The Rise of Video Content - Brand Station

THE RISE OF VIDEO CONTENTPierre-Jean Choquelle - Head of planning @ Brand Station

DIGITAL VIDEO CONTENT IS A BIG DEAL YOU KINDA KNEW THAT ALREADY, BUT LET’S RECAP…

Pierre-Jean Choquelle Head of planning @Brand Station

VIDEO WILL ACCOUNT FOR 80% OF ALL CONSUMER INTERNET TRAFFIC BY 2019

SOURCE : NIELSEN


IN 2014, IT ALREADY SUMMED UP TO 64% SOURCE : NIELSEN


THIS IS VERY EXCITING NEWS AS IT SEEMS TO BE AN ABSOLUTE MARKETER’S DREAM


Source : Animoto video marketing survey, 2015

IT MAKES BRANDS AND PRODUCTS MORE RELATABLE


Source : Nielsen Global Digital Landscape Survey 2015

EVERYONE LOVES IT, NOT JUST MILLENNIALS



…IN FACT, THERE ARE NO SHOCKING USAGE DIFFERENCES BETWEEN AGE GROUPS


Source : 2015 Accenture Digital Consumer Survey

THE BEAUTY OF DIGITAL CONTENT : IT DOESN’T CONFORM TO A STRICTLY DEFINED CHANNEL



IT CAN CREATE LIQUID, FLUID RELATIONSHIPS



Netflix : pick up where you left of from any device to any another


IT ENABLES A WHOLE NEW ALCHEMY OF FORMAT MIXES



Conan O’brien is using playlists to regroup short clips from the TV show around the most popular stories/skits


John Oliver also uses his channel to develop broadcasted stories in short format as well as providing web exclusives

THE GOOD NEWS IN SHORT

IT MAKES TV LESS OF A MANDATORY EXPENSE

EVERYONE LOVES IT - WATCHES IT ALL THE TIME - ANYWHERE/ANYPLACE

ITS CONSUMPTION BETWEEN DEVICES IS VERY LOGICAL AND RELATABLE

IT CAN EXTEND THE RELATIONSHIP WITH YOUR CONSUMERS

IT OPENS MORE CREATIVE ROUTES IN TERMS OF FORMATS AND MESSAGE DELIVERY



BUT OF COURSE, THERE’S ALSO SOME BAD NEWS

VIDEO CONTENT MIGHT JUST BE THE HARSHEST MODERN COMPETITIVE ENVIRONMENT

ADVERTISERS (+40% ON YT IN 2014)

SOURCE : YOUTUBE

MEDIA & PUBLISHERS

ARTISTS & ENTERTAINERS CONSUMERS


INTERNATIONAL NOTORIETY OR A PREVIOUS VIRAL HIT DOESN’T MAKE YOU AN ESSENTIAL CONTENT PROVIDER ONLINE



REAL BEAUTY SKETCHES : 66 310 990 VIEWSsource : DOVE US youtube channel, sept. 2015


68 900 YOUTUBE SUBSCRIBERSsource : DOVE US youtube channel, sept. 2015


138 000 000 WORLDWIDE PAID SUBSCRIBERSsource : statista.com, 2014

http://statista.com


605 700 YOUTUBE SUBSCRIBERSsource : HBO youtube channel, sept. 2015


146 000 000 ALBUMS SOLD WORLDWIDEsource : Wikipedia


624 000 SUBSCRIBERSsource : MADONNA VEVO youtube channel, sept. 2015


12 400 000 ALBUMS SOLD WORLDWIDEsource : Wikipedia


2 000 000 YOUTUBE SUBSCRIBERSsource : KANYE WEST VEVO Youtube channel, sept 2015


FREE MAGAZINE WITH VERY LIMITED PRINT


6 265 000 YOUTUBE SUBSCRIBERSsource : Vice News Youtube channel, sept 2015


25 YO SWEDISH MAN


39 558 000 SUBSCRIBERSsource : PEWDIEPIE Youtube channel, sept. 2015


THERE IS NO ROI FOR BEING YET ANOTHER VOICE IN THE CROWD

MINUTES OF CONTENT WATCHED DAILY : 430 000 000 ON TWITCH

200 000 000 ON YOUTUBE 12 000 000 ON VINE


…AND THE CROWD IS GETTING BIGGER AND BIGGER

source : Mixpo Survey 2015


PERHAPS A MEATY MEDIA BUDGET MIGHT DO THE TRICK ?


