The Musings Of An Opinionated Sod [Help Me Grow!]


Transformer Tech …

When we moved to the US, we bought a new television.

We hadn’t had a new one for 9 years so when we got a ‘smart TV’, it was a revelation.

Sadly, when we were moving to the UK, we had to get rid of it because it wouldn’t work with the UK power grid.

Anyway, we went out and bought the new version of it – and while it is 65″ of OLED, 4K brilliance – the bit I love the most is that it has a feature that disguises itself as a painting.

I know it’s not the first television to do this, but it’s the first one I’ve had that does – and given it’s amazing picture quality – it’s ability to really give the impression it’s art, not tech is amazing.

It also reminds me of the brilliant work the brilliant Red Associates in NYC did for Samsung years ago.

Years ago, Samsung approached them for help on how to sell more televisions.

Rather than respond with solutions relating to branding or distribution, they came back with a more human focused response.

What they had discovered was that men love to show off their tech.

When they buy it – especially if it is for the home – they want to show it off … make it a focus of their World.

But women are different.

They don’t like things that change the focus and flow of the home.

They love technology but don’t want it to overshadow the people and the interactions that go on between the 4 walls. In essence, they want the technology to enhance the family dynamic, not overshadow it.

And so Red Associates told Samsung that they should be looking at changing the frames the TV’s were held in.

Less black and more shades that suit the colour palette of home decor.

Sure the screen would remain dark, but by changing the frame, it would blend in more with the home than stand out.

And you know what … it worked.

Samsung saw a dramatic increase in brand affinity with women.

Which meant when a family wanted to buy a new TV, Samsung increased their odds of being the one chosen because it understood that purchase decisions were based on more than just the tech, but the way it works when it’s off.

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6 More Steps To Content Creation, Not Garbage Collection …

So following on from yesterday’s post about how to create content that people actually want to watch rather than run away from, here are the remaining 6 lessons.Remember, they’re not from me, but from a friend of a friend who started a YouTube channel [Kyra.TV] last year that has turned them into one of the most interesting and fastest-growing content creators in London.

Be grateful for that, because this is my version of good content.

Here.

Here.

And Here.

Exactly. Now settle down for the remaining 6 points.

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LESSON SEVEN: This audience loves ‘YouTubers’

When we first started making content for Youtube, I confess we used to turn our noses up at the “YouTubers”.

We learnt that made us idiots.

We couldn’t understand why young people loved them so much and just put it down to one of the mysteries of the internet.

Your Jake Pauls

Your PewdiPies

Your David Dobriks

Your Zoellas

We had watched some of their content, we thought we understood it and we made our minds up. We assumed their audiences came from getting to the platform first and I can’t tell you how wrong we were and how much respect I have for them and their teams now.

What we’ve come to understand over the past year is that some of these creators are nothing shy of complete genius. They are media powerhouses with intricate and refined strategies that are driving levels of engagement never seen before in our industry.

Take Logan Paul.

Say you what you want about the controversy, let’s look at the facts.

In December he generated 320 million video views.

He creates a 15 minute TV Show every single day.

Even his dog has 3.4m Instagram followers and generates 500,000 likes per post …

Let’s take another example.

KSI gained more subscribers than Complex, Vice, Buzzfeed and Vox COMBINED in the last 30 days.

These are some of the most innovative people in the media industry and unlike the past, they’re beginning to realise it as well and are now beginning to seriously monetise it. Every media house in the world right now should be paying attention to them, watching and learning from them every single day.

I know we are.

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LESSON EIGHT: This audience listens to and values people over brands

Leading on from that point …

Since the dawn of media, individuals and influencers have always been at the forefront of entertainment.

Think David Beckham, the Spice Girls, Gordon Ramsay …

Beforehand these figures needed media owners to reach their audiences but today that is definitely not the case.

The Kardashians … the Paul brothers… these are people and media giants rolled into one.

Just two months ago Will Smith started vlogging and has already amassed a huge audience of close to 1 million subscribers on his channel.

I’ve learnt that this generation expects to connect with influencers directly, and if you can facilitate that connection, you will win.

A lot of our business strategy at Kyra is centred around putting people at the forefront of our content proposition.

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LESSON NINE: Your audience is a manifestation of the content you produce

This one is glaringly obvious, but I find it pretty interesting.

If the content you publish is negative, you will breed an audience fuelled by negativity. Haters in the comments. Low sentiment ratios.

If your content is positive, uplifting, inspirational, aspirational, you’re likely to receive the same response from the audience.

If your audience is intelligent and thoughtful, you will see intelligent, thoughtful people gravitating towards it.

