Top Web Videos and Downton Abbey

10 million viewers US and more than 100 million worldwide is an enviable demographic, let alone for a PBS show. Downton Abbey has proven to be the most-watched Masterpiece series in history, with fans from China to Norway to Brazil. What makes it work? According to creator Julian Fellowes, who won the screenplay Oscar for Gosford Park, it’s the universality of its themes. While factually British, “most of the stories are about emotional situations that everyone can understand” he told the New York Times.

Well said, Julian! The same goes for the top videos on social web. Whether you are promoting a charity, an event, or a product, your video needs to engage prospective donors or buyers on a personal level. Videos that get the most shares, embeds, likes and forwards are usually those with a first-person storyline and authentic voices in relatable situations. They don’t include “an introduction from the CEO,” nor are they heavily branded with logos and taglines.

So here are a few Do’s and Don’ts of web video based on the wildly successful Downton formula:

1. DO use the number of characters people can follow for the length of viewing. Downton has about 15 characters, but it is a weekly, 90-minute drama; so if your video is only 90-seconds long, don’t include 5 interview subjects! Try no more than 3 people per 120 seconds, for a max of 6 for a 15-minute show (which is too long anyway).
2. DON’T use your CEO, Board Chair or other head honchos on camera unless they are truly engaging (note the Lara Linney on-cam intros are gone for this season)
3. DO find compelling “plot lines” tap into viewers emotions and connect authentically to their lives.
4. DO be willing to let your viewers contribute their own ideas and follow your “characters” in other online venues.
5. DO put as much production value (i.e. budget) into your video as you can possibly afford—people notice, especially in HD.
6. DON’T be afraid to be traditional—just do it well!