This presentation was given to Danone's international digital marketing team as part of Google's training program by the head of our planning department, Pierre-Jean Choquelle.
SUMMARY
From the consumer’s perspective, video content is always about building mutually beneficial relationships with like-minded people. Build your efforts around a core passion that will animate your content team and create a meaningful connection with your audience.
1. THE RISE OF VIDEO CONTENT
Pierre-Jean Choquelle - Head of planning @ Brand Station
2. DIGITAL VIDEO CONTENT IS A BIG DEAL
YOU KINDA KNEW THAT ALREADY, BUT LET’S RECAP…
Pierre-Jean Choquelle
Head of planning @Brand Station
3. VIDEO WILL ACCOUNT FOR 80% OF ALL CONSUMER
INTERNET TRAFFIC BY 2019
SOURCE : NIELSEN
Pierre-Jean Choquelle
Head of planning @Brand Station
4. IN 2014, IT ALREADY SUMMED UP TO 64%
SOURCE : NIELSEN
Pierre-Jean Choquelle
Head of planning @Brand Station
5. THIS IS VERY EXCITING NEWS
AS IT SEEMS TO BE AN ABSOLUTE MARKETER’S DREAM
Pierre-Jean Choquelle
Head of planning @Brand Station
6. Source : Animoto video marketing survey, 2015
IT MAKES BRANDS AND PRODUCTS MORE RELATABLE
Pierre-Jean Choquelle
Head of planning @Brand Station
7. Source : Nielsen Global Digital Landscape Survey 2015
EVERYONE LOVES IT, NOT JUST MILLENNIALS
Pierre-Jean Choquelle
Head of planning @Brand Station
8. Source : Nielsen Global Digital Landscape Survey 2015
…IN FACT, THERE ARE NO
SHOCKING USAGE DIFFERENCES BETWEEN AGE GROUPS
Pierre-Jean Choquelle
Head of planning @Brand Station
9. Source : 2015 Accenture Digital Consumer Survey
THE BEAUTY OF DIGITAL CONTENT :
IT DOESN’T CONFORM TO A STRICTLY DEFINED CHANNEL
Pierre-Jean Choquelle
Head of planning @Brand Station
10. Source : 2015 Accenture Digital Consumer Survey
IT CAN CREATE LIQUID, FLUID RELATIONSHIPS
Pierre-Jean Choquelle
Head of planning @Brand Station
11. Pierre-Jean Choquelle
Head of planning @Brand Station
Netflix : pick up where you left of from any device to any another
12. Source : Nielsen Global Digital Landscape Survey 2015
IT ENABLES A WHOLE NEW ALCHEMY OF FORMAT MIXES
Pierre-Jean Choquelle
Head of planning @Brand Station
13. Pierre-Jean Choquelle
Head of planning @Brand Station
Conan O’brien is using playlists to regroup short clips from the TV show around the most popular stories/skits
14. Pierre-Jean Choquelle
Head of planning @Brand Station
John Oliver also uses his channel to develop broadcasted stories in short format as well as providing web exclusives
15. THE GOOD NEWS IN SHORT
IT MAKES TV LESS OF A MANDATORY EXPENSE
EVERYONE LOVES IT - WATCHES IT ALL THE TIME - ANYWHERE/ANYPLACE
ITS CONSUMPTION BETWEEN DEVICES IS VERY LOGICAL AND RELATABLE
IT CAN EXTEND THE RELATIONSHIP WITH YOUR CONSUMERS
IT OPENS MORE CREATIVE ROUTES IN TERMS OF FORMATS AND MESSAGE DELIVERY
Pierre-Jean Choquelle
Head of planning @Brand Station
17. VIDEO CONTENT MIGHT JUST BE THE HARSHEST
MODERN COMPETITIVE ENVIRONMENT
ADVERTISERS
(+40% ON YT IN 2014)
SOURCE : YOUTUBE
MEDIA &
PUBLISHERS
ARTISTS &
ENTERTAINERS
CONSUMERS
Pierre-Jean Choquelle
Head of planning @Brand Station
18. INTERNATIONAL NOTORIETY OR A PREVIOUS VIRAL HIT
DOESN’T MAKE YOU AN ESSENTIAL CONTENT PROVIDER ONLINE
Pierre-Jean Choquelle
Head of planning @Brand Station
19. Pierre-Jean Choquelle
Head of planning @Brand Station
REAL BEAUTY SKETCHES : 66 310 990 VIEWS
source : DOVE US youtube channel, sept. 2015
20. Pierre-Jean Choquelle
Head of planning @Brand Station
68 900 YOUTUBE SUBSCRIBERS
source : DOVE US youtube channel, sept. 2015
21. Pierre-Jean Choquelle
Head of planning @Brand Station
138 000 000 WORLDWIDE PAID SUBSCRIBERS
source : statista.com, 2014
