SmartSocial Summit | Making the Move to Video-First: Nickelodeon
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This document discusses Nickelodeon's strategy for moving to video-first content on social media platforms. It outlines Nickelodeon's goals of meeting kids where they are with entertaining content, identifying their kid-focused audience, and choosing platforms like YouTube and Instagram. The summary emphasizes lessons learned in finding their kid-friendly voice, tailoring content to specific platforms and audiences, adopting best practices for each platform, and analyzing metrics like views and subscriber growth.
SmartSocial Summit | Making the Move to Video-First: Nickelodeon
- 1. MAKING THE MOVE TO VIDEO FIRST Spredfast SmartSocial Summit November 6, 2018
- 2. Then: The competition SOCIAL, DIGITAL VIDEO & TRADITIONAL MEDIA 2 Next: “Good” neighbors Now: BFFs The relationship between traditional media and social media has evolved as brands strive to reach audiences wherever they are
- 3. Launched in January 2018 with a mission to help transform Viacom into a digital native company • Produce unique video content that builds loyalty and engagement for our flagship brands (MTV, Comedy Central, BET and Nick) for a young, mobile audience • Become the first choice home for a wide range of digital native talent • Develop an ecosystem where the social footprint supports a range of partnerships and distribution models • Build a nimble digital team willing to take risks WHAT IS VIACOM DIGITAL STUDIOS? 3
- 4. 1. DEFINE OUR PURPOSE • As a kids’-first brand, we must meet kids where every they are with entertaining and engaging content 2. IDENTIFY OUR AUDIENCE • We’re kids-first, but our massive reach across social with fans of our legacy IP allows us to talk to “post-kids” and build a stronger ecosystem 3. PICK OUR PLATFORMS NICKELODEON’S PATH TO DIGITAL VIDEO 4
- 5. 5 SINCE JANUARY WE HAVE (OVER) DELIVERED ON VIEWS & WATCH TIME GOALS AND SIGNIFICANTLY GROWN OUR SOCIAL FOOTPRINT HOW ARE WE DOING? +111% +86% +63% VIEWS WATCH TIME SUBS/FOLLOWERS YOY* *BLENDED AVG – YT & IG Source: Domo, YouTube Analytics (1/1/17 through 6/30/17, vs. 1/1/18 through 6/30/18)
- 7. Everything Nick makes is informed by our key brand attributes LESSON #1: FIND YOUR VOICE Playful Funny Diverse Authentic Real Accessible Inclusive Messy Safe Kid-First
- 8. CONTENT HAS A SPECIFIC TONE AND VOICE TAILORED TO THE DISTRIBUTION POINT LESSON #2: KNOW YOUR AUDIENCE 8 NSFW Audience skews millennial Nostalgia with an edge Facebook Watch Kid-first with formats that kids love Nickelodeon YouTube On This Day Creating meaningful connections with nostalgia
- 9. LESSON #3: IDENTIFY PLATFORM GOALS 9 GOAL STRATEGY Be a top entertainment brand on kids’ favorite content platform. Grow Nick YouTube channel(s) by extending our brand, IP and stars and incubating new talent and formats with content created specifically for the platform. Be kids’ go-to daily visual news feed, a place they absolutely need to check regularly. Connect daily with kids on their most-engaged social platform by delivering topical and engaging content about Nick stars, shows, IP, and the events and trends they care most about. Be the broadest and most inclusive expression of the Nick brand and our beloved IP, appealing to kids and “post-kids” ages 6-60. Leverage our huge footprint and FB’s suite of products (groups, Watch, Live) to connect, build community and provide them shareable, engaging, HIT, content.
- 10. CONTENT CAN TRAVEL ACROSS PLATFORMS, BUT FORMATS MUST BE SPECIFIC LESSON #4: BE PLATFORM SPECIFIC 10 YouTube: 16x9 & 6 min TRT Instagram: 1x1 & :60 edit of YT piece Facebook: 1x1 & another cut from original piece
- 11. CONSULT PLATFORM CREATIVE GUIDELINES LESSON #5: ADOPT PLATFORM BEST PRACTICES 11
- 12. SUBSCRIBE TO SOCIAL MEDIA NEWSLETTERS LESSON #5: ADOPT PLATFORM BEST PRACTICES 12
- 13. STAY AHEAD OF THE PESKY ALGORITHM LESSON #5: ADOPT PLATFORM BEST PRACTICES 13
- 14. NEVER UNDERESTIMATE THE FOCUS GROUP OF ONE! LESSON #5: ADOPT PLATFORM BEST PRACTICES 14
- 15. ESTABLISH BENCHMARKS • What are average video views? Average engagements? • If you are beating your benchmarks consistently, you’re doing well! • Also, consider updating your benchmarks frequently as you grow PAY ATTENTION TO FOLLOWER AND SUBSCRIBER GROWTH • Are you reaching, engaging and creating loyal customers from the right audience? • Are you reaching an unintended audience? Is that an opportunity? CONSTANTLY RE-EVALUATE YOUR CONTENT STRATEGY & PLANS LESSON #6: ANALYZE THIS! 15
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