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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Source : Animoto video marketing survey, 2015

IT MAKES BRANDS AND PRODUCTS MORE RELATABLE

Pierre-Jean Choquelle Head of planning @Brand Station

Source : Nielsen Global Digital Landscape Survey 2015

EVERYONE LOVES IT, NOT JUST MILLENNIALS

Pierre-Jean Choquelle Head of planning @Brand Station

Source : Nielsen Global Digital Landscape Survey 2015

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

Pierre-Jean Choquelle Head of planning @Brand Station

Source : 2015 Accenture Digital Consumer Survey

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

Pierre-Jean Choquelle Head of planning @Brand Station

Source : 2015 Accenture Digital Consumer Survey

IT CAN CREATE LIQUID, FLUID RELATIONSHIPS

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Source : Nielsen Global Digital Landscape Survey 2015

IT ENABLES A WHOLE NEW ALCHEMY OF FORMAT MIXES

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

146 000 000 ALBUMS SOLD WORLDWIDEsource : Wikipedia

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

12 400 000 ALBUMS SOLD WORLDWIDEsource : Wikipedia

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

FREE MAGAZINE WITH VERY LIMITED PRINT

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

25 YO SWEDISH MAN

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

…AND THE CROWD IS GETTING BIGGER AND BIGGER

source : Mixpo Survey 2015

Pierre-Jean Choquelle Head of planning @Brand Station

PERHAPS A MEATY MEDIA BUDGET MIGHT DO THE TRICK ?

Pierre-Jean Choquelle Head of planning @Brand Station

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

Source : 2015 Accenture Digital Consumer Survey

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

MAKING EXTREME AMBITION YOUR ONLY OPTION

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

Pierre-Jean Choquelle Head of planning @Brand Station

BRANDS HAVE NOTHING TO DO WITH VIDEO CONTENT’S POPULARITY

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

THAT ADDS SOMETHING TO THE TABLE

Pierre-Jean Choquelle Head of planning @Brand Station

FORMAT CAN BE THE INNOVATIVE LEVER TO A GREAT IDEA

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

BUT NEVER THE IDEA ON ITS OWN

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

…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

Pierre-Jean Choquelle Head of planning @Brand Station

CUSTOMER INSIGHT

COMPETITION INSIGHT

PRODUCT TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

= VALUE PROPOSITION

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

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

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

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

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

« 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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

Most video recipes are very technical and pretty boring

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

People just love discovering how curious they really are

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Movie discussions online are usually taken very seriously

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT

COMPETITION INSIGHT

PERSONAL TRUTH

Tearing movies appart is the best way to learn about cinema

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

« 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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

« 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)

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

STORYTELLING

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

EVEN WITH NONFICTIONAL FORMATS

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

FICTIONAL OR REAL, THIS IS THE KEY OF THEIR VIEWERSHIP

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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…

Pierre-Jean Choquelle Head of planning @Brand Station

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

SOURCE : NEW YORK TIMES

Pierre-Jean Choquelle Head of planning @Brand Station

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

(KNOWINGLY OR NOT)

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

or is this ?

Pierre-Jean Choquelle Head of planning @Brand Station

or is even this ?

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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

STRONG MUTUALLY BENEFICIAL RELATIONSHIPS

Pierre-Jean Choquelle Head of planning @Brand Station

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

Pierre-Jean Choquelle Head of planning @Brand Station

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 ?

Pierre-Jean Choquelle Head of planning @Brand Station

= VALUE PROPOSITION

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

Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning @Brand Station

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Pierre-Jean Choquelle Head of planning @Brand Station

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YOUTUBE.COM/TRENDSDASHBOARD

Pierre-Jean Choquelle Head of planning @Brand Station

TUBEFILTER.COM

Pierre-Jean Choquelle Head of planning @Brand Station

TUBEFILTER.COM

Pierre-Jean Choquelle Head of planning @Brand Station

VIRALVIRALVIDEOS.COM

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