Battenhall’s Post

Exactly! Focusing on content over platform shifts the conversation to what really matters: engaging the audience. Since users are trained to ignore ads, brands need to rise above by producing content that adds value. Each platform has a unique environment and attracts a specific demographic, but engaging, informative, and entertaining content cuts across all channels and makes a lasting impact. Brands need to adapt their voice and approach, focusing on Brand Programming™ that resonates with their audience's interests and values. This way, they can build, maintain, and monetize their own audience across platforms and ultimately create and drive Fandom for the brand.

How is it that we keep having this faulty-logic, data-poor, pseudo-debate about a binary choice between "old" and "new" media? The marketplace is complex and dynamic. Legacy conglomerates are challenged, yes. But Warner Bros. Discovery, NBCUniversal and The Walt Disney Company are not the same company and each have distinct strengths and weaknesses. Smart content creators and marketers will adapt their approach to each. Netflix appears to be in a class of its own (global, growing, evolving the ad platform). Smart content creators and marketers will approach Netflix accordingly. Prime Video & Amazon MGM Studios are also in a class of their own for different reasons (part of a larger eco-system, therefore using premium content and distribution to the advantage of a broader corporate strategy). Smart content creators and marketers will approach Amazon with this in mind (e.g. a plan to transact on Amazon not just with Amazon). Likewise, YouTube is different than TikTok is different than Instagram is different than X. Smart content creators and marketers will... ALL of these platforms exist simultaneously. Humans engage each platform differently; those seeking to reach those humans should also engage differently. Aden ® and Jonas Barnes have weighed in on opposite sides of this recently, whereas David Freeman and I weighed our way into agreement. Others are welcome to join the discourse. Only time will reveal who, if any of us, are right! (In the meantime, we at Superconnector Studios advise a strategic portfolio approach, with tactics and content adapted appropriately for each platform.)

MrBeast, the biggest creator on YouTube, has a massive audience, and a big warning to advertisers: If you want to reach young men, you'll have to do it through creators like him, not #television. My colleagues Dan Whateley & Sydney Bradley got ahold of a recent court doc laying out his pitch for advertisers wanting to reach his audience. Read it in Business Insider for details on his business arms, what he values most, and case studies. We also talked to ad buyers about his pitch. Will TV-like prices and a string of negative press coverage make MrBeast too much for some advertisers to touch? https://lnkd.in/eEmyPRQP

The Next Generation Is Not Watching TV," the MrBeast team wrote in many of the pitches. "Traditional media reach older audiences. Next gen consumers have drastically shifted to digital media — and specifically digital creators." Clear. Concise. Honest. YouTube is taking over. TikTok is taking over. The Gatekeepers are losing control. Creatives are now in charge of their own destiny. Brands are now able to create their own entertainment and distribution models. #film #entertainment #business #brandedcontent

Before the internet and social media, advertisers had a captive audience on television. You either watched their ads or turned the TV off. ⤵️ In the 90s, a lot of commercials were whacky, big productions. It turned into a competition of which advertiser could make the craziest spot. Today, audiences are fragmented and constantly bombarded with ads. Most modern messaging gets straight to the point. But there’s still room to entertain your audience in advertising. Most breakout marketing campaigns do exactly what everyone else is running away from: throwing their ad in a Hawaiian shirt instead of a three-piece suit. When it comes to video content, you have the keys to your audience’s emotion. Sometimes they want to take a ride down that twisty back road. #videoproductionstrategy #businessvideos #videoproductionagency #digitalmarketingstrategy

📌 #day1 of "Lights, Camera, Action Marketing" In this series, I will discuss marketing through scenes from movies/series So let's do it! starting with one of my fav series! 🎯 I've been watching Emily in Paris on Netflix and just noticed something. 🎯 In one scene, Emily, who has acted as a social media manager, shares how to build a brand on social media. 🎯She explains beautifully what is important for social media pages in this generation. These are the 4 KEYS FOR SOCIAL MEDIA BRANDING 🔖 Trust  🔖Engagement 🔖Content  🔖Interest Don't run behind followers or likes! #ganithasingh #series #netflix #emilyinparis #marketing #series #socialmedia #socialmediamarketing #digitalmarketing

Broadcast channels will be turning into communication channels on #Instagram. Creators can turn on replies to these once only one way channels. What do you think of this? Read the full article here: https://buff.ly/47ffR5e

I was surprised to learn from the article that only 33% of moviegoers say TikTok influences their decision to see a movie in theaters—I expected that number to be higher! What particularly resonated with me was the organic promotion of "Twisters" in 4DX on TikTok. Seeing the audience reactions and POV videos really convinced me to pay the premium to experience the movie that way. Katie H. from Universal Pictures noted, "Fans are more likely to engage when they feel the promotion is authentic and relevant." This aligns with the study's findings, which show that ads incorporating trending TikTok content are 1.5 times more effective at engaging viewers. Indeed, 39% of TikTok users said these trends and challenges were a deciding factor in their choice to head to the theater. This demonstrates a clear trend: when marketing feels genuine and makes use of current social media trends, it successfully drives audiences to the movies. #EntertainmentMarketing #MovieMarketing #SocialMediaTrends #FilmPromotion #DigitalMarketing #TikTokTrends https://lnkd.in/gmxSEBgZ

How are online creators shaping the future of entertainment? 🎬🎧 In our latest #DeloitteInsights article, we explore the profound impact of social media on the entertainment industry. The rise of online creators is significantly transforming how content is consumed, and it's time for us to take a closer look. Read more about these fascinating shifts and join the conversation about the future of digital media and entertainment. Authors: Kevin Westcott, Jana Arbanas, Jeff Loucks & Bree Matheson

Every market I attend and article I read these days points to the fact that TV's dominance is well and truly over - it's a question of figuring out what's next - and fast. For those (like me) who are trying desperately to figure it out, here's two good articles from C21Media and Evan Shapīro that point the way forward as the new media landscape becomes clearer. In a nutshell - The future is bright for those ready to innovate and align with where technology has taken our audience. #ContentEconomy #FutureOfMedia #DigitalTransformation #AudienceEngagement #InnovationInMedia https://lnkd.in/gspZMxEv