22. Pierre-Jean Choquelle
Head of planning @Brand Station
605 700 YOUTUBE SUBSCRIBERS
source : HBO youtube channel, sept. 2015
30. Pierre-Jean Choquelle
Head of planning @Brand Station
39 558 000 SUBSCRIBERSsource : PEWDIEPIE Youtube channel, sept. 2015
31. Pierre-Jean Choquelle
Head of planning @Brand Station
THERE IS NO ROI FOR BEING YET ANOTHER VOICE IN THE CROWD
MINUTES OF CONTENT WATCHED DAILY :
430 000 000 ON TWITCH
200 000 000 ON YOUTUBE
12 000 000 ON VINE
32. Pierre-Jean Choquelle
Head of planning @Brand Station
…AND THE CROWD IS GETTING BIGGER AND BIGGER
source : Mixpo Survey 2015
34. Pierre-Jean Choquelle
Head of planning @Brand Station
IF YOUR VIDEO CONTENT IS TOO OBVIOUS OF AN ADVERT, YOU WILL FAIL
Source : 2015 Accenture Digital Consumer Survey
35. Pierre-Jean Choquelle
Head of planning @Brand Station
CONTENT OBESITY IS A VERY REAL EPIDEMIC
FUELED BY WRONG METRICS AND SHORT TERM VISION
36. Pierre-Jean Choquelle
Head of planning @Brand Station
GREATER CHOICE BETWEEN INCREASING SOURCES AND
OVER MULTIPLE DEVICES MEANS MORE POWER TO THE CONSUMER
38. LET’S PUT THE MARKETER’S PERSPECTIVE ASIDE
AND THINK LIKE MERE MORTALS
Pierre-Jean Choquelle
Head of planning @Brand Station
39. BRANDS HAVE NOTHING TO DO
WITH VIDEO CONTENT’S POPULARITY
IN FACT, IT’S THEIR RELATIVE ABSENCE THAT MAKES IT SO FUN
Pierre-Jean Choquelle
Head of planning @Brand Station
40. WELCOME TO THE PEOPLE’S VIDEO CONTENT
HOW AND WHY THEY DO IT, AND WHAT YOU CAN LEARN FROM IT
Pierre-Jean Choquelle
Head of planning @Brand Station
41. THEY FOCUS ON IDEAS, NOT FORMATS
THIS IS WHY BRANDS STRUGGLE TO KEEP UP
Pierre-Jean Choquelle
Head of planning @Brand Station
42. THEY BRING VALUE TO THEIR AUDIENCE
BY COMBINING UNCONNECTED ELEMENTS IN A WAY
THAT ADDS SOMETHING TO THE TABLE
Pierre-Jean Choquelle
Head of planning @Brand Station
43. FORMAT CAN BE THE INNOVATIVE LEVER TO A GREAT IDEA
Pierre-Jean Choquelle
Head of planning @Brand Station
44. Zach King successfully leveraged Vine’s short-loop formats in service of his video illusions concept
Pierre-Jean Choquelle
Head of planning @Brand Station
45. BUT NEVER THE IDEA ON ITS OWN
Pierre-Jean Choquelle
Head of planning @Brand Station
46. The concept of Zach King’s short-format illusions made him famous on Vine but translates just as well on Youtube
Pierre-Jean Choquelle
Head of planning @Brand Station
47. Pierre-Jean Choquelle
Head of planning @Brand Station
…and gets even better with a whole new format like 360 video
https://www.youtube.com/watch?t=1&v=oiojqF-60MU
48. YOU ALREADY KNOW THE FORMULA TO GREAT IDEAS
IT JUST NEEDS A LITTLE TWEAK
Pierre-Jean Choquelle
Head of planning @Brand Station
54. Pierre-Jean Choquelle
Head of planning @Brand Station
« LET’S BEWILDER WITH HOME-MADE DIGITAL MAGIC TRICKS »
Not the first digital magician, but the first to do it from home, with friends and everyday situations
56. Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
Pierre-Jean Choquelle
Head of planning @Brand Station
57. Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
Pierre-Jean Choquelle
Head of planning @Brand Station
58. Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
Pierre-Jean Choquelle
Head of planning @Brand Station
Men love to eat a lot of the food
that’s supposedly the worst for their health
59. Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
Pierre-Jean Choquelle
Head of planning @Brand Station
Most video recipes
are very technical and pretty boring
60. Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
Pierre-Jean Choquelle
Head of planning @Brand Station
We believe we have the fondamental right
to eat ourselves to death
61. Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
