tag:econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2016-08-26T10:27:45+01:00 tag:econsultancy.com,2008:BlogPost/68217 2016-08-26T10:27:45+01:00 2016-08-26T10:27:45+01:00 Pret a Manger teams up with Bosh to create recipe video Nikki Gilliland <h3>Reflection of veggie pop-up success</h3> <p>Bosh is a cooking channel that focuses on plant-based recipes. </p> <p>While it’s nowhere near as big as Buzzfeed Food (or Tasty in the US), its short and stylish videos have garnered a steady stream of fans – both veggie and otherwise.</p> <p>With its focus on fast and freshly-made food, the collaboration makes sense for Pret, and helps to cement the success of its summer veggie pop-up. </p> <p>As my colleague Ben <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy/" target="_blank">recently explained</a>, the innovative and customer-centric approach of its experiment turned out to be a hit with both loyal and new visitors.</p> <p>Choosing a vegetarian Chef’s Special and a veggie cooking channel as its first real foray into recipe videos – there’s no denying Pret’s celebration of this meat-free trend.</p> <p><a href="https://www.facebook.com/boshtv/?fref=ts" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8336/bosh.JPG" alt="" width="449" height="604"></a></p> <h3>Value exchange for consumers</h3> <p>Video is one platform that offers a direct <a href="https://econsultancy.com/blog/68044-millennials-don-t-hate-advertising-it-s-all-about-the-value-exchange/" target="_blank">value exchange</a>. </p> <p>By releasing a video on a plant-based channel, it is clearly a nod to customers who have supported Pret’s pop-up, but more than that, it’s a chance for the brand to enter into a new domain.</p> <p>With its on-the-go nature, Pret is a brand that starts and stops outside of the home.</p> <p>So, a recipe video is a chance to reach consumers in their own kitchens, enabling them to engage on a more intimate level. </p> <p>Although Pret has released videos of ‘smoothie recipes’ in the past, they merely pointed viewers to a list of ingredients on the Pret website.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fpretamanger%2Fvideos%2F1163733670308442%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>This time, as well as being in collaboration with another channel, the videos are longer and do not require the viewer to leave the platform.</p> <p>It is interesting to note that there is minimal branding, with the only sign being a Pret green juice placed in the background.</p> <p>This was a clever move by both Pret and Bosh, as it means that even naysayers of the brand are likely to watch and enjoy. </p> <h3>Other brands creating recipe videos</h3> <p>Garnering over a million views, the Pret video has been the biggest success for Bosh so far. </p> <p>However, it’s not the only brand to appear on the channel – London restaurant Mildred’s also teamed up with the site for a video on peanut butter brownies.</p> <p><a href="https://www.facebook.com/boshtv/videos/1044861408925692/" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8337/Bosh_2.JPG" alt="" width="451" height="576"></a></p> <p>In terms of the industry, Bosh is a relatively new player in the world of recipe video sites.</p> <p>From Buzzfeed Tasty to Tastemade, there is an expanding collection out there following a very similar formula.</p> <p>Typically using stop-motion footage shot from overhead, and including fast and simple recipes - they are perfectly aligned to <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay/" target="_blank">how people consumer content on social media</a>.</p> <p>Unsurprisingly, sites like Buzzfeed Tasty feature brands on a regular basis, such as the below recipe which includes US brand Triscuit as a main ingredient. </p> <p><a href="https://www.facebook.com/buzzfeedtasty/videos/1714102505509058/" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8338/Tasty.JPG" alt="" width="451" height="598"></a></p> <p>With this video garnering an incredible 23m views, there’s no denying the popularity of Buzzfeed’s formula (with or without brand inclusion). </p> <p>As the likes of Pret experiment with this trend, we could see even more UK brands jump on the recipe video bandwagon.  </p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/video-marketing-strategies"><em>Video Marketing Strategy Training</em></a></li> <li><a href="https://econsultancy.com/blog/67638-seven-tips-for-driving-an-emotional-response-to-video-marketing/"><em>Seven tips for driving an emotional response to video marketing</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68201 2016-08-18T11:07:58+01:00 2016-08-18T11:07:58+01:00 How HostelWorld uses video to connect with target audience of young travellers Nikki Gilliland <p>While the brand’s eager use of the ‘M’ word might put off some, it’s certainly succeeded in engaging an adventure-seeking generation. </p> <p>Using humour and creativity to great effect, it’s a fine example of a business using video to promote its brand position and strengthen loyalty. Here’s why.