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KEYNOTE
SINGAPORE ~ SEPTEMBER 15 - 16, 2022
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Let's Get Real: Create
Content that Connects
Kayley Tan
MANAGING DIRECTOR
TITAN DIGITAL MEDIA PTE LTD
Fiona Lai
BUSINESS DEVELOPMENT AND
STRATEGIC PARTNERSHIPS
TITAN DIGITAL MEDIA PTE LTD
Apple’s #ShotOnIPhone Challenge
Memes = UGC
Create To
Entertain,
Educate
& Inspire
80+ Million Monthly Impressions
Jianhao Tan
Drama-Comedy
Jebbey
Family
Team Titan
Variety
Titan Gamers
Gaming
Ladies First
Female
Empowerment
InCentral
Food
Playtime TV
Children and Toys
19+ Owned YouTube Channels
100+ Exclusive Creators on YouTube, Instagram & TikTok
TITAN ACADEMY EMPOWER GENERATIONS Private & Confidential. Created for MCI
5.57 million
subscribers
60 million monthly
viewership
Highly Engaged
Audience
Viral Videos = Content + Creators
Squid Game Among Us No Way Home
Mobile Game Growing Up World Event
Branded Collaborations
Edutaining the Audience
with Your Messages
MCI - Project UPLIFT Family Island Mobile Legends Bang Bang
10 Million
Global Views
5.5 Million
Global Views
4.7 Million
Global Views
A Little Bit About Me☺
Commercial Lead @ Titan
Create Viral TikToks with My Family
So What’s Happening Today?
3
Tips on the Platforms
4
YouTube Crash Course
1
Entering a Video-First World
Video Content Marketing on Social Media
for Brand Amplification
2 Battle of the Video Platforms
YouTube, Instagram, TikTok
To get the biggest ROI
DIY
The Rise of Video Content
Video First Marketing (VFM)
“VFM makes it easy for
businesses to create videos
that suit each stage of the
buyer journey: awareness,
consideration, evaluation
and decision”
*Forbes, 2022
Video Content Marketing Comes in Multiple Formats
Video Content Marketing to Boost Sales
Viewership: 67,000
Fully Booked out with
Customers for Months
Conversation Rate:
~3%
Ladies First X Lash Centre Singapore
Jianhao Tan x MCI Singapore (GOV)
Video Content can Encourage Behavioural Change
Resonated with
disadvantaged
student background
Expressed that they
understand the value
(empathy) of the video
Shared and discussed
among themselves
Video Content can Drive Effective CTA
Jianhao Tan x Mobile Legends Bang Bang
High Viewership-to-
Downloads ~6%
Brand Association with
a variety of Talents
Raised Awareness of
Game in New Markets
In collaboration with Shoppee on TikTok
Video Content can encourage relatability
Generation of
UGC with the audio
Organic Approach to
advertisements
Sharable content
Video Content can encourage purchasing decision
Be Different
Make Foot Cream
Funny and Interesting
Capture Attention
with Content Creators
Why Video Marketing Matters
Video for
Google SEO
Commands
Attention
Entertaining WHILE
Edutaining
Encourages
Conversations
Organic and
relatable
Entertaining
though various
formats
Garner new Audiences
Developing
an impactful
Video
Strategy
TIPS
YOUTUBE
Effective Storytelling
Video Formats
Ad-Format Variety
Targeted Audience
Community Building
Long-Form and Short-Form
TIKTOK
AMANDER
@amandersings
(146.4K)
KAYLEY
@killitbeforeitlaysggs
DEBBIE
@realdebbwie
CATEGORY FOCUS: FASHION
CUMULATIVE VIEWS: 201.4K
FEATURED BRAND: DISNEY
PLUS
CATEGORY FOCUS: FAMILY
CUMULATIVE VIEWS: 69.4K
FEATURED BRAND: CAREERS
CONNECT
CATEGORY FOCUS: LIFESTYLE
CUMULATIVE VIEWS: 26.1K
FEATURED BRAND: GUARDIAN
Diverse and Active
Demographic
Localised or Global
Audience by Algorithm
Trend Incubator
Variety Ad Formats
Seamless Advertising
Hashtags for Organic
Growth
INSTAGRAM
Integrated Social Commerce
Algorithm Prioritising on
Video First, Images Second
New Audience Generation
Community Building and
Increase Loyalty
Categorised Content (Lifestyle,
Beauty, Games etc)
What's your ambition?
Long-Form
To provide
information
and educate
Short-Form
To entertainment
and garner new
audiences
Edutain? Entertain?
