Online Video – What traditional content producers need to learn.
Philip Werner – UFA Fiction / UFA LAB
Dec. 6th, 2013
How do formats work on YouTube?
CONTENT
is important
but COMMUNITY
is king!
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A FREMANTLEMEDIA COMPANY
How do formats work on YouTube?
YouTuber / Faces
Search Engine
Sympathy
Community
Video Platform
Emotions
Same Interests
Social Network
Exchange
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A FREMANTLEMEDIA COMPANY
What are success factors?
Search Engine
Video Platform
Social Network
Relevance for consumer!
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A FREMANTLEMEDIA COMPANY
What are success factors?
Same interests
Exchange
Relevance
Emotions
Community
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A FREMANTLEMEDIA COMPANY
What are success factors?
Same interests
Exchange
Emotions
Personality
Authenticity
Community
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A FREMANTLEMEDIA COMPANY
YouTube's value proposition
YouTube has become the
stage for new talent,
music television was in the past.
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Where are we heading?
Professionalization
Cost efficiency
Talent Management
Advertising Spendings
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Where are we heading?
Small vs. Large Screen
Premium Productions
Branded Entertainment
Shortform vs. Longform
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Thank you!
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A FREMANTLEMEDIA COMPANY