Branded Content & Online Video: Top Takeaways from Three Industry Leaders

Erin Wayne from the popular YouTube gaming channel, Aureylian, Andy Lunique, Influencer Strategist at Microsoft and John Newlin, Solution Director at Twitch, gave their take on what to look out for when integrating branded content into your online video strategy. We’ll explore some of the key takeaways from the panel, who offered a 360º view of online video from the creator, brand and platform perspective. Why is Branded Content the Future of Video? Viewers can customize and prioritize their viewing experience and John says that “time is now the currency online.” As a brand, if you can create relevant, sincere content, “which by its nature branded content does,” it allows for a genuine connection with the right audience. “From a brand perspective, it’s a huge win!” Why is Branded Content Effective? When Erin does a branded deal, her audience can trust that she genuinely likes the product because they feel like they know her. The Importance of Branded Content Andy Lunique is a huge proponent of branded content and makes a point to use branded content as an opportunity to learn from his audience. Brands should do their research before approaching a creator, using analytics like Tubular to get a solid understanding of that influencer’s audience, then approach the creator in a way that’s open-mind and collaborative. When it comes to branded online video, you may want to step out of the box in how you think about KPIs. Branded content in online video is something that’s definitely worth exploring.

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Branded content has been a hot topic in 2016 and it’s not slowing down. The space is growing, creating infinite viewing options across all major platforms. Tubular Labs hosted a panel at the Twitch headquarters to learn from the perspectives of three industry leaders who have quickly become thought leaders in the topic of branded content in online video.

Erin Wayne from the popular YouTube gaming channel, Aureylian, Andy Lunique, Influencer Strategist at Microsoft and John Newlin, Solution Director at Twitch, gave their take on what to look out for when integrating branded content into your online video strategy. We’ll explore some of the key takeaways from the panel, who offered a 360º view of online video from the creator, brand and platform perspective.

Watch the highlights from this discussion on opportunities and challenges around online video and how brands can successfully monetize and thrive in this rapidly changing world.

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Why is Branded Content the Future of Video?

Technology has allowed for people all over the world to be very selective in which content they choose to spend time enjoying. Viewers can customize and prioritize their viewing experience and John says that “time is now the currency online.” As a brand, if you can create relevant, sincere content, “which by its nature branded content does,” it allows for a genuine connection with the right audience. “From a brand perspective, it’s a huge win!”

Why is Branded Content Effective?

The ability to connect with and serve your audience today is unlike anything we’ve seen before. Erin Wayne compares the difference between being a teenage fan 15 years ago with the fan experience in today’s world. It was once common for fans to join fan clubs and send hand-written letters to traditional celebrities in hopes that they might receive a reply weeks later, most likely auto generated. Today, celebrities are “everyday people” who are directly involved in their channels. Erin adds, “we want that instant connection. We want to feel like we’re connected to the people that we watch.” She explains that viewers are watching creators in a real setting, doing something they truly enjoy, and the viewer can relate to it. When Erin does a branded deal, her audience can trust that…

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