THE RISE OF VIDEO CONTENT
Pierre-Jean Choquelle - Head of planning @ Brand Station

DIGITAL VIDEO CONTENT IS A
BIG DEAL YOU KINDA KNEW THAT ALREADY, BUT LET’S RECAP… Pierre-Jean Choquelle Head of planning @Brand Station

VIDEO WILL ACCOUNT FOR 80%
OF ALL CONSUMER INTERNET TRAFFIC BY 2019 SOURCE : NIELSEN Pierre-Jean Choquelle Head of planning @Brand Station

IN 2014, IT ALREADY SUMMED
UP TO 64% SOURCE : NIELSEN Pierre-Jean Choquelle Head of planning @Brand Station

THIS IS VERY EXCITING NEWS
AS IT SEEMS TO BE AN ABSOLUTE MARKETER’S DREAM Pierre-Jean Choquelle Head of planning @Brand Station

Source : Animoto video marketing
survey, 2015 IT MAKES BRANDS AND PRODUCTS MORE RELATABLE Pierre-Jean Choquelle Head of planning @Brand Station

Source : Nielsen Global Digital
Landscape Survey 2015 EVERYONE LOVES IT, NOT JUST MILLENNIALS Pierre-Jean Choquelle Head of planning @Brand Station

Source : Nielsen Global Digital
Landscape Survey 2015 …IN FACT, THERE ARE NO SHOCKING USAGE DIFFERENCES BETWEEN AGE GROUPS Pierre-Jean Choquelle Head of planning @Brand Station

Source : 2015 Accenture Digital
Consumer Survey THE BEAUTY OF DIGITAL CONTENT : IT DOESN’T CONFORM TO A STRICTLY DEFINED CHANNEL Pierre-Jean Choquelle Head of planning @Brand Station

Source : 2015 Accenture Digital
Consumer Survey IT CAN CREATE LIQUID, FLUID RELATIONSHIPS Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Netflix : pick up where you left of from any device to any another

Source : Nielsen Global Digital
Landscape Survey 2015 IT ENABLES A WHOLE NEW ALCHEMY OF FORMAT MIXES Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Conan O’brien is using playlists to regroup short clips from the TV show around the most popular stories/skits

Pierre-Jean Choquelle Head of planning
@Brand Station John Oliver also uses his channel to develop broadcasted stories in short format as well as providing web exclusives

THE GOOD NEWS IN SHORT
IT MAKES TV LESS OF A MANDATORY EXPENSE EVERYONE LOVES IT - WATCHES IT ALL THE TIME - ANYWHERE/ANYPLACE ITS CONSUMPTION BETWEEN DEVICES IS VERY LOGICAL AND RELATABLE IT CAN EXTEND THE RELATIONSHIP WITH YOUR CONSUMERS IT OPENS MORE CREATIVE ROUTES IN TERMS OF FORMATS AND MESSAGE DELIVERY Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station BUT OF COURSE, THERE’S ALSO SOME BAD NEWS

VIDEO CONTENT MIGHT JUST BE
THE HARSHEST MODERN COMPETITIVE ENVIRONMENT ADVERTISERS (+40% ON YT IN 2014) SOURCE : YOUTUBE MEDIA & PUBLISHERS ARTISTS & ENTERTAINERS CONSUMERS Pierre-Jean Choquelle Head of planning @Brand Station

INTERNATIONAL NOTORIETY OR A PREVIOUS
VIRAL HIT DOESN’T MAKE YOU AN ESSENTIAL CONTENT PROVIDER ONLINE Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station REAL BEAUTY SKETCHES : 66 310 990 VIEWS source : DOVE US youtube channel, sept. 2015

Pierre-Jean Choquelle Head of planning
@Brand Station 68 900 YOUTUBE SUBSCRIBERS source : DOVE US youtube channel, sept. 2015

Pierre-Jean Choquelle Head of planning
@Brand Station 138 000 000 WORLDWIDE PAID SUBSCRIBERS source : statista.com, 2014

Pierre-Jean Choquelle Head of planning
@Brand Station 605 700 YOUTUBE SUBSCRIBERS source : HBO youtube channel, sept. 2015

Pierre-Jean Choquelle Head of planning
@Brand Station 146 000 000 ALBUMS SOLD WORLDWIDE source : Wikipedia

Pierre-Jean Choquelle Head of planning
@Brand Station 624 000 SUBSCRIBERS source : MADONNA VEVO youtube channel, sept. 2015

Pierre-Jean Choquelle Head of planning
@Brand Station 12 400 000 ALBUMS SOLD WORLDWIDE source : Wikipedia

Pierre-Jean Choquelle Head of planning
@Brand Station 2 000 000 YOUTUBE SUBSCRIBERS source : KANYE WEST VEVO Youtube channel, sept 2015

