"The Long and Short of it: How Long and Short Form Content Can Add Value" presented by Chris Jeffares at Mumbrella's Travel Marketing Summit

1. SAFARI, NORTH STRADBROKE

2. HOW DID I GET HERE?

3. HELI- SAFARI, GLENORCHY, NZ

6. We travel to the most beautiful, scariest
& spectacular places.
We bring back the loot.
A bounty of film, photos & stories.
We Are Pirates.
Werner Herzog, Film Maker

7. How I got here …
SNOW-SAFARI, MOUNT HOTHAM

8. THE POWER OF TIME.
LONG THINKING.
LONG CREATIVITY.
LONGEVITY.

10. Red Bull Media House
■ Now Red Bull Destinations

11. THE SCIENCE OF TIME.

12. ALONG CAME POWERFUL NEW THINKING

13. SOURCE: 3rd Age of Effectiveness, Cannes 2023 - Les Binet, Tom Roach, Grace Kite
3RD AGE OF EFFECTIVENESS

14. CREATIVE IS STILL THE SUPERCHARGER (AS EVER).

15. BUT STORY ARCS ARE EVOLVING. BE NATIVE.

16. SOURCE: CREATIVE WORKS, GOOGLE/YOUTUBE - 2023
FINDING THE SWEET SPOT.

17. CONSUMER BEHAVIOUR
AND TIME

19. 114B
MIN/DAY
YOUTUBE
86B
MIN/DAY
STREAMING

20. A PIVOTAL MOMENT
IN TIME?

22. IF ADS ARE GETTING SHORTER?
IS CONTENT GETTING SHORTER?

23. “As long as possible.
As long as you can keep
someone engaged.”
VICTORIA BERTHINUSSEN
HEAD OF CREATIVE WORKS AUNZ, GOOGLE

24. ADAM MOSSERI , HEAD OF INSTAGRAM, 26 SEPT 2022 (322 DAYS AGO)
4X
REELS
15s to 60s
6X
STORIES
15s to 60s to 90s

25. CREATORS ARE GOING LONG …

26. ‘Longest ever word - 190,000 Characters’
Length - 1:54hr
34m views
Counting to 100,000
Originally took 40 hours (24 hrs)
28m views
116M
SUBSCRIBERS
100M GAVE AWAY ISLAND
19B
BILLION
VIEWS

27. COMBINATION OF ALONE
X SURVIVOR X THE BLOCK
18:05
MINUTES
46M
VIEWS
IN ONE DAY - NOW 84M

28. BRANDS ARE GOING LONG TOO
(Travel & Tourism SHOULD be the best)

30. 4:00
MINUTES
AVG WATCH TIME
32M
UNIQUES
VIEWERS
30%
TV SCREENS
DEVICE
SOURCE: TOURISM AUSTRALIA, YOUTUBE - 2023

31. DEC 26, 2019
IT EVEN WON A LOGIE!
TWO MOVIES & A TV SPECIAL

32. “Mark, if I can just correct you …”
SUSAN COGHILL
CMO, TOURISM AUSTRALIA

33. MARK RITSON, BRAND CONSULTANT // SUSAN COGHILL, TOURISM CMO // RAJ GUPTA, CHIEF STRATEGY OFFICER, UM
YouTube Works, May 2023
EPISODE 2 - LONG & SHORT

34. HILTON
10 MINUTE
TIK TOK*

36. 877x
INDUSTRY AVG
TRAVEL & LEISURE
36M
VIEWS
AND COUNTING
8
CREATORS
33.9M FOLLOWERS

37. GET OUTSIDE
(Cognitive Entrenchment)

38. LONGFORM. ONE-TO-ONE. COMMUNITY.

39. THE MOST POWERFUL
KEYSTROKE

42. AMPLE X FARMER’S DAUGHTERS

43. SAFARI, GRAMPIANS, VIC

44. SOURCE: Visit Victoria, Hall & Partners, 2023
TRACKING. BY SEGMENT. OVER TIME.
18-34
55+

45. STORIES BEFORE SECONDS
(Rise of the Content Enterprise)

46. RED BULL MEDIA HOUSE
GIVING WINGS TO PEOPLE & IDEAS

47. EXPERIENCES EMOTIONS

49. END OF MY TIME

50. THE POWER OF TIME.
LONG THINKING.
LONG CREATIVITY.
LONGEVITY.
SAFARI, LORD HOWE ISLAND, NSW

51. STORIES BEFORE SECONDS.
SAFARI, NOOK ON THE HILL, VIC

52. A NEW ERA IN
CREATIVITY.
POWERED BY EXPERIENCE BRANDS.
AMPLIFIED BY TRAVELLERS & PEOPLE MEDIA.
INSPIRED BY GENERATIVE AI (NOT REPLACED).
UNLOCKING THE POWER OF EMOTIONS.
TIME FLIES. BE A PILOT.
SCUBA-SAFARI, MT GAMBIER, SA

54. THANKS!
CHRIS@SAFARI.GLOBAL