IF YOUR VIDEO CONTENT IS TOO OBVIOUS OF AN ADVERT, YOU WILL FAIL



CONTENT OBESITY IS A VERY REAL EPIDEMIC FUELED BY WRONG METRICS AND SHORT TERM VISION


GREATER CHOICE BETWEEN INCREASING SOURCES AND OVER MULTIPLE DEVICES MEANS MORE POWER TO THE CONSUMER


MAKING EXTREME AMBITION YOUR ONLY OPTION

LET’S PUT THE MARKETER’S PERSPECTIVE ASIDE AND THINK LIKE MERE MORTALS


BRANDS HAVE NOTHING TO DO WITH VIDEO CONTENT’S POPULARITY

IN FACT, IT’S THEIR RELATIVE ABSENCE THAT MAKES IT SO FUN


WELCOME TO THE PEOPLE’S VIDEO CONTENT HOW AND WHY THEY DO IT, AND WHAT YOU CAN LEARN FROM IT


THEY FOCUS ON IDEAS, NOT FORMATS THIS IS WHY BRANDS STRUGGLE TO KEEP UP


THEY BRING VALUE TO THEIR AUDIENCE BY COMBINING UNCONNECTED ELEMENTS IN A WAY

THAT ADDS SOMETHING TO THE TABLE


FORMAT CAN BE THE INNOVATIVE LEVER TO A GREAT IDEA


Zach King successfully leveraged Vine’s short-loop formats in service of his video illusions concept


BUT NEVER THE IDEA ON ITS OWN


The concept of Zach King’s short-format illusions made him famous on Vine but translates just as well on Youtube



…and gets even better with a whole new format like 360 video

https://www.youtube.com/watch?t=1&v=oiojqF-60MU

YOU ALREADY KNOW THE FORMULA TO GREAT IDEAS IT JUST NEEDS A LITTLE TWEAK


CUSTOMER INSIGHT

COMPETITION INSIGHT

PRODUCT TRUTH


= VALUE PROPOSITION

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH


AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH


Special effects are fascinating to most people but expected mainly from blockbuster movies

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH


When people film themselves at home it’s usually pretty boring and of poor production quality

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH


I want to make special effects more approachable to the everyday man


« LET’S BEWILDER WITH HOME-MADE DIGITAL MAGIC TRICKS » Not the first digital magician, but the first to do it from home, with friends and everyday situations


AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH



AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH


Men love to eat a lot of the food that’s supposedly the worst for their health


AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH


Most video recipes are very technical and pretty boring


AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH


We believe we have the fondamental right to eat ourselves to death



« LET’S COMMIT WILD FOOD ATROCITIES IN THE NAME ON MANLINESS » It’s much less about the food than the overall statement and craft


AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

People just love discovering how curious they really are



AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

The information exists online but can be tedious and discouraging to go through



AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

I believe the key to understanding a topic is being able to explain it out loud




« LET’S SPREAD THE JOY OF KNOWLEDGE ON ANY AND EVERYTHING » Teaching as much on the topic than the fun of knowing



AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

We might not all be movie buffs but there is at least a few movies we really love



AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Movie discussions online are usually taken very seriously



AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Tearing movies appart is the best way to learn about cinema



« LET’S TEACH PEOPLE CRITICAL THINKING ABOUT CINEMA » Starting passionate discussions though tongue-in-cheek bad faith



« LET’S SHOW PEOPLE YOU CAN MAKE FANTASY REAL » Showcasing the power of craftsmanship in a whole new light

THINK ABOUT IT, EVEN WHEN FACED WITH THE MOST…PECULIAR CONTENT




« LET’S CREATE A NEW SENSORY EXPERIENCE FOR PEOPLE » Bringing people together around a weird pseudo-scientific phenomenon


« YOU KNOW WHAT, JUST F*CK IT » Using the established codes of « how to videos » to create pure creative mayhem

IDEAS OVER FORMATS, IN SHORT

LEVERAGE FORMATS IN SERVICE OF AN IDEA, NEVER THE OTHER WAY AROUND

KNOW THE MARKET, KNOW THE CONTENT, UNDERSTAND WHY THEY ATTRACT ATTENTION

AIM TO ADD VALUE TO WHAT CONSUMERS ARE ALREADY WATCHING AND EXPERIENCING (SERIOUSLY)



THEY DON’T TRY TO SELL YOU STUFF BUT THEY ALL MAKE YOU BUY INTO THE SAME THING


STORYTELLING

THEY MAKE YOU BUY INTO THEIR STORIES BY CREATING CHARACTERS, PLOT THREADS AND ARCS

EVEN WITH NONFICTIONAL FORMATS


PEOPLE LOVE YOUTUBE STARS BECAUSE THEY ARE HEROES OF A COMMON JOURNEY

FICTIONAL OR REAL, THIS IS THE KEY OF THEIR VIEWERSHIP



Hannah Hart shot a video of herself in her home giving a drunken cooking lesson for fun in 2011


She has signed a best-selling kitchen book and is starring in a series by Legendary Television Distribution


