Don’t Steal People from Zuckerberg’s Party & 7 Other Insights I Learned Last Week

Don’t Steal People from Zuckerberg’s Party & 7 Other Insights I Learned Last Week

Genius panelists: Yuval Rechter (First Media – publisher of most shared Facebook video of all time), Gwen Miller (Kin Community), Trevor McNeal (UNINTERRUPTED) and Matthew Labate (Fine Brothers Entertainment). 8 Fresh Insights Into Online Video 2017 #1 In 2017 Audience Development = Programming. In 2017 – audience development and content strategy are synonymous. At the top online video publishers, the head of Audience Development runs programming as well. Gwen had even more data-driven insights – here’s a full podcast of the panel if you’re interested in learning more. #3 Know your audience. How do you incubate these formats, create extensions of these formats – Matt discusses in the full podcast. #8 “Don’t steal people from Zuck’s party” Yuval Rechter from First Media had many insights on the panel – one especially powerful was the idea that you build communities separately on each platform. You should certainly cross-promote, but it’s important to build organic audience on each and listen to the audience separately on each so you know how best to program to their tastes. Get More Insights from Tubular!

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A few weeks ago Tubular hosted an event at YouTube Space LA. I moderated a panel on audience development – and I absolutely loved everyone’s insights – the data, advice, trends, jokes, all seemed especially relevant and fresh. Here are the top 8 things I learned – and I wanted to pass them all along to you.

Genius panelists: Yuval Rechter (First Media – publisher of most shared Facebook video of all time), Gwen Miller (Kin Community), Trevor McNeal (UNINTERRUPTED) and Matthew Labate (Fine Brothers Entertainment).

8 Fresh Insights Into Online Video 2017

#1 In 2017 Audience Development = Programming. When I first started Tubular in 2012, audience development really meant responding to YouTube comments, engaging the community, and sharing on social media. In 2017 – audience development and content strategy are synonymous. It’s not about conversations around the content, it’s about the content itself. At the top online video publishers, the head of Audience Development runs programming as well. Insights from the audience are what directs the programming.

#2 Hands Beat Faces. Gwen from Kin Community blew me away with her insights from A/B testing thousands of videos. For example, hands perform better than faces. If you have a woman with a face cooking – only people who look like her will identify and watch; but if you only have hands cooking – anyone can put themselves into the scene. Gwen had even more data-driven insights – here’s a full podcast of the panel if you’re interested in learning more.

#3 Know your audience. Create for your audience. That’s it. That’s the secret. It’s simple, but never forget who your audience is – their tastes, likes, shares, views, will drive what you continue to create and what you stop creating.

#4…

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