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Video creation and strategy for today’s modern content marketer final
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Transcript of Video creation and strategy for today’s modern content marketer final
Featuring: Jay Durgan, Allison Stern & Paul Kontonis
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MediaMobz © 2016
Outcomes
Company Strategy
Video Content Strategy
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MediaMobz © 2016
Example Video Content Strategy Statement
Our company will be the benchmark for communicating with video content our brand and value proposition to
prospects and customers alike.
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Outcomes
Stories
Storytellers
When
Where
Who (audience)
Outcomes
A few tactical thoughts on Video Content
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Archived and New Video Content
A well stocked video library is not unlike a wardrobe, food pantry, tool box: you don’t have to go to shop, grocery or hardware store
each time you need something.
A well stocked, organized, readily searchable video library is exactly the same: you need not capture or create new video each time
A well organized and readily searchable video library will allow you toquickly identify video content gaps that can be closed with new video content.
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Millennial Video Insights• “Hooked” on social media in much the same way that
older generations are “hooked” on email at work.
• Interested in participating in your content; are known as content creators and users.
• Crave adventure—often “safer” adventures. Think shared experiences.
• Seek peer affirmation and are heavily influenced by peers; authentic content and opinions matter.
• Millennials are not a homogeneous cohort.
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“Shared Experience” Video Formats• OOTD – Outfit of the Day/OOTW –
Outfit of the Week
• Lookbook – a video featuring different products, usually with music in background and only voice-over, if any speaking at all
• TAG – themed videos where the creator “Tags” another creator to do the same video, trending videos , Best Friend Tag, Furry Friend Tag (features pets)
• Favorites – video featuring their favorite products
• Routines - everyday makeup, night-time, morning, fitness
• Tutorials/Looks - Makeup, hairFirst Impression - product-specific
• GRWM - Get Ready with Me
• What’s in My _____ - shower, bag, purse, car, fridge, makeup bag
• Tours - Room, closet, apartment
• Essentials - Travel, suitcase, makeup, skincare, wardrobe; top favorites per theme or holiday; e.g. summer essentials
• Collections - Nail polish, makeup, hair product, shoes; display array of various products
• What’s on my ______ - iPhone, computer; feature a walk through of apps and programs, favorites
• Empties – used up products
• Haul – this is what i just bought and why i like it IMHO
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Content Ecosystem
CONTENT
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Video Audience Growth
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Worldwide Leader in Video Intelligence
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The World of Television
189 Channels
136,000 Episodes
300M Viewers
Last 30 Days
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The Video Industry is in a Time of Exponential Growth
15M Creators
Uploaded 64M Videos
Generated 242B Views
Last 30 Days
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Tubular is the Only Global, Cross-Platform, All Device Video Intelligence
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3M+ Creators
1.5B+ Videos
30+ Platforms
400M Viewers 20B Engagements
Content Insights
Audience Insights
Tubular Combines Audience Insights & Content Insights
*Patented AudienceGraph Technology
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There are 25,000 Brands Publishing Online Video
What separates the winners? It’s crowded, confusing, multi-platform. How do brands get views, connect with audiences, and drive engagement?
© 2016 Tubular Labs
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Tubular Empowers Brands & Agencies with Intelligence to Grow Audiences
© 2016 Tubular Labs
Content Strategy
Influencer IDExecutive ReportingMedia Planning
$
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Tubular Works with 120+ leading Brands, Agencies & PublishersBrands & Agencies Media Companies MCNs
WPP/Tubular Confidential
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Trends in Video that Impact You
© TUBULARLABS.COM
• Multi-Platform• Democratic Publishing• Engagement • Rise of the Brand Studio
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Democratization of Content
40,000 Publishers Generate 1M+ Views/Month5% 4%
84%
8%
BrandsPublishersInfluencersUGCUser Generated Content
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Trends in Video that Impact You
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• Multi-Platform• Democratic Publishing• Engagement • Rise of the Brand Studio
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Most Viewed Videos this Week
© TUBULARLABS.COM
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Most Engaging Videos this Week
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Views Can be Hollow or Paid
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What is Engagement?
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• Watch Time• Social Sharing• Actions• Comments
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Trends in Video that Impact You
© TUBULARLABS.COM
• Multi-Platform• Democratic Publishing• Engagement • Rise of the Brand Studio
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Rise of the Brand Studio
© TUBULARLABS.COM
• Content• Talent• Measurement
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What is Tubular?
Software Custom Insights
Recommendations
Category or
Industry Insights
Brand or Channel Audit
Tent-pole Analysis
Programming StrategyAudience
Insights
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Thank You.tubularlabs.com/prnewswire-trial
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