James Rolfe started making bad video games reviews in 2004, slowly creating the « angry nerd » persona to amuse his viewers


He has since built a cult following and released his first movie, where he stars as the Nerd in an original adventure after spending 10+ years popularizing the review-as-short-film format that inspires to this day

THE POINT IS : THEY GROW WITH THEIR AUDIENCE MAKING IT MY STORY AS A VIEWER AS MUCH AS THEIRS AS CREATORS


SELL A STORY THAT BEGINS (AND LIVES) WITH PEOPLE

THE BEST STORY MIGHT NOT BE YOUR PRODUCT’S OR BRAND’S ESTABLISHED HISTORY BUT A DIFFERENT, NEW INCARNATION OF YOUR VALUES

GET INSPIRED BY OTHER GREAT STORYTELLERS, NOT JUST OTHER BRANDS

UNDERSTAND THAT A GREAT STORY ISN’T JUST A GREAT PITCH TO YOUR FILM IT’S THE AIM TO TAKE ON A JOURNEY WITH PEOPLE WHO ARE WATCHING



Google India found a way to retell google’s core mission in a different way with a series that gave life to a personal story between characters affected by real-life events relatable to the audience

THEY MAKE YOU WANT TO ENGAGE WITH THEIR CONTENT WITHOUT TRADITIONAL CALL TO ACTION, WITHOUT PRODUCT DRAW…


68% OF PEOPLE SHARE THINGS TO GIVE OTHERS A BETTER SENSE OF WHO THEY ARE

SOURCE : NEW YORK TIMES


WHEN PEOPLE SHARE A VIDEO ONLINE THEY ARE SHAPING OTHER’S IMPRESSIONS OF THEM

(KNOWINGLY OR NOT)



Is this piece of content really making me look any better to my friend’s ?


or is this ?


or is even this ?

MY ANSWER WON’T BE THE SAME AS YOURS (BECAUSE I’M A NERD BUT YOU PROBABLY AREN’T)


IT’S NOT A FIXED DEAL BETWEEN PROVIDER AND AUDIENCES, IT’S A MOVING RELATIONSHIP BASED ON MUTUAL INTERESTS


SO WHEN THEY DO (OFTEN VERY CLEARLY) CALL TO ACTION IT’S ON AN RELATIONAL RATHER THAN TRANSACTIONAL LEVEL



This is the Bro Fist. Pewdiepie’s send off to his audience concluding each video


It’s became a strong community symbol among his fans who turned it into much more than a gimmick

YOU ACTUALLY FEEL THAT YOUR ENGAGEMENT MATTERS TO SOMEONE YOU CARE ABOUT



The Bro Fist was turned into a fan-made game, later reviewed by Pew Die Pie himself…

MAKE IT SHAREABLE, BUT FOR GOOD REASONS

CHALLENGE YOUR PERCEPTION OF ENGAGEMENT BY AVOIDING PAYING FOR WHAT SHOULD BE FREE

UNDERSTAND THE VALUE OF EMPATHY BY EXPLORING THE PERSONAS OF YOUR AUDIENCE

ONCE AGAIN, GET INSPIRED BY YOUR PERSONAL REASONS TO ENGAGE EMOTIONALLY WITH A PIECE OF CONTENT


IN CONCLUSION, GREAT VIDEO CONTENT : STORIES BUILT AROUND VALUE-DRIVEN IDEAS THAT CREATE

STRONG MUTUALLY BENEFICIAL RELATIONSHIPS


IF IT COULD BOIL DONE TO ONE TAKE-AWAY : BEFORE THINKING LIKE A PUBLISHER,

THINK OF THE HUMANS AT THE OTHER END OF THE SCREENS


WHAT IS THE HIDDEN TRUTH IN

THE WAY THEY CONNECT TO CONTENT ?

WHAT ARE THEY BEING FED ?

IS THERE FRUSTRATION TO BE LIFTED ?

WHAT IS THE INTIMATE REASON WORTH TELLING

BEHIND THIS PROJECT ?


= VALUE PROPOSITION

SOME TOOLS YOU CAN USE TO SATURATE YOUR BRAIN WITH GREAT VIDEO CONTENT



EXPANDEDRAMBLINGS.COM

http://expandedramblings.com


SOCIALBLADE.COM

http://socialblade.com


YOUTUBE.COM/TRENDSDASHBOARD

http://youtube.com/trendsdashboard


TUBEFILTER.COM

http://TUBEFILTER.COM


VIRALVIRALVIDEOS.COM

16 - 20 rue Pétrarque 75 116 Paris

[email protected] 00336 77 93 48 97

BRIEF US ;)

mailto:[email protected]?subject=

The Rise of Video Content - Brand Station

Marketing

Transcript of The Rise of Video Content - Brand Station