</p> <h3>Breaking down stereotypes</h3> <p>Most <a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/" target="_blank">travel brands</a>, and hostel sites in particular, focus on the low price and convenient locations of budget properties. </p> <p>With the likes of Airbnb promoting an affordable yet still somewhat luxurious offering, HostelWorld has decided to take a different tack, instead choosing to highlight how far modern hostels have come.</p> <p>The brand uses its ad campaigns to show that hostels are no longer the ultimate way to slum it. </p> <p>In its latest video campaign, ‘In Da Hostel with 50 Cent’, HostelWorld parodies MTV Cribs to show that even famous rappers don’t have to sacrifice luxury to enjoy beautiful locations around the world.</p> <p><iframe src="https://www.youtube.com/embed/espJ7oIHezk?wmode=transparent" width="492" height="277"></iframe></p> <p>Cleverly promoting the ‘community vibes’ and ‘mad tight security’ of hostels, it uses tongue-in-cheek humour to break down the stereotypes of old and communicate the appeal of modern hostels. </p> <h3>Tapping into pop culture</h3> <p>With such a distinct target audience, it's no surprise that HostelWorld uses pop culture to connect with consumers.</p> <p>One of its most innovative (and irreverent) campaigns to date is the ‘Youth Hostelling with Chris Eubank’ video, which saw the dreams of many an Alan Partridge fan come true.</p> <p>Based on an episode from nearly 20 years ago, it depicts former boxer Eubank checking into a hostel in all his grandiose glory.</p> <p>With such a niche reference, the video could have tanked, but having garnered nearly 300,000 views to date on YouTube, it seems to have connected with its audience.</p> <p><iframe src="https://www.youtube.com/embed/iGG5OhEcpOQ?wmode=transparent" width="854" height="480"></iframe>  </p> <p><iframe src="https://vine.co/v/ea1r2dj1mDE/embed/simple" width="600" height="600"></iframe></p> <h3>Storytelling &amp; travel culture</h3> <p>HostelWorld’s digital content isn't only made up of viral ads. </p> <p>Filmed by the very same people it aims to target, the brand’s ‘Meet the World’ video series highlights how travel can be a fulfilling and transformative experience.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FHostelworld%2Fvideos%2F10152709453041404%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>From the world’s biggest tomato fight to London’s hidden gems, it documents its own team’s travel adventures as well as those from the online travel blog and vlog community. </p> <p>Reflecting the notion that young people want to bring back memories rather than souvenirs, it uses personal storytelling to inspire its audience.  </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FHostelworld%2Fvideos%2F10152933108766404%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p><em><strong>Travel &amp; Tourism is just one of the sectors covered at Econsultancy’s <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68194 2016-08-17T11:55:00+01:00 2016-08-17T11:55:00+01:00 How the NSPCC is putting a positive spin on its marketing with Pantosaurus Nikki Gilliland <p>Combining clever creatives with strategic targeting, it marks the charity’s continued efforts to put a positive spin on its branding.</p> <p>Here’s three things that elevate its latest campaign. And for more on this topic, check out these posts:</p> <ul> <li><a href="https://econsultancy.com/blog/68014-how-charities-can-win-at-the-zero-moment-of-truth/">How charities can win at the Zero Moment of Truth</a></li> <li><a href="https://econsultancy.com/blog/66508-are-charities-failing-on-online-donations/">Are charities failing on online donations?</a></li> <li><a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities/">10 inspiring content marketing examples from charities</a></li> </ul> <h3>Using video in creative ways</h3> <p>The NSPCC worked with Aardman to create its new animation – best known for being the team behind the famous Wallace and Gromit films.</p> <p>All about a pants-wearing dinosaur named Pantosaurus, the two-minute video teaches children that their bodies belong only to them and to talk to a trusted adult if they are worried. </p> <p><iframe src="https://www.youtube.com/embed/fn6AVSZk008?wmode=transparent" width="854" height="480"></iframe></p> <p>The reason the video works is that it is an effective conversation-starter, enabling parents to raise the subject to their children in a sensitive way.</p> <p>The happy-sounding song and catchy lyrics means that it is also likely to be remembered, providing children with the tools they need to protect themselves.</p> <p>Reminiscent of Melbourne Metro Trains’ viral video campaign, ‘Dumb Ways to Die’, it aims to trigger positive emotions while talking about a sensitive subject. </p> <p>In doing so, it succeeds in empowering its audience instead of scaring them.</p> <p><iframe src="https://www.youtube.com/embed/IJNR2EpS0jw?wmode=transparent" width="854" height="480"></iframe></p> <h3>Spot-on targeting</h3> <p>Alongside a clever creative, the NSPCC has been smart with the distribution of its campaign. </p> <p>Released just in time for the summer holidays, the animation has been showing in cinemas across the country – a place where children and their parents are likely to be exposed to it.