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How the New Media Rebellion in Video is Reshaping the Publishing World

How the New Media Rebellion in Video is Reshaping the Publishing WorldDigital first publishers, and rockstar influencers are transforming the publishing world - and the change is being driven by the power of online video.

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Video Consumption is Increasing and Media Publishers and Influencers are the Real Winners

Video Consumption is Increasing and Media Publishers and Influencers are the Real Winners

Each year for the past three years, Activate has taken a deep dive into major consumer trends, technology innovations, and industry dynamics as part of the Wall Street Journal D.Live Conference. This year, the management consulting firm identified nine important insights that it predicts will shape or reshape the media industry in the year to come.

I’ve read all 140 slides in Activate’s deck on SlideShare and found that one of their surprising and unexpected insights is something that video marketers will want to know, analyze, and act on – “Big Influencers and Media Brands will Rule Web Video.” Let’s take a closer look at this key trend in the digital video marketing business.

Media Publishers & Influencers Generate Most Views Across Social Video

According to Activate, consumers will dramatically increase their overall time spent watching digital video from 2017 to 2021. Okay, that gentle breeze is not going to knock any leaves out of the trees. But, here’s what will: Activate says the top 1% of creators drive 94% of the views on YouTube.

To back up its prediction, Activate evaluated extensive Tubular Labs data on creators with over 10 million views on YouTube and found that 24% of these creators account for 71% of views. Over on Facebook, 26% of creators account for 77% of views. Both of these groups of top creators have over 50 million views on these social video platforms.

Activate’s analysis of Tubular’s data confirms that influencers and media companies make up 97% of YouTube views in this group of top video creators with more than 50 million views. And 98% of Facebook views come from influencers and media companies. Brands only make up 3% of the views on these platforms. Influencers are defined as personalities, celebrities or public figures with significant social presence. Media companies are defined as organizations whose primary business model is in production and/or distribution of content. This includes some professional influencer entities that have moved upstream.

How Brands Can Find the Right Content Partners to Work With

And here’s something that brands will want to know, analyze, and act on: Tubular Labs data shows that there is a greater ratio of influencers to media companies on YouTube (83% influencers to 17% media companies) and a roughly even ratio on Facebook (52% influencers to 48% media companies). So, if brands are looking for the right content partner to reach the right audience, and get more engagement for less spend, then they need to look in different categories on different platforms.

Activate analyzed the top five YouTube influencers by subscribers in four categories: How-to & Style (like Yuya), People & Blogs (like Roman Atwood), Comedy & Entertainment (like HolaSoyGerman), and Gaming (like elrubiusOMG) as of October 2017. The management consulting firm concluded: “Top web video influencers range across content areas and platforms.” Which may be an obvious statement, but a vital one if you are brand looking to work with the right influencer to reach the right target audience. Combined, these influencers have over 70 billion views on YouTube. And all of these influencers have a strong presence on a second platform, ranging from Instagram (13) or Twitch (5) to Facebook (2).

Activate also analyzed Tubular data for the top U.S. media company creators on YouTube and found 49% are in the Entertainment category (like Ellen), 22% are in Music & Dance (like Justin Bieber), and 9% are in News & Politics (like The Young Turks). Oh, and these media company creators include Smosh, which used to be recognized as an influencer but has recently worked on films produced by Lionsgate and Columbia Pictures, so they’ve been “moved upstream.” So, kudos to Andrew Hecox and Anthony Padilla, who began to post videos on YouTube in the autumn of 2005.

Next, Activate analyzed Tubular data for the top U.S. media company creators on Facebook and found 61% are in the Entertainment category (like Bright Side), and 10% are in News & Politics (like NowThis). So, even if a couple of the categories are the same, there are different leaders on different platforms.

In fact, Activate says, “Influencers who start on a platform do not typically transfer success to another.” So, as I’ve observed back in 2015, the social video market is segmented, not fragmented. Back then, the analogy that I used was: “The European market isn’t fragmented; it’s segmented. Not only does each country have its own language, each one also has its own culture and customs as well as its own folk heroes. And just because 320 million Europeans in 24 countries use the euro doesn’t mean that I’d market a product in France, Germany, Italy and Spain with the same online video that I’d created for an audience of 64 million people in the U.K. (which, of course uses the pound as its currency).” And I wrote that before Brexit.