Regardless of format,
Put Engagement as Priority
Looking for rich and
immersive
experiences
Turn to the internet for
relatable, meaningful
and edutaining content
Authenticity, Diversity
and Inclusivity
Want to feel seen and
heard, not overheard,
want to participate
About Me
Huge Content
Consumer & Content
Advisor to Creators
Dogs & Experiences
Create Content
Of What I Love
Create Your
Own Content
Create videos that you want to watch
- CRASH COURSE -
Building your own YouTube Channel
Who is on your channel?
What is the story that
you want to tell?
Keep creating, get a momentum and have fun!
Find a momentum that works for you
Just start doing
Keep uploading and
trying
Love what you create
Create what you
would watch
Get good at what
you’re doing
Keep improving
Quantity vs Quality
2 is sufficient per
month
Integrating creating YouTube
content into your life
Find what works for you
Plan your content
Create with your friends
and community
Uploaded 1-2 weeks after the release of
Infinity War or Crazy Rich Asians
● Do not drag too long till the trend
dies down
● Plan ahead on what is going to
happen
Ride on Relevant Trends within your Category
New Show/Game
Releases
Upcoming Fashion
Shows. E.g. Met Gala
Shows/Games that are
picking up conversation
on other platforms
New or Interesting
Products/Services/Experiences
Occasions/Holidays Big moments in life
How to Get Views?
Find your style and standout
First Impression of Your Video: The Thumbnail
Hook the Viewers and Appeal to Their Interest
Be Consistent!
YouTube rewards consistent channels by pushing them higher in
the search and recommended lists
Gives your audience something they can look forward to and they
know when to check back
2 videos/month
at the start
Build your community
● YouTube Comments and Pages
● Your other social media channels (Q&A,
comments)
How to Get Views?
Key Step: Start doing!
Talk and document about things that you
already know
Gaming F&B Sports
Fashion
Parenting Travel Music Pets
Beauty
FMCG
Lifestyle
Technology
Start with a category you’re familiar with
or you are currently doing
Start with a 6 - 8 mins video
How to Get Views? Collaborate with other creators
Tom Holland
Lizz Chloe & Cody The Rock, Kevin Hart, Jack Black
Jannine Weigel
Kim Lee
Chris Hemsworth
Alodia
Kim Lee Naomi Neo Jenn Rachel Wong
Josephine
Some examples of collaborations Jianhao did in his early YouTube years
Ask and Listen to What Your Audience Wants
On YouTube, Instagram, TikTok
Listen
Read, Reply and Engage
with your audience
Ask
Be Prepared for Challenges
Lack of
knowledge
Online
criticism
Strong
competition
Thank you!
Feel free to reach out to us at
business@titandigitalmedia.com
Let's Get Real: Create Content that Connects - Kayley Tan, Titan Digital Media Pte Ltd

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Let's Get Real: Create Content that Connects - Kayley Tan, Titan Digital Media Pte Ltd

  • 1. KEYNOTE SINGAPORE ~ SEPTEMBER 15 - 16, 2022 DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore Let's Get Real: Create Content that Connects Kayley Tan MANAGING DIRECTOR TITAN DIGITAL MEDIA PTE LTD Fiona Lai BUSINESS DEVELOPMENT AND STRATEGIC PARTNERSHIPS TITAN DIGITAL MEDIA PTE LTD
  • 5. 80+ Million Monthly Impressions Jianhao Tan Drama-Comedy Jebbey Family Team Titan Variety Titan Gamers Gaming Ladies First Female Empowerment InCentral Food Playtime TV Children and Toys 19+ Owned YouTube Channels 100+ Exclusive Creators on YouTube, Instagram & TikTok
  • 6. TITAN ACADEMY EMPOWER GENERATIONS Private & Confidential. Created for MCI 5.57 million subscribers 60 million monthly viewership Highly Engaged Audience
  • 7. Viral Videos = Content + Creators Squid Game Among Us No Way Home Mobile Game Growing Up World Event
  • 8. Branded Collaborations Edutaining the Audience with Your Messages MCI - Project UPLIFT Family Island Mobile Legends Bang Bang 10 Million Global Views 5.5 Million Global Views 4.7 Million Global Views
  • 9. A Little Bit About Me☺ Commercial Lead @ Titan Create Viral TikToks with My Family
  • 10. So What’s Happening Today? 3 Tips on the Platforms 4 YouTube Crash Course 1 Entering a Video-First World Video Content Marketing on Social Media for Brand Amplification 2 Battle of the Video Platforms YouTube, Instagram, TikTok To get the biggest ROI DIY
  • 11. The Rise of Video Content Video First Marketing (VFM) “VFM makes it easy for businesses to create videos that suit each stage of the buyer journey: awareness, consideration, evaluation and decision” *Forbes, 2022
  • 12. Video Content Marketing Comes in Multiple Formats
  • 13. Video Content Marketing to Boost Sales Viewership: 67,000 Fully Booked out with Customers for Months Conversation Rate: ~3% Ladies First X Lash Centre Singapore
