Marketing Trends A Clever Intuitive Algorithm for over 350 Million Entertainment-Seekers with Caroline Blavet, VP of Global Client Strategy, Dailymotion.
Video marketing is key today, especially when it comes to advertising online. A lot of companies struggle with creating content that really appeals to today’s consumers. The good news is, I have an incredible expert on today’s episode to give you insights into what is working for major companies.
“Where video trends are going right now is mainly super short form. You're seeing it with TikTok. You're seeing with Instagram reels, even YouTube video shorts and everyone really investing on the short form, but there's also the notion that's very U GC and you're seeing other video content producers really pushing on the, let's say Hollywood style entertainment, but it's not always successful.”
Caroline Blavet, VP Global Client Strategy at Dailymotion, is on the front lines of video content creation. Her team helps some of the biggest brands like Netflix and Vice discover what is working and where the trends are going. With nearly 400 million active monthly users, she knows exactly what people want.
So don’t miss this episode, she gives tips every marketer should know from beginning to end. Let’s get to it!
Main Takeaways
- Keep it short. Consumers are wanting more and more micro content. 15, 30 seconds. If it goes on too long, people will lose interest and move on to the next video.
- Episodic is still king. Even in short form, people like things that are similar, or that they are getting a story out of. Episodic is a great way to connect with a potential customer on an emotional level.
- No Hollywood Budget Needed. Overly produced content doesn’t seem to perform as well. Users are drifting towards content that has more of a user generated feel to it. People like the authenticity behind this type of content, so that’s what you want to replicate online.
Key Quotes
“Instead of focusing on user generated content, like a lot of social media platforms, we focus on working with partners that have their own professionally produced content. Partners like Vice Content, NA publications, Meredith Publications, and on top of the video streaming, we also have an ecosystem of over 2000 publishers or so worldwide that use our player.”
“Where video trends are going right now is mainly super short form. You're seeing it with TikTok. You're seeing with Instagram Reels, even YouTube video shorts, and everyone really investing on the short form. But there's also the notion that's very user generated. You're seeing other video content producers really pushing on, let's say Hollywood style entertainment, but it's not always successful.”
“[With short content] Episodical helps a lot in any way shape or form. I think it's the storytelling aspect of that form. And this works even for advertising. We talk about this a lot with our advertisers as well. Episodic storytelling type of advertising, even videos if you reduce it from your 30 second to your 15 second, make it short, but different, is something that I find works very well.”
“The whole reason why we geared away from monetizing user generated content was to be able to position ourselves as a hallmark for brand safety. It starts upfront with the vetting, the partners that we work with. So that's not so much a technology play so much as it is a relationship one and our vetting process. And then there's, there's a technology part of it, which a lot of it is.”
Bio
Caroline's mission at DailyMotion asVP Global Client Strategy, is to build direct relationships with brands at a global level, as she works with partners on the product side, ad agencies, negotiates multi-year contacts and thus has a global perspective on utilizing online video.
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