Pierre-Jean Choquelle Head of planning
@Brand Station FREE MAGAZINE WITH VERY LIMITED PRINT

Pierre-Jean Choquelle Head of planning
@Brand Station 6 265 000 YOUTUBE SUBSCRIBERS source : Vice News Youtube channel, sept 2015

Pierre-Jean Choquelle Head of planning
@Brand Station 25 YO SWEDISH MAN

Pierre-Jean Choquelle Head of planning
@Brand Station 39 558 000 SUBSCRIBERSsource : PEWDIEPIE Youtube channel, sept. 2015

Pierre-Jean Choquelle Head of planning
@Brand Station THERE IS NO ROI FOR BEING YET ANOTHER VOICE IN THE CROWD MINUTES OF CONTENT WATCHED DAILY : 430 000 000 ON TWITCH 200 000 000 ON YOUTUBE 12 000 000 ON VINE

Pierre-Jean Choquelle Head of planning
@Brand Station …AND THE CROWD IS GETTING BIGGER AND BIGGER source : Mixpo Survey 2015

Pierre-Jean Choquelle Head of planning
@Brand Station PERHAPS A MEATY MEDIA BUDGET MIGHT DO THE TRICK ?

Pierre-Jean Choquelle Head of planning
@Brand Station IF YOUR VIDEO CONTENT IS TOO OBVIOUS OF AN ADVERT, YOU WILL FAIL Source : 2015 Accenture Digital Consumer Survey

Pierre-Jean Choquelle Head of planning
@Brand Station CONTENT OBESITY IS A VERY REAL EPIDEMIC FUELED BY WRONG METRICS AND SHORT TERM VISION

Pierre-Jean Choquelle Head of planning
@Brand Station GREATER CHOICE BETWEEN INCREASING SOURCES AND OVER MULTIPLE DEVICES MEANS MORE POWER TO THE CONSUMER

Pierre-Jean Choquelle Head of planning
@Brand Station MAKING EXTREME AMBITION YOUR ONLY OPTION

LET’S PUT THE MARKETER’S PERSPECTIVE
ASIDE AND THINK LIKE MERE MORTALS Pierre-Jean Choquelle Head of planning @Brand Station

BRANDS HAVE NOTHING TO DO
WITH VIDEO CONTENT’S POPULARITY IN FACT, IT’S THEIR RELATIVE ABSENCE THAT MAKES IT SO FUN Pierre-Jean Choquelle Head of planning @Brand Station

WELCOME TO THE PEOPLE’S VIDEO
CONTENT HOW AND WHY THEY DO IT, AND WHAT YOU CAN LEARN FROM IT Pierre-Jean Choquelle Head of planning @Brand Station

THEY FOCUS ON IDEAS, NOT
FORMATS THIS IS WHY BRANDS STRUGGLE TO KEEP UP Pierre-Jean Choquelle Head of planning @Brand Station

THEY BRING VALUE TO THEIR
AUDIENCE BY COMBINING UNCONNECTED ELEMENTS IN A WAY THAT ADDS SOMETHING TO THE TABLE Pierre-Jean Choquelle Head of planning @Brand Station

FORMAT CAN BE THE INNOVATIVE
LEVER TO A GREAT IDEA Pierre-Jean Choquelle Head of planning @Brand Station

Zach King successfully leveraged Vine’s
short-loop formats in service of his video illusions concept Pierre-Jean Choquelle Head of planning @Brand Station

BUT NEVER THE IDEA ON
ITS OWN Pierre-Jean Choquelle Head of planning @Brand Station

The concept of Zach King’s
short-format illusions made him famous on Vine but translates just as well on Youtube Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station …and gets even better with a whole new format like 360 video https://www.youtube.com/watch?t=1&v=oiojqF-60MU

YOU ALREADY KNOW THE FORMULA
TO GREAT IDEAS IT JUST NEEDS A LITTLE TWEAK Pierre-Jean Choquelle Head of planning @Brand Station

CUSTOMER INSIGHT COMPETITION INSIGHT PRODUCT
TRUTH Pierre-Jean Choquelle Head of planning @Brand Station = VALUE PROPOSITION

AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL
TRUTH Pierre-Jean Choquelle Head of planning @Brand Station

AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL
TRUTH Pierre-Jean Choquelle Head of planning @Brand Station Special effects are fascinating to most people but expected mainly from blockbuster movies

AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL
TRUTH Pierre-Jean Choquelle Head of planning @Brand Station When people film themselves at home it’s usually pretty boring and of poor production quality

AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL
TRUTH Pierre-Jean Choquelle Head of planning @Brand Station I want to make special effects more approachable to the everyday man

Pierre-Jean Choquelle Head of planning
@Brand Station « LET’S BEWILDER WITH HOME-MADE DIGITAL MAGIC TRICKS » Not the first digital magician, but the first to do it from home, with friends and everyday situations

