Video creation and strategy for today’s modern content marketer final

Featuring: Jay Durgan, Allison Stern & Paul Kontonis

#PRNWebinar@PRNewswire@CNWGroup

MediaMobz © 2016

Outcomes

Company Strategy

Video Content Strategy


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.


MediaMobz © 2016

Outcomes

Stories

Storytellers

When

Where

Who (audience)

Outcomes

A few tactical thoughts on Video Content


MediaMobz © 2016

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.


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.


“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


Content Ecosystem

CONTENT


Video Audience Growth


Worldwide Leader in Video Intelligence


The World of Television

189 Channels

136,000 Episodes

300M Viewers

Last 30 Days


The Video Industry is in a Time of Exponential Growth

15M Creators

Uploaded 64M Videos

Generated 242B Views

Last 30 Days


Tubular is the Only Global, Cross-Platform, All Device Video Intelligence


3M+ Creators

1.5B+ Videos

30+ Platforms

400M Viewers 20B Engagements

Content Insights

Audience Insights

Tubular Combines Audience Insights & Content Insights

*Patented AudienceGraph Technology


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


Tubular Empowers Brands & Agencies with Intelligence to Grow Audiences

© 2016 Tubular Labs

Content Strategy

Influencer IDExecutive ReportingMedia Planning

$


Tubular Works with 120+ leading Brands, Agencies & PublishersBrands & Agencies Media Companies MCNs

WPP/Tubular Confidential


Trends in Video that Impact You

© TUBULARLABS.COM

• Multi-Platform• Democratic Publishing• Engagement • Rise of the Brand Studio


Democratization of Content

40,000 Publishers Generate 1M+ Views/Month5% 4%

84%

8%

BrandsPublishersInfluencersUGCUser Generated Content



© TUBULARLABS.COM



Most Viewed Videos this Week

© TUBULARLABS.COM


Most Engaging Videos this Week

© TUBULARLABS.COM


Views Can be Hollow or Paid

© TUBULARLABS.COM


What is Engagement?

© TUBULARLABS.COM

• Watch Time• Social Sharing• Actions• Comments



© TUBULARLABS.COM



Rise of the Brand Studio

© TUBULARLABS.COM

• Content• Talent• Measurement


What is Tubular?

Software Custom Insights

Recommendations

Category or

Industry Insights

Brand or Channel Audit

Tent-pole Analysis

Programming StrategyAudience

Insights


Thank You.tubularlabs.com/prnewswire-trial


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Video creation and strategy for today’s modern content marketer final