??? Brands and news publishers going all-in on videos

Issue #311

Remembering years back how heavily the ‘pivot to video’ was sold as a solution to publisher revenue, it’s a shame to see that the pivot happened just not for publishers. It happened on platform. Which is a salutary warning about throwing all your eggs in with a social platform. It’s interesting to see brand studios popping up again with Starbucks Studios. We used to say brands needed to become publishers, now they need to be creators. It’s the same thing really, an expression of the timeless need to communicate their stories with customers. Happy Thursday, Simon

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Brand creator studios

One of the big questions for brands in the creator economy ecosystem is how do they become creators themselves? One way is to build an in-house studio. Starbucks has become the latest consumer brand to go all-in on this . Starbucks Studios has partnered with multi-media production and talent management agency Sugar23 to produce original content to “deepen connections and spark conversations”. This is a cyclical trend though. I’m not aware of many brand studios that go the distance.

The most-liked video

While the landscape of content consumption is evolving, the key metrics of success remain constant: views and subs. A YouTube short video featuring magician Justin Flom's wife changing dresses quickly became the platform's most-viewed video, amassing 1.5 billion views . And Mr. Beast just secured the top spot as the most subscribed channel on YouTube . As we’ve said before, ignore YouTube at your peril .

Another pivot to video?

Remember a few years ago when news outlets were encouraged by social media platforms and brands to embrace video - to drive bigger advertising ????? Well, a lot lost ?? and it was seen as a mistake. Ironically now Reuters’ Digital News Report 2024 has found that video news is finally as big as expected — think TikTok-styled shorter videos. Audiences favour social video bulletins due to authenticity, convenience and different perspectives. It has been a boon for creators. Meanwhile the platforms have given up on news referrals and are holding onto those advertising ??.

What can traditional news do?

British tabloid, Daily Mail, is already on trend with YouTube, an in-house studio and social news. Its new blockbuster video strategy aims to win a YouTube and TikTok audience. They’re developing 20 half-hour shows for YouTube with cutdown versions under two minutes for TikTok. The YouTube shows are aimed at people who watch YouTube on their TV. Smart, we think.?

Cool tools

I’m a sucker for three things. Cool bags, stylus like e-pens (like the apple pencil) and tiny wireless keyboards. The last two always end up inducing buyer’s remorse (especially the pens). The Logitech Keys-To-Go 2 seems almost risk-free at the price point and promises to release me from carrying my laptop around, finally. Plus, it's made from recycled plastic!

Hot Tips

Some timeless inspiration, these four tips are a useful reference for anyone wanting to capture an image in a different way.

What we're looking at

• Could AI help get weather forecasts right (or more right)?
• The most important thing about the Olympics is keeping time .
• Ferrari’s e-manufacturing plant looks slicker than its cars.

Happy Thursday

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This week’s newsletter was written by Simon Kearney and Tim Colman and edited by Andre Howson . Gifs produced by Ilka Tishia D.