In practicing my presentation this weekend for the LA version of #TikTokWorld (this Tue), I'm taking a moment to reflect on my career journey from Google, YouTube, Facebook, Sphere Entertainment Co. and now at TikTok. In particular, how the #video landscape continues to shift. Yes, from linear and into digital channels but also how video consumption has evolved on mobile, from long(er) form (now 3-5 minutes is considered long ha) to short-form. And, from subscriptions as the primary way to drive new content discovery to machine-driven, personalized curation. To be completely frank, I never thought this level of disruption and shift in consumer behavior was possible in video (considering the transformation that happened from linear to desktop to mobile); I was convinced that only iterative innovation was the future for video and video advertising - I was happy to be wrong!! With that, I wanted to share a recent TikTok co-authored research report (NRG's data) that encapsulates this consumer trend quite well, the how, the why, etc. It really puts things in perspective. Also, highlighting some key take-aways (and yes, some about TikTok) and how short-form has really revolutionalized the industry. 1. Mobile short-form videos have emerged as the primary entertainment medium for consumers 2. 49% of consumers now turn to social/video platforms for entertainment over tradtional TV (by +17%) 3. Its really about a sense of empowerment and choice that defines a new generation; 42% cite platform suggested videos as the defining reason they enjoy social/video platforms 4. The tug of war between choice and curation finds a sweet spot where hyper-relevant alogorthims and scrollable content meet, on places like TikTok (a movies worth of consumption every day) 5. 70% of people say TikTok is their go-to for short-form video and its because its algorithim outperforms all others. 5. It's also true for ads and creating brand value in a "For You" user-choice enviornment. In the new age of consumption, entertainment is the primary path to purchase and its being part of the community and riding the trends that keep brands relevant (and allow users to discoved new brands too). Enjoy and see you at Cannes Lions International Festival of Creativity! #video #shortformvideo #brandbuilding #social #advertising #mobileads
🇮🇪Louise Ward
6mo
The figures are compelling Beau Avril and reflect what I felt I was seeing on the ground. Quick-changing and interesting times to be experiencing. Great post 👏👏👏
David Bussin
6mo
Great stuff Beau Avril Well done
Serial media intrapreneur: I build big businesses ($xxxMM) under the aegis of even bigger businesses ($xxB). How? By uncovering market-based opportunities and the mechanisms to operationalize.
6moThe year of mobile (video) finally arrived! 🙌