</p> <p>What’s more, social media ads on Facebook and YouTube have been targeting parents online, with the hashtag #talkpants encouraging viewers to share. </p> <p>With its attached quiz, the campaign involves an interactive element to engage children, which simultaneously serves as a way for parents to understand how they are responding.</p> <p><img src="https://assets.econsultancy.com/images/0007/8073/Pants_Quiz.JPG" alt="" width="702" height="275"></p> <p>Finally, if parents are struggling to know how to broach the subject, the NSPCC website also has a video guide with tips and advice from others.</p> <p>By targeting both parents and children with an array of multichannel content, the campaign covers all bases. </p> <p><iframe src="https://www.youtube.com/embed/I-pm0oDXeZU?wmode=transparent" width="900" height="507"></iframe></p> <h3>Re-positioning its brand</h3> <p>In 2014, the NSPCC discontinued its long-running Full Stop campaign in a bid to focus on how the charity is working to prevent child abuse, rather than simply raising awareness about the problem.</p> <p>Implementing a new strapline, ‘Every child is worth fighting for’, it aimed to change the preconception that the charity only dealt with extreme cases of child abuse. </p> <p>As well as being relatable, the NSPCC sought to occupy a much more family-friendly space within the sector, working with high-street brands and getting involved in high-profile fundraising opportunities to enhance awareness.</p> <p>This shows that even the most established and recognisable charities are capable of change.</p> <p>By helping parents to be pro-active, the NSPCC (and Pantosaurus) is a great example of how to spread a serious message in a positive way.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get together and singalong with Pantosaurus and start to <a href="https://twitter.com/hashtag/TalkPANTS?src=hash">#TalkPANTS</a><a href="https://t.co/abtEZuXPU0">https://t.co/abtEZuXPU0</a></p> — NSPCC (@NSPCC) <a href="https://twitter.com/NSPCC/status/758997011941068801">July 29, 2016</a> </blockquote> <p><em><strong>The Charity &amp; Non-Profit Sector is just one of the topics covered at Econsultancy’s <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68164 2016-08-10T14:17:35+01:00 2016-08-10T14:17:35+01:00 Publishers turn to video to offset organic reach drop on Facebook Patricio Robles <p>Both changes have the greatest potential impact on brands and publishers which, according to social media publishing platform provider SocialFlow, saw their reach per post on Facebook <a href="http://www.adweek.com/socialtimes/socialflow-media-reach-facebook-study/640587">drop</a> by a whopping 42% between January and May. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7850/socialflowmediafbreachperpost-blog-flyer.jpg" alt="" width="470" height="257"></p> <p>As publishers using SocialFlow observed the effects of Facebook's changes, they upped the amount of content they posted to the social network, to no avail.</p> <p>But it appears that some publishers have found a reprieve of sorts from Facebook's News Feed updates in the form of video content.</p> <p>As <a href="http://marketingland.com/facebook-organic-reach-drop-steepens-52-publishers-pages-187253">detailed by</a> Marketing Land's Tim Peterson, a number of publishers, including Thrillist and PopSugar, have found that they can offset the reach declines by focusing on video.</p> <p>Eric Ashman, Thrillist's president, told Peterson:</p> <blockquote> <p>Our reach has gone up a ton. I do think video has been a massive part of that.</p> </blockquote> <p>Chris George, PopSugar's SVP of product marketing, quantified the reach gains his company has achieved thanks to video.</p> <blockquote> <p>People like PopSugar are playing to the strengths of what Facebook is prioritizing. We’ve seen an increase in organic reach from January to July of about 10 percent.</p> </blockquote> <p>George also reported that PopSugar's daily engagement with posts was up 17% during the same period because of the increased focus on video.</p> <p>According to SocialFlow CEO Jim Anderson, Thrillist and PopSugar aren't exceptions.</p> <p>Anderson revealed that in looking at 1.5m monthly posts published through his company's platform, video posts delivered eight times the reach and 12 times the number of shares as non-video post types.</p> <p>"Video is the type of post that performs best by far," he stated.</p> <h3>Not a panacea</h3> <p>The fact that video content is performing so well on Facebook isn't surprising.</p> <p>The company has been emphasizing video of late, and Nicola Mendelsohn, Facebook's VP for EMEA, has even gone so far <a href="https://econsultancy.com/blog/67958-if-video-is-the-future-of-the-internet-here-s-what-brands-need-to-know/">as to predict</a> that the social network would "probably" be "all video" in the next five years.