There's been a noticeable rise in chatter around the push by 'Big Tech' to keep users inside their own ecosystems with more and more internet searches and activity ending without a click.
It's interesting to see that now more than 50% of Google searches end without a click. Google search provides on-page content such as Wikipedia synopsis, shopping options, website scrapes, movie times, maps and directions etc, all within the first page of search without the need to click. The change has been gradual and subtle. Of course, when it comes to video, Google will promote YouTube as the one place they are happy for you to click-out to.
It's incredible to look at the most recent 'Internet Minute' chart for 2019, there are actually more YouTube videos watched in a minute than Google search queries made.
This is all making the challenge for companies and their brands even greater - how to still provide meaning, sales and loyalty in a constantly shifting online environment. Will clicks to websites and 'owned channels' become a thing of the past as online behaviour begins to change? For sure, ensuring a well planned and executed creative content strategy which performs specific marketing functions and which ultimately delivers on business objectives becomes ever more important.
With the sheer amount of podcasts out there right now we thought we'd share three of our favourite marketing podcasts.
The Content Marketing Institute have brought back their regular podcast. It's a fantastic resource for anyone in marketing, advertising, content marketing, media or social media. Joe Polizzi and Robert Rose originally coined the term 'content marketing' to describe the ability for brands to generate and produce their own content to fuel brand storytelling and marketing objectives. They discuss the latest developments in the world of marketing and also provide opinion, insights, strategy and case studies - worth checking.
Face 2 Face is a home grown Australian podcast. Each episode discovers how Aussie marketers and creatives from the likes of Spotify, Volkswagen, Kathmandu and Telstra are using digital and social media platforms to succeed in a connected world. We collaborated with Facebook, Wooshkaa and Clear Hayes to develop the series which became the number 1 business podcast in Australia. With in depth interviews with some of our industries leading and most innovative brands along with real life insights the series is well worth a listen (well of course we would say that ;-). The Now We Collide team led creative development for the series as well as design and production of the go-to-market materials including video, email, digital and print assets.
The eMarketer Behind The Numbers podcast is great for getting a quick hit of the latest global news and trends from the world of digital media and marketing and how digital is transforming business. They cover all the big stories and emerging trends using eMarketers research and data pedigree. Episodes feature global leaders in their field to provide strategic insights and opinion on the implications of emerging trends and developments for business.
YouTube have made another big move into 'social video' launching a new Stories feature for creators with over 10k subscribers. Following the huge success of Instagram Stories (er…sorry, Snap) it was only a matter of time before the YouTube team launched their version. Using FashionByAlly (who has almost 1million YouTube subs already) as an example of how stories can be created and shared. It will be interesting to see the options this will present to brands and businesses both natively and through advertising. With Facebook Watch now offering in-stream ads and the growth of Instagram Stories and IGTV, YouTube clearly see the threat to their revenue and it will be fascinating to see how this one plays out.
An eye-opening article from the team at Venture Beat which highlights the power of YouTube for attracting new eyeballs in emerging markets. In India this means YouTube reaches 245 million unique active viewers each month and a further 74 million in Indonesia. That's phenomenal numbers and shows how digital video is becoming a regular part of the lives of audiences in emerging markets - and presents challenges for both incumbents and new entrants like Netflix alike who see these markets as the future of their growth - read the full story here.
Not only the traditional ad-world but also the wider viewing public was a-buzz recently with the anticipated launch of John Lewis 2018 Christmas commercial. It proves that when 'advertising' is done well it can entertain instead of annoying audiences, with the spot already having 11million+ views on YouTube - hats off to John Lewis and the team for investing over the long term. For all the nerds out there, check out the 'Making of The Boy and The Piano':
Vertical video has been growing in popularity for a number of years along with the rise of in-app video viewing and sharing on mobile. Snapchat was no doubt one of the pioneers of the format and they have continued to stick with it, while Facebook and Instagram have joined in with 'Stories' and Instagram's latest product IGTV. This is primarily being driven by the growing number of consumers now using their phones for their daily video consumption. TheVideoInk provides an interesting look into Vertical Networks, launched by Elisabeth Murdoch with a focus on producing short-form video for mobile devices, and their "data-driven content strategy".
Talking of mobile video, reports that Tesla is adding Atari games to the in-car display have been followed up with confirmation they are poised to bring in-car video to their next software update via an Elon Musk Tweet claiming that video playback will be available with "version 10" of Tesla's car software.
An interesting article from Variety on the journey Netflix has undertaken from DVD postal distribution company to the world's leading OTT entertainment company - "Netflix’s original-content push took off in earnest on Feb. 1, 2013, with the debut of “House of Cards.” Five years later, the streaming service has grown to the point where it is projected this year to deliver more than 80 new feature films (original and acquired) and an astounding 700 new TV series."
The campaign which caught our eye this week if the Smirnoff US campaign developed by 72andSunny with clever use of the media as the message using Ted Danson and a dash of humour to call attention to YouTube's 6 second bumper formats. It feels like Smirnoff missed a trick by not integrating the campaign across any other channels with no thought for extension across their website or other social channels.
Spotify and Samsung announced a new partnership whereby the music-streaming leader would become the new "go-to music service provider" for Samsung devices. Interestingly, Apple recently overtook Spotify as the number 1 music streaming service in the US and this obviously presents a challenge for Spotify. At the same time YouTube recently launched their revamped YouTube Music App offering 1 month free and then ongoing subscription for $11.99 per month. Samsung has been using Google Play as the default music partner on all devices, until now. In this sense the partnership makes a lot of sense, particularly as Spotify tries to increase it's presence in Asia. Samsung is the largest maker of mobile devices with 30.7% of the global mobile market, with Apple second at 19.4%.
UK AR company Blippar has launched a version of their AR experience which can map urban and indoor environments to within 1cm, providing a user with overlaid maps, navigation or other AR components for the mapped territory, or the application components can be embedded into other apps. The company suggests a wide range of potential environments for this platform, including retail stores, supermarkets, airports, shopping malls or stadiums. Use cases include AR menus floating in front of restaurants in shopping malls, reviews or product info hovering over products on shelves, treasure hunts or a virtual guide for tourists.
More and more startups are emerging offering decentralized social platforms—often using blockchain technology. The main purpose of these new platforms is to reward users and content creators and not only the platform owners. Angel List has highlighted what they see as the 2 most promising - Steemit and Sapien. Built off the Steem blockchain, Steemit is a Reddit-esque social platform that as of now boasts nearly 800,000 registered users. Steemit’s version of upvotes, however, are tokens that hold real market value. Users—not advertisers—are rewarded for engagement. Sapien is a social news network built on the Ethereum blockchain that already has thousands of active users. The platform features a global reputation system, a reward system for users, and a marketplace for creators. While Facebook isn’t going anywhere anytime soon, these new decentralized social media platforms are growing—and fast.
Some of what we're reading, listening, watching this week...enjoy!
heard of NewTV? Well they just raised a cool US$1bn to fund their plans
to create a new short form video content platform, a kind of
next-generation Netflix, with original content. NewTV is aiming to
launch by the end of 2019, with a premium lineup of original,
short-form series comprising episodes of 10 minutes each. The brainchild
of ex Pixar exec Jeffrey Katzenberg has attracted investment from
Disney, NBCUniversal, AT&T and more. Read Jeffrey Katzenberg’s ‘NewTV’ Startup Closes $1 Billion, All Major Studios Among Investors
the same time as OTT's are planning short-form narrative content
development, social media networks are taking an aim at longer form
video. eMarketer and
their podcast series 'Behind The Numbers' explore how long-form video
is spreading across social media in this week's episode. With key moves
by Facebook's Watch, Instagram's IGTV, YouTube Premium (previously
YouTube Red (RIP)) and Twitter this episode is a great update on all the
key developments and moves being made and how video content strategy is
leading to advertisers. With some marketers placing pre-roll and
mid-roll ads in social shows, there is great potential but the audiences
are small and the current measurement capabilities are limited. Listen to eMarketer social-networks-get-serious-about-tv-style-programming
A weekly round up of what we're reading and watching - enjoy!
haven't given up on video just yet. TheVideoInk reports that Twitter is
adding to it's video offering in an effort to bolster it's video
credentials. Live and on-demand video deals have remained a major focus
for Twitter and has in part led to half of all Twitter revenue coming
from video. Read the full article - Even Without a Dedicated Live Stream Team, Twitter is Still All About Video.
released new figures showing the shift from PayTV towards OTT and other
cord-cutting services has continued to gather speed in the US
accelerating beyond most forecasts. The latest figures show the number
of cord-cutters—adults who have ever cancelled pay TV service and
continue without it—will climb 32.8% this year to 33.0 million. Read the
full article - Exodus from Pay TV Accelerates Despite OTT Partnerships.
