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VIDEO: The vision of the future

Content. The buzzword of modern-day marketing. Not a day goes by in the office when the word content isn’t mentioned. With all this comes a huge increase in video content, and at a time where one third of online activity is video consumption, brands would be foolish to not ensure that the video content they are producing is engaging, relevant and last, but by no means least, has a purpose.

Yet, with this explosion of online video comes a huge amount of data, which ultimately, is the key to brand success; unlocking audience behaviour, and being informed about what is making an impact. In light of this, I attended an Online Video Data Revolution Talk hosted by Tubular Labs last week where I was able to listen to the success stories and learnings from broadcast and digital experts in their pursuit of doing just that.

Be one of the ‘Lads’

In the room, we learnt tips from the likes of Adam Clyne, COO of The LAD Bible Group, the world's fastest-growing news site for young men. With monthly viewership of 3.7 billion, and ranking second across global media properties (according to Tubular Lab’s August statistics), The LAD Bible is a great example of a brand born out of social media channels, mainly Facebook, which meant the pressure to create engaging video content was vast.

Clyne was quick to acknowledge that the ‘relatability’ of The LAD Bible’s content has been a huge factor in its success. By understanding their audience, the team at The LAD Bible are able to produce video which has the likeability and shareability factor which exponentially increases the likelihood of getting views. Elements like ‘tag a mate’ act as a direct call to action, which often results in a domino effect with audiences’ content participation.

The success of The LAD Bible has also been down to the instantaneous results which they can gauge through social sentiment. Clyne highlighted that more than ever, if the content is wrong for your audience, they are not afraid to comment and call you out on this. This goes for branded content as well, with audiences being savvy enough to acknowledge a brand collaboration when they see it. However, Clyne pointed out that such content shouldn’t be an anomaly within your newsfeed or enable you to “sell your soul” by changing your normal tone for the sake of a brand. Nowadays, it is more important than ever to react to what your audience wants, learn the before and after, and ensure you’re targeting those most engaged with your content.

Leaving Broadcast Behind

With the rise in digital video content, where does this leave broadcasters? Certainly, there is the necessity to keep ahead with the times by creating short-form content which can establish a place on social platforms in its own right. Andy Taylor, co-founder and CEO of LittleDot Studios commended American talk shows such as The Tonight Show Starring Jimmy Fallon and The Late Late Show with James Corden for their ability to master an online presence.

A show of hands in the room proved this point when asked who watches The Late Late Show with James Corden versus who had seen James Corden’s Carpool Karaoke ; more often than not, YouTube sees more views of broadcast content than the programme itself. These types of videos tap into the recipe of success which Adam Clyne spoke of, being easily shareable as well as timeless in their existence on YouTube.

What’s next for video

With the surge in demand for online content, Andy Taylor from Little Dot predicted that in five years’ time, Facebook will consist of strictly video content. For broadcasters to succeed in these times, he predicted that we are more likely to see TV and online collaborations. This is something we have already had glimpses of with the recent partnership between National Geographic and The LAD Bible, whereby National Geographic’s Leonardo DiCaprio-led documentary, Before the Flood ( was broadcast simultaneously on TV and via a livestream on The LAD Bible’s Facebook page.

This form of output is establishing a presence online, particularly for sports fans who have shown themselves hugely engaged with digital and social live streaming, which brings massive opportunities for rightholders and broadcasters alike. Just recently, Andy Murray became the first tennis star to stream a major match live on Facebook from his own page, and Moto GP earned more than 7 million views from a clip of Andrea Dovizioso and Valentino Rossi partaking in some ‘epic’ wheelies, demonstrating that the appetite for live sport on social will continue to increase.

Ultimately, it is clear that video content is more important than ever for engaging audiences and creating a loyal fan base for your brand; viewer behaviours are finding new forms of expression all the time, so, more often than not, brands need to adapt quickly and respond. Lastly, it is important to understand that the digital landscape has shifted in such a way that brands are able to reach their consumers without necessarily going through a third party, putting greater emphasis on the brand messages themselves and the way they reach their audience. We’re currently in a shift state, the balance of power for content is moving from broadcast to online, and I for one am excited to see where brands can capitalise from this.

Canterbury & England Rugby 2016 Kit Launch

FACEBOOK LIVE – THE DISCOVERY TOOL

Before we begin, let me share with you two well-known facts:

• Google owns the largest search engine in the world
• Through YouTube, Google owns the ‘go to’ place to consume video content

Clearly then Google’s stronghold on our online behaviour is second to none, but with eight billion video views a day, Facebook are getting their own slice of the action. By identifying which content individuals want to see, Facebook has become the discovery platform for video content. Additionally, video posts have 135% greater organic reach than images on Facebook. This impressive statistic places Facebook and its new live broadcast offering as one of the leading tools to reach a target demographic with news about something they would not necessarily proactively search for.

For this very reason, Canterbury and England Rugby adopted Facebook LIVE for the launch of the new kit. Therefore, in a first for both Canterbury and England Rugby, we hosted a multi-camera Facebook LIVE broadcast treating viewers to an exclusive behind-the-scenes look at the kit and the kit launch media day.

Having identified Facebook LIVE as the go to primary launch channel, the next challenge was to ensure the kit unveil was engaging, helping to gain traction online, while remaining of genuine interest to the England Rugby fan base.

Rather than go down the well-trodden path of a simple Facebook LIVE Fan Question and Answer session, we gave the viewer a unique fly-on-the-wall look of the kit launch from inside Twickenham stadium and England Rugby’s private/ exclusive quarters. In doing so we not only eschewed traditional media but gave Canterbury’s audience the chance to watch the event unfold via Facebook Live.

England captain Dylan Hartley, Maro Itoje, Mike Brown, George Kruis and Rochelle Clark MBE were all under the spotlight during the 40 minute live broadcast. With such an array of rugby talent featured, the key to the broadcast was to let the player’s personalities shine through. Recruiting ex-England international and British & Irish Lion Ugo Monye to host the broadcast not only helped us engage the players, but more importantly the audience.

With the talent in place and host prepared, we managed a ten man camera crew, helping to create a premium, high definition broadcast the launch deserved.

Alongside exciting player VTs, which featured the Canterbury kit launch campaign brand film, there were three engaging key scenes in the live broadcast from Twickenham stadium:

1) Fly on the wall look at the media photo shoot
2) A question and answer session influenced by fan comments feeding into the stream.
3) Fan led takeover where we asked the viewer to use relevant emojis to guide the players around Twickenham, giving the viewer unprecedented access to the England changing room, gym and tunnel – all usually out of bounds for fans.

The results of the launch speak for themselves with 114,100 organic views and 6,550 comments/ reactions driving massive exposure for the both Canterbury and England Rugby. Through clever planning, a lot of hard work and excellent execution, we managed to shine among the Olympic Games noise and show Canterbury as an innovative brand wanting to tap into the latest technology to reach their target market. The content already ranks as one of the most successful England Rugby Facebook LIVE mid-week broadcasts, driving traffic to the e-commerce website and thus capitalising on impulse purchases.For a glimpse into the launch day, check out the two minute highlight reel here.