</p> <p>Mark Zuckerberg has himself been intimately involved in <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook's livestreaming push</a>, and the company has <a href="http://www.wsj.com/articles/facebook-signs-deals-with-media-companies-celebrities-for-facebook-live-1466533472">reportedly</a> spent more than $50m to get publishers and celebrities to post video content using Facebook Live.</p> <p>Brands and publishers have been quick to adapt to video on Facebook, which is defined by <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">silent autoplay</a>, and despite the challenges of livestreaming, <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live">some are already using Live to great effect</a>.</p> <p>But is video a long-term solution to organic reach woes? Brands and publishers might not want to bet <em>yes</em> for a few reasons:</p> <ul> <li>As more and more brands and publishers embrace video, competition will increase and standing out will become more difficult.</li> <li>Facebook can update its algorithm at any time. While video seems to have an advantage today, perhaps intentionally, once Facebook achieves its goal of increasing the volume of video content posted, it could easily scale back any video ranking boost.</li> <li>The production of compelling video content can be more difficult and costly, and therefore many brands and publishers will be limited in just how much they can create. For instance, despite its success, video posts still make up less than a third of PopSugar's Facebook content.</li> </ul> <p>Brands and publishers do have some ability to hedge their bets. For example, more are turning to <a href="https://econsultancy.com/blog/68078-automated-video-considerations-for-publishers-and-advertisers">automated video</a> to increase video content production without breaking the bank.</p> <p>But with Cisco <a href="https://econsultancy.com/blog/67821-social-quarterly-report-q2-the-five-video-trends-to-watch">predicting that 80% of all internet traffic will come from video by 2019</a>, brands and publishers shouldn't expect video to offer an advantage forever.</p> <p>Instead, they should expect that a viable <a href="https://econsultancy.com/blog/65178-the-four-pillars-of-an-effective-online-video-strategy">video strategy</a> will be a necessity just to compete in the very near future.</p> tag:econsultancy.com,2008:BlogPost/68143 2016-08-08T16:07:00+01:00 2016-08-08T16:07:00+01:00 Will native video on LinkedIn be a boon to B2B marketers? Patricio Robles <p>Last week, LinkedIn <a href="https://blog.linkedin.com/2016/08/02/your-linkedin-feed-is-coming-to-life-with-videos-from-linkedin-i">announced</a> that it is launching its first foray into video in the form of 30-second videos from LinkedIn Influencers, a group of hundreds of "the world's foremost thinkers, leaders, and innovators" who are hand-picked by LinkedIn to publish content on its platform.</p> <p>LinkedIn's Jonathan Sherman-Presser explained, "When an Influencer you follow posts a video, that video will appear directly in your feed.</p> <p>From there, you can dive in to see what other Influencers have to say about that topic, weigh in with a comment, and respond to comments from other members."</p> <p>Initial content includes a video in which Guy Kawasaki, an early Apple employee, marketing expert and investor, answers the question, "What's the #1 thing founders should avoid doing in a pitch meeting?"</p> <p>And LinkedIn's co-founder and executive chairman, Reid Hoffman, posted a video answering the question, "What is the first thing in your office AI will take over?"</p> <p>Initially, LinkedIn is only giving Influencers the ability to post videos, but Sherman-Presser told TechCrunch that access to video functionality will likely be rolled out in the future.</p> <p>That, of course, could be a boon for B2B marketers who have fewer strong third-party distribution platforms for video content than their B2C counterparts.</p> <p>While there's nothing stopping B2B marketers from creating and distributing video content through Facebook, Twitter, Instagram, YouTube and similar networks, unlike LinkedIn, these networks are far more consumer-focused and it's hard for B2B marketers to create content that can stand out and compete in these channels.</p> <p>After all, <a href="https://econsultancy.com/blog/67701-12-best-branded-instagram-videos-from-march-2016">the type of videos B2C marketers regularly publish on Instagram</a>, for instance, are pretty cool.</p> <p>LinkedIn, with its professional focus, is on paper the perfect channel for B2B video content and B2B marketers should start prepping for the day when LinkedIn fully embraces video.</p> <h3>Strategy, quality and emotion still count</h3> <p>But B2B marketers shouldn't delude themselves into believing that they won't have to develop a strong video content marketing game to compete in a B2B channel like LinkedIn. They will.</p> <p>That starts with strategy and understanding what they're trying to achieve. For example, as Lucy Dawson, Digital Content Executive at Lloyd's of London, <a href="https://econsultancy.com/blog/11027-lloyd-s-of-london-s-lucy-dawson-on-b2b-and-social-media">explained</a>, "Our social media tactics tend to focus on thought leadership and education."