« LET’S COMMIT WILD FOOD ATROCITIES IN THE NAME ON MANLINESS »
It’s much less about the food than the overall statement and craft
64. Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
People just love discovering
how curious they really are
Pierre-Jean Choquelle
Head of planning @Brand Station
65. Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
The information exists online but
can be tedious and discouraging to go through
Pierre-Jean Choquelle
Head of planning @Brand Station
66. Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
I believe the key to understanding a topic
is being able to explain it out loud
Pierre-Jean Choquelle
Head of planning @Brand Station
67. Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
« LET’S SPREAD THE JOY OF KNOWLEDGE ON ANY AND EVERYTHING »
Teaching as much on the topic than the fun of knowing
69. Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
We might not all be movie buffs
but there is at least a few movies we really love
70. Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
Movie discussions online are
usually taken very seriously
71. Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
AUDIENCE
INSIGHT
COMPETITION
INSIGHT
PERSONAL
TRUTH
Tearing movies appart is the best way
to learn about cinema
72. Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
« LET’S TEACH PEOPLE CRITICAL THINKING ABOUT CINEMA »
Starting passionate discussions though tongue-in-cheek bad faith
74. Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
« LET’S SHOW PEOPLE YOU CAN MAKE FANTASY REAL »
Showcasing the power of craftsmanship in a whole new light
75. THINK ABOUT IT, EVEN WHEN FACED
WITH THE MOST…PECULIAR CONTENT
Pierre-Jean Choquelle
Head of planning @Brand Station
77. Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
« LET’S CREATE A NEW SENSORY EXPERIENCE FOR PEOPLE »
Bringing people together around a weird pseudo-scientific phenomenon
79. Pierre-Jean Choquelle
Head of planning @Brand Station
« YOU KNOW WHAT, JUST F*CK IT »
Using the established codes of « how to videos » to create pure creative mayhem
80. IDEAS OVER FORMATS, IN SHORT
LEVERAGE FORMATS IN SERVICE OF AN IDEA, NEVER THE OTHER WAY AROUND
KNOW THE MARKET, KNOW THE CONTENT, UNDERSTAND WHY THEY ATTRACT ATTENTION
AIM TO ADD VALUE TO WHAT CONSUMERS ARE ALREADY WATCHING AND EXPERIENCING
(SERIOUSLY)
Pierre-Jean Choquelle
Head of planning @Brand Station
Pierre-Jean Choquelle
Head of planning @Brand Station
81. THEY DON’T TRY TO SELL YOU STUFF
BUT THEY ALL MAKE YOU BUY INTO THE SAME THING
Pierre-Jean Choquelle
Head of planning @Brand Station
83. THEY MAKE YOU BUY INTO THEIR STORIES
BY CREATING CHARACTERS, PLOT THREADS AND ARCS
EVEN WITH NONFICTIONAL FORMATS
Pierre-Jean Choquelle
Head of planning @Brand Station
89. PEOPLE LOVE YOUTUBE STARS
BECAUSE THEY ARE HEROES OF A COMMON JOURNEY
FICTIONAL OR REAL, THIS IS THE KEY OF THEIR VIEWERSHIP
Pierre-Jean Choquelle
Head of planning @Brand Station
90. Pierre-Jean Choquelle
Head of planning @Brand Station
Hannah Hart shot a video of herself in her home giving a drunken cooking lesson for fun in 2011
91. Pierre-Jean Choquelle
Head of planning @Brand Station
She has signed a best-selling kitchen book and is starring in a series by Legendary Television Distribution
92. Pierre-Jean Choquelle
Head of planning @Brand Station
James Rolfe started making bad video games reviews in 2004, slowly creating the « angry nerd » persona to amuse his viewers
93. Pierre-Jean Choquelle
Head of planning @Brand Station
He has since built a cult following and released his first movie, where he stars as the Nerd in an original adventure
after spending 10+ years popularizing the review-as-short-film format that inspires to this day
