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Social-Video-Pdf.Pdf ZEITGEIST SOCIAL VIDEO powered livestreaming by by A maior conferência anual de vídeo online, acontece desde 2010 no sul da California e em 2018 chegou em Amsterdam para sua 2ª edição na Europa, após a compra pela Viacom anunciada em fevereiro. Criada originalmente pelos irmãos Hank e John Green do canal VlogBrothers, recebe líderes das indústrias e criadores de video online, onde compartilham seus VidCon segredos, aprendizados e experiências para fomentar e melhorar o universo do video online e social. EUROPE Um lugar onde criadores se encontram com seus pares e fãs, marcas e plataformas realizam ações enquanto executivos fecham novas parcerias, norteando os passos que definirão o zeitgeist do mercado para o próximo ano. CONEXÃO EUROPA-BRASIL Curadoria, Conexão e Inteligência de Pesquisa INDUSTRY CREATORS Track Track Jackson Jeroen Simon Williams Wijering Gosling Instagram JWPlayer Unruly Bree Gavin Nguyen McGarry Niels Facebook JumpWire Stevens Media Adobe INDUSTRY Track Para: Rob Tomas . Executivos de Marketing Sandie Mark Silius . Representantes de Agências VidQ Robertson Snaplytic . Estrategistas de Marcas . Desenvolvedores de audiência . Donos de negócios . Criadores e Influenciadores Pete Tom Silvia Blackshaw Martin Den Blanken Nestlé Endemol Pepsico INDUSTRY CREATORS Track Track Ian Hank Hecox Anna Green Smosh Akana Stephanie Jana MatPat Patrick Vlogs The Game The Game Theorists Theorists CREATORS Track Casper Para: Fedema Fatmir Alex Musical.ly Qylafi . Criadores de vídeo online LowSpecGamer Influencer FanBytes (novos, emergentes ou estabelecidos) . Influenciadores em ascensão . Produtores, editores, escritores, diretores, vloggers, podcasters… . Qualquer um que queira trabalhar no campo do vídeo online e social Adi Pamela Sideman Horton Beckii YouKnow ZEITGEIST SOCIAL VIDEO ACELERADORA DE PROJETOS PARA MARCAS E INICIATIVAS EM BUSCA DE CONSTANTE CONEXÃO COM O ZEITGEIST LÍDER EM SOCIAL VÍDEO NO BRASIL 2,037,669,319 VIEWS NO YOUTUBE BRANDED CONTENT PARA MAIS DE 150 MARCAS 180 VIDEOS PRODUZIDOS POR MÊS ACELERADORA DA INDÚSTRIA DE CREATORS INFLUENCER MARKETING PROGRAM, CREATORBOOST, YOUPIXTALKS, YOUPIXCON E PROJETOS ESPECIAIS ZEITGEIST SOCIAL VIDEO Bia Gustavo Nelsinho Vitor Granja Nogueira Botega Knijnik YOUPIX TORUS SNACK SNACK ZEITGEIST SOCIAL VIDEO COBERTURA HIGHLIGHT ARTIGO C/ NEWSLETTER C/ IN LOCO STORIES APRENDIZADOS APRENDIZADOS TORUS LIVE REPORT: PALESTRA PROTAGONISTAS: SOCIAL VIDEO ZEITGEIST MAP IN COMPANY SOCIAL VIDEO 1 OTT: CONTEÚDO OVER THE TOP AVODs YouTube Channels, Facebook Watch, Instagram Stories, Snaps TVODs Apple iTunes, Google Play SVODs Amazon Prime, Hulu, Netflix, YouTube Red 2 COMUNIDADE, NÃO AUDIÊNCIA Diferença entre produzir PARA uma audiência e produzir COM a sua comunidade 3 CONVERSA E CONVERSÃO Conversa: Likes, reviews, comentários, compartilhamentos Conversão: consumo de produtos, serviços e demais conteúdos recomendados 4 CREATORS E INFLUENCERS Criador: Produtor de conteúdo ao redor de seu nome e/ou marca Influenciador: Driver de comportamento em determinada comunidade 5 PRODUÇÃO LEVE E EM ESCALA Ao invés de formatos de 30seg, pensar na lógica 104 x 5min 6 SILICONWOOD Encontro entre Hollywood e Sillicon Valley, criatividade oriendada por tecnologia e dados. Você está no mercado de conteúdo, mas também no mercado de tecnologia. ZEITGEIST MAP #1 