</p> <p>And when it comes to the content itself, because it's B2B and not B2C <a href="https://econsultancy.com/blog/67302-b2b-video-marketing-five-tips-for-better-results">doesn't mean marketers have an excuse to be boring</a>. At a minimum, B2B video content should provide ample value in the form of expertise or advice.</p> <p><a href="https://econsultancy.com/blog/10561-six-tips-for-great-b2b-videos">It should also</a> have high production quality, be creative and wherever possible, strive to create some sort of emotional connection with viewers.</p> <p>In short, it's important for B2B marketers to remember that the people they're targeting are also consumers when they get off work, and their exposure to high-quality, emotional B2C video content on the web is likely to influence their expectations for B2B video content.</p> <p>So while marketers may soon have an attractive third-party channel through which to distribute B2B video, the channel will probably only be as productive as their content is useful and compelling.  </p> tag:econsultancy.com,2008:BlogPost/68144 2016-08-08T02:30:00+01:00 2016-08-08T02:30:00+01:00 Five things you should know about Snow (Asia's Snapchat) Jeff Rajeck <p>Launched in Asia in September 2015, Snow is a video chat app which is now available globally.</p> <p>It has all the signs of being a smash hit with the selfie-obsessed generation, but there are a number of other things that digital marketers should know about it.</p> <p>Here are five key points to get you started.</p> <h3>1) Snow is a lot like Snapchat</h3> <p>Snow is available like any other mobile app on both the <a href="https://itunes.apple.com/us/app/snow-selfie-motion-sticker/id1022267439">Apple App Store</a> and via <a href="https://play.google.com/store/apps/details?id=com.campmobile.snow">Google Play</a>.</p> <p>In the app stores, Snow is described as a 'Selfie, Motion sticker, Fun camera', but it might as well be called 'Asia's Snapchat'.</p> <p>Reason being that Snow has all of the basic features of Snapchat - like chat with disappearing photos and video - but it was developed and launched in Asia, initially.</p> <p>Crucially, Snow features the photo and video lenses that everyone loves so much on Snapchat.</p> <p>Some of these lenses are familiar...</p> <p><img src="https://assets.econsultancy.com/images/0007/7661/snapchat2.jpg" alt="" width="497" height="452"></p> <p>..others are quite different...</p> <p><img src="https://assets.econsultancy.com/images/0007/7662/snow.jpg" alt="" width="488" height="447"></p> <p>and still others seem to <a href="https://www.facebook.com/snowapp/videos/680065395465226/">push the current limits of selfie-taking</a>.</p> <img src="https://assets.econsultancy.com/images/0007/7665/snow2.jpg" alt="" width="488" height="266"> <p>Overall, though, the app is slick, its interface is intuitive and Snapchatters will find it very easy-to-use.</p> <h3>2) Snow is growing fast</h3> <p>Snow was only launched in September 2015, but as of July 2016 it has had 40m downloads. </p> <p>Though it's a bit early to discuss meaningful statistics such as user demographics and monthly active users (MAUs), its growth is phenomenal. It took Facebook over two years to have that many users.</p> <h3>3) Snow's parent company has big plans for the app</h3> <p>Snow was built by CampMobile which is currently a subsidiary of Korean firm Naver.</p> <p>Naver is well-known to those in Asia as the company which built LINE, the main chat application in Japan with a big following in Thailand and Indonesia as well.</p> <p>In a July 29th investor conference call, <a href="http://www.kita.org/global/ecoView.do?seq=17319&amp;searchWrd=&amp;pageIndex=1">Naver said that it aims to spin off Snow</a> so that the app might follow the path of LINE.</p> <p>For those unfamiliar with LINE, it is a chat app originally built by Naver, but created for the Japanese market. LINE was subsequently spun off by Naver and LINE recently IPO'd in New York and Tokyo in July. LINE, on its own, is now worth over $6bn.</p> <p>The reason LINE has been so successful is that it has crossed over from chat app to a platform with integrated services (taxi, grocery, etc.) and mobile payments. LINE also has 8m users who regularly buy stickers and 1.6m users who pay for LINE branded games.</p> <p>Econsultancy subscribers can read more about LINE in our <a href="https://econsultancy.com/reports/the-japan-digital-report">2016 Japan Digital Report</a>, but suffice it to say that Naver has already launched a very successful app platform and are looking to do it again with Snow.</p> <p><img src="https://assets.econsultancy.com/images/0007/7668/LINE.jpg" alt="" width="513" height="298"></p> <h3>4) Snow works in China, Snapchat does not</h3> <p>This is possibly the most important, yet under-reported, aspect of Snow.</p> <p>The Chinese internet regulators have blocked Snapchat in China and so Snapchat's app does not work there. Snow, however, does work and so it is likely that it will take Snapchat's place in the country.