And so on, and so on…

It sounds obvious, but for me it was somewhat of a revelation.

In a world where so much is reliant on the kind of audience you attract, this has been a key factor to our success with advertisers and has a huge impact on the kind of content we produce every day.

The proof is out there, go and have a look at video publishers and their comments, I think you’ll agree that their audiences are a direct mirror of what they put out into the world.

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LESSON TEN: Long term value comes from consistent and regular programming

When we first started, we were constantly hunting for a viral hit … the mythical unicorn of the internet that everyone strives for.

But after creating and publishing hundreds of pieces of content consistently for a year, the question I am still asking myself is “does it really build long term value?”

I’m unconvinced.

The conclusion I’ve come to is that what will ultimately win, is creating quality content CONSISTENTLY and incrementally building a passionate army of fans that are unwavering in their loyalty and affinity to your brand, channel or content.

I’d take 200 videos with positive, steady growth over one big Gangnam Style hit any day.

What I’ve basically learnt is: viral hits do not build community and that is essentially all that matters.

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LESSON ELEVEN: This audience has REAL spending power

So many Brand Managers ask me ‘but how much money do these young people really have?’

For PAQ, we set up a Pop Up shop in London and put out some posts online the day before inviting them to come down and check out the shop.

Now to put this in perspective… I had no fucking idea what was going to happen. Up until this point, everything … the followers, the comments, the engagements were just pixels on a screen, ones and zeros.

So I was 100% ready to turn up the next day and find a ghost town.

Well at 7am we had 100 people already queuing outside the shop.

At 9am when we opened it was up to around 500, lines of people queuing around the corner to meet the people they watch every week on our show.

People flew in from Germany, Sweden and even Malaysia just to come to the shop.

My learnings from this were so valuable:

This audience has access to money and they are very much REAL.

I learnt that digital audiences can transcend into real world purchases very easily.

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LESSON TWELVE: Length doesn’t matter to the audience, it matters to the advertiser

I remember when we started producing content, speaking to dozens of people to try and understand what length our videos should be.

So many people told me so many different things.

But here is what I’ve worked out myself over the past 6 months:

It doesn’t matter if your video is 30 seconds, 5 minutes or half an hour.

If the content is good, the audience will watch it.

We have the same view through rates across our content, no matter what the length.

However, the length of the content is very, very important when it comes to making effective branded or sponsored content.

The bottom line is this: The longer you can engage an audience, the more right you have to show them an advertiser’s message.

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Again, there may be stuff in here you knew and stuff you disagree with … but I personally found all this stuff interesting.

The key – as is the case for all successful communication – is know your audience.

Not in terms of just what they do, or where they do it … but why.

That little thing that seems to have fallen out of vogue and yet in the right hands, can still make the difference between good and great.

Of course, the ‘why’ – or the other name for it, insight – isn’t good enough on its own.

For it to really unleash its power you need creative people who are given the time and space to explore, experiment and just be creative … and yet it appears to me that the approach favored by most people in addend – and their clients – is to only make content they want their audience to like rather than what their audience actually wants to watch.

As I wrote ages ago, engagement is not about relevance, but resonance.

Of course, it always used to be that way.

It’s why kids loved Beavis and Butthead but adults hated it … to name one out of a thousand possible examples.

But somewhere along the line, the networks started to focus on scale – meaning they made shows designed to appeal to as many people as possible. Hence we got juggernauts like Friends – shows that were kind-of relevant to everyone without being specific to someone.

This was fine until the internet came.

Then choice was handed back to us.

No longer did we have to put up with the general interest, mainstream TV … suddenly we could choose the things that reflected us.

Our individual tastes, interests, viewpoints.

The content creators who are making things that are changing things get this.

They know their audience and they double down on it.

The content creators who are making rubbish like that Nescafe ‘thing’ that caused this whole stream of posts, don’t.

If adland and clients really want to have a position in culture, then the thing they need to get back to doing is knowing their audience … not in terms of a demographic or even a psychographic … but really know who they are, what they do, what they hate etc etc, because while ‘appealing to everyone’ may sound good to the board of directors, it doesn’t really work then that means you mean nothing to no one.



How To ‘Content Create’ Without It Being The Stuff Should Be ‘Dustbin Content’ …

A few months ago I wrote a post about the shit that passes for ‘branded content’ these days.

Well after reading it, my friend King Adz [global street art/fashion expert, author, film director] sent me something a friend of his had written about how to make good content.

His friend has a right to do this because he started a YouTube channel last year that has turned him into one of the most interesting and fastest-growing content creators in London.

