I’ll admit it, I always use the Emmy’s as a way of validating my TV-watching habits. And while they’ll never give me an excuse to watch the Real Housewives of <insert city>, at least this year my taste for The Handmaid’s Talewas not only confirmed by TV’s highest honors, it made Emmy history by making Hulu the first digital platform to bring home a top series award.
This is no easy feat in this golden age of TV, where Game of Thrones producers spend an average of $10 Million dollars per episode. Today’s viewers expect dragons to look real, they expect authentic drama, nonstop action and big-time celebrities. When viewing is more on-demand than ever, and supply is the highest its been in TV history, viewer sophistication and expectations have clearly never been higher.
If I’d written this in 2014, I might have told the three big networks (ABC, CBS, NBC) to watch out for Starz and HBO in 2016. But in looking out for 2018, it’s Netflix and Amazon who need to step up their game, because digital programming will not stop with Hulu. #SocialisComing.
We’ve already seen YouTube, Facebook and Twitter not only rejigger their platforms to make video more prominent, they’ve also dipped their toes into original programming. From Facebook’s Strangers to Twitter’s upcoming launch of AM to DM, its live morning show with Buzzfeed News, social is ready to rock the on-demand video viewing world.
Facebook in particular is poised to revolutionize original programming and on-demand viewing with episodes in the 15-minute range (right in line with user preferences on mobile devices); a brand new Watch tab on its mobile experience; and ways to share, co-watch and comment on programming that are simply unavailable with traditional TV networks. Twitter and YouTube’s options aren’t too shabby either. They’re both focusing not just on great original programming, but on original programming that’s endemic to their platforms. Where do you go for real-time updates? Twitter. Where do you go for the funniest clips? YouTube. These are smart strategies that have the potential to leave other digital platforms in the dust.
Even more promising for social programming are the lower barriers to entry for creators themselves. Facebook’s Watch inquiry page suggests it will consider a wide range of content creators from individuals (read: influencers), to pubishers, to sports bloggers, artists and beyond. And they stand to make money off of each new show they add, with ad breaks and branded content.
Obviously influencers having their own shows is nothing new for the likes of YouTube, but this opens up the floodgates for Facebook to create its own niche that perfectly balances the expectation of highly-produced TV shows with the immediacy of raw and unfiltered influencer videos. Something that won’t take long to take off.
With more ways to resonate with audiences in formats that are untouchable for linear TV, social original programming will be the star of 2018. Stay tuned.
Unless you’re living under a rock, you’re most likely aware that Hulu’s newest program—The Handmaid’s Tale—is blowing up. Not just because of its intense relevance in today’s world or because of how brilliantly the producers adapted Margaret Atwood’s original novel, but because Hulu single handedly (even if by accident) revolutionized the way on-demand services drop their new shows, playing right in to the science of how and why we watch.
Instead of publishing the entire show at once (as is the current on-demand viewing services model) Hulu opted to drop just 3 episodes last week, with the promise of a new episode each week thereafter. The producers feared that if audiences attempted to binge on this show they might suffer from the deep dark depression inherent in the show’s message. If you’ve watched it, you’ll understand. But they knew that to create an avid and interested fan base, they needed more than just the pilot.
They played right into the principles of supply and demand. If you have too much supply, your demand drops. How many of you have decided to wait on a new series just because it seems like a mountain to overcome? Or because you’re just not in a binge-watching headspace? I know I have.
And on the opposite side of the spectrum, how many of you have watched one episode of a show only to discover your partner’s asleep beside you, and then you just don’t have the energy or drive to re-watch it again before moving on? Or, maybe more likely, in the midst of the thousands of different shows and movies that exist, you forget about that one episode you watched that one rainy day and about the series entirely.
But three episodes IS completely manageable. It’s not enough for a binge, but it’s just enough for me to get into it and to NEED to see the next episode. Hulu somehow discovered that optimal supply to drive incremental demand. And the proof is in its rave reviews and social chatter. In fact—it’s still holding strong a week after the premiere, with words like “timely,” “distressingly,” “warning,” and “terrifying” taking top spots in conversation, according to 30db.com.
So why does this change the game?
1. It prevents social chatter from spoiling it for those behind. Now, when people decide to binge watch the entire season, they won’t ruin it for the rest of us. Because they can’t binge end-to-end until much later. And, parsing out episodes over time keeps people speculating in between releases, increasing the longevity of the show in the social conversation (and likely the amount of total conversation).