Facebook Australia launched their latest thought leadership video and podcast series, Face 2 Face. The
series discovers how industry leaders from KPMG, TBWA Melbourne, Optus,
Velocity Frequent Flyer, Host/Havas, Guzman y Gomez, AFL and Initiative
are building brands in the digital age. The series uncovers key
insights for how brands should be adapting for mobile, how has
creativity changed, how to build a brand on mobile, and how marketers
can engage customers in a meaningful way. Watch the full video series here.
recent report from Marketing Land shows that Instagram ad spend has
grown 177%, outpacing Facebook growth, while YouTube advertisers spent
nearly triple what they did last year! Instagram audience growth also
continued, helped by Stories, and they'll be counting on this continuing
with the recent launch of IGTV.
The biggest news though was that YouTube ad impressions rose 225
percent, and CPMs fell by 11 percent. Phones and tablets accounted for
79 percent of YouTube ad spend during the second quarter of this year —
up from 71 percent a year ago. Read the full article - Facebook takes a back seat to Instagram as ad spend on the Facebook-owned app grows 177%.
Facebook is rolling out a major advertising campaign across Australia in an attempt to reassure users that the platform can be trusted and will do better.
The national Here Together ad initiative, created in-house, addresses issues of online safety, privacy and the brand's integrity.
Launching in Australia today across out of home, digital, TV and cinema, the eight-week campaign is intended to restore trust in Facebook, informing users about its efforts to combat fake accounts, data misuse and fake news – all of which the social media platform declare are “not our friends”.
This creative will also feature six-second animations.
The promotional crusade follows its recent data calamity with Cambridge Analytica, a rise in fake news and calls for the platform to be more transparent and open.
Managing director of Facebook Australia and New Zealand (ANZ), Will Easton, says: “We've listened to what Australians expect from us, and they expect action.
“It is our responsibility to make sure Facebook is a place where everyone can stay closer to the people they care about, and to make sure it's a positive force in the world.”
Speaking to AdNews, Facebook ANZ head of marketing Alexandra Sloane explained how the in-house creative team in the US developed the original asset, and locally it carried out research and engaged with its content agency, Now We Collide, to create the end result.
“We really understood what Australia and our community needed from us in terms of an update on ways we're going to improve the experience of our platform,” Sloane says.
“Through a mixture of Australian user-generated content, as well as live action shots, we localised the Australian community that we are representing. Also, the script and voice-over are addressing particular research insights we uncovered.”
The video spots remind viewers why most engage with Facebook in the first place – as a portal to connect with family and friends. “Then something happened,” the ad voiceover says. “We had to deal with spam, clickbait, fake news and data misuse.”
Facebook head of communications Australia and New Zealand, Antonia Sanda, tells AdNews that local research, both qualitative and quantitative with focus groups, was at the heart of the campaign.
“It’s very much focused on meeting the needs of the Australian community, absolutely,” Sanda says.
Sloane says a lot of the insight Facebook got from Australian consumers was that they wanted to hear about the actual updates and about the action steps it was taking around key areas.
As a result, it has also launched a new landing page to accompany the campaign, as a resource that pulls in all the updates in one place. Sloane says this gives users “a sense of how we're changing – how we're doing better and taking that broader sense of our responsibility”.
From there, its media agency Mindshare came onboard, with its CEO Katie Rigg-Smith explaining why they chose certain marketing channels.
“The out of home campaign is focused on eye-level, longer dwell time formats across street furniture and transit to deliver more detailed information on how Facebook is changing,” she says.
“While cinema will be used to celebrate the 60-second creative in a highly engaged environment.”
Sloane adds that the whole campaign is really about starting a more meaningful and open relationship with Australians.
“We have to start by being more open and transparent with our community, and acknowledging and listening first of all, and then addressing the things that are important to our community head on,” she says.
“And so we hope that we've not just acknowledged the broader responsibility that we have, but that we're also demonstrating action that we're taking.”
It sounds like a no brainer but now
Google has provided a direct relationship between search on Google and
video delivery on YouTube for advertisers. At the recent Search
Marketing Expo - SMX,
Google announced a number of updates to YouTube which provide greater
evidence of their focus on video at the heart of internet search as a
way to connect brands, products and services to audiences (and that
advertisers to reach (and if done correctly, engage) people on YouTube
who have recently searched on Google, the new innovation called "custom intent audiences" harnesses Google's vast amount of search information and is currently only available within the AdWords experience.
By fusing the data collected in search with audience information and
search terms on YouTube, custom intent audiences can be "an effective
way to move undecided customers to action using the persuasive power of
video." according to the Google annaouncement.
presents a really interesting opportunity for brands to develop an
integrated digital strategy using the power of video to build brand
and/or product awareness, brand affinity and product features and
benefits in an engaging way. Used in the right way it is clear that this
can compliment and increase the performance of SEM and digital
marketing campaigns. Particularly in hyper competitive categories such
as travel, finance, auto, ecommerce and beyond, a well thought-out
strategy to connect with audiences based on historical search behaviour
across Google to deliver relevant and timely video content could
significantly drive enhanced outcomes for not only awareness and brand
building but also customer acquisition.
Google highlights a case study of online
investment company Betterment who used custom intent audiences to reach
YouTube viewers who recently searched for financial keywords on Google.
The brand increased its return on ad spend 6X compared to previous
YouTube campaigns, and saw a 245% increase in searches on Google.com,
including their brand term: "Betterment". Of course Google would
like everything to stay within their ecosystem but in reality the power
of social media content to also assist with SEO, customer engagement and
acquisition means that a multi-channel social video content strategy
would also contribute significantly to overall results and maximise the
ROI of video content. This also provides a way for savvy marketers to
prove direct results of an integrated digital marketing strategy with
video at the heart.
issue this also highlights is the need for specialist video content
experts with a deeper knowledge and understanding of not only the
different platforms available but also how video and content creative
needs to be optimised for these platforms and the different
opportunities to maximise ROI within them. It also highlights the need
for multi-disciplinary teams to work collaboratively, in this case the
SEM specialists working alongside video & content strategy and
creative as part of a wider digital content strategy. It will be
interesting to see which brands take full advantage of this new feature
as Google starts to roll it out globally.
Video sharing website Vimeo this week launched some new functionality offering creators, brands and publishers the ability to upload and instantly share 'natively' to social (video) platforms, YouTube and Facebook.
was founded in 2004 and has always had a focus on the more artistic,
creative and storytelling aspects of video content. Vimeo was the first
to offer HD video sharing and now offers 4k Ultra HD as part of a
commitment to 'Host videos in the highest quality possible'. With more
than 70 million members in 150 countries, the Vimeo CEO recently announced a target of 1 million paid subscribers and $100 million in revenue in the next 12 months.
Part of this push for more revenue is offering tools and features which appeals to a wider audience. The new sharing feature is pretty nifty too - once a video is uploaded to your channel, within the 'Basic Video' settings simply click on the 'Share' button and hit 'Publish To Social'. You are then able to share to any of your connected social media accounts in the respective platform's native video form. As Vimeo themselves say "we want to do everything we can to help your videos get seen by the masses. That's why you can now publish videos natively to Facebook and YouTube (with more on the way), right from Vimeo. It's not just a time saver, it helps your videos rank higher on those platforms and reach more people". Happy sharing...
only prediction for 2018 is that more change is inevitable and to be
prepared for the unexpected - aside from that we thought we'd share one
of our favourite commentators - Proff Scott Galloway from L2Inc - and let him put his neck on the chopping block on our behalf - enjoy.
ESPN Partner With Now We Collide And Launch New Brand Playbook ‘It’s Your Prime Time’
a competitive pitch Now We Collide have been chosen as the lead
creative and content agency for ESPN Australia going into 2018.
announcement follows successful project based work from Now We Collide
which has contributed to the biggest year on record for ESPN in
Australia, with audience growth across both broadcast and digital
channels - a massive 21% increase in TV ratings so far this year, while
the ESPN Digital Network audience has surged to reach 2.6 million unique
visitors a month.
With ESPNS’s focus
on creating high quality content and getting it in front of fans - all
devices and screens and with sports now being 24/7, ESPN is redefining
what Primetime means to their audience.
