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A few months ago I wrote a post about the shit that passes for ‘branded content’ these days.
Well after reading it, my friend King Adz [global street art/fashion expert, author, film director] sent me something a friend of his had written about how to make good content.
His friend has a right to do this because he started a YouTube channel last year that has turned him into one of the most interesting and fastest-growing content creators in London.
They’ve done a streetwear show [PAQ] and a food show [Bad Canteen] all aimed and consumed by the youth and from these experiences, he has identified twelve pointers for creating credible and infectious youth content.
To make sure this post isn’t the longest post in the history of this blog, I’m, going to split it into 6 today and 6 tomorrow.
I know, I’m so kind.
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LESSON ONE: Be Transparent
The first thing we learnt when we tried to make money and integrate brands into our content was this audience doesn’t mind being advertised to. They are smart and they enjoy consuming content. They understand that the content doesn’t make itself and it isn’t cheap aden they understand the pay-off.
Because of this, don’t try and fool them. You will get called out.
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LESSON TWO: YouTube is a direct substitute for TV
In the same way I would come home when I was younger and switch on the TV and binge on Nickelodeon or MTV until I got called for dinner, this generation is doing exactly the same thing.
They finish school, college, work … they come home they open their smartphone or laptop and sit in front of it until they are either told to turn it off by their parents or it’s time for bed.
The behaviour is identical.
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LESSON THREE: But the content isn’t the same as TV
Yes, consumers’ behaviour may be the same as TV behaviours, but the content that they’re consuming is completely different.
Content on YouTube doesn’t need to look like TV content to be successful.
In fact, one thing we’ve learnt is that in some cases it’s quite the opposite. Some of the most successful channels are self shot.
Self shot, hand held and more vloggy style content has a feeling of intimacy and authenticity that TV never offered its viewers.
That’s not to say that high production can’t work, we just learnt not to overlook the intimacy that this generation desires from content.
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LESSON FOUR: This audience wants to be entertained
Dude Perfect, The Slo Mo Guys, Lele Pons…
What’s their commonality?
They are all centred around humour and entertainment.
Exactly like TV.
We have to realise, 90% of people are watching it to kill some time, wind down a bit and escape their day-to-day life.
If we are being honest with ourselves, YouTube audiences respond best to lighthearted entertainment. Making meaningful, purpose-led content is great but there’s nothing to be ashamed about in creating content that simply entertains.
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LESSON FIVE: This audience left Facebook ages ago
Look I don’t have anything concrete in terms of statistics to back this up.
And honestly it’s just my experience.
I work with hundreds of young people every single week and I can categorically tell you that I have not spoken to one in the past year that actually uses Facebook.
NOT ONE.
There’s lots of industry speculation right now around this subject and the potential decline. I just want to say from my real world experience, that for this audience Facebook is long gone.
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LESSON SIX: Instagram is LIFE
In the same vein as the last point, this is also my personal experience.
But Instagram is by far the most powerful social media network the world has ever seen.
Speaking to these young people, it is jaw dropping how much weight is put on Instagram by this generation.
The Instagram profile [hard posts] is the definition of a person’s identity.
Instagram stories are an ephemeral window into a person’s life, in a slightly less controlled, more organic way.
Followers and likes are a direct measure of how relevant, popular and important somebody is. And look, I’m not here to pass judgement on if this is good or bad, but I will say to everyone reading this: take note, Instagram is a really, really big deal and it’s so much deeper than just posting photos.
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So there’s the first six …
Some you may know, some you may question but some may give you food for thought.
Remember this is specifically around youth orientated content, but for all the expertise out there, it’s funny how the most popular social content has not come from anyone in our industry.
Maybe this 2011 video from PHD can shed some light on that …
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Your contribution to this post might be digging up that PHD embarrassment but this is a good read. Maybe you should get other people to write 95% of your posts every day.
Comment by Bazza October 24, 2018 @ 6:26 amid fucking pay for that. and yes im up and only here so it can make me fall afuckingsleep.
Comment by andy@cynic October 24, 2018 @ 9:06 amAgree with all of those. It may be mostly sensible, but I like this post.
Comment by Rob (Other one) October 24, 2018 @ 7:22 amWelcome back Rob. It’s been a while.
Comment by Pete October 24, 2018 @ 7:33 amfucking hell, what insanity brought you back?
Comment by andy@cynic October 24, 2018 @ 9:07 amThanks! Frankly it’s just remembering to spend a few mins a day between baby time and work catching up on the world.
Plus I missed Andy’s ever amusing insults at Rob.
Comment by Rob (Other one) October 25, 2018 @ 1:13 amIf it is any consolation Robert, I think that PHD video was the icing on the cake.
Comment by Pete October 24, 2018 @ 7:33 ami heard the acting is better than in the freddie movie.
Comment by andy@cynic October 24, 2018 @ 9:07 amThat’s a whole different demographic.
Comment by John October 24, 2018 @ 9:42 amGreat post Chief!
Sent from my iPhone
>
Comment by mark schermers October 24, 2018 @ 8:10 amchief of fucking shit.
Comment by andy@cynic October 24, 2018 @ 9:06 amThat PHD video. It’s an evergreen that just keeps on giving, like Agency.com’s “When we roll” Subway pitch video. I like the first six things you posted here. They feel like they’re spot on. I like that the Instagram point hints at how deeply ingrained that platform is in an entire generation of lives. There’s a darkness to it too.
Looking forward to the next six.
Comment by Marcus October 24, 2018 @ 5:14 pm[…] Rob (Other one) on How To ‘Content Create’ Without It Being The Stuff Should Be ‘Dustbin Content’&n… […]
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