2. It changes viewing habits, again. As advertisers, we’ve all struggled with the on-demand nature of video today. How can we make our mark when we have no idea how regularly our advertising is viewed? And how do we prevent over-messaging when users binge watch? With this new three-drop model, media planners will need to rethink the way they buy and flight media.
3. It could signal the beginning of a new wave of on-demand advertising. We know there’s an audience for all of these hit on-demand shows, and we know they receive a hell of a lot of attention, but what the advertising world is lost on is how to take advantage of this. Without commercial breaks or the weekly habitual viewing that ensures frequency, it’s a hard opportunity to pitch. But, The Handmaid’s Tale could set a groundbreaking precedent for all of our on-demand video services that would eventually enable more guaranteed & regular viewing and thus more solid opportunities for advertisers across the board. The three-drop system could ensure both the content consumption publishers need and the habits & frequency advertisers require to make an impact.
It’s too soon to tell how advertisers will run with this, or even if other on-demand services like Netflix and Amazon will adopt this new style. But it’s clear that the choreography of a show launch has major implications for both audiences and advertisers. One that I’m actually getting behind.
Photo credit: Hulu
This week, the social world was rocked by Twitter’s announcement that it will be shutting down the Vine app. Stunning, because it still has 200MM monthly users. And, sad, because it substantially shifted the way we think about short form content creation.
That said, the transition will be slow. First, vine.co will continue to live on as a six second video library. Second, and maybe most importantly, the way Vine worded their announcement leaves much open to interpretation: “…we’ll be discontinuing the mobile app.” No mention of Twitter’s intentions for its Vine employees and Vine, the company. So, does Twitter have something up its sleeves? Maybe.
We know Twitter has been refocusing on live video and entertainment, reframing the way users view the platform and the way brands think about it as a part of their media mix. Partnerships with the NFL, livestreams of the 2016 Presidential Debates, even new broadcasts with Bloomberg and Cheddar point toward a much larger shift for the platform that could indicate Twitter’s intention to incorporate Vine’s core functionality into its own. Thereby allowing the same creation to take place, just in a different place. Only time will tell.
So, what should your brand do in reaction to the announcement?
- SAVE EVERYTHING. Twitter won’t make any fast and furious moves because they know creators and brands alike have invested quite a bit of energy into their existing content. But, if you haven’t already, save everything. Just in case. Save your profile information, save the videos themselves and save the captions you wrote as well. It’s video that can probably be used again, maybe even on another platform.
- NEVER FORGET WHAT MADE VINE GREAT. Vine changed the way we think about “snackable” content, debunking the myth that :30 and :60 seconds were a requirement to entertain and inform. So, remember that all you need is six seconds (and maybe even less) to capture someone’s attention and engage. Apply this thinking to some of the videos you create moving forward, because the principle is true across most social networks.
- LOOP DAT DOOP. Aside from the shift from what’s now considered “long-form” video, Vine also taught us to loop. Some things are so exciting that we just need to see it again and again, to either admire its genius or figure out what its genius is. Either way, the barrier to inspire users to hit the replay button themselves is much too strong to overcome, so consider making videos that loop for other channels. And then riff off of the looping technology to help form interesting creative.
- BE STRATEGIC. This may seem obvious, but think before you repost your Vines elsewhere. Be strategic about where you post and when you post your old Vine videos. You might naturally want to post everything on Instagram this minute, but that could be off. Maybe your Vine would be better served as a Snap ad or a Twitter GIF. Yes, you probably should consider posting your hotdog Vine on Twitter during the MLB World Series. But, you may want to wait to post that vine you created about skiing until later this year or early next. Context is everything, so try as hard as you can to keep your anxiety at bay and plot out what content you’d like to reuse and how to reuse it in a meaningful way for your audience.
- CONTINUE TO INNOVATE. One of the things that was so special about Vine was the crowdswell of support it received early on and the brilliant ways these creators approached the medium. From comedy, to stop motion, to magic, to artistry, and memes, Vine inspired the inspiring. Even though the mobile app may be going away, its mantra to innovate must remain, and it’s up to us to ensure it does.
Only time will tell what Twitter’s next move will be, but let’s have a six second moment of silence to honor the creativity of the app that made short-form video even more snackable.
Originally published on theDose.
Their latest product releases—including an innovative new mobile image search functionality upgrade and their launch of Promoted Video ads—showcases Pinterest’s renewed interest in drawing attention to the platform. But, what’s even more interesting is the “more search than social” evolution they’ve pivoted to.