So, long-time readers of Tubular Insights will not be shocked to read Activate’s observation: “Web video platforms satisfy different content preferences (and) media companies will need to play to each platform’s strengths.” And their analysis extends beyond YouTube, Facebook, and Twitch; it includes Instagram and Snapchat, too.

Nevertheless, Activate notes: “To attract these creators and capture user attention, web video platforms are attempting to move into each others’ turfs.” So, watch initiatives like YouTube Red, YouTube Live, YouTube TV, Facebook Live, and Facebook Watch like a hawk. The video segmentation matrix is shifting even as we speak.

Social Video and the Shift to Live-streaming

Activate also analyzed Tubular data and concludes: “The platforms are also shifting into live streaming — this medium has exhibited rapid growth in views and time spent.” It also includes a chart that may surprise some video marketers. It shows Twitch, a subsidiary of Amazon.com, as the leader in this category (with 743,000 average live streaming viewers), followed by YouTube Live (with 318,000), Facebook Live (with 61,000), and Periscope (with 23,000). This should stop “the rooster’s hallylooyer as he tiptoes on the fence.”

Activate also predicts” “Live-streaming creators will use crowdfunding platforms, such as Patreon, to monetize directly through fans.” This is something that the VlogBrothers, aka the Green brothers, John Green and Hank Green, have been saying since YouTube’s Brandcast event in 2015. So, it’s significant that Activate has come to a similar conclusion independently.

Now, that’s the big story. But, there are lots of other surprising and unexpected insights in the Activate Tech & Media Outlook 2018. For example, did you know there are 31 hours in a day? If you want, I can share my thoughts on these in a future post. Just let me know if that’s something that you’d be interested in reading by sharing your thoughts on Facebook or Twitter.


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How Jukin Media is Leveraging Original Video Content After Viral Success

How Jukin Media is Leveraging Original Video Content After Viral Success

Here at Tubular Insights, we’ve covered a lot of digital video executives and professionals in our “Day in the Life” series. Experts from the Weather Channel to the BBC have weighed in on what their days are like working in the video industry, and how they managed to grow successful YouTube channels and develop killer video strategies. But now, one of the brands we featured in a previous “Day in the Life” post has perked our interest, as it’s standing at a very interesting crossroads in its day-to-day operations.

Jukin Media, a publisher known for its viral video licensing and distribution business model, has launched its own production studio and announced its intentions to delve into original content. What will that look like when the brand is so closely tied to user-generated content and popular YouTube channels like FailArmy and The Pet Collective? We asked Jukin Co-Founder and Chief Creative Officer Josh Entman to shed some light on this new initiative.

Jukin Media and Original Video Content

Tubular Insights: What are your primary responsibilities/goals each day, or your new responsibilities as they pertain to the original content production push?

Josh Entman: As Chief Creative Officer, I oversee all creative development for the company, which includes franchises on our owned-and-operated properties, branded entertainment and commercial productions, and original episodic series for TV and digital.

TI: Can you give a breakdown of the original content push and how this ties into your newly-announced production studio? We’re mostly curious about how these initiatives evolve/change or compliment your current business model of viral video licensing.

JE: If you look at the core function of our business from day one – to source and acquire user-generated video content – nothing has ever changed. We have been, and always will be, at the epicenter of social video content. But, what we’ve done really well, and perhaps what’s gotten lost in the external buzz around our popular viral videos, has been our ability to utilize UGC videos in the creation of longer-form programming.

We’ve always emphasized the importance of owning the entire lifecycle of a video, from discovery to distribution. Certainly I believe we’re the gold standard when it comes to those functions. But I’m just as bullish about our ability to craft original stories captured by everyday individuals. That’s what this is about.

TI: How did Jukin decide to move forward with its own production branch?

JE: Many people don’t know it, but we’ve been producing content for a long time. We’ve always looked at our original content/production business as being defined by the following: IP ownership, global distribution, audience segmentation, and conveying narrative through the lens of users.

