Victoria Aveyard

Cooking with video

Now that personalized entertainment is more readily accessible than ever, people are experiencing bursts of entertainment anywhere an internet connection is available. As video consumption has shifted from prime-time to all-the-time–and to address this shift in behavior, there is a need for new marketing models when it comes to video strategy. No longer do people have to share the television, when they can access the web.  Are publishers waiting for them when they log-in?

Kleiner Perkins Caufield & Byers, a venture capitalist firm that has helped build and accelerate growth at pioneering companies like Amazon, Google, Lending Club, Nest, Twitter, projects that by 2017, 74% of all internet traffic will be video (Meeker, 2015), and with mobile watch time on YouTube already surpassing desktop in 2015, the time for brands to make sense of their online video content marketing strategy is now — like yesterday.

Three hundred hours of video are uploaded to YouTube every minute, so when a consumer turns to their mobile device, tablet, laptop, or desktop computer, they can choose from a nearly limitless library of on-demand content. This makes what they choose to watch more personal than ever.

What is a video micro-moment?

When consumers looks for answers, discover new things, or make decisions, (this sounds like a good opportunity for any number of books/magazines), these instances are called “micro-moments,” a term coined by Google. They can happen in search, on a brand’s website, in an app, and, increasingly, they are happening on YouTube.

These moments of intent are redefining consumer behaviour. In order for a company to win at video micro-moments, they have to know how to identify them and how to respond.  

Video micro-moments generally fall into four broad categories:

video-micro-moments-what-do-they-mean-for-your-strategy-chart

In a micro-moments world, intent trumps identity.

Lucas Watson, VP of Global Brand Solutions and Innovations at YouTube, suggests that brands can remain relevant and useful by understanding the intention of their prospective consumers. Though it remains significant to know “who” the consumer is (age, gender, interests, etc.), for the video micro-moment play to work, one must understand “why” and “what/how”. Why is this person searching and what do they hope to do/how do they intend to use the information, once they have it. Is there other related information that could be presented? In a micro-moment world, intent trumps identity.

Publishers have an opportunity, books and magazines, as media for the transfer of information, have built up consumer trust. People are willing to turn to books and magazines to 1. be entertained, 2. be informed, 3. learn “how-to,” 3. purchase (primarily magazines).

Creating video content can be expensive, and there may not be enough time, money, or other resources. The recommendation is to create content gradually and build an engaging library over time. With a traditional production mind-set, this may sound daunting, but to produce at scale requires rethinking that production process, and getting a little help while you’re at it.

create-collaborate-curate

 

 

 

 

That’s where “CCC” comes into play—Create, Collaborate, Curate. The idea is to use this framework to “feed the content monster,” so that content creation—video production, specifically—no longer feels like a barrier to entry into the video marketplace.

Some publishers have already begun using this model, most notably, Harper Collins. They started an online video content division in 2010, focused on Young Adult books, called Epic Reads.

They have gained over 10.5 million views to date and use the CCC model to some degree. They are currently continuing their efforts to aggressively  target collaboration opportunities, and to branch out beyond the obvious “new book release” tagline.

Start up costs may seem prohibitive, but at this juncture the book crowd must flex the brain muscle to figure out how to get his done or face loosing more ground to other media formats. There exists opportunities to create high quality videos on a small budget, e.g. working with up coming videography groups or  film students, even if infrequently, and using  other collaboration opportunities to generate the additional content, perhaps with YouTubers looking for content, as the CCC model suggests.

Here’s some on the CCC model:

Create

The first type of content in the CCC framework is created by the brand. It feels like the brand, captures the brand’s tone, and offers a more traditional creative polish. It tells a story about the brand that’s entertaining, educational, or inspiring. “Create” content might simply be entertaining video that gets people’s attention, or it might deliver on the specific micro-moments we talked about earlier, such as how-to content in an I-want-to-do moment.

Collaborate

This content is the product of the brand’s collaboration with digital influencers. It’s often content that features a YouTube creator and is produced and promoted in partnership with the creator’s channel. Ultimately, the goal of “Collaborate” content is to help brands broaden their relevance and connect with a uniquely engaged fan base while leveraging the expertise of experienced creators.

Curate

Make a story, arrange the videos into distinct groups to be enjoyed by the consumer in a block, at their leisure. An example is a series of videos with interviews or DIY tutorials.

