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Digiday Video Advertising Summit | Movement Strategy

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Presented by Jason Mitchell

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Digiday Video Advertising Summit | Movement Strategy

  1. 1. How Brands Can Follow the YouTuber Imprint … and Win Over Gen Z Jason Mitchell CEO Movement Strategy | A Social-Led Creative Agency jason@movementstrategy.com
  2. 2. Gen Z + Jason MitchellHow Brands Can Follow the YouTuber Imprint and Win Over Gen Z 1/3 said YouTube is the platform they use most 50% said they couldn’t live without YouTube *Data from NewsWhip, Google, Pew Research, Defy Media, and Pearson 47% spend 3+ hours a day on YouTube 70% relate better to their favorite YouTube creator than to celebrities
  3. 3. Gen Z looks to YouTube for entertainment & education How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  4. 4. As marketers we need to create content that gen Z will seek out and come back to How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  5. 5. And we should start by looking at the landscape: what are the successful creators doing on YouTube? How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  6. 6. You have to study the platform, you have to be aware. YouTubers and people on these platforms are very aware. Suli Breaks “ “ How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  7. 7. “ “ How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Look for something that is real and honest and has integrity and authenticity. Casey Neistat Jason Mitchell
  8. 8. People expect a certain type of content on a consistent basis. The more we stick with this, the faster our subs grow. Yes Theory “ “ How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  9. 9. “ “ How Brands Can Follow the YouTuber Imprint and Win Over Gen Z It’s great to be a perfectionist but but at the same time it’s best to just go for it. Scola Dondo Jason Mitchell
  10. 10. Gen Z seeks out these YouTubers because what they publish provides value How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  11. 11. When it comes to Gen Z and YouTube brands need to think more like a publisher than a marketer How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  12. 12. How Movement Strategy helped Under Armour think like a publisher by creating a programming slate How Brands Can Follow the YouTuber Imprint and Win Over Gen Z _ Long-form documentaries _ Interview talk shows _ Training shows _ Travel shows _ Team sports focused shows _ Product-focused shows Jason Mitchell
  13. 13. testing show concepts with pilots How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  14. 14. Creator Collabs How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  15. 15. How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Shoot Your Shot Jason Mitchell
  16. 16. SYS TRAILER
  17. 17. How Movement Strategy helped Netflix think like a publisher by creating content that drives gen Z conversation How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  18. 18. How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Every Thing You Didn’t Know You Needed Jason Mitchell
  19. 19. Every x in y
  20. 20. How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Extra Long Form Jason Mitchell
  21. 21. Hot tub .. 10 secs, then talk over it
  22. 22. The findings what worked How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  23. 23. leveraging YouTube talent What worked
  24. 24. dropping shows on a weekly cadence What worked
  25. 25. longer form content What worked
  26. 26. leaning into tried-and-true formats What worked
  27. 27. The findings what didn’t work How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  28. 28. waiting too long between seasons What didn’t work
  29. 29. unnecessary trailers What didn’t work
  30. 30. content that is too disconnected from the brand What didn’t work
  31. 31. what other brands can learn from Under Armour and Netflix’s success on YouTube How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell
  32. 32. YouTube is a huge opportunity
  33. 33. consistency is key
  34. 34. collaborate with existing YouTubers
  35. 35. Don’t put ads on YouTube, create interesting content that people will seek out
  36. 36. experiment and try a bunch of things Don’t spend your whole budget on one big bet, try a bunch of things to see what is working.
  37. 37. thanks! Jason Mitchell CEO Movement Strategy | A Social-Led Creative Agency jason@movementstrategy.com

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