Pierre-Jean Choquelle Head of planning
@Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH Pierre-Jean Choquelle Head of planning @Brand Station Men love to eat a lot of the food that’s supposedly the worst for their health

Pierre-Jean Choquelle Head of planning
@Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH Pierre-Jean Choquelle Head of planning @Brand Station Most video recipes are very technical and pretty boring

Pierre-Jean Choquelle Head of planning
@Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH Pierre-Jean Choquelle Head of planning @Brand Station We believe we have the fondamental right to eat ourselves to death

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station « LET’S COMMIT WILD FOOD ATROCITIES IN THE NAME ON MANLINESS » It’s much less about the food than the overall statement and craft

Pierre-Jean Choquelle Head of planning
@Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH People just love discovering how curious they really are Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH The information exists online but can be tedious and discouraging to go through Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH I believe the key to understanding a topic is being able to explain it out loud Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station « LET’S SPREAD THE JOY OF KNOWLEDGE ON ANY AND EVERYTHING » Teaching as much on the topic than the fun of knowing

Pierre-Jean Choquelle Head of planning
@Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH We might not all be movie buffs but there is at least a few movies we really love

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH Movie discussions online are usually taken very seriously

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station AUDIENCE INSIGHT COMPETITION INSIGHT PERSONAL TRUTH Tearing movies appart is the best way to learn about cinema

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station « LET’S TEACH PEOPLE CRITICAL THINKING ABOUT CINEMA » Starting passionate discussions though tongue-in-cheek bad faith

Pierre-Jean Choquelle Head of planning
@Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station « LET’S SHOW PEOPLE YOU CAN MAKE FANTASY REAL » Showcasing the power of craftsmanship in a whole new light

THINK ABOUT IT, EVEN WHEN
FACED WITH THE MOST…PECULIAR CONTENT Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station « LET’S CREATE A NEW SENSORY EXPERIENCE FOR PEOPLE » Bringing people together around a weird pseudo-scientific phenomenon

Pierre-Jean Choquelle Head of planning
@Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station « YOU KNOW WHAT, JUST F*CK IT » Using the established codes of « how to videos » to create pure creative mayhem

IDEAS OVER FORMATS, IN SHORT
LEVERAGE FORMATS IN SERVICE OF AN IDEA, NEVER THE OTHER WAY AROUND KNOW THE MARKET, KNOW THE CONTENT, UNDERSTAND WHY THEY ATTRACT ATTENTION AIM TO ADD VALUE TO WHAT CONSUMERS ARE ALREADY WATCHING AND EXPERIENCING (SERIOUSLY) Pierre-Jean Choquelle Head of planning @Brand Station Pierre-Jean Choquelle Head of planning @Brand Station

THEY DON’T TRY TO SELL
YOU STUFF BUT THEY ALL MAKE YOU BUY INTO THE SAME THING Pierre-Jean Choquelle Head of planning @Brand Station

STORYTELLING

THEY MAKE YOU BUY INTO
THEIR STORIES BY CREATING CHARACTERS, PLOT THREADS AND ARCS EVEN WITH NONFICTIONAL FORMATS Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station

PEOPLE LOVE YOUTUBE STARS BECAUSE
THEY ARE HEROES OF A COMMON JOURNEY FICTIONAL OR REAL, THIS IS THE KEY OF THEIR VIEWERSHIP Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Hannah Hart shot a video of herself in her home giving a drunken cooking lesson for fun in 2011

Pierre-Jean Choquelle Head of planning
@Brand Station She has signed a best-selling kitchen book and is starring in a series by Legendary Television Distribution

Pierre-Jean Choquelle Head of planning
@Brand Station James Rolfe started making bad video games reviews in 2004, slowly creating the « angry nerd » persona to amuse his viewers

Pierre-Jean Choquelle Head of planning
@Brand Station He has since built a cult following and released his first movie, where he stars as the Nerd in an original adventure after spending 10+ years popularizing the review-as-short-film format that inspires to this day

Pierre-Jean Choquelle Head of planning
@Brand Station

THE POINT IS : THEY
GROW WITH THEIR AUDIENCE MAKING IT MY STORY AS A VIEWER AS MUCH AS THEIRS AS CREATORS Pierre-Jean Choquelle Head of planning @Brand Station

SELL A STORY THAT BEGINS
(AND LIVES) WITH PEOPLE THE BEST STORY MIGHT NOT BE YOUR PRODUCT’S OR BRAND’S ESTABLISHED HISTORY BUT A DIFFERENT, NEW INCARNATION OF YOUR VALUES GET INSPIRED BY OTHER GREAT STORYTELLERS, NOT JUST OTHER BRANDS UNDERSTAND THAT A GREAT STORY ISN’T JUST A GREAT PITCH TO YOUR FILM IT’S THE AIM TO TAKE ON A JOURNEY WITH PEOPLE WHO ARE WATCHING Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Google India found a way to retell google’s core mission in a different way with a series that gave life to a personal story between characters affected by real-life events relatable to the audience