  • 14. Jianhao Tan x MCI Singapore (GOV) Video Content can Encourage Behavioural Change Resonated with disadvantaged student background Expressed that they understand the value (empathy) of the video Shared and discussed among themselves
  • 15. Video Content can Drive Effective CTA Jianhao Tan x Mobile Legends Bang Bang High Viewership-to- Downloads ~6% Brand Association with a variety of Talents Raised Awareness of Game in New Markets
  • 16. In collaboration with Shoppee on TikTok Video Content can encourage relatability Generation of UGC with the audio Organic Approach to advertisements Sharable content
  • 17. Video Content can encourage purchasing decision Be Different Make Foot Cream Funny and Interesting Capture Attention with Content Creators
  • 18. Why Video Marketing Matters Video for Google SEO Commands Attention Entertaining WHILE Edutaining Encourages Conversations Organic and relatable Entertaining though various formats Garner new Audiences
  • 20. YOUTUBE Effective Storytelling Video Formats Ad-Format Variety Targeted Audience Community Building Long-Form and Short-Form
  • 21. TIKTOK AMANDER @amandersings (146.4K) KAYLEY @killitbeforeitlaysggs DEBBIE @realdebbwie CATEGORY FOCUS: FASHION CUMULATIVE VIEWS: 201.4K FEATURED BRAND: DISNEY PLUS CATEGORY FOCUS: FAMILY CUMULATIVE VIEWS: 69.4K FEATURED BRAND: CAREERS CONNECT CATEGORY FOCUS: LIFESTYLE CUMULATIVE VIEWS: 26.1K FEATURED BRAND: GUARDIAN Diverse and Active Demographic Localised or Global Audience by Algorithm Trend Incubator Variety Ad Formats Seamless Advertising Hashtags for Organic Growth
  • 22. INSTAGRAM Integrated Social Commerce Algorithm Prioritising on Video First, Images Second New Audience Generation Community Building and Increase Loyalty Categorised Content (Lifestyle, Beauty, Games etc)
  • 23. What's your ambition? Long-Form To provide information and educate Short-Form To entertainment and garner new audiences Edutain? Entertain?
  • 24. Regardless of format, Put Engagement as Priority Looking for rich and immersive experiences Turn to the internet for relatable, meaningful and edutaining content Authenticity, Diversity and Inclusivity Want to feel seen and heard, not overheard, want to participate
  • 25. About Me Huge Content Consumer & Content Advisor to Creators Dogs & Experiences Create Content Of What I Love
  • 26. Create Your Own Content Create videos that you want to watch - CRASH COURSE -
  • 27. Building your own YouTube Channel Who is on your channel? What is the story that you want to tell? Keep creating, get a momentum and have fun!
  • 28. Find a momentum that works for you Just start doing Keep uploading and trying Love what you create Create what you would watch Get good at what you’re doing Keep improving Quantity vs Quality 2 is sufficient per month Integrating creating YouTube content into your life Find what works for you Plan your content Create with your friends and community
  • 29. Uploaded 1-2 weeks after the release of Infinity War or Crazy Rich Asians ● Do not drag too long till the trend dies down ● Plan ahead on what is going to happen Ride on Relevant Trends within your Category New Show/Game Releases Upcoming Fashion Shows. E.g. Met Gala Shows/Games that are picking up conversation on other platforms New or Interesting Products/Services/Experiences Occasions/Holidays Big moments in life How to Get Views?
  • 30. Find your style and standout First Impression of Your Video: The Thumbnail
  • 31. Hook the Viewers and Appeal to Their Interest
  • 32. Be Consistent! YouTube rewards consistent channels by pushing them higher in the search and recommended lists Gives your audience something they can look forward to and they know when to check back 2 videos/month at the start Build your community ● YouTube Comments and Pages ● Your other social media channels (Q&A, comments) How to Get Views?
  • 33. Key Step: Start doing! Talk and document about things that you already know Gaming F&B Sports Fashion Parenting Travel Music Pets Beauty FMCG Lifestyle Technology Start with a category you’re familiar with or you are currently doing Start with a 6 - 8 mins video
  • 34. How to Get Views? Collaborate with other creators Tom Holland Lizz Chloe & Cody The Rock, Kevin Hart, Jack Black Jannine Weigel Kim Lee Chris Hemsworth Alodia Kim Lee Naomi Neo Jenn Rachel Wong Josephine Some examples of collaborations Jianhao did in his early YouTube years
  • 35. Ask and Listen to What Your Audience Wants On YouTube, Instagram, TikTok Listen Read, Reply and Engage with your audience Ask
  • 36. Be Prepared for Challenges Lack of knowledge Online criticism Strong competition
  • 37. Thank you! Feel free to reach out to us at business@titandigitalmedia.com