Tags "Marketing"

The Long Tail in 2018: Niches Meet Streaming and Social Media

How can producers and creators successfully connect and cater to niche audiences around the world? You may have heard the business principle which states that 80% of the sales come from 20% of the clients. Economists refer to it as the Pareto Principle, or Power Law, but for most of us it’s the phenomenon that... Read More »

Ravenous: Marketing a Horror Movie in the Social Media Era

A socio-support campaign, influencers, audience targeting on Facebook and Twitter: here's an analysis of the role played by social media and digital platforms in developing an online community for Quebec’s horror feature film Ravenous (Les Affamés), nominated for five Canadian Screen Awards. Whereas Canadian horror films are renowned throughout the world since David Cronenberg produced... Read More »

Our three most-read articles in 2017

Happy New Year to all our readers! Many of you have followed us in 2017, we thank you! Some articles have really caught your attention and, as the arrival of a new year is traditionally a good time to take stock, we decided to share our three most popular posts of 2017. 1. Broadcasting Strategies... Read More »

Tube Life: How YouTube Creators Make a Living in an Increasingly Crowded Space

More than ever before, YouTubers are competing for views as well as revenue. Sustainability depends upon factors such as brand deals and partnerships seeing as CPMs (cost per thousand impressions) on YouTube have dwindled over the years. Sara Dietschy is a 22-year-old YouTuber. She has 236,000 subscribers and, several times per week, posts videos on... Read More »

What Brands and Advertisers Have Learned from YouTubers

Twelve years after the launch of YouTube, social media creators are now part of a full-fledged industry. Over the years, corporations have learned a lot from YouTubers—not only about audiences, but also about ads. YouTube has grown up. And, in many ways, it should be doing just that. The universal video platform is now a... Read More »

Filter Bubbles, Fake News and Distribution in the Age of Personalization

From creating TV formats and brands to tackling the issue of filter bubbles, Daniel Ravner has a unique view on the opportunities and challenges brought by the increased use of big data to personalize our web experience. While Daniel Ravner sees many advantages to greater personalization for content creators, he’s also weary of the effect... Read More »

Barriers to Commercial Success: The Field of Dreams Syndrome

Many game developers are afflicted by what Jason Della Rocca calls the “Field of Dreams Syndrome”. This is also known as the “build it and they will come” fallacy. Given the young average age of many budding game developers, the reference to Kevin Costner’s great baseball movie of the late ‘80s usually results in blank... Read More »

Broadcasting Strategies for the Digital Age

A successful marketing and distribution campaign has three key ingredients: advertising on social networks, partnerships with established media outlets and reaching out to influencers. Producing and distributing used to be two entirely different disciplines managed by producers and media outlets respectively. In the digital age, however, the difference between the two is not as clear... Read More »

Marketing Your Content in the Age of Artificial Intelligence

As noted in the first chapter of our previous Trends report, artificial intelligence (AI) is now concentrated in the hands of a small group of technology players who control the user discovery path from beginning to end. This level of control by a handful of major corporations is a cause for concern. Fortunately, filter bubbles... Read More »