We Collide developed the creative and content strategy which speaks to
this new way of consuming content and appeals to a younger and more
ethnically diverse audience than those of traditional sports
broadcasters. Using bespoke research and audience insights as a
foundation, the integrated creative provides a distinct positioning for
ESPN across all brand assets including TV & digital - social video
templates and content, EDM, digital display, print and out of home media
as well as the establishment of a brand campaign playbook for ongoing
“We worked in close
collaboration with Now We Collide, every step of the way, and their
clear understanding of our audience and our brand position in Australia
has led to a longer term commitment from ESPN to the agency. They are
the perfect fit for us at this time” Says Patrick Bour, Director of TV
and Marketing at ESPN.
Chief Creative Officer for Now We Collide, Ryan Bodger said, “ESPN gave us the ability to highlight our deeper understanding of the ESPN audience and the need for a more unified and personalised approach in the multi-channel world of sports entertainment. We used this to develop standout creative while giving the fans ownership of ESPN embracing ‘Prime Time’ as their own.
“The most satisfying thing for us
as an agency is seeing the success that ESPN is having through our
collaboration. Audience numbers are consistently growing across owned
and earned channels. The recent US Open coverage in September was a huge
audience success with ESPN audiences up a massive 172% supported by
integrated campaign creative, all consistent with the ‘It’s Your Prime
Time’ playbook. With NFL and NBA seasons kicking off we’re looking
forward to another big year ahead. It’s an exciting time for us as an
agency.” commented Keir Maher Now We Collide CEO.
Video has rapidly become the most powerful way that we have available for connecting with audiences.
demands and attracts more consumer attention than any other medium with
unrivalled ability to evoke emotion, communicate information and tell
And whilst the "golden age of video"
is in full swing - it still represents the biggest growth opportunity
for brands to build audiences and harness them to build brands and sell
Scientifically we know
that 90% of information transmitted to the brain is visual. And that
visuals are processed by the brain 60,000 times faster than text. Given
people spend one third of their time online watching videos there is
huge potential here. Between Snapchat (10 billion), Facebook (8
billion), and YouTube alone (4 billion), there are 22 billion daily
Of all the video
platforms available, YouTube is the most regularly used platform for Gen
Z cited by 84% of respondents in a recent Accenture study.
access to the tools of production and distribution now almost
ubiquitous many brands, big and small, are taking advantage with great
results. However, it is the rigour and around content strategy, creative
strategy, selecting the right tools of production and distribution
which separates the ok from the great.
get more information on how the best brands are using video led
campaigns and content to achieve results based business outcomes, why
not drop us a line.
With the pace of
change continuing across key video platforms, the shift in audience
viewing habits across all demographics and particularly the shift to
mobile, we are now truely seeing the rise of Gen V - the Video
Generation. This has already hugely impacted the way media companies and
brands attract and communicate with audiences with more change to come
over the next few years. Here are some the main developments currently
taking place, to get more detail on the key points simply hit the links:
1.5 billion logged-in viewers visit YouTube every single month globally.
On average, YouTube viewers spend over an hour a day watching videos on mobile devices alone.
In a few weeks, an update to the the YouTube mobile app
will mean video will dynamically adapt to whatever size users choose to
watch it in. That means if they’re watching a vertical, square, or
horizontal video, the YouTube player will seamlessly adapt itself,
filling the screen exactly the way it should. If this works well it will
only increase YouTube's dominance.
YouTube and Daydream have worked together to develop a new format, VR180,
and new cameras, which make it easier and more affordable to make VR
videos. This new format delivers 3-D video while capturing a 180-degree
Recently launched social video app uptime - currently available in the US only but shows YouTube's intent to provide a direct answer to Snapchat and Instagram.
Video on Facebook now plays with sound on automatically OR users can turn off sound in their app settings.
Messenger video chats have received a Snapchat-esque update with new
features like animated reactions, filters, masks and effects, and the
ability to take screenshots—available for one-on-one and group video
chats. You can now share your emotions with a reaction, add a filter and
even take pictures of your time together.
An update is coming to the Facebook
Mentions creators app but there is no sign Facebook will start sharing
revenue with their community of creators (unlike YouTube for example).
Live video on Instagram Stories now gives
you the option to save your live video to your phone at the end of a
broadcast, and the option to share a replay to Instagram Stories (similar to Messenger updates...).
Snapchat daily active users grew from 122 million in 12 months to Q1 2017, an increase of 36% year-over-year.
3 billion snaps are created every day by Snapchat users, up from 2.5 billion in Q3 2016.
Introduced Snap Map
which lets Snapchatters share their current location and updates with
friends on a map when they open the app, but also displays a heat map of snaps from around the world.
Snapchat also introduced what it called it's biggest update yet in March 2017 - Limitless Snaps which
allows snaps to play on a friends’ screens until users skip to the next
snap by tapping on the right side of the screen or by closing the app.
The time limit was lifted both from the snaps posted to a story and
shared with friends directly via Snapchat. After a friend finishes
viewing the Snap and taps to close it, Snapchat will delete as usual.
It's all been fairly quiet from Twitter on the video front having recently released a "new look" which
included some navigations and icon updates plus the functionality that
links to articles and websites now open in Safari’s viewer in the
Twitter app so you can access accounts on websites you’re already signed
into on IOS.
In late 2016 Twitter introduced live 360 video - when
users see a video marked with a LIVE 360 badge, they can interact with
it to change what they see by moving their phone or swiping the screen –
all while watching live.
up almost un-noticed, musical.ly is an app for video creation,
messaging, and live broadcasting. Launched in August 2014, musical.ly
lets users create 15-second to 1 minute videos and choose sound tracks
to accompany them, use different speed options (time-lapse, slow,
normal, fast, and epic), and add pre-set filters and effects. The app
also allows users to browse popular “musers,” content, trending songs
and sounds and hashtags.
We loved collaborating with UPI Australia and our tech partners
ShareRoot to develop this integrated video led campaign with social at
the heart for the release of The Secret Life of Pets. Hats off to the team at UPI for being brave enough to unleash the power of UGC
- which, when planned and executed correctly, can deliver serious
return on investment. The campaign proved such a success, including
delivering a huge box-office return, the guys over at Marketing Magazine have published our campaign case study.
retailers and shoppers plunged headlong into Christmas retail mayhem,
Boxing Day sales frenzy and New Year buying meltdown we thought we’d
take a look at who’s winning a loyal audience and who should be upping
their game in this month’s multi-platform video analysis courtesy of our
Tubular partnership – Tubular has data for 2.5B videos across 30+
platforms including YouTube, Facebook, Instagram, AOL, Daily Motion and
Coles took out number 1 spot in
cross platform video views in November achieving a whopping 5.8 million
views with former bed-fellow Myer in at number 2 with 5.5 million
Taking a deeper dive into the
Coles numbers, their most watched video uploaded in November was a 15
second video optimized for social media entitled “Watermelon, meet
Iceblocks! Here’s the coolest new way to eat watermelon.” which was
viewed 1.1million times on Facebook across just 4 days from November 11th – 15th,
garnering 14,000 Likes and nearly 3,000 comments and almost 6,000
shares (you do the Engagement Rate maths…). Coles have recognised and
are tapping into the shareable nature of social style food vids
pioneered by BuzzFeed Food.
fact, 98% of Coles video views came via Facebook in November 2016 with
the views shared across 8 videos and all of them were less than 15
seconds long, with of course accompanying ad spend. Interestingly in the
same period Coles published 24 videos on YouTube achieving collectively
only 129,000 views. On YouTube though the videos are much longer with
many between 1-3 minutes long.
strategy is clearly to achieve reach through social style videos on
Facebook, realising the audience is less likely to stick around and
watch anything longer than 15 seconds, whilst YouTube is being used much
more as an engagement platform for longer form videos. To achieve these
Facebook views would require a significant amount of paid activity -
acknowledging that Facebook organic reach sits at around 10%
(at best) and Coles has 1.1 million followers on Facebook, based on the
average Engagement Rate (ER), to achieve 5.8 million video views across
8 videos would require significant paid investment.
out the Top 5 were Woolworths with 3.5 million cross platform video
views, Harvey Norman with 2.4 million and David Jones with 1.9 million
cross platform video views.