</p> <p>There is no consensus on why Snapchat has been blocked and Snow has not, but some speculate it is because Snapchat uses Google Cloud, which is blocked in China as well. Also, Snapchat may not be providing the access to data required by the Chinese government.</p> <p>Regardless, if Snow gains traction in China then it will have access to hundreds of millions of users that Snapchat does not.</p> <h3>5) Snow is another sign that the West is not winning in China</h3> <p>Before Snow, Snapchat may have enjoyed a first-mover advantage in China for its disappearing video chat. Now, even if it is allowed by the Chinese regulator, Snapchat will be forced to compete feature-by-feature with a regional firm.</p> <p>Recent events tell us that this is very bad for Snapchat. </p> <p>Looking at all of the Western vs. Chinese digital services showdowns recently, it seems that the Chinese firm wins every time.</p> <ul> <li>For ecommerce, <strong>Alibaba and Tmall have taken the place of Amazon</strong> in China.</li> <li>In search, <strong>Baidu now has 3 times the market share of Google</strong> in greater China.</li> <li>And for taxis, <strong>Didi Chuxing just bought all of Uber China's assets</strong> effectively kicking them out of the country.</li> </ul> <p>(For more on China's digital players, subscribers should have a look at Econsultancy's <a href="https://econsultancy.com/reports/the-china-digital-report">China Digital Report</a>)</p> <p>The narrative for each defeat seems to be similar. A US firm develops a new web service, proves that it has a viable business, and then, when it is launched in China, is beat out by a local firm.</p> <p>Admittedly, Snow is not a Chinese firm and so it may suffer the same fate. But the fact that Snow is not blocked shows that the regulators in China prefer Naver to Snapchat for the time being.</p> <h3>So...</h3> <p>Snow is available for everyone now and it is a great app. </p> <p>Naturally, most Westerners will not have a large group of friends on the app network, but as a way to take new and interesting selfies, it's quite good and worth a download anyway.</p> <p>In the longer term, however, it looks possible that Snow will be the preferred video chat app in Asia and so its worth getting to know and keeping an eye on.</p> tag:econsultancy.com,2008:RoundtableEvent/824 2016-08-01T16:50:10+01:00 2016-08-01T16:50:10+01:00 Video Marketing <p>Predicted to be one of the key content marketing trends of 2016, it is clear that video is here to stay. With new stats being relased telling us how video compares to other forms of media and the increasing rate of video consumption around the world, how do you make sure that your video marketing is most effective? </p> <p><strong>Exclusively available for Econsultancy Enterprise subscribers</strong>, this roundtable gives you the opportunity to meet with your peers and share knowledge, best practice, opportunities and challenges in particular areas of Video Marketing. </p> <p>Attendance is limited to 14 - 16 attendees, with discussion chaired and facilitated by Econsultancy.</p> <h3>Agenda</h3> <p>·         Who has a video strategy? Is it working?</p> <p>·         What are people achieving with video? What do we want to achieve?</p> <p>·         How can we achieve more with video? </p> <p>·         Options for production, in-house, UGC, pro</p> <p>·         Options for distribution</p> <p>·         How do we measure results? Analytics, Sales etc.</p> <p>·         The future of video</p> tag:econsultancy.com,2008:Report/4207 2016-07-27T21:00:00+01:00 2016-07-27T21:00:00+01:00 The Japan Digital Report <p><strong>The Japan Digital Report</strong> aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape.</p> <p>Additionally, the report provides detailed information about marketing on LINE, the most culturally significant digital platform in Japan presently.</p> <p>Through the data, the charts and the commentary, the report will help marketers looking to make a case for investing more in the country and provide a foundation for further research.</p> <h2>Topics covered include:</h2> <ul> <li> <strong>Demographics.</strong> How does Japan compare to the rest of the world?</li> <li> <strong>Digital readiness.</strong> What is the current state of internet and mobile technology in the country?</li> <li> <strong>Digital landscape.</strong> What are the main web, social, search, video and ecommerce sites in the country, and how do they operate?</li> </ul> tag:econsultancy.com,2008:BlogPost/68090 2016-07-27T09:54:00+01:00 2016-07-27T09:54:00+01:00 How ZSL London Zoo is using Facebook video to drive social growth Nikki Gilliland <p>Last month, the zoo released footage of its two newborn Sumatran tigers, captured just moments after they were born to seven-year-old tigress, Melati. </p> <p>Garnering over five hundred thousand views, the video has been a massive success for the Zoological Society London. </p> <p>Here's a bit more background as to why.