Establish regular reporting of Sponsored videos are common on YouTube, and even when videographers comply with the law by adding the “sponsored article” label, they can face the opprobrium of an audience tired of content they consider too promotional and not authentic enough. Last June, blogger Sananas released a video in partnership with Paypal that her community didn’t like. The community let her know by massively disliking her video. This is what we call “failed” product placement, because remember this essential point: the audience is always sensitive to the authenticity of the message.
Social Content Establish regular reporting of Marketing
A thorough assessment of your target audience’s needs and expectations will help you define quality content. To do this, you need to pay attention to trends and what constitutes popular content—identify what works!
To capture the spirit of the times, there’s nothing better than observing success stories. This year, the media Brut. is a textbook case. Launched at the end of 2016, the media had already accumulated more than 120 million views on Facebook by April. A cannonball record and a industry email list unanimous success. Thanks to a short format and aligned with the Social Media communication mode, Brut. quickly established itself in terms of video content among a generation eager for the “news + speed” combo. It was by observing consumer habits on social networks that Guillaume Lacroix, founder of the production company Studio Bagel , and Renaud Le Van Kim, former producer of Le Grand Journal on Canal+, set up this new generation media.We wanted to create a media outlet that would be a point of entry into current events for a whole generation that is moving away from traditional [actors].
— G. Lacroix, interviewed by Le Monde
The format is short, and the subtitles take into account the new reading needs of an audience that would like to be informed about video content, but who cannot always turn on the sound (on public transport, for example). To adapt to an audience that gets its information from social networks, everything is condensed and of good quality. No text or introductory voice, it goes straight to the point.
It’s simple, it’s effective, it’s Brut.
If Brut. embodies success in terms of content marketing to the metaphor of pruning dead branches the point of being talked about even across the Atlantic , it’s because they knew how to take the temperature of their time and the needs of Internet users to offer a model of tailor-made and original content. The media is now launching in the USA and is aiming for 1 billion views per month. A total success. Definitely, an example to follow.
Conclusion
The foundation of any content strategy lies first and foremost in fax marketing the broadcaster’s talent for perception and analysis. Deciphering trends to anticipate needs. Knowing your audience well to offer targeted and relevant content. Controlling your visibility to cultivate your image and reputation. The challenges of content marketing lie here: in the balance between aligning with established habits and original proposals.