
YOU - What do you want to say
AUDIENCE - What they’re looking for
PLATFORM - What keeps users on
Your goal is to align all these 3 so they overlap, then your content has the potential to get the views you are after.
Matthew explains all of these in more detail.
Let’s start with “YOU”.
Matthew says that many content creators actually don’t even know why they are shooting the content and just “feed the content” machine.
You need to answer 3 basic questions, with a healthy dose of skepticism.
What’s the point of your content? Why do you want to share this? What do you want to make people feel or do? Once you know your WHY, you develop a clear goal for your content.
The next thing you need to figure out is your AUDIENCE.
There are 2 main reasons for people to look for content.
They either seek entertainment or education, once you can put both into your videos, you will win.
The above screen shows 5 major questions you need to ask yourself.
You need to provide something that your audience wants!
Producing something nobody is searching for is pointless.
Are you making a video for a product that nobody knows?
Focus on what problem it solves and how people are searching for the solution and make it part of your videos.
Study your niche, study the content that’s out there and provide answers to what’s missing.
The last part of the trinity is the PLATFORM.
You need to understand what the platform wants.
The main concern of all platforms is to keep the users on for as long as possible.
Each platform rewards different metrics or features.
Matthew shares his YouTube metrics to focus on, see the slide below:
What the slide says is that you basically need to figure out how to influence a few things: How many people find your content, how many are interested to click through and how many then stick around to watch it.
Why is it important to align all the 3 parts of the Content Trinity?
It’s simple, you can produce the best content but if the audience isn’t there, it’s gonna fail. Or, you can have great content and it’s exactly what your audience wants, but if it's not optimized for the platform, their algo won’t push it and you will lack views.
Remember how TikTok reps always tell the advertisers not to produce Ads but Tiktoks? This is it actually, they are asking you to produce content that works well with THEIR platform.
The slide below sums it up nicely:
Matthew also shared an example of how he applies this strategy when making his videos. His most popular video is about home desk setup and it has close to 10 million views already.
What he did was:
1. Selecting the topic. During the pandemic times working from home became the new norm, so he used a trendy topic that he knew there was an audience for.
2. He validated the topic by searching for similar videos on YouTube. What he found was several videos with tons of views, but most of them focused on gaming setups, so he could see an opportunity there.
3. He started to do research on keywords and what the competition was doing. His goal was to both educate and entertain so he opted in for a DIY type of content where he documents all that he has done. The video moves nicely, it is of high quality and shows new things so it keeps people interested, which translated to long watching times and kept people on the platform.
Basically, he nailed all the 3 principles.
He found a topic he was passionate about and wanted to share with the world (WHO).
Home office just started to boom so he had his AUDIENCE.
And since the video was well shot, interesting, educative and entertaining to watch… he managed to keep people interested and not leaving the platform, so he nailed the PLATFORM part too.
Matthew also shared some tools that he’s doing to research and optimize his videos.
One was https://vidiq.com/ and the other one was https://www.tubebuddy.com/ both are focused on YouTube. I’m certainly going to check them out 
And that was it for today, I think it was a nice presentation for sure.
I've just posted the actual video replay of the presentation, you can see it at the very beginning of the opening post.
These videos have been provided by the iStack Conferences team as a special bonus to our members.
We will be posting MANY more in the coming days and weeks
Enjoy!
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