Jones is interesting as it is the only retailer in the Top 5 which
generated a significant amount of video views from Instagram. David Jones published 24 videos to Instagram
in November generating almost 200,000 views with a mixture of
influencer and social videos plus more traditional ads. David Jones
clearly recognise the importance of Instagram as part of their content
strategy for their audience and product range although the engagement
rate for the videos on Instagram is fairly low across the board when
compared to peers, something which could warrant further investigation.
it comes to the big players in the retail category Facebook is clearly
winning the battle as the platform for video views and, by default,
advertising dollars over Christmas holiday period with the platform
making up the large majority of video views ahead of YouTube and other
social video platforms. The audience numbers and stats for Facebook are
obviously there, but with recent rumblings about the way Facebook had overestimated their audience measurement
and the fact that audience views on Facebook are measured at only 3
seconds for a view to “count” plus the fact that all videos are
autoplayed in an ‘audio mute’ state vs YouTube for example where around
30 seconds is required for a view count and audio is ‘active’ on play, a
more integrated approach to digital/social video content strategy and a
deeper understanding of the platforms should always be the first
consideration beyond just paid reach metrics of the traditional ad
This month as part of our regular video intelligence series we're taking a look at Facebook video: the top 5 Facebook Live creators, Facebook 360 video creators and overall Australian Facebook video creators.
It's interesting to see that the Australian Ballet
scored over 1 million views with the live video launch of their 2017
season. At first you might assume that they achieved these views during
the live event alone but by delving deeper in the data we found that
most of the views for the video actually came on day 5 and 6 AFTER the live event - nevertheless whether organic or paid views, this still highlights how live video, when harnessed correctly, can be used to engage audiences.
data for the Facebook 360 videos is based on global views and it is
clear immediately that Travel & Tourism as a category is taking
advantage of what 360 video has to offer with LATAM, Visit The USA and Discovery Networks
featuring in the Top 5. It's still fairly early days for 360 video and
none of the videos featured are particularly inspiring with the
Discovery VR Atlas series probably the pick but again this highlights
that audiences have a willingness to see something new and explore what
360 video has to offer. We believe there is a real opportunity for
publishers and brands to push the boundaries in this area with the
potential to really drive audience growth.
On the Facebook video creators Top 5, Hebbar's Kitchen
comes out top of Australian video creators table for September 2016.
"Who?" we hear you say, based in Melbourne they are a type of a BuzzFeed Food
of Indian cooking with loads of short, shareable recipes and videos and
a massive 47 million+ views on Facebook alone in September, spicy!!
YouTube recently announced it is looking to
faze out annotated end frames on videos and has introduced YouTube End
Cards as a feature. Previously reserved for a select number of
publishers and creators, the key benefit of End Screens is that they
work across both mobile and desktop, whereas predecessor annotations
work only on desktop. This is a step YouTube had to take given half of all YouTube users now access YouTube video on mobile.
what are they? End Screens are overlays appearing at the end of videos
which encourage viewers to take an action before the video completes,
such as get more information, click to view another video, visit a
website, subscribe to the channel and more. End Screens can appear in
the last 5-20 seconds of a video, and desktop viewers can hover over
them for more information while mobile audiences just need to tap on the
thumbnails. YouTube has restricted use to up to four End Screens, as
long as the video has a 16:9 aspect ratio.
This makes End Screens a valuable feature for brands and publishers who take advantage of this important new feature.
brands and publishers create quality videos that convince viewers to
watch more content via the use of compelling End Screens, they can
expect to see increased retention and watch time across their channels,
thanks to the YouTube algorithm. Over time, this tactic can also
increase overall video completion and watch time metrics notwithstanding
the fact that the video creative still needs to do the main job of
attracting and keeping viewers.
viewing across mobile being so high, the ability to encourage channel
subscription and additional calls-to-action such as product purchase or
visiting a specific (verified) website across both mobile and desktop
traffic is significant.
switch to End Cards does create a potential headache for
existing publishers who have annotated end frames and want to switch to
End Screens as the formatting is different and the placement
restrictions of the thumbnails means previous end frames and
calls-to-action are unlikely to match up and will need re-formatting.
Ongoing though, it is clear that any brand or publisher uploading video to their YouTube channel will now need to consider:
How videos created can best utilise the updated End Screens format.
How to time video end frames to make the most use of the 5-20 seconds available on End Screens.
Check performance and metrics of end screens to see those performing best, be prepared to modify based on audience behaviour.
As the world's second biggest search engine and with the seemingly unstoppable rise of video consumption on mobile,
a YouTube strategy is now near essential for most brands and
publishers. With End Screens, brands and publishers can improve the
experience on YouTube for mobile audiences, increase watch times, and
drive specific actions from viewers. As such, brands and publishers
should start using End Screens as soon as possible so they can reap the
benefits of the feature sooner rather than later.
The revolution that is occurring in video content proliferation and distribution is changing the way brands and publishers think about how they reach and engage audiences.
Now We Collide we take a strategic approach to the role video content
plays within the overall content ecosystem which helps to inform our
creative teams and the production and distribution of video content.
of this approach uses data and analysis of video content trends and
creative across multiple video platforms. We use multiple data sources
to find and understand content trends, creators and publishers. One key
source of insights comes from Now We Collide's partnership with Tubular Labs, the world's only cross-platform, all device, video data source.
With in depth understanding of the software and data we are able to
assess analytics across over 30 video platforms including YouTube,
Facebook, Twitter, Instagram, Vine and Vimeo.
- as part of a regular blog post series we'll be giving a sneak peak of
just some of what we have access to by providing the top 5 video
creators by audience views in Australia across the key video platforms.
We used to say seeing is believing. Now we have to say ‘experiencing is believing’.
seems about 1 in 5 briefs I work on at the moment have a VR component
with an interest from brands and agencies looking to explore the
possibilities of the immersive and engaging world of 360 video and
The next 18 months will
be a telling time to see how audiences transition from standard video
viewing to embrace VR and invest in a personal headset, closing
themselves off from the real world to engage with the most immersive
form of content.
For anyone that has put
on the Samsung Gear VR, Vive of Oculus, there is usually a wow moment
when you realise just how immersive and engaging the VR world can be.
One thing is for certain we are just at the beginning of where the
technology will lead us and it will be exciting to see what other AR/VR
players like Magic Leap, Sony and Microsoft can bring to the table.
Let’s just see if Apple will make a move in 2017/18. Let’s hope so.
know that premium publishers and tech giants are getting on board with
big investments - USA Today, the New York Times, and AOL are making big
VR plays. Google is working on a VR version of Chrome. NBC and Samsung
broadcasted the summer Olympics in VR. Hulu, Crackle, Jaunt, and Within
already have dedicated apps, or “theaters,” where viewers can consume
massive amounts of VR content.
media powerhouses and film studios including Live Nation, Vice Media,
21st Century Fox, and the Walt Disney Company are placing big bets on VR
with large-scale investments.
(National Basketball Association) has also started creating longer form
VR experiences with its mind blowing VR production ‘Follow My Lead’
which tells the story of the 2016 NBA finals, taking audiences behind
the scenes for an experience like no other.
more than ever we are seeing significant brand dollars being spent on
VR experiences that prove that content innovation can lead to commercial
investment, leaving audiences feeling inspired by the bravery and
courage of a brand to do something different in the VR space.
Great example of a brand investing in VR
thing we know for sure, is that when you are inside a VR experience you
are the most captive audience a brand can have and the experience you
create needs to be compelling. There is no other form of media right now
that is as immersive as a VR experience and brands need to take
VR released results this week from its survey of 1,300 adults that
found the majority of consumers—71 percent of them—feel that VR makes
brands seem “forward-thinking and modern.” However, there’s even better
news for brands’ bottom lines: 53 percent of respondents said they’d be
more likely to purchase from a brand that uses VR than from one that
specific VR activities have unique emotional footprints, offering
fascinating insights for those who are considering their VR strategies,”
Steve Marshall, svp of research and consulting for Greenlight VR, said
in a statement announcing the findings.
those who have never experienced VR had good things to say about the
technology, with 91 percent reporting positive feelings after watching
an informational video about it. Among those who haven’t tried VR, 65
percent were interested, 32 percent were surprised at what it could do,
25 percent felt “happy” and 58 percent reported being “amazed.”
What is the perfect brand VR Experience?
comes down to the brand objectives and how people will contextually be
viewing the experience. When people are in groups with one person
viewing a VR experience the viewer doesn’t want to feel trapped inside
for too long (4-5mins max) and will want to share or talk about their
experience soon after. When a viewer is alone with VR, the sky’s the
limit, a viewer will stay engaged for longer and want to stay immersed.
reality by definition intensifies the impression of reality. All of the
viewer’s senses are heightened including sight, sound, and motion;
content that delivers fully immersive experiences will be in high
This potential for VR
storytelling will take branded entertainment to a whole new level.
Imagine Apple showcasing its VR capable Iphone 8 (yet to be released)
where viewers can take part in a Mars landing and film the experience in
first person using features on the Iphone 8. Viewers could zoom into
the phone to play with a realistic, 360-degree model of the device or
even watch a video shot with that new device, thereby zooming into an
entirely new storyline set on Mars.
