Social Media Video Storytelling
[0:28] Intro
[1:05] A brief rundown on TeamWorks Media: where they are now and how they got there.
[7:40] Diving in to a couple examples, the BTN (Big Ten Network) and La Vida Baseball.
[11:55] How do you execute high quality content on a large scale?
[13:20] What are the key metrics you are looking at?
[17:15] Discussing two articles Jay tweeted recently: over correction to “pivot to video” and Facebook’s effort to prioritize longer form video content
[23:00] Final Thoughts
Chris is joined by Jay Sharman, founder of TeamWorks Media. They talk about his company’s growth in the digital media marketplace particularly with the growth of online video. Topics include TeamWorks Media brands ‘Live B1G’ for BTN (the Big Ten Network) and La Vida Baseball, what metrics companies should look at when reviewing online content, and how to create quality media.
TeamWorks Media helps connect passionate communities through story. With so much noise in the world, it is needed to have a clear way to help disparate passionate communities to connect. The challenge is how to do this on a large scale with the quality that is expected of video content in this day and age.
The two big examples given are the Live Big as part of the BTN (Big 10 Network) and La Vida Baseball. With Live Big, TeamWorks is creating large scale daily content for the universities in the Big 10. The challenges involved are creating hundreds of videos to be aired on TV as well as daily Facebook content. One of the hardest parts is that it is really 14 different brands within the singular brand as they have develop videos for each university in the network.
La Vida Baseball was created in partnership with the National Baseball Hall of Fame to service US Latino baseball fans who were void of getting daily original content through a Latino editorial lens.
TeamWorks has flourished and become more influential as the market for digital media has grown while TV consumption is declining. It was a drum that they had been beating for over a decade and now that the market is moving in that direction, they are poised to lead the way in how to engage people in a meaningful way online. The biggest successes they have created are deeper human interest stories that help people connect with culture within passionate communities.
Along with the move to digital media comes shifts in how companies measure the success rate of their videos. For the longest time on sites like Facebook the king metric was shares, how many people could you get to share the video with their friends? And while this is still an important piece, Jay speaks to how the current metrics advertisers are looking at is watch time on videos. Are people only watching for the first few seconds? Or are they engaging with the whole video?
With the shift in media from television to digital and the new metrics by which all content is being judged, story as the driving force behind the content has only grown in importance. As now the content is being judged on how individuals view the content, creators have to continually put themselves in their audiences shoes and remember who they are creating the content for, and how best to serve them.
Resources:
— Overcorrection to “Pivot to Video”
— Facebook’s effort to prioritize longer form video content
–intro and outro music from our friends at Sabers: https://sabersmusic.bandcamp.com/releases