alex light
DESCRIPTION
Vice, Vice Baby: What is the commercial benefit of great social content? • Why should brands invest in creating content? • What type of content is the most readily shared? • How can brands create video content that leads to deeper customer engagement? • What are brands doing to create content to support thought leadership? Partnering with a Publisher - Alex LightTRANSCRIPT
THE VOICE OF GLOBAL YOUTH CULTURE.
OVER-SATURATION OF ADVERTISING.
THE INTERNET CHANGED EVERYTHING.
TRADITIONAL MEDIA
percent who used less last year
NEW MEDIA
percent who used more last year
VICE Youth Market Study, 2013
2BN photos shared on facebook each week
200k Instagram photos shared per hour
100M Tumblr posts published every day
60MIN video uploaded to YouTube per second
4M hours of video watch on YouTube per month
A NEW, VISUAL LANGUAGE
Facebook, Instagram, Tumblr, YouTube
INFLUENCE COMES FROM THEIR PEERS.
80% people trust peer
recommendations over brands (only 14% trust advertisements)
25% social media messages that
include links to content.
Source: Socialnomics
WANT BRANDS TO ENTERTAIN THEM.
80%
Edelman 2013
AND IT DELIVERS ROI.
36%
Effect of branded content with 18-34’s, ComScore video matrix, OPA study
33% 50% more effective than
traditional advertising in terms of raising
awareness
more effective in boosting brand
favourability
50% more effective in terms of influencing
purchase intent
CREATING CONTENT WITH BRANDS.
THE OLD MODEL.
THE NEW THEORY.
LEVERAGED MEDIA.
CREATE CONTENT THAT MATTERS.
REMARKABLE CONTENT GETS SHARED.