There are a number of aspects when considering the production value of producing VR or 360 video content.
VR is not the same as 360 Video.
the two can be packaged up as a VR experience, there is a difference
between the two. 360 video is effectively filming a real world
environment with a 360 camera, which can be produced in 2D using a whole
range of cameras from consumer to prosumer or in stereoscopic 3D using
more high-end professional grade equipment.
captured 360 video can have 3d, overlay graphic elements or interactive
hotspots added to make the experience more engaging.
A great example of a mixed live action 360 video shoot and 3D environment can be seen here with Google Spotlight Story Help:
uses a mix of studio, 3d and real world 360 video. This is of course a
pretty amazing experience best viewed in VR and not desktop. VR environments, games and stories that are completely virtual are created in 3D and compiled using software like Unity 3D or Unreal Engine.
2D vs 3D
done right, VR created as a 3D experience is always going to be more
compelling, while 2D is a great way to create a high resolution
experience and keep production costs down. Poorly implemented 3D x 360
video footage can cause a great deal of discomfort to the viewer
including headaches, eye strain or nausea. With a 2D video, you’re
getting more resolution out of the device because you’re not having to
stack the left and right channels (or top and bottom channels) within
the phone’s limited resolution. Oculus CTO John Carmack explains,
“People that are resolution-picky will probably prefer monoscopic
videos, which can have twice the resolution of stereo videos. The stereo
effect may not be worth anything to you if you can't get past the
How To Get Views?
reality viewing roughly falls into 3 categories. First is desktop and
mobile video play with no headset (think Facebook or YouTube 360 native
players). Next are expensive headsets tethered to a computer, aimed
mostly at gamers, like the Oculus Rift or the HTC Vive. Finally there
are mobile viewing experiences that combine with a smartphone, like
Samsung's Gear VR or Google's Cardboard.
need to think about how and when audiences will be viewing their
content and ensure they are driving people to experience branded VR
through a quality headset. This should be coupled with distribution of
content to key VR publishers for optimal reach across platforms and
devices. As with any type of video content distribution and seeding
strategy is paramount.
GIVE ONE AUSSIE PET THE CHANCE TO APPEAR IN A GLOBAL ANIMATED FEATURE FILM!
Pictures Australia and Channel 7 Sunrise have kicked off a massive 4
week promotion for the upcoming animated film THE SECRET LIFE OF PETS.
a unique and unprecedented promotion, the pair has joined forces with
the film’s production company Illumination Entertainment to exclusively
give one Australian pet the chance to be animated and featured in THE
SECRET LIFE OF PETS 2.
It’s no secret or surprise that Australia
has a deep and abiding love for pets. More than 63% of Australian
households own a pet and more than 83% of Australians have owned a pet
at some point in their life*.
“The promotion taps into
Australia’s love of pets and extraordinary interest in pet content, both
viewing and sharing. As a country of proud pet owners, we love showing
off our furry companions. Now, thanks to The Secret Life of Pets, we’re
giving owners the ultimate prize with the chance to immortalise their
pet on the big screen,” says Universal Pictures Australia Marketing
Director, Suzanne Stretton-Brown.
with partner video content agency Now We Collide & UGC technology
firm ShareRoot, the competition has been designed to maximise social
To win the money-can’t-buy prize,
entrants are required to submit a photo or video showcasing their pet’s
star quality. People can enter a video or photo of their pet at the
dedicated website or via social with the hashtag #secretlifeofmypet on
Instagram or Twitter.
submissions will be aggregated and then showcased in a gallery on the
competition website. The best 5 entries as voted by a Channel 7 Sunrise
judging panel will go into a voting phase where Australia will vote for
their favourite Australian pet.
We are set
to receive a huge amount of UGC content through this campaign that will
be used to extend and amplify the film release here in Australia. We’re
expecting to see UGC video content drive a big proportion of entries.
Says Now We Collides’ Head of Content Strategy Keir Maher.
project is incredibly exciting as it’s one of the most unique and
innovative uses of UGC we’ve ever seen. It’s watershed moment for UGC
marketing,” CEO and co-founder of UGC marketing technology firm
The Secret Life of Pets
opens in Australian cinemas on September 8 but has already broken box
office records around the world. In the U.S, the film became the
biggest opening ever for an original film, animated or otherwise.
Entries for the SECRETLIFEOFMYPET competition close at midnight on Thursday September 1st. The Top 5 finalists will go into public voting from Monday September 5th where the pet with the most votes by midnight Friday September 9th will be awarded the major prize.
* (2013) Pet Ownership in Australia Summary, Animal Health Alliance
Now We Collide leverages Tubular’s actionable insights to win at online video.
creative content agency Now We Collide, today announced a strategic
partnership with Tubular Labs, the worldwide leader in online video
The new partnership
allows Now We Collide to build on its existing research and strategy
offering by providing deep audience research to inform innovative
provides actionable insights based on analyzing over 1.6 billion videos
and the engagement of over 400 million viewers across 29 platforms,
including YouTube, Facebook, Twitter, Vine, Instagram, AOL and Yahoo.
is the only online video intelligence platform that provides real-time
cross-platform data and insights to brands, media companies and MCNs everywhere.
the Tubular platform, Now We Collide provides data analytics and
insights for brands through influencer identification, audience and fan
engagement analyses, and brand competitor analysis.
We Collide’s Managing Partner, Keir Maher said, “Tubular’s offering
sets the benchmark in allowing us to understand exactly what is
happening within the field of content across brands, publishers, content
creators and influencers. This means we can provide our clients with
unique insights into how to attract and engage with audiences across the
digital social web with meaningful data and optimised business
outcomes. It also helps to inform our creative team in developing
contagious content which will resonate with audiences.”
Lab’s Co-founder and VP of Business Development, Allison Stern added:
“Tubular’s mission is to empower video teams everywhere with the right
intelligence to win at online video. Now We Collide is perfectly poised
to use Tubular insights for better-informed content strategy,
influencer identification, and media buying recommendations to its brand
and agency clients.”
Facebook launched Instant Articles back
in May 2015 but initially it was open only to a select few launch
publishers as outlined in this article from Tech Crunch at the time of launch.
Today Facebook has opened Instant Articles
to anyone who uses Facebook as "A new way for publishers to create
fast, interactive articles on Facebook.". Designed and developed as a
mobile first application available on IOS and Android it provides a fast
and responsive way for publishers and brands to deliver a rich and
immersive environment to view and interact with content.
This is exciting as it promises
additional access for brands and publishers to realise the power and
potential of video and content to connect and engage with audiences. The
debate over whether Instant Articles will detract from a publishers 'owned'
audience and content seems to have abated lately as Facebook have
actively sought to collaborate and work with publishers however concerns
still remain over the power Facebook is gaining over the digital
For brands, Instant Articles presents
both an opportunity, in the form of increased content reach, awareness
and creative potential, and a risk in the form of driving audiences to
owned assets, landing pages, conversions and in terms of organic vs paid no matter how rewarding your content is for audiences.
With a potential global audience of over 1.5 billion the
opportunities for publishers and brands on Facebook are undeniable and
time will tell how Instant Articles fits into this. As an independent
content agency specializing in video we are excited to see continuing
developments in technology and ways content can reach audiences and
consider how this can be applied as part of a multi-platform approach to
strategy and creativity.
Econsultancy have just released their 2016 Digital Trends Quarterly Briefing
in association with Adobe. They always present some interesting reading
and statistics on trends which are taking place across the digital
landscape so we thought we would provide a digest and our take on what
the key considerations are – in a sense we’ve done the reading of this
40 page document so you don’t have to (or to encourage you to!)
The 3 key opportunities as provided by
the 7,000 marketing, e-commerce and digital professionals who
participated in the survey are:
Optimizing the customer experience
Data driven marketing that focuses on the individual
Creating compelling content for digital experiences
Essentially, providing great
customer experience is seen as the prime opportunity and provides the
catalyst for data driven marketing and creating compelling content. This
is good news because there are still many Australian and international
brands who are yet to show evidence that they are realizing this
opportunity – is 2016 the year that this shift happens?
It is well documented that people have
moved from being passive toward active and participation based consumers
– actively researching, viewing, curating, creating and sharing content
across the digital social web. Content has become the currency to drive
awareness, consideration and engage customers. The use of data to
understand who your customers are and how they are interacting with the
brand, services or product is essential to informing the content
strategy and creative.
