the rise of video content - brand station
TRANSCRIPT
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
EXPANDEDRAMBLINGS.COM
Pierre-Jean Choquelle Head of planning @Brand Station
YOUTUBE.COM/TRENDSDASHBOARD
Pierre-Jean Choquelle Head of planning @Brand Station
VIRALVIRALVIDEOS.COM