As video has become ubiquitous across all social media platforms, brands are producing more video content to authentically connect with their community. Now more than ever, consumers are digesting mobile video content on-the-go throughout their day. Studies show that consuming videos allows for more positive emotions to be elicited, to feel more connected to friends and family, and provides a shared common thread to talk about. Here are three ways to do so. Now that Instagram Stories has been a product feature for almost two years, brands and media are figuring out what type of storytelling converts.
By now, seasoned marketers understand that a strong content marketing strategy isn't just a handy feature but an essential component in achieving their brand's greater vision. In a short time span, content has moved from a marketing novelty to a marketing need. For pros who already have the best practices in place, 2019 planning is all about exploration and experimentation with new trends and tactics. This January, see how you can shake up your strategy and use innovative content to tackle specific challenges, whether that's raising visibility or building a more authentic social presence. Not sure where to start?
Storyful is one of many agencies looking to use user-generated content and viral video in an ethical way this coming year. Ever since November 8, some analysts and experts have criticized media companies and social media brands for facilitating the sharing of fake news and incendiary commentary during the election cycle. These critics claim that such companies are partially responsible for the spread of anger-filled filth and unverified information, and are calling for media companies and social media sites to do better at stemming the tide of fake news next year. But false information isn't the only thing brands need to be careful of sharing in 2017, especially now that (some of) the internet is ever-so-slowly coming to the realization that despite having the ability to quickly press the "share" button, maybe we shouldn't exercise that opportunity without pausing to verify the facts first. As such, in 2017, brands will need to be extra careful of the content they utilize and share, especially when it comes to user-generated content (UGC) and viral videos.
Primis, the video discovery platform, has reached an agreement with Jukin Media, the global leader in user-generated entertainment, to distribute about 800 hours of Jukin's programming across the Primis network. This will allow Jukin to extend its reach to new audiences, while Primis will add the high-quality content provider to its extensive video content library. The company's content library of more than 60,000 videos has collectively received more than 100 billion video views across social media, making it one of the most viewed video collections in the world. "I see great potential in this partnership, and we're excited about adding Jukin Media to our vast content library," said Omri Polak, Head of Content at Primis. "I believe that Jukin is challenging the conventional thinking about verticals like news and sports and the right type of content for each, while taking an active role in shaping the future of storytelling online. Combining Jukin's content with Primis' video discovery engine will benefit our publishers and help connect users to relevant and engaging content."
This paper asks whether unpopular tail items in user-generated content corpora are important, and how tail items differ from the popular head items. We develop a user-centric characterisation of the tail which shows that although the head receives a disproportionate share of interest, tail items collectively serve a large number of users. "Tail seekers," with more like's in the tail than the head, are shown to constitute more than half the user base. We then examine how interests in head and tail items differ. Temporally, head items are found to enjoy a sustained interest, whereas interest in tail items is short lived. Spatially, interest in tail items is more geographically diverse. Finally, from a social angle, interest in unpopular items appears to be more "viral" than non-viral. We discuss implications of these observations for the handling and distribution of user-generated content.