We’re extracting user stories and packaging them in ways that resonate with audiences. Because of our core business, we have access to the most amazing library of source material and a direct relationship with every content owner we represent. I think that sets us apart and puts us in a unique position to challenge the status quo and offer a new perspective on how this content should be developed and programmed.

TI: What statistics can you provide on how popular Jukin’s content is, and how that may have tied into the decision to make original content?

JE: As we’ve grown the business, we’ve done an amazing job at cultivating a global community around user-generated video. With over 70 million fans and 2 billion views per month, it’s a natural progression of the entertainment we provide across social media every day. Just as our audience has evolved, so has our desire to offer them premium content experiences.

We’re not going to suddenly change and start investing massive amounts of money into costly productions without a return. It’s not who we are. We invest in people to make this happen. Without them, I’m just drawing up blank ideas on a whiteboard.

User-based storytelling is what drives global communication. It’s no longer an option, but a necessity to operate and connect amongst your peers. It’s what has rapidly made Snapchat and Instagram and Facebook such a large part of the video ecosystem. And it’s probably why they all decided to call their version of the product, Stories.

I‘m confident in our position and where we sit in the larger conversation. We are UGC. We live and breathe it every single day, and have done so for the last 7 years. That cannot be overstated. We know it. We study it. We absorb it. There are still no other companies packaging short-form into longer form in a meaningful way. That’s a gap in the market and we’re going after it.

TI: What does the development process look like for Jukin’s new originals?

JE: Like so many other development teams, we are swimming in a sea of ideas that populate our board. But a key differentiator for us is the content acquisition machine that powers Jukin’s backend. The videos that come through our door every day provide some of the greatest source material imaginable. And we’re constantly sifting through them for new talent discovery, creative direction, and ingenuity that allows the overarching concepts to be uniquely Jukin.

There’s a notion that so much content is being built strictly for millennials. I don’t necessarily think that’s the case. I like to think we are unequivocally dedicated to mobile-first audiences and platform efficiencies in our development. So no matter where we pitch in the buyer ecosystem — TV or digital — each project is focused and optimized for consumption patterns and user behavior.

TI: What’s your biggest challenge as you expand Jukin’s original content initiatives?

JE: Converting a mindset. Most people still view us as a clips business or the “viral video guys.” It’s a badge of honor certainly, but a misrepresentation of where we are today, and where we believe this is going.

While there’s an undeniable clip element to our business, we don’t view these as merely clips. And neither should anyone else. These videos are truly the building blocks of broader storytelling; a raw, unfiltered representation of the amazing moments captured by people just like you and I. It’s our determination to dig deeper and re-imagine what longer-form, user-based entertainment looks like across all of these platforms.

TI: Why do you think Jukin will be successful with original content?

JE: I think we’ve already seen a great deal of success, and now we’re simply investing more resources behind it. We’ve already developed and sold seven series, and produced well over 200 episodes of linear and digital programming.

Having said that, no one can guarantee success in this market. It’s a crowded room with tons of companies vying for buyers’ attention. What I like about us, and what I think is a crucial differentiator when looking at our contemporaries, is that we own and control all of the content we acquire. We’re not an MCN. We’re not a group of talent managers. We’re not a traditional publisher or production company. We’re in the IP business. And that makes our studio model more legitimized than most of the folks out there who are launching these divisions left and right.

Without question, I’ll always bet on our ability. It comes with the job and title. But I’m proud of how we’ve approached and attacked the different sectors of our business. We’re calculated, we’re thoughtful, and we’re rigorous in our intent. Original content is no different. I’m more excited at our ability to test these methods and offer up new experiences, to always address the ‘Why Jukin?’ It’s a challenge that we accept and will continue to attack day in and day out.


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Media Companies Are Investing in Multiple Platforms and Longer Video Content

Media Companies Are Investing in Multiple Platforms and Longer Video ContentUS media companies are shaking things up by investing in longer video content on both YouTube and Facebook. Find out more from our new report on the State of Online Video Q2 2017.

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How to Use Video Marketing on Each Social Media Platform

Facebook focuses on idea sharing, Twitter is all about broadcasting your thoughts, Instagram prioritizes the visually interesting, and Pinterest provides storage for the content and products you love. Each social media site serves a different purpose, so we use it differently. It’s no surprise, then, that we watch—and expect—different types of video on each platform...


