The Rise of Video Content
Channel: Biness
Date: 2015-10-16

The Rise of Video Content. Author: Brand Station. Download from SlideShare http://adf.ly/1Q3Dy2

This presentation was given to Danone's international digital marketing team as part of Google's training program by the head of our planning department, Pierre-Jean Choquelle.

SUMMARY
From the consumer’s perspective, video content is always about building mutually beneficial relationships with like-minded people. Build your efforts around a core passion that will animate your content team and create a meaningful connection with your audience. 

The Rise of Video Content - Brand Station
1. THE RISE OF VIDEO CONTENT 
2. DIGITAL VIDEO CONTENT IS A BIG DEAL YOU KINDA KNEW THAT ALREADY, BUT LET’S RECAP… 
3. VIDEO WILL ACCOUNT FOR 80% OF ALL CONSUMER INTERNET TRAFFIC BY 2019 SOURCE : NIELSEN 
4. IN 2014, IT ALREADY SUMMED UP TO 64% SOURCE : NIELSEN 
5. THIS IS VERY EXCITING NEWS AS IT SEEMS TO BE AN ABSOLUTE MARKETER’S DREAM 
11.  Netflix : pick up where you left of from any device to any another
12. Source : Nielsen Global Digital Landscape Survey 2015 IT ENABLES A WHOLE NEW ALCHEMY OF FORMAT MIXES 
13.  Conan O’brien is using playlists to regroup short clips from the TV show around the most popular stories/skits
14.  John Oliver also uses his channel to develop broadcasted stories in short format as well as providing web exclusives
17. VIDEO CONTENT MIGHT JUST BE THE HARSHEST MODERN COMPETITIVE ENVIRONMENT ADVERTISERS (+40% ON YT IN 2014) SOURCE : YOUTUBE MEDIA & PUBLISHERS ARTISTS & ENTERTAINERS CONSUMERS 
18. INTERNATIONAL NOTORIETY OR A PREVIOUS VIRAL HIT DOESN’T MAKE YOU AN ESSENTIAL CONTENT PROVIDER ONLINE 
34.  IF YOUR VIDEO CONTENT IS TOO OBVIOUS OF AN ADVERT, YOU WILL FAIL Source : 2015 Accenture Digital Consumer Survey
35.  CONTENT OBESITY IS A VERY REAL EPIDEMIC FUELED BY WRONG METRICS AND SHORT TERM VISION
38. LET’S PUT THE MARKETER’S PERSPECTIVE ASIDE AND THINK LIKE MERE MORTALS 
39. BRANDS HAVE NOTHING TO DO WITH VIDEO CONTENT’S POPULARITY IN FACT, IT’S THEIR RELATIVE ABSENCE THAT MAKES IT SO FUN 
40. WELCOME TO THE PEOPLE’S VIDEO CONTENT HOW AND WHY THEY DO IT, AND WHAT YOU CAN LEARN FROM IT 
41. THEY FOCUS ON IDEAS, NOT FORMATS THIS IS WHY BRANDS STRUGGLE TO KEEP UP 
42. THEY BRING VALUE TO THEIR AUDIENCE BY COMBINING UNCONNECTED ELEMENTS IN A WAY THAT ADDS SOMETHING TO THE TABLE 
43. FORMAT CAN BE THE INNOVATIVE LEVER TO A GREAT IDEA 
44. Zach King successfully leveraged Vine’s short-loop formats in service of his video illusions concept 
46. The concept of Zach King’s short-format illusions made him famous on Vine but translates just as well on Youtube 
79.  « YOU KNOW WHAT, JUST F*CK IT » Using the established codes of « how to videos » to create pure creative mayhem
81. THEY DON’T TRY TO SELL YOU STUFF BUT THEY ALL MAKE YOU BUY INTO THE SAME THING 
89. PEOPLE LOVE YOUTUBE STARS BECAUSE THEY ARE HEROES OF A COMMON JOURNEY FICTIONAL OR REAL, THIS IS THE KEY OF THEIR VIEWERSHIP 
90.  Hannah Hart shot a video of herself in her home giving a drunken cooking lesson for fun in 2011
91.  She has signed a best-selling kitchen book and is starring in a series by Legendary Television Distribution
92.  James Rolfe started making bad video games reviews in 2004, slowly creating the « angry nerd » persona to amuse his viewers
93.  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
95. THE POINT IS : THEY GROW WITH THEIR AUDIENCE MAKING IT MY STORY AS A VIEWER AS MUCH AS THEIRS AS CREATORS 
97.  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
98. THEY MAKE YOU WANT TO ENGAGE WITH THEIR CONTENT WITHOUT TRADITIONAL CALL TO ACTION, WITHOUT PRODUCT DRAW… 
104. MY ANSWER WON’T BE THE SAME AS YOURS (BECAUSE I’M A NERD BUT YOU PROBABLY AREN’T) 
105. IT’S NOT A FIXED DEAL BETWEEN PROVIDER AND AUDIENCES, IT’S A MOVING RELATIONSHIP BASED ON MUTUAL INTERESTS 

Make sure to subscribe to my channel if you liked the video!

Music Supplied by Tobu:
Artist Name: Tobu - Infectious (Original Mix) 
Video link: https://www.youtube.com/watch?v=qlinKNqHCyg

Tobu:
http://www.7obu.com
http://www.facebook.com/tobuofficial
http://www.youtube.com/tobuofficial
http://www.twitter.com/tobuofficial
http://www.soundcloud.com/7obu