The week in content marketing with Lieu Pham
Video platforms dominate this week as YouTube attempts to tap into niche markets by offering three new apps: YouTube Music, YouTube Kids, and YouTube Gaming. Meanwhile, we discover the ways brands can use Snapchat, Periscope, and Facebook Live to create “sticky content.”
Over in Chicago, we experience what it’s like to sleep like van Gogh. Airbnb has developed a new platform for partners to create unique hosting experiences for their customers. The Art Institute of Chicago has already partnered with the travel accommodation company to re-create van Gogh’s bedroom for art-loving travelers.
Finally, we meet the geniuses behind Target’s new back-to-school campaign, a bunch of 8 to 17-year-old kids. Fast Company profiles the teens and tweens behind the ads.
Have a good week!
Periscope, Facebook Live and Snapchat are the next step forward for video content. So what’s the difference between live stream and ‘traditional video’ content? Live stream is in the moment, and it’s interactive. However, not all live-streaming apps are the same. Find out what’s what on each platform.
Savvy business owners are taking advantage of the Poké-phenomenon by buying in-game ‘lures’ to attract virtual Pokémon to their business locations. Players then go to local businesses to catch Pokémon, and some crack open a beer while they’re at it. L’inizio Pizza Bar in New York saw a 75 per cent boost in business after spending just $10 on lures.
We spend an average of seven hours staring at a screen every day, whether it’s on a tablet, phone, laptop/PC or television. This HubSpot post looks at the hows and whens of our screen-staring habits.
Mastercard is rebranding its products and there’s less emphasis on the card. The logo no longer capitalises the ‘c’ in card. It’s part of the company’s efforts to transition from a plastic card to digital payment methods. Mastercard is making big upgrades to its mobile payment system Masterpass, and showcasing some of its new features through partnerships with Pizza Hut and The Cheesecake Factory.
With the growth of Snapchat, Amazon, Twitch and Facebook videos, YouTube is going small in an attempt to maintain its dominance in online videos. The video platform’s niche offerings now include YouTube Music, YouTube Kids and YouTube Gaming. The individual platforms will each offer a different UX based on the behaviour of the target audience.
Airbnb, the travel accommodation company, is launching a “Night At” platform, which allows partners to creatively host their guests. The Art Institute of Chicago has already utilised the platform by re-creating the bedroom of artist Vincent van Gogh for guests to spend “a night at”.
We’re now halfway through the US summer and Target is ramping up their back-to-school campaign. However, there’s an interesting twist to their new ads: they’re created by kids aged 8 to 17. The giant retailer is putting their money where their mouth is when it comes to believing in children’s potential.
YouTube’s strength has been its massive audience and its diversity. It reaches into the untapped talent of its user base and provides them with a platform to express themselves. Their approach to music streaming is no different. In YouTube Music’s latest ads, we’re treated to a host of diverse music lovers, ranging from a Korean hip-hop loving straphanger to an emotional airplane passenger listening to James Blake and Bon Iver.
Founder & Editor: Lieu Pham
Associate Editor: Antley Li
Sub-Editor: Suzannah Pearce
Design: Sachin Samji