Within this, targeting and
personalization are seen as areas which have swiftly moved to the top of
the priority list to enable consumers to enjoy the best possible
experience. This is evident by the top 2 responses provided when asked
“Most exciting opportunity – 2016 vs ‘five years’ time’”
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing - January 2016
The constant evaluation and changes
required in infrastructure to take advantage of innovation and the
opportunities it creates is seen as an area where companies have made
limited progress. Having the infrastructure and people in place to make
sense of the data available is only occurring in 37% of organizations.
Commentary in the report states “A good CX (Customer Experience)
requires the linking of technology, data and teams so that experiences
are consistent and seamless, and requires a culture and organization
that reflects the fifth stage in Econsultancy’s digital maturity model10
; a fully integrated structure.
This is important as the emergence of
data as a priority for marketing is by far ranked as the most important
element for an organisation’s success. Here’s the conundrum, as the
report states “Accessing, defining and using customer data is one of the
most difficult challenges faced by the modern marketing organization”
When examining how respondents
prioritize their efforts over the medium term future, the first order of
business is to bring together technology, process and talent in ways to
create a seamless, consistent and valuable experience. There’s a bit of
marketing buzzword bingo
there but it is still interesting that many companies are really
grappling with the day-to-day implementation of these principles. In
this respect the most important priority in the findings is "Optimizing
the customer journey across multiple touch points” – 70% and next
“Ensuring consistency of message across channels” – 63%. The insight for
us here is that this will require massive collaboration, both within
organizations where multiple departments and stakeholders have
responsibility and critically, across external agency partners.
The report then looks at the role of
creativity in the face of all this technological change and data
availability. Creativity is seen as a key influencer of business success
with companies fostering creativity enjoying greater market share by a
factor of 1.5 when compared to their less creative counterparts
according to a Forrester / Adobe study. The insight here being that
agile creation of ideas is only possible if there’s a connected approach
to strategy and creative. This point is made when the report quotes
Jarek Ziebinski of Leo Burnett “pulling meaningful, actionable insights
from your data and using those to drive the creative process and in
turn elevate business results might become one of the most efficient
approaches to modern marketing.”, well said.
Interesting then that according to the
report, when it comes to planning and execution, only 16% of respondents
agreed with the statement “Digital permeates all our marketing
programs.”. It seems the power of digitally based marketing to provide
data is still a double edged sword where the ability to clearly measure
ROI around digital content means that if marketers do not have the
resources to measure it then they are reluctant to pursue it (and can we
guess that they will often stick to the un-measurable analogue based
So we can see that marketers (and
assuming businesses) understand the need for continued change, driven by
the way customers have changed their habits and the way they now demand
more from the services, brands and products they purchase. The customer
experience is all-important and achieving this through understanding
data and applying this throughout marketing to provide a more
personalized approach to communication and content. As an independent
video content agency 90% of all internet traffic predicted to be video related by 2019 according to Cisco,
the ability to integrate video into the content ecosystem will become
critical. That’s the opportunity for 2016, there are some businesses who
are already doing it really well but for the majority there’s work to
The power of video to inform, educate, entertain and engage is now well established.
Some recent statistics highlight this:
1. Video equals higher viewer retention. The information retained in one minute of online video is equal to about 1.8 million written words. (Source: Brainshark) 2. Video attracts two to three times as many monthly visitors to a site and doubles their time spent on the site and has a157% increase in organic traffic from search engines. (Source: MarketingSherpa) 3. Blog posts incorporating video attract three times as many inbound links as blog posts without video. (Source: SEOmoz) 4. Of the 80% of internet users who watched a video ad, 46% took some sort of action after viewing the ad. (Source: Video Brewery)
availability of video is now almost universal: YouTube alone has over 1
billion users uploading over 300 hours of video every minute. The
number of hours per month that people are consuming on their platform is
up 50% in 2015 compared to last year. By 2019 90% of all online
activity will be related to video consumption – this is truly the video
Consumers have led the
video revolution - the fact is people want to consume information via
video more and more. Publishers need to develop a video content strategy
which provides insights into how video can positively impact both their
existing print and digital content platform and enhance their audience
experience whilst also providing additional opportunities for their
commercial partners to associate with the wealth of content available. Advertisers will follow consumers and their behavior has definitely shifted towards video viewing, participation and sharing.
Recent changes by Facebook, Instagram, Snapchat and Twitter have
introduced new video based viewing and social sharing features bringing
social video into the mainstream and into our hands via mobile.
access to numerous platforms offering video content solutions and the
ability to create their own branded video content destination on the
web, advertisers and agencies have more options than ever to connect
with audiences through video.
This change will only continue at an even faster pace, as technology becomes an enabler and consumer habits change.
WHAT DOES THIS MEAN FOR PUBLISHERS?
Whilst video is not the be-all-and-end-all for publishers, they must now have a plan for how to integrate and use video for the benefit of their subscribers, audiences and commercial partners. Creating
video content to support and enhance a publishers' core assets and
capabilities is now seen as essential in a world where the digital
social web and technology have made access to video content ubiquitous. Combining
in-house publishing capabilities with a specialist video agency partner
to provide new skills, expertise and on-going support is one way that
publishers can utilize existing resources to quickly establish
meaningful video content. For others, new working environments,
management and compensation structures may be needed to attract and
retain this new kind of talent. Here are 3 things publishers embarking
on integrating video content as part of their overall strategy need to
1. VIDEO CONTENT STRATEGY
define how, when and why you are creating content. What are the KPI’s
and how will success be measured. The video content strategy is a plan
to provide a clear understanding of your current situation, revealing
your goals, monitoring your progress, measuring your success and
outlining the rewards.
is also very important that the strategy informs the creative approach
to video production values to ensure consistency with the publisher’s
brand, tone of voice, positioning and values. This seems like a given
but there are numerous examples of videos being incompatible with a
corresponding publisher assets, magazine and/or digital publication.
This relies on publishers, editors, writers, marketers and external
partners working as a team to ensure the video produced integrates
seamlessly with the written word and visuals of the publication.
how the video content strategy aligns with overall business objectives
is key to success. Is the objective to build brand awareness or
affinity? To increase readership or get subscribers? What media types
and channels are most appropriate to achieve the prescribed goals? All
subsequent decisions—about tools, partners, and technologies—will flow
subsequently from this essential content strategy.
traditional publishers to effectively incorporate video content
publishing as part of their brand ecosytem, measurement also needs to be
considered. Traditional metrics such as impressions and click through
rates matter less, while publishing metrics such as views, unique
visitors, repeat visitors, video completions and time spent begin to
matter more. Social metrics, such as likes, shares, comments, volume of
traffic from social media channels, and share of voice also take on
2. VIDEO CONTENT PILLARS
are opportunities to produce video around the existing publisher
content genres and ‘tent-pole’ articles or initiatives that are
generating interest, online traffic, comments or views. Magazine and
print publishers are in the enviable position that they have a wealth of
written and visual content and an existing and connected audience. The
key is to produce regularly and consistently.
content pillars for publishers, say food or motoring or finance, it is
possible to develop a consistent approach to a video content calendar –
providing consumer based video of a regular tactical nature based on
relevant ‘news-worthy’ events or stories – this can include content such
as filming regular seasonal recipes, new car reviews or journalistic
video that reports and/or highlights relevant topical stories, seasonal
This can be
interwoven with or used to supplement and support pre-defined content
themes or arcs in-line with published articles. This content is likely
to be longer form with more in-depth story led, informative or
entertaining content and more thoroughly planned and produced. This is
where audiences engage and connect with the brand and it’s values at a
3. OPTIMIZATION – NEW WORKFLOWS
content can add tangible value to an organization but it needs regular
maintenance and care. Flexibility in this environment is as important as
streamlining production and approval workflows. Online video content
creation, like other digital endeavors, requires optimization. Rapid
testing, learning and publishing on a continuous basis are all signs of
success. Creating an infrastructure that supports and produces video
content on an ongoing basis means that publishers need to strive for a
flexible, adaptable content culture which embraces new ways to entice
audiences to interact with content.
Here at Now We Collide we
work with a lot of brands looking to engage with customers and build a
broader fan base with meaningful and relevant content. Mobile video is
often a great way to do this as we consume more and more video online
via mobile through Facebook, Instagram, Snapchat and other big native
players and publishers.
Here are 5 steps from a recent study from comScore with recommendations on best best practice
Hook the viewer quickly: You’ve got two or three seconds to grab the viewer’s attention before they scroll by.
Come in close. Engaging the viewer demands special
video editing. Use close-ups, quick cuts, interesting imagery, and
strong point-of-view angles.
Go big. On-screen text showing product info needs to be clear and large.
The silent treatment. Viewers probably have their devices on mute, so develop creative that works with no sound.