95. THE POINT IS : THEY GROW WITH THEIR AUDIENCE
MAKING IT MY STORY AS A VIEWER AS MUCH AS THEIRS AS CREATORS
Pierre-Jean Choquelle
Head of planning @Brand Station
96. SELL A STORY THAT BEGINS (AND LIVES) WITH PEOPLE
THE BEST STORY MIGHT NOT BE YOUR PRODUCT’S OR BRAND’S ESTABLISHED HISTORY
BUT A DIFFERENT, NEW INCARNATION OF YOUR VALUES
GET INSPIRED BY OTHER GREAT STORYTELLERS, NOT JUST OTHER BRANDS
UNDERSTAND THAT A GREAT STORY ISN’T JUST A GREAT PITCH TO YOUR FILM
IT’S THE AIM TO TAKE ON A JOURNEY WITH PEOPLE WHO ARE WATCHING
Pierre-Jean Choquelle
Head of planning @Brand Station
97. Pierre-Jean Choquelle
Head of planning @Brand Station
Google India found a way to retell google’s core mission in a different way with a series
that gave life to a personal story between characters affected by real-life events relatable to the audience
98. THEY MAKE YOU WANT TO ENGAGE WITH THEIR CONTENT
WITHOUT TRADITIONAL CALL TO ACTION, WITHOUT PRODUCT DRAW…
Pierre-Jean Choquelle
Head of planning @Brand Station
99. 68% OF PEOPLE SHARE THINGS
TO GIVE OTHERS A BETTER SENSE OF WHO THEY ARE
SOURCE : NEW YORK TIMES
Pierre-Jean Choquelle
Head of planning @Brand Station
100. WHEN PEOPLE SHARE A VIDEO ONLINE
THEY ARE SHAPING OTHER’S IMPRESSIONS OF THEM
(KNOWINGLY OR NOT)
Pierre-Jean Choquelle
Head of planning @Brand Station
101. Pierre-Jean Choquelle
Head of planning @Brand Station
Is this piece of content really making me look any better to my friend’s ?
104. MY ANSWER WON’T BE THE SAME AS YOURS
(BECAUSE I’M A NERD BUT YOU PROBABLY AREN’T)
Pierre-Jean Choquelle
Head of planning @Brand Station
105. IT’S NOT A FIXED DEAL BETWEEN PROVIDER AND AUDIENCES,
IT’S A MOVING RELATIONSHIP BASED ON MUTUAL INTERESTS
Pierre-Jean Choquelle
Head of planning @Brand Station
106. SO WHEN THEY DO (OFTEN VERY CLEARLY) CALL TO ACTION
IT’S ON AN RELATIONAL RATHER THAN TRANSACTIONAL LEVEL
Pierre-Jean Choquelle
Head of planning @Brand Station
107. Pierre-Jean Choquelle
Head of planning @Brand Station
This is the Bro Fist. Pewdiepie’s send off to his audience concluding each video
108. Pierre-Jean Choquelle
Head of planning @Brand Station
It’s became a strong community symbol among his fans who turned it into much more than a gimmick
109. YOU ACTUALLY FEEL THAT YOUR ENGAGEMENT MATTERS
TO SOMEONE YOU CARE ABOUT
Pierre-Jean Choquelle
Head of planning @Brand Station
110. Pierre-Jean Choquelle
Head of planning @Brand Station
The Bro Fist was turned into a fan-made game, later reviewed by Pew Die Pie himself…
111. MAKE IT SHAREABLE, BUT FOR GOOD REASONS
CHALLENGE YOUR PERCEPTION OF ENGAGEMENT BY AVOIDING PAYING FOR WHAT SHOULD BE FREE
UNDERSTAND THE VALUE OF EMPATHY BY EXPLORING THE PERSONAS OF YOUR AUDIENCE
ONCE AGAIN, GET INSPIRED BY YOUR PERSONAL REASONS
TO ENGAGE EMOTIONALLY WITH A PIECE OF CONTENT
Pierre-Jean Choquelle
Head of planning @Brand Station
112. IN CONCLUSION, GREAT VIDEO CONTENT :
STORIES BUILT AROUND VALUE-DRIVEN IDEAS THAT CREATE
STRONG MUTUALLY BENEFICIAL RELATIONSHIPS
Pierre-Jean Choquelle
Head of planning @Brand Station
113. IF IT COULD BOIL DONE TO ONE TAKE-AWAY :
BEFORE THINKING LIKE A PUBLISHER,
THINK OF THE HUMANS AT THE OTHER END OF THE SCREENS
Pierre-Jean Choquelle
Head of planning @Brand Station
114. WHAT IS THE
HIDDEN TRUTH IN
THE WAY THEY
CONNECT TO
CONTENT ?
WHAT ARE THEY
BEING FED ?
IS THERE FRUSTRATION
TO BE LIFTED ?
WHAT IS THE
INTIMATE REASON
WORTH TELLING
BEHIND THIS
PROJECT ?
Pierre-Jean Choquelle
Head of planning @Brand Station
= VALUE PROPOSITION
115. SOME TOOLS YOU CAN USE TO SATURATE YOUR BRAIN
WITH GREAT VIDEO CONTENT
Pierre-Jean Choquelle
Head of planning @Brand Station