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Top Media Publishers Drive 86% Growth in Video Views on Facebook

Top Media Publishers Drive 86% Growth in Video Views on FacebookMedia companies are generating millions of views and engagements with video content on Facebook. Find out more insights about the online video ecosystem from Tubular's 'State of Online Video Report Q1 2017'.

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Group Nine Media steals the show at #NewFronts2017

Group Nine Media steals the show at #NewFronts2017Group Nine Media is a family of digital media brands (NowThis, The Dodo, Seeker, and Thrillist) built for the mobile, social, and video-first world. It generated 3.3B video views and 96M social actions against its content in April 2017, and is scaling up at a breakneck pace.

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Will the Last Media Buyer at #NewFronts 2017 Please Turn Out the Lights

Will the Last Media Buyer at #NewFronts 2017 Please Turn Out the LightsDigital NewFronts 2017 kicks off in a couple of weeks, and its a very different event from its launch back in 2012. Programmatic media buying is now king, and the advertising model for brands has changed beyond all recognition.

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Growing a Media Studio: Adding Video Production, Dave Mai

Growing a Media Studio is the goal of any business owner, from the hollywood producer down to the self-taught creator such as our feature today, Dave Mai of DM Productions. DM Productions is a creative firm that offers services for businesses and events as well as live-event audio engineering support. Dave embodies the modern creative spirit – self-taught and a jack-of-all trades with drive and determination to boot! Read on as this energetic creator explains how he grew his audio and photo studio to incorporate video production:
DAVE MAI / DM PRODUCTIONS: I own and operate a creative firm called DM Productions that specializes in audio and video design for many platforms. To be honest I am a little hesitant to answer those question because I know who I am and what I do professionally will change with time, and that’s just fine.

The industry/equipment is moving at such a fast pace I think it would be foolish to not be open to the boundless opportunities, but I spend every day trying to define the answers to answer questions like “what do you do”…

dm-productions-03Am I getting in too deep right off the bat?

DM Productions – for the video end of things, we provide services for businesses, vents (concerts, weddings, sporting), and musicians (music videos, live performance). On the audio spectrum we provide studio recording, live recordings, audio engineering, voice over/ADR, sound design for film, and production/technical support for concerts.

Exciting! What unique benefits does your company offer to business clients?
DM PRODUCTIONS: My typical client is usually someone who is familiar with my work. Perhaps you could call them “Fan’s of my work”. I prefer those clients actually… They want to work with me because, firstly, my personality… That is the key to creating the dream client list I think; creating lasting relationships.

Paddle, Pinot, Paint – Hoodoo Adventure Comapny from DM Productions on Vimeo.

Secondly, they want to work with me because they know I’m in the business of being creative… I’m always looking to put a creative edge on my projects. Thirdly; we specialize and have experience in many fields, so they trust that we can think outside the box and bring new ideas they haven’t thought of.

Name a few projects that have benefited from your involvement?
DM PRODUCTIONS: I tend to NOT take on projects that wouldn't benefit from my involvement… The core principle of DM Productions is to buff up our clients. Whether we are producing a music video, capturing a wedding, or showcasing a business, we are creating content that will represent the client in their best light. So I try to only take on the projects and clients that excite me.

I find this makes the process and final product much more pleasant.

dm-productions-04

Did you begin with video, or audio production first? Why the move to video? How did you get started with video production?
DM PRODUCTIONS: My company, DM Productions started out as just a tiny home recording studio in my parents’ attic.

Now I have branched out to video production, Sound design, concert productions, and creating marketing content. I’m proud to say the recording studio is no longer located in my parents’ basement! Even though we provide many different services, the common denominator is that they all have to deal with perception and creativity. I use technology to creatively shape perceptions and cognitively suggest idea’s and concepts.

audio-control-board

I don't consider myself a music producer or a film producer at all… audio/video seems to be the best way to express my creative idea.

I picked up my interest in video production from working with the film department while going to post secondary for audio engineering. I discovered that sound and video had similar attributes… they are just frequencies, waves moving through the air waiting to be perceived by an observer.

It was an obvious progression for me to expand into video.