Tell them what to do. Include a simple
call-to-action or a compelling offer at the end of the video. Use the
same message in the text around the native video ad unit.
“Native mobile video campaigns not only work but can be especially effective when following creative best practices,” says Andrew Lipsman, vice president of marketing and insights at ComScore.
“It’s important for brands to make
an impression quickly and engage with the consumer on a more visual
level to drive campaign success.”
this all may be true for native video formats, the same can be said for
mobile video campaigns in general. They are good rules to follow. What
do you think? Please feel free to leave your comments below.
Download the full study for free (registration required) and view the best practices video below to see effective examples of the five tips above.
We partnered with
ESPN to develop a new video led branding campaign in a move to cement
growing interest in U.S. and international sports among a younger Aussie
Watch the short documentary about how it all came together.
The video content created merges pivotal
sporting moments from the world of NBA, American Football and X Games
with murals drawn by graffiti artist Sofles. The time-lapsed
amalgamation of sports and street art created social buzz among the 18
to 34-year-old demographic and prompted them to share the content across
ESPN Marketing Manager, John Webb told
Mumbrella “It’s one thing to make a great TV commercial that we can run
on our own platforms but we wanted to build something that will become
shareable, that strikes gold and potentially goes viral.” he said. The
video quickly became the most viewed and shared across ESPN Aust/NZ
social networks drawing massive social reach and advocacy.
“We wanted to design a campaign that
goes beyond our hardcore fan based and hit those casual fans who are on
the fringes who we want to bring more into the network."
“Using Now We Collide and Sofles was
the perfect way to design something that we could use on Instagram and
Facebook and would go out to Twitter and hit the demographic that are
congregating on those platforms.” - John Webb.
Facebook have been
realising the power of video for some time with just about every
timeline including an abundance of snackable but often irreverent and/or
irrelevant content for the viewer. With this growth and this
realisation they have invested in the development of a new video hub
that will look and work much like Youtube, but have one huge advantage,
the content you see will now actually be based on your likes, interests
and browsing habits.
revealed a sneak peek of their own video platform within Facebook.
Unlike YouTube, which relies on search and users seeking out specific
videos), Facebook is doubling-down on showing you videos that you didn’t
even know you wanted to see, or knew existed. You’ll see video content
from friends, pages you follow, posts you Like, and beyond.
encouraged more video content from publishers, creators, and
advertisers beginning a few years ago, and this new video hub seems to
be a massive culmination of their encouragement and longer vision. With
this new video destination, Facebook recently updated its newsfeed
algorithms to consider the types of videos you watch, the ones your
friends watch, how many videos you watch, and for how long.
A dedicated space on Facebook just for videos:
will allow you to easily save videos in this new hub, a feature that
technically exists now, but your saved videos will better integrate into
your Facebook experience, making it easier to go back to that saved
A section of Facebook dedicated
to videos will result in people spending more time on Facebook,
naturally. More content means more time, especially if Facebook is able
to take your friends, Likes, pages, and interests to better serve you
For small and medium businesses, this is an important feature to consider.
There’s a good chance your customers and fans will soon spend more time
on Facebook, meaning the content and messaging you push on Facebook
becomes more important. Facebook saw over 4 billion video views every
day in April of this year, and it’s clear that they know which videos
you’ll enjoy. Once this video destination is live for everyone, that
daily view number might skyrocket, and the comparisons of Facebook and
YouTube might begin to sway more and more in Zuck’s favor.
SUGGESTED VIDEOS SHOW YOU MORE CONTENT YOU’LL ENJOY
This feature has been rolled out for
most people with Facebook on iOS, and Android is coming over the next
few months. Suggested videos is a way for Facebook to keep you engaged
with videos for longer periods of time. You’ll see more videos with
similar content determined by the source or publisher. For example if
your roommate posts a video, and you engage with it, there’s a strong
chance you’ll see more content from your roommate, or perhaps a mutual
friend’s video. If you interact with a video from Nike, you might see
more content around sports, apparel, and athletes.
will offer a 55-to-45 revenue split of video ads, with 55% going to the
publisher of the content. However, in order to claim this 55%, you must
be an official partner with Facebook,
so don’t get too excited until you become one. Facebook’s next step
within suggested videos will be ads between videos to generate sales for
both Facebook and the advertiser. A win-win for all, more or less.
Community based social aggregator Reddit (see Mashables' Beginners Guide), renowned for it’s democratic approach to content and what’s popular on the net has launched Upvoted as
a way for people to find the best of Reddit content. Reddit is credited
with launching some of the biggest viral videos around and the idea is
that the Upvoted editorial team will profile the best of Reddits'
videos, infographics, illustrations, and podcasts and present them on a
dedicated advertiser friendly website.
As anyone in advertising and marketing already knows, video
consumption is on a meteoric rise. Audiences are viewing and sharing
more video content than ever before. The offshoot of this increase is a
huge opportunity for brands to target audiences and consumers with
relevant and meaningful content, and with screens providing larger and
clearer resolution, it seems mobile is where it's at right now.
Now We Collide, we have seen the impact a simple Facebook video
strategy and good creative can do first hand. Our OxKing Minions video
has generated over 1.3m views and 35k likes in less than a week.
One online publishing phenomenon
is Buzzfeed making big waves with video content. With its insanely
engaging content such as listicles, and quizzes, being shared by
millions, it was inevitable that it would embrace video in a way never
seen before. Created as a 'viral lab' back in 2006, it began by
summarizing online trends and producing content around them. The brand
now publishes around 700+ different items of content everyday across
25+ different categories such as news, beauty, tech, and food, and has
established itself as a site that incorporates investigative journalism,
and current affairs analysis, alongside some of the most buzzworthy
articles on the internet.
Using Tubular data
we are able to take a deep-dive into the cross-platform video strategy
of the brand and take a look at just how well video is working for it.
But first, did you know the following?
8 MIND BLOWING FACTS ABOUT BUZZFEED VIDEO
5 of the top 20 most watched videos in the past 90 days belong to Buzzfeed properties
Buzzfeed's top 5 videos of all time are about food (2 just about pizza!)
Food is by far the most popular content for video uploads to Facebook
Pop culture, sex, and lifestyle content does well on other video platforms
The brand has more views from YouTube but more engagement from Facebook
Most engaged Buzzfeed video is 'S'mores Dip' with 4.2 million shares, likes & comments
161 videos have generated 10M+ views for Buzzfeed
Only 5% of video views come from Buzzfeed.com itself
BUZZFEED: MORE VIEWS FROM YOUTUBE, BUT MORE ENGAGEMENT ON FACEBOOK
Buzzfeed has around 30 different video properties across the main
social video sites, as well as AOL, Yahoo, and Dailymotion, and other
video platforms. This syndication is critically important to the
company, who confirmed earlier this year that only around5% of video views come from Buzzfeed.com itself.
To date, the majority of the brand's combined video content has been
uploaded to YouTube (46%) compared to Facebook, (37%) and Vine and
Instagram (17%). Given that more content has been uploaded to YouTube
it's unsurprising that videos on that platform have generated more views
for Buzzfeed properties (8.2 billion or 53%) than views from Facebook
(6.8 billion or 45%).However, Facebook generates the most
engagement for the properties with 61% of total shares, likes, and
comments compared to 38% for YouTube.
In the past 12 months, of all the four main social video platforms,
it's Facebook that is driving the most engagement to Buzzfeed video
content. The graph below shows Facebook engagements in blue, with
YouTube in red.
BUZZFEED ON YOUTUBE: 8.2B VIDEO VIEWS
YouTube is the world's largest video site, and the second largest
search engin, so it forms a core part of Buzzfeed's publication and distribution strategy. Its flagship channel, Buzzfeed Video has 7.3M subscribers, and you can add around another 9M subscribers for the other branded channels on the site.
In the last 12 months, under the
umbrella of Buzzfeed Motion Pictures, the company has uploaded 2,760
videos to YouTube (an average of 53 a week), which have generated a
combined 6.5B views, and 100M engagements. Buzzfeed's
all-time view count on YouTube is 8.2B, so you can see that the
overwhelming majority of these views have been generated in just this
past 12 months. Buzzfeed's most popular upload to YouTube is 'If Disney
Princes Were Real', uploaded to the Buzzfeed Video channel in September
2014. To date, it has generated 40.1M views, and 461K likes, comments, and shares.
BUZZFEED VIDEO ON FACEBOOK: 6.8B VIDEO VIEWS
Buzzfeed has uploaded 3,103 videos to Facebook in the past 12 months,
which is an average of 60 per week, a slightly higher rate than uploads
to YouTube. It also represents a 122% increase in uploads to the social
networking site compared to the previous 12 months. In fact, there have
been more videos uploaded in the last 12 months than the average
all-time upload rate which strongly suggests Buzzfeed are capitalizing
on the high engagement rate.