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzsllondonzoo%2Fvideos%2F735878596448601%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>A new strategy</h3> <p>ZSL London has just 54,000 followers on Twitter compared to over 100,000 on Facebook. This is the main reason behind the Zoo’s switch to the platform, where it is able to utilise a larger and much more active user-base.</p> <p>Previously, the organisation experimented with live streaming app Periscope, yet failed to ignite much engagement.</p> <p>With a longer lifespan that allows videos stay in News Feeds even after a live broadcast, the move to Facebook also enabled the organisation to execute a much more streamlined and targeted strategy.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">LIVE on <a href="https://twitter.com/hashtag/Periscope?src=hash">#Periscope</a>: Meerkats and Otters! <a href="https://t.co/wQlCJQOyor">https://t.co/wQlCJQOyor</a></p> — ZSL London Zoo (@zsllondonzoo) <a href="https://twitter.com/zsllondonzoo/status/621303612963180548">July 15, 2015</a> </blockquote> <h3>Why it works</h3> <p>While cute animals are always a winner, it’s not the only thing that people are interested in. </p> <p>With an intent to provide a mixture of educational and informative content (as well as cute), ZSL’s other features have also proved successful.</p> <p>A recent video about the Hercules beetle, including a Live Q&amp;A with its handler, has now had 42,785 views, showing that the creepy-crawly can be just as fascinating as the cute.  </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzsllondonzoo%2Fvideos%2F732230310146763%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>What’s more, it doesn’t <em>always</em> depend on the content's subject matter.</p> <p>With 85% of Facebook users choosing to watch videos without sound, ZSL’s decision to use subtitles has also been a clever move.</p> <p>Since it introduced this feature, some views have so much as doubled, demonstrating that user context is often just as important.</p> <h3>Wider strategy</h3> <p>London Zoo is just one part of the Zoological Society of London - an organisation that has placed greater effort on strengthening its marketing message in recent years.</p> <p>As part of a rebrand, it relaunched last year using the strapline ‘Let’s Work for Wildlife’.</p> <p>This new focus on promoting its global conservation work has influenced the type of content it produces, focusing on storytelling to garner greater emotional investment and engagement. </p> <p>Instead of just getting visitors to the zoo, ZSL’s video content is now designed to further the charity’s core aim of inspiring conservational action.</p> <p><img src="https://assets.econsultancy.com/images/0007/7188/zsl_rebrand.PNG" alt="" width="780" height="315"></p> <h3>What can we learn?</h3> <p>With the prediction that <a href="http://www.cisco.com/c/dam/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.pdf">video will account for 69% of consumer internet traffic by 2017</a>, brands need to keep up. ZSL is a great example to follow.</p> <p>A willingness to experiment with features like silent videos and live broadcasts means that instead of lagging behind, it is constantly adapting its social strategy to fit current trends.</p> <p>In terms of the platform, <a href="http://newsroom.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/" target="_blank">Facebook’s ability to target audiences</a> in contextual, relevant and meaningful ways means that, for many brands, it’s the natural choice for video content. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzsllondonzoo%2Fvideos%2F741425439227250%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p><em>Further reading:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68075-who-will-win-the-live-streaming-battle-facebook-live-or-periscope/">Who will win the live-streaming battle, Facebook Live or Periscope?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68078 2016-07-25T09:57:47+01:00 2016-07-25T09:57:47+01:00 Automated video: considerations for publishers and advertisers Patricio Robles <p>Consumers love video and advertisers can't get enough video ad inventory. As a result, publishers and media companies are increasingly doing whatever they can t<a href="https://econsultancy.com/blog/67958-if-video-is-the-future-of-the-internet-here-s-what-brands-need-to-know">o embrace video</a>.</p> <p>Historically, video production has been a costly undertaking. After all, creating compelling, high-quality video is far more involved than creating compelling, high-quality written content or photography.</p> <p>To address the consumer and advertiser demand for video while at the same time avoiding breaking the bank, publishers have turned to technology that is capable of churning out video content in a highly-automated fashion.</p> <h3>Wochit and Wibbitz</h3> <p>As <a href="http://www.nytimes.com/2016/07/11/business/media/as-online-video-surges-publishers-turn-to-automation.html?_r=0">detailed by</a> the New York Times, two companies, Wochit and Wibbitz, have come to take an early lead in the automated video production space.</p> <p>A wide range of publishers are making these companies' tools a big part of their online video strategies. One of those publishers is Tronc, formerly Tribune Publishing, which has newspapers such as the Chicago Tribune, Los Angeles Times and Orlando Sentinel in its portfolio.