It’s no secret that Pinterest has remained hyper-focused on separating themselves from other social networks. (We’ve known of their shift toward a more search-oriented experience for some time.) But the platform’s investment in their search experience has never been so prevalent. And considering that Google alum Gunnard Johnson was recently named Head of Measurement & Insights (adding to the list of other former Google employees) Pinterest is now concentrating on perfecting search.
And they’ve clearly thought through how to brand their pivot, so as not to pigeonhole themselves. Their use of the word “discovery” instead of “search” is clever because it highlights the user at the center—seeking out and suddenly happening upon—both sought out and contextually relevant results. And their use of self descriptors, like “catalog of ideas” and “database of taste” sets them apart from both social platforms and search platforms. They seem content on resting somewhere in the middle for now.
But Pinterest’s desire to stay in the gray can be confusing for brands simply trying to navigate, and succeed, on the platform.So, what exactly puts Pinterst in the gray areas between search and social?
1. Self-Discovery & Personalization – Via “personalized recommendations that feel qualitatively different from other services,” Pinterest is able to help users uncover their own tastes, one pin at a time. For example, recommended pins are able to consider all facets of your style (not just one specific pin) to help determine what you’ll want/need next. This makes Pinterest a different user experience than other platforms, but also shows how data-rich it is from an advertising perspective.
2. Actionable Nature – Pinterest has created the ability for “passive searching” to suddenly become active. In a nutshell, the platform is able to seamlessly move a user from casually perusing a fashion influencer’s boards, to finding a look they love, to drilling down to the specific blazer they want to buy, to buying it. In fact, 70% of users who find pins take some sort of action. This is the driving force behind Pinterest’s MPS (Motivating Potential Score) – it’s higher than any other social network, because users who see something go and do. That’s powerful.
3. Long Shelf Life – Like traditional search, but unlike social networks, Pin content is relevant much longer than a tweet or post. The content itself is hosted in a repository that was made for this very reason—to be able to keep things around that you don’t want to forget. This has given way to what I’m calling the “Two-Four Rule,” because 25% of all pinning on Pinterest happens 2-4 months before an event or holiday. Usually people in social are searching for immediate or near-term gratification and the same is true with traditional search. But Pinterest seems to lack the expected expiration date because they have cracked the “intent” code, capitalizing on signals early in the consumer journey.
4. Category-Based Search – In conjunction with its planning nature, the search terms we actually type in via Pinterest are very different from those we use on Google. We search more broadly on Pinterest, using categories as cues – things like “DIY”, “Wedding”, “Home Décor”. This allows us to discover new things and be inspired. On Google, our search gets very specific – “red chair mid century mod” which helps us to narrow down our choices, but Pinterest is about just the opposite: broadening our horizons.
5. Co-Screening – When we think about co-screening (watching some form of TV while on our mobile devices), we think of the usual suspects: Twitter, Facebook, and Snapchat. But new research shows that 45% of Pinterest users are likely to hang out on Pinterest while they’re watching TV. But there’s more: 47% of the time what users see on TV sparks activity on Pinterest. And 64% of Pinterest users say they pay more attention to what they’re doing on Pinterest than what they’re watching on TV and 44% of them will engage with Pinterest for the show’s entirety, regardless of whether it’s on a commercial break or not. This not only says something about the types of pins we create, but also about how people are consuming Pinterest content differently than other platforms.
6. Open API & Image Search – Last year Pinterest announced its open API, allowing brands to provide personalized, curated experiences for users, but few partners have taken advantage of this functionality. The most recent and robust use was Burberry’s recent campaign, which allowed users to answer a few questions to inform the creation of a custom board based on their responses. Another underutilized functionality is its image search capability, rivaling Google’s with the ability for users to upload photos and receive similar pins in response. Via buyable pins, the technology is then there to enable users to actually purchase the pair of shoes they snapped on the T (for instance). Imagine a world where you could upload a picture of what’s inside your fridge and then receive an output of recipes which include only the items you already have?
So what does all of this mean for brands? First, bring your search team into the conversation. If people can’t find your content, or your content can’t find people, you’re not taking advantage of what the platform is capable of. Second, content needs to follow all levels of intent, from “just browsing” to “ready to buy.” Don’t hyper-focus on one end of the consumer journey. And lastly, don’t over-think the community angle of the Platform. Yes, friends are sharing and sub-communities are connecting. But, unlike platforms like Twitter and Facebook (where sharing is a key KPI of success) focus on moving people from awareness to consideration as the sweet spot. If they are pinning, you are winning.