In last 12 months, Facebook uploads have had an average view rate of
2.2 million, and Buzzfeed's programming strategy for Facebook video
seems to be paying huge dividends for the brand. Ze Frank, President of
BuzzFeed Motion Pictures, confirmed earlier this year that Facebook has been “very, very significant" as a traffic generator, and that:
“Facebook’s decision to lean into autoplay has really
fundamentally changed the way we think about the first five seconds of
In terms of content, food and drink is by far and away the most
popular topic uploaded to Facebook by Buzzfeed properties, and Buzzfeed
Video and Buzzfeed Food are the top pages on the site in terms of views
and engagement. Both of these accounts upload food-related content, but
while Buzzfeed Video is also active on YouTube, Buzzfeed Food has found a
natural home on Facebook and is clearly focused on growing its reach
and influence even further.
BUZZFEED SUCCESS: BUILDING A COMMUNITY THAT SHARES
From the very start, Buzzfeed rejected the traditional content
distribution approach in favor of a social-sharing strategy. Founder
Jonah Peretti understood that with millions of people online during work
hours, any content that relieved the boredom was going to be a hit. The
so-called “Bored at Work Network” publishing
strategy targets workers looking to pass their time on social media,
and whose enthusiastic consuming or sharing of content can make a post
or a video go viral in hours.
But Buzzfeed went even further in a bid to make its content the most shareable on the web. It started using posts and videos as a communication tool, and not just as content filler. When Jonathan Perelman, then BuzzFeed’s GM of Video & VP of Agency Strategy, spoke at the 2014 ReelSummit, he shared the brand's magic formula for video content marketing, and confirmed that consumers share video content for 5 main reasons:
To be social
To express how they are feeling about a particular topic
To show off, or humble-brag
To prove they were the first ones to find something
To make friends and colleagues laugh
However, Buzzfeed also creates video that helps form a shared
experience for the viewer. We all love being part of a community, and
identifying with fellow participants, whether that's bonding over a love
of milkshakes, or remembering what it was like to go to school in Ohio
in the 80's, or any other number of subjects we can all relate to.
Social media is the perfect vehicle for building communities around people, and Buzzfeed has implemented one of the strongest social strategies around its video content we've ever seen to
reach as many potential community members as possible. You may not be a
regular Buzzfeed reader, but the chances are at least one piece of
content will have resonated with you based on your some aspect of your
life - whether that's how much you dread work, your relationship status,
your food preferences, or whether you are a cat, dog, or gerbil person.
Buzzfeed has made sure of it, believe me.
How? The publisher uses an algorithm called 'ViralRank' within its
purpose-built Social Dashboard to determine what content is being shared
across social media in real-time. It can then optimize the promotion of
that video or post to increase its reach even further. This data can
also determine the kind of content that readers and viewers engage with,
which in turn feeds into future programming strategies. Perelman also
confirmed that Buzzfeed produces video content around three main types
of data-driven intent: emotional gift, information, and identity:
Emotional Gift Videos: This
type of video is created to tap into the wide range of human emotions. A
Buzzfeed video should be able to change the viewers mood from a sad one
to a happy one, or an interested one, and give them some relief from
the relentless bad news that floods the Internet every day. These types
of videos are created to make the viewer feel something,
because if a certain emotional reaction is triggered, the viewer is more
likely to share. Great examples of this type of content from Buzzfeed
video includes 'Giant Men Meet Tiny Kittens' or 'Adults Try Public School Lunches':
Informational Videos: These
videos try to present information in a new, or a quirky way. Perelman
stated to never underestimate the power of the viewer to resonate with
content if they already know something about a topic, but were willing
to learn more if it was presented in an entertaining way. Also, Buzzfeed
has determined that these type of videos make for great sharing among
communities and friends and family, particularly if they help to prove
or disprove an argument. An excellent example of a great informational,
and highly shareable video, is '12 Food Facts You Won't Believe Are True'.
Buzzfeed is a unique publishing house, grown from scratch with
custom-built in-house systems that identify what content will do well,
where it will do well, and how likely are viewers and readers to share
it across their own social networks. It's a powerhouse and has access to
infinitely more resources than the average video creator or brand. But,
there are some strategies that we can can all learn from. Buzzfeed does
the following extraordinarily well:
#1 An Effective Multi-platform Video Strategy: If a
social or video platform is active and drawing a substantial audience,
then Buzzfeed will have at least one, but more likely several, channels
or accounts. But, the brand doesn't just upload the same video to
different sites, it identifies its target demographic and where they are
most likely to engage, and uploads content where it's going to be
shared. There's a reason that Buzzfeed Food is blowing up on Facebook
and not YouTube, and why Buzzfeed creates the kind of foodie content it
does to match the audience of any given platform. Yes, it takes time and
resources to create across-platform video strategy, but you need to be where the audience is, and understand how they are going to interact with your content.
#2 Consistent and Pro-active Social Sharing/Cross-Promotion: Buzzfeed
makes video content to be shared, not consumed, and it will
cross-promote content from different properties everywhere it thinks it
will work. Unlike many big brands - and other publishers - Buzzfeed
creators and social teams do not work in a silo. Their in-house
algorithmic software confirms what's blowing up on social and will do
what they can to squeeze as much engagement out of the videos as
possible. The brand understands that not everyone is going to sign up to
every social media account they run, so a fairly large chunk of viewers
may miss the latest upload. By sharing videos across social media
accounts, Buzzfeed ensures that as many eyeballs as possible get to see
#3 Created a Trusted Brand: Viewers have grown to
trust Buzzfeed's video content, and that's one reason why they are so
willing to share. There's nothing to scare the horses - and if there is,
Buzzfeed will slap on a NSFW label so viewers know exactly who they can
share with without embarrassment.
#4 Creates Strong Tentpole Content: I'd have to
spend a few days more than it took to write this article to find out if
there is a topic that Buzzfeed Video hasn't at least touched on when it
comes to tent-pole content.
It has produced videos around everything from 'Back to School',
Halloween, Super Bowl, National Dog Day, Valentine's Day, Christmas, and
all points in-between. If it's a cause for celebration or a landmark
event, Buzzfeed will think of an angle and create some killer content
#5 Enticing Titles and Thumbnails: Viewers are
fickle and will spend just a few seconds to decide whether they will
watch a video, or scroll on by. Much like a first date, brands and
creators only have one chance to entice that viewer to click, and a
winning title, and compelling thumbnail are your two main weapons in the
battle for views. Buzzfeed excel at both.
#6 Sticks With a Winning Formula: The 'X tries X
Food' series has been a phenomenal success for Buzzfeed, and as the
topic seems to be a bottomless well in terms of ideas, we can expect
more of the same. And why not, it works, it taps into that 'community'
spirit that gets viewers to share, it's engaging, and educational, but
most of all, it's incredibly entertaining.
#7 Tests a Range of Video Content: The beauty of
having a multi-video platform strategy (and a huge production team, and
an in-house team of data analysts) is the capacity to test what content
works where, why it works, or doesn't, and how to increase upon success.
Your Facebook audience may differ so much from your YouTube one that
posting to Facebook is a non-starter. But without consistent testing,
you'll never know.
#8 Branded Video Collaborations: Buzzfeed's first foray into branded collaboration was this video for GE,
and since then it has created sponsored video content for Intel, Carl's
Jr, Johnson & Johnson, Virgin Mobile, YouTube, Purina, and other
brands. Buzzfeed's unique influence across different demographics
enables brands to reach new target audiences via engaging, compelling,
and authentic content that's highly likely to get shared.
Purina's 'A Cat's Guide To Taking
Care Of Your Human' was uploaded to Buzzfeed Video's own YouTube
channel where it generated 9.2M views, and 540K likes, shares, and
BUZZFEED VIDEO AND THE FUTURE
Buzzfeed has created a video production, distribution, and social
sharing juggernaut and we have a feeling that really, this is just the
beginning. Buzzfeed Motion Pictures employs around 200 people, making
the Hollywood based team one of the largest original content creators in
the online video space. It produces around 50 pieces of video content a
week, and is creating short-form, mid-length, and long-form content not
only for its own properties, but with major industry collaborators.
BuzzFeed CEO Peretti has made it clear that he wants to extend the
brand's reach to TV and film, and with a recent $200M cash injection
fromNBCUniversal, the Comcast owned TV and film giant, we can expect to
seeBuzzfeed content make its mark beyond the Internet.