REAL SIGNIFICADO DE ESTRATÉGIA CENTRADA EM SOCIAL VIDEO ASSIM COMO O “MOBILE FIRST” HÁ ALGUNS ANOS, O MOVIMENTO DE COMEÇAR PENSANDO EM VÍDEO É PIVÔ PARA CONQUISTAR SUCESSO DAQUI PARA FRENTE ESTRATÉGIA CENTRADA EM VIDEO Centro das atenções O tempo de consumo de video digital multiplataforma é maior que o da TV – Denis Crushell, Tubular Insights ESTRATÉGIA CENTRADA EM VIDEO O textão virou videozão Video vai representar 80% De todo o tráfego da Internet em 2021 Serão cerca de 1.9 bilhões de usuários de social video em 2021. Eles irão assistir 3 trilhões de minutos de vídeo por mês em 2021. – Tubular Insights https://goo.gl/Zct3ZS ESTRATÉGIA CENTRADA EM VIDEO (Macro/Micro)boosting: is OK Impulsione – com grandes ou pequenas quantias – sem pudor. ESTRATÉGIA CENTRADA EM VIDEO Tração Dar um empurrão no conteúdo para chegar até a sua audiência. #2 INDÚSTRIA EM TRANSFORMAÇÃO NESSE MOMENTO, MCNs (OU MPNs) SE ESPECIALIZAM EM UMA COMBINAÇÃO DE AGÊNCIAS DE INSIGHTS E TALENTOS, PRODUTORAS DIGITAL-FIRST E EMPRESAS E CONSULTORIAS EM SOCIAL VIDEO INDÚSTRIA EM TRANSFORMAÇÃO Esqueça as caixas Caixas? Para onde vamos não existem caixas. INDÚSTRIA EM C O N T E Ú D O TRANSFORMAÇÃO P A T R O C I N A D O D O B R O U D E TAMANHO EM 2017 NA EUROPA, ÁFRICA E ORIENTE MÉDIO. NO FACEBOOK E NO INSTAGRAM, FORAM INVESTIDOS MARCAS US$ 1.2 BILHÃO Tubular virando Publishers ;) INDÚSTRIA EM TRANSFORMAÇÃO Creators Já fazem tanto o trabalho de agências quanto o de consultorias. INDÚSTRIA EM TRANSFORMAÇÃO Distinção e protagonismo. Cada empresa de social video presente busca se posicionar e deixar claro qual é seu próprio território. – Track Industry #3 VIDA ALÉM DO ÓBVIO É PRECISO PENSAR ALÉM DOS PLAYERS BÁSICOS PARA ENTENDER ONDE VOCÊ E SUA MARCA SE ENCAIXAM. E A RESPOSTA NEM SEMPRE É ÓBVIA. VIDA ALÉM DO ÓBVIO CTRL C + CTRL V? VÁ DE CONTEÚDO NATIVO! Nada mais autêntico e relevante do que o conteúdo certo na plataforma certa RESSUSCITA! Retenção Episódicos e histórias mais longas funcionam no Snap. O publico do Snapchat vê mais stories em sequência do que usuários do Instagram. – Thomas Cilius, Snaplytics PODE PODCAST? PODE SIM! Se o YouTube é a maior plataforma de busca de video, é importante lembrar que o iTunes é a maior plataforma de busca de áudio. – Mike Russell, Music Radio Creative VIDA ALÉM DO ÓBVIO Para além das Newsletters ou Social Media, vídeo é formato favorito para receber Informações sobre uma marca – Gavin McGarry, JumpWire Media VIDA ALÉM DO ÓBVIO Para qualquer plataforma, é importante ter uma estratégia para o momento de entrar e também para o momento de sair. – Anna Akana, YouTuber e milionária “Criar um negócio em só uma plataforma pode ser perigoso. Uma mudança de algoritmo e você não tem mais controle sobre seu lucro.” – Mike Russell, Music Radio Creative #4 HACKEANDO ALGORITMOS EM MEIO À TANTAS MUDANÇAS NAS REGRAS DO JOGO, EXPERTS COMPARTILHAM DADOS DO QUE FUNCIONA E É FUNDAMENTAL SABER (ANTES DE MUDAR DE NOVO) HACKEANDO ALGORÍTMOS Creative Data Pessoas de humanas: análise de dados é para você, sim ;) HACKEANDO ALGORÍTMOS 20% das palestras da VidCon Europe eram relacionadas a análise e interpretação de dados ou boas práticas segundo os algoritmos. HACKEANDO ALGORÍTMOS DIFERENTES FATORES EM RANQUEAMENTO DE VIDEOS (YT) Relevância Nativo (sobre o que é seu video) (qualidade do seu video) . Título . Watch Time . Descrição . Viewers Retention . Tags . User Engagement . Legendas (CC) . Shares . Títulos de playlist . Duração . Descrição da playlist . Resolução . e mais… . e mais… – Philip Zeplin, Rankify Analytics HACKEANDO ALGORÍTMOS OTIMIZAÇÃO DE TAGS Você tem 500 caracteres para usar – use-os! Mantenha as tags centradas ao redor das suas keywords VidCon Europe Speaker VidCon Europe Speaker Europe VidCon Europe YouTube VidCon Video VidCon Speaker Marketing VidCon YouTube Speaker SEO Speaker Zuckerberg está no poder? “O Facebook tem bilhões de usuários e alguns milhares de funcionários. Faça as contas… Existem várias decisões de entrega de conteúdo que nem mesmo os executivos compreendem. Quem comanda a rede social hoje é o algoritmo.” – Gavin McGarry, JumpWire Media HACKEANDO ALGORÍTMOS All Data Tem que fazer parte da vida de todas as áreas da empresa, cada uma com seus KPIs. Se nem todos puderem ter acesso a tudo, tenha alguém que cuide da distribuição dos mesmos. SLIDE RETIRADO DA PALESTRA “HOW TO BUILD A CORPORATE CULTURE OF DATA” DA VIDCON #5 A VOLTA DO VIDEO PARA A TV COM A EVOLUÇÃO DAS TECNOLOGIAS EXPONENCIAIS, O PRÓXIMO PASSO DAS PLATAFORMAS PODE ESTAR ESCONDIDO NOS COMPORTAMENTOS DAS PESSOAS DE HOJE. VOLTA DO VIDEO PARA A TV Como se Organiza? O velho mundo no novo mundo VOLTA DO VIDEO PARA A TV Streaming na TV Jovens-adultos (18-29) são os que mais usam streaming para assistir TV. VOLTA DO VIDEO PARA A TV Streaming na TV (2) Outro estudo da The Consumer Technology Association mostra que pessoas entre 18-34 gastam a maioria de seu tempo de vídeo online (55%) assistindo conteúdo depois que já passou na TV ao invés de acompanhar ao vivo. https://goo.gl/cKnVrP VOLTA DO VIDEO À TV "A competição não vai ser entre Snapchat e Instagram, mas entre Snapchat e Netflix-ish. TV aggregators oferecem uma experiência expandida e interativa para o conteúdo que o publico jovem assiste.” – Thomas Cilius, CEO da Snapalytics VOLTA DO VIDEO À TV Go Long! Tamanho do vídeo é documento *DADO RETIRADO DA APRESENTAÇÃO COM THEORIST MEDIA VOLTA DO VIDEO À TV 50% MAIS VIEWS É O QUE VÍDEOS ENTRE 7 E 16 MINUTOS CHEGAM A ALCANÇAR*. *DADO RETIRADO DA PALESTRA “REVERSE ENGINEERING THE YOUTUBE ALGORITHM EXPANDED” REALIZADA NA VIDCON. FORAM ANALISADOS 69310 VIDEOS DE 1096 CANAIS. #6 CONTEÚDO EPISÓDICO CONFIRMANDO O MOVIMENTO DE MARCAS SE TORNANDO PUBLISHERS, OS FORMATOS CURTOS E EM SÉRIE SÓ CRESCEM Conteúdo episódico só cresce e é um comportamento vindo da comunidade — Jackson Williams, Instagram CONTEÚDO EPISÓDICO A) Manter uma audiência engajada e esperando os novos episódios B) Oferecer pra marcas a oportunidade de fazer parte de uma narrativa mais perene e segura CONTEÚDO EPISÓDICO STORIES TV Uma série pode ter 22 episódios disponibilizados na TV ou streaming. Ou infinitos stories diários no seu Instagram. CONTEÚDO EPISÓDICO INSTA BEST PRACTICES - Não tem número perfeito para Stories, mas o Faceboook recomenda um stream entre 5 e 8 stories para conseguir contar uma história - 60% dos vídeos no Instagram são assistidos com som CONTEÚDO EPISÓDICO CONTA NO AZUL “Eu percebo mais resultado depois da criação do canal ING Only Football do que com o patrocínio do time e suas camisetas” – Thijs Jaski, Gerente de Social Media do ING, entre os grandes bancos locais #7 CONTEÚDO AO VIVO MOMENTOS DE INTIMIDADE SEM EDIÇÃO SÃO VALORIZADOS PELOS FÃS E PELAS PLATAFORMAS. FAZER UM VIDEO SE TORNA O NOVO ESCREVER.
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