Online Video – What traditional content producers need to learn. Philip Werner – UFA Fiction /...

Online Video – What traditional content producers need to learn.Philip Werner – UFA Fiction / UFA LAB

Dec. 6th, 2013

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CONTENT is important

but COMMUNITY is king!

How do formats work on YouTube?

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How do formats work on YouTube?

YouTuber / Faces

Community

Sympathy

Exchange

Same Interests

Social Network

Video Platform

Search Engine

Emotions

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What are success factors?

Social Network

Video Platform

Search Engine

Relevance for consumer!

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What are success factors?

Relevance

Exchange

Same interests

Community

Emotions

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What are success factors?

Exchange

Same interests

Community

Emotions

Personality

Authenticity

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YouTube's value proposition

YouTube has become the stage for new talent,

music television was in the past.

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Where are we heading?

Cost efficiency

Professionalization

Talent Management

Advertising Spendings

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Where are we heading?

Small vs. Large Screen

Shortform vs. Longform

Premium Productions

Branded Entertainment

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Thank you!