They’ve done a streetwear show [PAQ] and a food show [Bad Canteen] all aimed and consumed by the youth and from these experiences, he has identified twelve pointers for creating credible and infectious youth content.

To make sure this post isn’t the longest post in the history of this blog, I’m, going to split it into 6 today and 6 tomorrow.

I know, I’m so kind.

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LESSON ONE: Be Transparent

The first thing we learnt when we tried to make money and integrate brands into our content was this audience doesn’t mind being advertised to. They are smart and they enjoy consuming content. They understand that the content doesn’t make itself and it isn’t cheap aden they understand the pay-off.

Because of this, don’t try and fool them. You will get called out.

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LESSON TWO: YouTube is a direct substitute for TV

In the same way I would come home when I was younger and switch on the TV and binge on Nickelodeon or MTV until I got called for dinner, this generation is doing exactly the same thing.

They finish school, college, work … they come home they open their smartphone or laptop and sit in front of it until they are either told to turn it off by their parents or it’s time for bed.

The behaviour is identical.

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LESSON THREE: But the content isn’t the same as TV

Yes, consumers’ behaviour may be the same as TV behaviours, but the content that they’re consuming is completely different.

Content on YouTube doesn’t need to look like TV content to be successful.

In fact, one thing we’ve learnt is that in some cases it’s quite the opposite. Some of the most successful channels are self shot.
Self shot, hand held and more vloggy style content has a feeling of intimacy and authenticity that TV never offered its viewers.

That’s not to say that high production can’t work, we just learnt not to overlook the intimacy that this generation desires from content.

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LESSON FOUR: This audience wants to be entertained

Dude Perfect, The Slo Mo Guys, Lele Pons…

What’s their commonality?

They are all centred around humour and entertainment.

Exactly like TV.

We have to realise, 90% of people are watching it to kill some time, wind down a bit and escape their day-to-day life.

If we are being honest with ourselves, YouTube audiences respond best to lighthearted entertainment. Making meaningful, purpose-led content is great but there’s nothing to be ashamed about in creating content that simply entertains.

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LESSON FIVE: This audience left Facebook ages ago

Look I don’t have anything concrete in terms of statistics to back this up.

And honestly it’s just my experience.

I work with hundreds of young people every single week and I can categorically tell you that I have not spoken to one in the past year that actually uses Facebook.

NOT ONE.

There’s lots of industry speculation right now around this subject and the potential decline. I just want to say from my real world experience, that for this audience Facebook is long gone.

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LESSON SIX: Instagram is LIFE

In the same vein as the last point, this is also my personal experience.

But Instagram is by far the most powerful social media network the world has ever seen.

Speaking to these young people, it is jaw dropping how much weight is put on Instagram by this generation.

The Instagram profile [hard posts] is the definition of a person’s identity.

Instagram stories are an ephemeral window into a person’s life, in a slightly less controlled, more organic way.

Followers and likes are a direct measure of how relevant, popular and important somebody is. And look, I’m not here to pass judgement on if this is good or bad, but I will say to everyone reading this: take note, Instagram is a really, really big deal and it’s so much deeper than just posting photos.

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So there’s the first six …

Some you may know, some you may question but some may give you food for thought.

Remember this is specifically around youth orientated content, but for all the expertise out there, it’s funny how the most popular social content has not come from anyone in our industry.

Maybe this 2011 video from PHD can shed some light on that …



The Coolest Business Card Ever?

So as many of you know, I’ve been doing a long-term, side project with a famous rock band.

Well about 2 months ago, when I was still in the US, I received a box of business cards.

Metallica business cards.

Now as excited as I was about getting them, I was a bit confused for 3 reasons …

1. I’d been working for them for over a year so couldn’t work out why I’d only just got them.

2. The work I do for them has absolutely no reason to ever need a business card.

3. I was about to move to the UK so the phone number on the card would soon be redundent.

I then discovered that I’d been on probation for that whole time [which they had never mentioned to me], I needed a way to gain some speedy respect with some of the people they were connecting me to [because obviously, on my own, it’s impossible] and apparently I’m “an asshole” for not reminding them I moving country [even though I absolutely had told them I was moving country fact] but who cares … I’m now the proud owner of some obsolete business cards with an awesome email address and for that – and, I suppose, the amazing opportunity they’re giving me – I’m eternally grateful.

Christ, first I ended last week on a positive note and now I’m seeing the silver lining in things.

Who am I?

And it’s a Monday.

Seriously, we should all be getting worried around now.