Book publishers are in the game, many medium to large outfits have some online presence, but are they branching out to meet their consumers, or are they predominantly waiting on consumers to be interested in a particular title and then go searching. How can they bring people to the books without screaming “hey, new book!” Here are some recommendations on that front (some already being used by the other side of the business, the magazine gang).

1. Identify the micro-moments where your audience’s goals and your brand’s goals intersect

 

what-brands-stand-for-what-audiences-care-about-venn-diagram-3

People go to YouTube millions of times each day, looking for videos that meet their needs, wants, and interests. Once a publisher has mapped out their consumer’s micro-moments, they can then move to understand their own place on the map: Where does the brand have the right to play?

Beauty brand Sephora, for example, knew that beauty content on YouTube grew by 50% from 2014 to 2015 and that YouTube searches related to “how-to” were up 70% year over year. For Sephora, how-to videos and tutorials were the magical intersection of the brand’s beauty-centric message and its audience’s beauty needs. That how-to and tutorial content now makes up more than 60% of Sephora’s library of video content. (ThinkWithGoogle, 2015)

Closer to home, in magazine world, TeenVogue started a YouTube channel back in 2006, to meet their customers where they live. They were ready and waiting. Their articles, and advertisers offer information and products on health, celebrity gossip, social issues, and much more.

teen vogue

2. Be there when your audience is looking with useful content that answers their needs

With an understanding of the pathways your consumer might take, plan a strategy to intercept them at the most opportune times. The first step is creating relevant, useful YouTube content that adds value in those key micro-moments. The second is making sure your brand shows up when they need you, with organic and paid search, for example, or with shopping ads on YouTube.

3. Help your audience find you, even when they’re not looking, with relevant video ads
Even when people aren’t actively looking for answers, brands can “delight” them by showing up with messaging that’s relevant to their interests. That means going beyond demographic targeting and connecting with viewers based on signals of intent or context.

Here are some scenarios:

  • Create — A person is online searching for fantasy related information e.g. are ghosts real, what are some super human abilities? Perhaps run the video below as an ad, before they watch the content they searched for:

  • Collaborate — A Beauty YouTuber wants to create another beauty vlog, but wants to set it a part in some way from all the others she has done, and all the others that the other Beauty Vloggers have done. A publishing house wants to promote a new book it thinks is hot and the lead character at some point in the story gets all “glammed” up. Here’s an opportunity to cross-pollinate — this YouTuber has 16, 000+ subscribers.

  • Curate — Put all those lovable videos you’ve created or collaborated on into a playlist, you’d be surprised that people will sit and let one video run into the next, after they’ve clicked through from their search for superhuman strengths or their quest to find out the truth about ghosts.

Finally, context is key, beyond sharing video ads before or during video content, you can share your ads when people are in the mood for that messaging. For example, when consumers are already watching a commentary video on feminism, then perhaps an in-video ad on a book about successful women in the workplace or how to be successful as a woman in the workplace would be a good fit.

It is important to be where the customers are, not just in terms of where they are when making purchases i.e. on e-commerce sites, but also where they lounge around, and hang out with friends (real or of the online variety). There are even opportunities to meet consumers in real time via some sites, but that can be discussed at another time. Companies that prove themselves useful and relevant in the most micro-moments—will establish the greatest brand equity in an era of infinite consumer choice. If your brand isn’t there in your audience’s moments of need, another brand will be.

Sources

  • Google Consumer Survey. U.S. online population ages 18-34; n=385. April 2015
  • Google Data, Q1 2014–Q1 2015, U.S.
  • Google Consumer Surveys. U.S. 10 platforms surveyed: YouTube, Hulu, ESPN.com, Facebook, ComedyCentral.com, Tumblr, Instagram, Vimeo, AOL, MTV.com.  March 2014
  • Larson, Kim. Building a YouTube Content Strategy: Lessons From Google BrandLab. www.thinkwithgoogle.com. Google. July 2015
  • Meeker, Mary. “2015 Internet Trends Report.” Kleiner Perkins Caufield & Byers. May 2015
  • Watson, Lucas. “Video micro-moments: What do they mean for your video strategy?.” www.thinkwithgoogle.com. Google. October 2015
  • The Consumer Barometer Survey, Question asked: “Why did you watch online video(s)” n=2,119, Base: internet users (accessing via computer, tablet or smartphone) who have watched online video in the past week, answering based on a recent online video session, 2014/2015.