video content for publishers kennington · film needed to reflect the heritage of the brand as well...
TRANSCRIPT
VIDEO CONTENT FOR PUBLISHERS
KENNINGTONFILM STUDIOS
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why use video?
creating successful content
case studies
where we come in
why kennington film studios?
CONTENTS
Why use video?
Print sales are in freefall. Sales of the top 100 magazines in the UK and Ireland have declined by more than half since 2000.
Despite decline in sales, interest in content created by publishers has not diminished, merely pivoted to another medium, video.
For today’s audience of digital natives, video is the preferred medium for their first engagement with any brand.
By understanding changes in consumption habits, publishers can capitalise on the pivot to video, allowing them to create bespoke, editorial content and engage new audiences.
of UK publishers said video, mobile and sponsored content were key to the success of their business.
*Sources:: https://whatsnewinpublishing.com/how-publishers-can-succeed-in-the-social-video-space | https://whatsnewinpublishing.com/70-uk-publishers-look-at-video-content-as-top-priority-for-2019
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creating succesful content
Creating video content should be thought of in the same way as writing a regular feature; build a simple, yet unique format that your audience will love and return to each week.
Here are some examples of highly successful content created by publishers across sectors:
Original Content: This is unique, creatively driven content that allows you to show off exactly what your brand is about and show audiences why they should invest time in your publication.
• Harper’s Bazaar Go To Bed With Me is a strong example of original content that often reaches over 1million views.
Branded Content: Branded content is a simple and effective way to create revenue and build brand partnerships.
• How-To films are an excellent way to provide information to audiences using branded products.
Brand Partnerships: Creating content sponsored by a brand or in collaboration with brand partners allows you to tap into new audiences.
• Take a look at this brand partnership film produced by GQ and Flannels.
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Condé Nast’s pivot to video shows how publishers can open up content to new audiences.
Although it only started investing in video on YouTube and other third-party platforms in 2017, Condé Nast is seeing huge returns on this investment:
• Vanity Fair’s YouTube channel has 2.2million subscribers and views of 916,707,998 to date.
• GQ’s YouTube channel has 4.3million subscribers and 1,455,886,935 views to date.
• Wired’s YouTube channel has 5.37million subscribers and 1,583,690,143 views to date.
What motivated the change?
Following the collapse in print advertising, Condé Nast reported more than a $100 dollar in losses in 2017. In the second quarter of 2018 the publisher’s digital advertising equalled its print revenue. By quarter four, revenue from video was up by over 150 percent.
Why it works?
Condé Nast’s strategy has been about translating its luxury sheen to its digital output. Its true success has been in creating regular, format content with celebrity contributors, such as:
• Vogue’s 73 Questions: This series has been enormously successful, with Kim Kardashian’s episode getting in excess of 38million views.
• Wired’s Autocomplete Interview: This simple, studio, format regularly achieves more than 10million views per video.
• GQ’s Things You Can’t live Without: This studio show combines celebrity presenters with branded content and is a consistent source of views for the publisher.
Conclusion:
Condé Nast has recognised that many fashion and beauty trends are now born and raised on platforms like Instagram and YouTube. The audience of this content would have once made up the core readership of Vogue and Vanity Fair.
Yet, this audience is still looking to those publications to define culture and trends and so, a pivot to video allows Condé Nast to capitalise on its existing brand in a new space.
*Source: https://www.businessoffashion.com/articles/news-analysis/conde-nast-sees-early-returns-on-its-pivot-to-video
case study:condé nast
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The move to video isn’t exclusive to large-publishers like Condé Nast.
Although perhaps stepping more cautiously into the digital realm, smaller, sector-specific publications are exploring how to translate content from page to video.
Country & Townhouse recently approached us to produce some branded content to bring audiences to its publication.The project involved producing two pieces of branded video.
The first was with William & Son: a profile piece on the history of the brand, featuring key interviews and beauty shots of its products. The film needed to reflect the heritage of the brand as well as the luxury nature of the publication.
The second film, was a profile on the jeweller Stephen Webster. Country & Townhouse was looking for digital content to bring its Great British Brand series to life. We were approached to film the pilot, a focus on Stephen Webster.
If successful the series represents an ideal platform to create a format for a branded content series.
The key to successful formats is consistency, viewers become familiar with what they expect to see and look for more content that fits their expectations.
Working with us allows Country & Townhouse access to a consistent, in-house team, available to develop and produce a high-quality series.
case study: country & Townhouse
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where we come in
Kennington Film Studios is uniquely placed to help you pivot into digital video.
We are home to three sound-treated, infinity-cove studios, spread over 4,500 sq. ft in the heart of London.
In partnership with our sister company Fortemus Films we have a fully in-house team of creatives, producers, filmmakers, editors and animators.
We have the talent to translate your content from print to video, to conceive original formats that speak to your audience, and to collaborate with you to make your ideas resonate with digital natives.
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We make award-winning content for a wide variety of clients. Our in-house set up means
that we are truly end-to-end and can maintain a flexible and consistent relationship with you.
We are talent-friendly with 4 green-rooms, 3 make-up rooms and a full hospitality team.
Some of the areas our in-house team specialise in are:
• Idea Generation & Concept Development• Scripting & Storyboarding• Live-Streaming & Vision-Mixing• Animation• Editing, Grading & Sound Design• Green-Screen Shoots• VFX & GFX• Voiceover Recording• Production Design & Set-Builds• Quality Control
our services
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Studio 1 is 3,500 ft2 and is £2100 + VAT per day
L-shaped, white, infinity cove (can be painted chroma key green or any colour), sound-treated studio, drive in access.
Suitable for TV audiences and pre-recorded television programmes, TV commercials, car shoots and set-builds.
Studio 2 is 740 ft2 and is £800 + VAT per day
U-shaped, white, infinity cove, painted in chroma key green or any colour, sound-treated.
Ideal for interviews, music promos, news desk shoots, product demonstrations, live-streaming and small set builds.
Studio 3 is 300 ft2 and is £595 + VAT per day
U-shaped infinity cove, sound-treated.
This studio comes standard chroma green. Suitable for smaller green screen talking heads, pack shot shoots, idents, TV promos and commercials.
our studios
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OUR CLIENTS
Some of the broadcasters, agencies and brands that we’ve had the pleasure of working with, include:
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We want to make impactful content with you and our understanding of the publishing sector and the digital landscape mean we are the perfect partner to bring video to your audience.
• We have an award-winning, fully in-house team.
• We provide end-to-end campaign services from strategy to creative to production to distribution.
• Our in-house studio is accessible and talent-friendly.
• Our in-house digital team can provide guidance on SEO and distribution strategy.
whykenningtonfilm studios?
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LEEHEAD OF STUDIOS
TARIQSTUDIO ACCOUNT MANAGER
CONTACT US
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TEL : 0747 1822 717
EMAIL: [email protected]
TEL : 0203 405 2269
EMAIL: [email protected]