Queen Know Music Is Still A Business …

Yes, this is about my favourite band, Queen.

Yes, I know they aren’t really a band anymore and – to be honest – some of the stuff they’ve done in the last 15 years has made me cringe a little bit, but that aside, their music from Queen to Hot Space [I don’t have as much of an issue with it as most Queen fans do] are still albums I hold dear to my heart.

Anyway, as many of you may know, they’re producing a film about the life of Freddie up until the Live Aid concert.

I get why they decided that was the cut off date, because apart from it being arguably their pinnacle moment, he apparently had not yet discovered he was HIV positive so it allows the film to focus on his glory, not his pain.

Anyway, recently they released the teaser trailer for the movie and I have to say, it’s epic.

Not just because of how good Rami Malik looks in the role of Freddie.

Nor because of the bizarrely accurate voice of Brian May.

And not even because of the spectacular stage sets and fashions.

No … it’s because of the fantastic sound design.

Just like when they performed at Live Aid, the band know the best way to get people interested in the movie beyond sad fucks like me, is to remind them how many songs of Queen they know and like.

By mixing some of their biggest hits seamlessly together, they have increased the odds of making a movie about a man who died 27 years ago interesting to people who were born 27 years ago.

That’s pretty impressive, especially for a band that is almost 50 years old.

A band where the guitarist will be 71 years old in a week and the drummer 69 years old in about a fortnight.

[Not forgetting Mr John Deacon, who will be a young 67 in August. And looks it]

Now I know the trailer doesn’t really say anything and – I am still petrified it’s going to end up feeling more like a ‘Lifetime Movie’ than a Hollywood blockbuster [especially with all the issues the production has faced] – but I have to admit I have watched it so many times and been in awe every time … especially the bit between 11 and 16 seconds, where you see the different ‘looks’ of Freddie in concert, because I remember some of them from when I saw the band live.

Oh god, I’m even more pathetic than I thought.



World Cup Advertising Plane Crashes …

I thought it had been well documented that any ad agency commandeering a song to try and show how ‘fun’ they are was a recipe for disaster.

Well, it seems that lesson has only been partially learnt, because while this sonic shitshow is not being performed by – or on behalf – of an agency, an agency was behind its creation and the end result is the sort of disaster that is more likely to cause hooliganism than fandom.

Seriously Qatar Airways, what the fuck were you thinking?

I know airline advertising is notoriously bad [except my old Virgin Atlantic stuff, of course] and World Cup spots tend to not be too far behind [except NIKE, though for some reason they’ve decided not to do anything yet which is either going to be a masterstroke of surprise* or a New Coke moment] but this piece of awfulness reaches a low that even Donald Trump at his most ambitious would be hard pressed to pull off.

Cliched.

Contrived.

Vacuous.

Lazy.

Devoid of any idea, energy or – for that matter – strategy.

Ladies and gentlemen. Boys and girls.

Please welcome an ad that was made to ruin your Monday …

* Please be a masterstroke of surprise. You are always the ones who define the World Cup.

Talking of NIKE and World Cup ads, maybe someone should tell the agency behind Iceland Air’s World Cup spot, that while people say imitation is the sincerest form of flattery, the reality is imitation is the laziest form of flattery.

Look, I know Write The Future was 8 years ago, but there’s this thing called the internet that means people can easily see and compare the work and while your production values are good – certainly compared to that Qatar disgrace – it’s still a blatant bloody ripoff that does you [and your agency] more harm than good.



May The Forth Be With you …

I know this is late but then everything on this blog is late, but I absolutely love what Heathrow Airport did on 4th May.

I love it for many reasons.

But the main one is they did it right.

Sure, you could argue what they did was to hijack the day and gain some extra publicity … and I’m sure that was part of their motivation … but what I really like about it is how they went for the highest common denominator, not the lowest.

While the board features names most people will understand – R2D2, Wookie, Death Star, Han Solo, Leia – they have also used elements that only the true Star Wars nerd will get … like the name of the planets, the measurement of time and the weather conditions.

What this means is that not only will they get ‘mass appeal and coverage’, they will also make the hardcore nerds feel good about it … feel they’re dealing with an organisation that really gets them rather than just pretends to.

In a World where marketing is too often expressed as a constant stream of generalised noise … those who show their authenticity through actions and behaviour will win big every time, because as we saw in our America In The Raw study, the future of brand differentiation is going to be less about unique product attributes and more about demonstrating how you truly understand your audience.

Or said another way, resonance not [pretend] relevance.

So well done Heathrow, you deserve to be in a galaxy far far ahead of your competitors.