Show of hands for who’s who (tough, I’m not changing my presentation at this stage)Intro to self
You know these guys right? Endlessly pondering the meaning of love.
I’m endlessly pondering the meaning of CONTENT – and I’d like your help with this
But for the purposes of today, I want to focus on YouTube, not just because Steve Paler bribed me to, but because it’s the way most of us consume digital content, and so is a platform worth understanding properly.And I want to focus not so much user-generated content, as on how brands can best create content for YouTube.
Right, here’s a question to get us started
Not including “brands” like Rihanna and Vice, there’s only one.It’s a sobering stat.Guess who
Want to take a guess at what number they’re at in the Top 100?
Pretty lame huh?Anyone from Red Bull here?Well in that case…
There is only one consumer brand in the Top 100 most subscribed-to channels on YouTube: it's Red Bull, which is at No. 90, and is not even a consumer brand in the conventional sense. Many of the other 99 channels have built loyal, engaged audiences of millions with timely, frequent, relevant content, often created with slender resources. Why aren't more brands, like these successful channels, using YouTube to attract, cultivate and communicate with their very own audiences? Drawing on experiences of creating content for YouTube channels for brands like Sony Mobile, I’ll offer some thoughts about creating content to cultivate audiences on YouTube. You'll emerge with a blueprint for YouTube dominance for your brand*. (* maybe)