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Yea, it's just something fun like one day, three years ago, I just put my clothes and on the
floor and took a photo, which yeah, sounds really innovative, but yeah other people
started doing it in tagging me in it in their photos and I was like 'oh, this could
be something,' so trademarked it, got the website, started doing alpha grid and
everyday basically it's a consumer generated page where I actually don't
produce any other content. It's all user-generate. I basically go through
the hashtag, pick my favorite one every day and highlight that community member,
but it's it's grown insanely popular over the past few years and everyone
that's part of it is super, super cool. Niche is fantastic, technically not an
agency, we're a platform. We were acquired by Twitter little over a year ago. I joined
the team in August from Nike and basically what we do is is two things.
Social media analytics for creators, so creators can sign up,
get a sense of how they're posts are performing, their total reach, things of
that nature. Anyone of you can sign up, Niche.co. Super easy to do. You just have to
authenticate your networks and it creates a profile for you. And then the other piece,
obviously the more interesting and sexy piece is the monetization. So, we work
with all different kinds of brands, Fortune 500 to create content on social
media and we are platform agnostic despite the fact that we are acquired by
Twitter, but we work on every platform. We actually, you know, when you think about creators
as transactional that's when you're not gonna get good results. We work with
creators as partners where a creator first platform the brands that we work
with, you know, we explain that vision to do them. A lot of the brands we work with
are very forward thinking in that process date. They look at creators as
partners as well. Some amazing examples Amazon. I know you guys are present here
today. Amazon has been amazing. We did a campaign around the Super Bowl and also
around the final four where we had clients actually in the field working with the
creatives on the ground.
The creators on the ground, basically ensuring that the content is on brand,
but also authentic to the creator and like moving at the speed of real-time,
basically without having to have like emails back and forth there or text or
here's a playbook make sure you adhere to this, you know, being in the field makes a
world of a difference and the content definitely speaks for itself.
The key to success in my opinion has been creating content that's language
agnostic and really creating content thats symbolic in universally understood.
Coca-Cola for example, we actually did a big campaign in Brazil and the content
was created by creators. One was based out of Wales and the other was based out
of Minnesota and it was very campaign in Brazil, so the content was iconic. They
were both stop motion creators, artists and one of them painted something the
other line didn't amazing stop motion peace. Those artist's name Goree and
Dee Swen if you're interested in following them. Highly recommended, but
yeah and then similarly at Nike, same thing. Like as I mentioned, I was in
charge of global so we had a lot of camp. Basically all of our campaigns affected
all six geos that we are in and it was key to making content that basically
everyone can understand.
Hi everyone I'm Connor Franta. Yeah, basically, so I started on YouTube and I
started on social and I started making YouTube videos about five years ago and
expanded to Twitter and Instagram and everything as you do, but one thing that
I figured out over the past couple years is that I wanted to add more longevity
to my career and a way to do that is by building businesses, but where to start
with the business was kind of initially difficult, but then it obviously made
total sense to just drive it around my passions which are coffee, clothing and
music. So over the past couple years I have with Andrew and with the help of other people I
just built businesses around that and that is kind of my main focus now aside
from YouTube and it's been totally an amazing journey that has done so much better
than I thought it would to be honest. The best piece of advice I give anyone that wants
to work with creators, again to trust that they are brand themselves and
they know YouTube, probably better than you frankly, and you have to trust that
they do know their own platform well and it is a partnership. It's not a
'here's some money talk about us exactly the way that I tell you,' you need to
be kind of fluid and be able to work with them because, again, they know their brand
better than anyone else. I think initially in the space when you did branded
content it was a little bit taboo, taboo. Oh my god, but the more you do it the
more you're aagin authentic and you believe in the products they're talking about.
They truly don't care. In fact, they're like appreciative that they're like 'Oh cool, you
introduced me to this cool new brand.' I know so many of my viewers use Amazon's
Audible Now regularly.
We first start thinking about mobile and mobile video and and we're going to talk
about that as well, but I think it's probably as interesting to think about
the evolution of communication overall and what's happening as a result of the
the mobile devices that are in our pockets here. It's important to think
though as marketers and as we think about four brands that it's easy to get
caught up in processors and devices and platforms, but at the end of the day it's
always been about one thing, and it's been about people. Messaging apps are the
front and center of this because they provide people fast and personal means
of communication. We see today at 1.4 billion people are using
messaging apps and in by 2018 we see that number is gonna be over 2 billion.
Let's talk about expressive communication as well because we know that an emoji or
gif or any type of visual expression is worth a thousand words and we see that
people are more and more as connectivity has gotten better are expressing themselves
through, through visuals. So, Instagram is a community essentially based on this.
Instagram has risen in popularity because it's so powerful in its ability
to help people express themselves creatively. So, within Instagram specifically,
we've evolved the advertising opportunities for letting brands tap
into this creativity. The carousel ad unit with something that we rolled out
recently on Instagram as well. We learned a couple of things from doing this. What
we learned is that the people that swipe to the second part of the carousel,
two-thirds of them actually swiped all the way through, so it's pretty, pretty
clear and pretty early were able to find out this is something users are really
interested in. Let's talk aboutmobile videos
specifically. So, this is exploded over the past four years. This about the
industry overall, a six tax increase in 2012 and 2015. Nearly half of all video
views globally are on mobile devices period. Frankly, on mobile screens people, the
environment is different.
First of all, not all videos consume with sound on. In fact much of it is consumed
with sound off.
We also know that people make decisions way faster on mobile about what type of
content they're going to consume. 1.7 seconds to be specific
vs 2.5 seconds in desktop. So, what we gonna do with this content to actually
make it work in mobile? This one is from Lincoln and essential they have an asset in
Matthew McConaughey, but if you look at the ad on the left is the original TV ad
and that TV ad, the Lincoln brand was not upfront. Matthew McConaughey, it took too long to
get to Matthew McConaughey. You probably didn't have any idea what he was saying.
So, they did a few things. They brought the brand up front, they brought
McConaughey and a lot faster, they put the captions in there and they created
they took an asset that was created for another channel and actually tweet
different mobile.
So, we have a particular demographic that that loves YouNow and we call it
participation media because we think that's what this audience is demanding
and actually at YouNow, 70% of viewers participate in some way which
is an incredibly high level of engagement. The content really emerging from at the
intersection of the broadcaster in the audience. So, this is, this is really
something new that instead of push media, instead of thinking about it's just all
going one way, this audience wants it to go two ways. This audience wants to be
part of the media that's created.