THEY MAKE YOU WANT TO
ENGAGE WITH THEIR CONTENT WITHOUT TRADITIONAL CALL TO ACTION, WITHOUT PRODUCT DRAW… Pierre-Jean Choquelle Head of planning @Brand Station

68% OF PEOPLE SHARE THINGS
TO GIVE OTHERS A BETTER SENSE OF WHO THEY ARE SOURCE : NEW YORK TIMES Pierre-Jean Choquelle Head of planning @Brand Station

WHEN PEOPLE SHARE A VIDEO
ONLINE THEY ARE SHAPING OTHER’S IMPRESSIONS OF THEM (KNOWINGLY OR NOT) Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station Is this piece of content really making me look any better to my friend’s ?

Pierre-Jean Choquelle Head of planning
@Brand Station or is this ?

Pierre-Jean Choquelle Head of planning
@Brand Station or is even this ?

MY ANSWER WON’T BE THE
SAME AS YOURS (BECAUSE I’M A NERD BUT YOU PROBABLY AREN’T) Pierre-Jean Choquelle Head of planning @Brand Station

IT’S NOT A FIXED DEAL
BETWEEN PROVIDER AND AUDIENCES, IT’S A MOVING RELATIONSHIP BASED ON MUTUAL INTERESTS Pierre-Jean Choquelle Head of planning @Brand Station

SO WHEN THEY DO (OFTEN
VERY CLEARLY) CALL TO ACTION IT’S ON AN RELATIONAL RATHER THAN TRANSACTIONAL LEVEL Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station This is the Bro Fist. Pewdiepie’s send off to his audience concluding each video

Pierre-Jean Choquelle Head of planning
@Brand Station It’s became a strong community symbol among his fans who turned it into much more than a gimmick

YOU ACTUALLY FEEL THAT YOUR
ENGAGEMENT MATTERS TO SOMEONE YOU CARE ABOUT Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station The Bro Fist was turned into a fan-made game, later reviewed by Pew Die Pie himself…

MAKE IT SHAREABLE, BUT FOR
GOOD REASONS CHALLENGE YOUR PERCEPTION OF ENGAGEMENT BY AVOIDING PAYING FOR WHAT SHOULD BE FREE UNDERSTAND THE VALUE OF EMPATHY BY EXPLORING THE PERSONAS OF YOUR AUDIENCE ONCE AGAIN, GET INSPIRED BY YOUR PERSONAL REASONS TO ENGAGE EMOTIONALLY WITH A PIECE OF CONTENT Pierre-Jean Choquelle Head of planning @Brand Station

IN CONCLUSION, GREAT VIDEO CONTENT
: STORIES BUILT AROUND VALUE-DRIVEN IDEAS THAT CREATE STRONG MUTUALLY BENEFICIAL RELATIONSHIPS Pierre-Jean Choquelle Head of planning @Brand Station

IF IT COULD BOIL DONE
TO ONE TAKE-AWAY : BEFORE THINKING LIKE A PUBLISHER, THINK OF THE HUMANS AT THE OTHER END OF THE SCREENS Pierre-Jean Choquelle Head of planning @Brand Station

WHAT IS THE HIDDEN TRUTH
IN THE WAY THEY CONNECT TO CONTENT ? WHAT ARE THEY BEING FED ? IS THERE FRUSTRATION TO BE LIFTED ? WHAT IS THE INTIMATE REASON WORTH TELLING BEHIND THIS PROJECT ? Pierre-Jean Choquelle Head of planning @Brand Station = VALUE PROPOSITION

SOME TOOLS YOU CAN USE
TO SATURATE YOUR BRAIN WITH GREAT VIDEO CONTENT Pierre-Jean Choquelle Head of planning @Brand Station

Pierre-Jean Choquelle Head of planning
@Brand Station EXPANDEDRAMBLINGS.COM

Pierre-Jean Choquelle Head of planning
@Brand Station SOCIALBLADE.COM

Pierre-Jean Choquelle Head of planning
@Brand Station YOUTUBE.COM/TRENDSDASHBOARD

Pierre-Jean Choquelle Head of planning
@Brand Station TUBEFILTER.COM

Pierre-Jean Choquelle Head of planning
@Brand Station TUBEFILTER.COM

Pierre-Jean Choquelle Head of planning
@Brand Station VIRALVIRALVIDEOS.COM

16 - 20 rue Pétrarque
75 116 Paris pierre.jean.c@brandstation.fr 00336 77 93 48 97 BRIEF US ;)