A smartphone, a Snapchat account and a penchant for solid storytelling is all it took for the ?Damn Daniel? meme to dominate the Internet in a matter of days. One moment, Daniel Lara and Jason Holz are average teenagers capturing video of their friends in the halls of their high school, and the next, they?re on Ellen collecting a lifetime supply of Vans sneakers.
This example, in particular, portrays the unprecedented opportunities (and innate challenges) that the online video landscape presents to today?s marketers. This article will illustrate how online video has evolved and what marketers can do to make the most out of creator partnerships in an increasingly democratized media landscape.
The entertainment industry?s next great showrunners are everyday people Going back 10 years ago, the most compelling and original content was often found during prime-time hours of television. Widely reaching original programming could only be afforded by already established media powerhouses?that is, until Netflix arrived and changed the game for everyone. The overwhelming reception of original programming by the HBO rival and the evolution of digital video consumption habits now outpacing all other mediums has sparked the creation of original content on video platforms like Vine, Snapchat and YouTube.
Fast-forward to today, many years and platforms later, and the game is still evolving. The most-watched pieces of content are no longer studio-owned but instead created by a new kind ...