</p> <p>Tronc chairman Michael W. Ferro Jr. told the New York Times' John Herrman that his company is currently producing a "couple hundred" videos each day, but sees that number increasingly substantially. "We think we need to be doing 2,000 videos a day," he said.</p> <p>Such volume is probably impossible without automated video, and as automated video becomes a bigger and bigger source of video on the web, here's what publishers and advertisers should keep in mind.</p> <h3>How it works</h3> <p>Automated video platforms like Wochit and Wibbitz analyze input text content (eg. for a news story) and identify images and video clips that are related, typically from stock and video photography services.</p> <p>Through partnerships, Wochit and Wibbitz offer human voice narration, but fully-automated computer-generated voice-overs can also be used.</p> <p>Wochit and Wibbitz can also automatically caption the videos they assemble, important for creating videos that are suited for social channels that have <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">silent autoplay</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7283/automatedvideo-blog-flyer.png" alt="" width="470" height="265"></p> <p>For publishers that don't trust Wochit and Wibbitz to produce production-ready videos in a totally automated fashion, publishers have the flexibility to make their own edits and add their own content to videos before publishing. </p> <h3>Limitations</h3> <p>While adoption of automated video is growing significantly – major publishers that are clients of Wochit and Wibbitz include Hearst, Gannett, Time, CBS Interactive, Bonnier and The Huffington Post – automated video is not without its limitations. While consumers love video, they still have expectations around quality and it's hard to meet those expectations in a fully-automated fashion. </p> <p>According to USA Today's Chris Pirrone...</p> <blockquote> <p>The data came back very quickly that text-to-video alone, if you don't touch it, consumers can quickly recognize it is not a high-quality product.</p> </blockquote> <p>Even Wochit and Wibbitz agree: their tools are best used in conjunction with a human touch.</p> <p>But even with that human touch, publishers and advertisers need to recognize that the most compelling kinds of videos, which are emotional and tell powerful stories, are probably not going to come from an automated video platform any time soon.</p> <p>So video automation tools, while a potential contributor to the online video ecosystem, aren't a panacea and shouldn't be relied on too heavily.</p> <h3>Supply and demand</h3> <p>A bigger consideration for publishers and advertisers is the fact that automated video is going to change the supply and demand dynamics in the online video market.</p> <p>Since the beginning of the year, Wochit's clients have doubled the number of videos they're producing using the company's technology. That figure now stands at 30,000 videos a month.</p> <p>While consumers love video, <a href="http://www.businessinsider.com/internet-habits-are-bad-news-for-digital-media-2016-7">attention is finite</a> and the growing number of videos will make it harder for publishers to stand out. At worst, video in some content categories could be completely commoditized to the point that it isn't a point of differentiation with consumers and prices for ads drops significantly.</p> <p>At the same time, if the rise of automated video comes at the expense of truly original video, demand for original video content, including longer-form content, could increase as it becomes less common, benefiting publishers that continue to invest in its production and making it more expensive for advertisers looking to market their wares through non-commoditized video content.</p> <h3>Risks</h3> <p>The limitations of automated video, combined with the possible supply and demand effects, mean that adoption of automated video on a larger scale presents risks for both publishers and advertisers.</p> <p>For publishers, too much reliance on automated video could backfire, reducing the quality of the video content portfolios. Eventually, that could threaten a publishers' brands and leave them with audiences and ad inventory that are less valuable.</p> <p>For this reason, publishers should be strategic about how much of the video content mix they create using automated video tools. Specifically, they should consider focusing their use of automated video on channels for which this kind of content might be better suited, such as social platforms, where silent autoplay means short, captioned video content is more acceptable.</p> <p>For advertisers, the risk is that the ad inventory created by automated video won't be as high in value, and might even become of limited value if publishers oversaturate the market.</p> <p>For this reason, advertisers should recognize that video ad inventory is not all the same and make sure that they're not paying a premium for inventory that is not premium.</p>