What's the secret – how does a photographer or designer learn to do video?
DM PRODUCTIONS: 
Fake it till you make it. I’m still faking it by the way.

DM Productions – Wedding Films 2015 from DM Productions on Vimeo.

It started out with quite a lot of internet research and countless hours on youtube. Then came the crappy video gear. I started to “imitate” styles of content that I thought was intriguing. With time in the field and continuous hours of research, conversations with like minded people; I eventually started to establish experience in the field. I started to call myself a video producer…

My first few projects were quite embarrassing actually. With time the got better. Trial and error.

dm-productions-05

How did online video become so relevant today?
DM PRODUCTIONS: The internet happened. It has allowed ideas and concepts to flow and grow as it expands into our mobile devices and penetrate our minds. This platform has allowed for a level playing field where micro businesses can grow into multinational corporation with one viral tweet (I’m exaggerating)!

With all that opportunity comes the over-saturation of content. The internet has become noisy. You need to stand out from the rest. I find video one of the best ways for a business to do so. If done correctly, the client can connect with their target audience efficiently and get their return on investment.

dm-productions-02

How can learn video production to grow their media studio like you have?
DM PRODUCTIONS: Research! Learn!

There is so much knowledge (and crap) floating out there. Don't be afraid to be bold. Ask questions! Collaborate with like minded individuals. sites like www.lynda.com/ or blog sites like nofilmschool.com and forums like www.dvxuser.com are a fantastic resource for beginners.

What can other newbies starting out keep an eye out for?

DM PRODUCTIONS: There are so many great cameras out there that spit out great quality images… so don't worry too much about the gear at first. When I started out I spent a lot of time trying out and buying gear that eventually became obsolete.

Its about the idea, thats where the good stuff starts. Nurture the passion for your craft.

dm-productions-01

So many times in the editing suite where I think to myself “I wish I got another angle” or “I should of punched in there” or “why the heck did I film that”. I still say these things to myself when I’m editing… but now when I’m in the field filming, I think to myself: “What would future editing Dave say about this composition?” or “what does editing Dave want to see from camera Dave”

Many beginners forget that audio is half of a good film.

Maiya Robbie – Should've Been a Mountain from DM Productions on Vimeo.

So make sure you are investing in a good wireless lapel system and a shotgun mic. Also, another audio tip is to monitor your audio! Not listening to your microphone feeds is like filming without looking at the viewfinder.

Nothing worse than getting back to the editing suite only to find out the audio was compromised!

What video gear would you recommend for photographers taking on the video challenge?
DM PRODUCTIONS: I chose these items because I think they have the most value in the long run.

Sure you can get cheeper camera’s and more affordable tripods and mics etc. No camera will fit ALL your needs… but I find this list of gear will get you to where you need with the best value.

My favourite must-have video equipment gear list:

  1. Camera: Panasonic Lumix GH4 Camera
  2. Lens: Panasonic Lumix G X Vario 12-35mm f/2.8 Asph Lens
  3. Microphone (Wireless): Sennheiser EW 112-p G3 Camera-Mount Wireless Microphone System with ME 2 Lavalier Mic
  4. Microphone (On Camera): Rode VideoMic Pro
  5. Handheld Camera: DJI OSMO 4K Handheld Camera
  6. Tripod: Benro S8 Pro Video Head and A3573F Series 3 AL

Take a peek at the gear to see it's of interest to you.

Thanks for sharing your insights Dave! How can readers learn more about you and your company?
DM PRODUCTIONS: Thanks for having me on. It was a pleasure! For the readers, feel free to connect with me through any of these channels!

Website: http://www.dmproductions.info

YouTube: https://www.youtube.com/user/TheDaveMai
Twitter: @dmaiproductions
Vimeo: https://vimeo.com/user17300366
Facebook: https://www.facebook.com/DaveMaiProductions

The post Growing a Media Studio: Adding Video Production, Dave Mai appeared first on Reel Marketer.


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The Most Viewed Social Videos of 2016 (and What Media Companies Can Learn From This List)

The Most Viewed Social Videos of 2016 (and What Media Companies Can Learn From This List)We take a look at the most watched videos across the main social platforms for 2016, and highlight what publishers and media companies can learn about the kind of content that goes viral.

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