Computer and mobile device users view four billion videos on YouTube every day. They post 60 minutes worth of video every second, which translates to a century’s worth of video posted every 10 days. In fact, more videos have been uploaded on YouTube in the past 30 days than ABC, CBS, and NBC have aired in the past 60 years. Meanwhile, Facebook users – numbering more than any single country’s population, except China’s and India’s – upload 250 million photos and change 13.5 million profile pictures every day.
“This is what you’re up against,” said Victor Lee, v-p of digital marketing at Hasbro, who delivered these statistics in his opening keynote at the 2013 Digital Kids conference, held alongside Toy Fair at the Javits Center earlier this week. “How do you set yourself apart? How do you break through? How do you break out?”
Noting that 60% of online videos attract under 500 views and 90% less than 5,000 views, Lee advised studying how a child interacts with your content before embarking on a digital strategy. He also stressed the importance of good, unique storytelling that does not duplicate what can be found in other venues, and of pushing and promoting the content through multiple channels. “If you embrace [digital technology], that’s good, but you have to understand it,” he said.
An exhibitor at the small Digital Kids trade show, Ian Douthwaite, CEO of Dubit, explained to PW, “You have to find the essence of what a book is about and translate that to what kids are expecting now.” Dubit creates apps and virtual worlds for book, magazine, and entertainment brands.
Click headline to read more--
Via Chuck Sherwood, Senior Associate, TeleDimensions, Inc