DreamWorks – YouTube Nation

Cannes Lion Day 4 Wednesday

YouTube – DreamWorks – YouTube nation

In January this year, a new series “YouTube Nation” launched on YouTube Via Dreamworks Animation. The aim of the series is to connect people with brands through storytelling on YouTube. It is about creating a much deeper connection with people, where they choose to follow content makers as though they are friends.

The initiative arose out the insight that the next generation are increasingly consuming their TV content through Youtube, not their television sets. Advertisers can no longer drop a 30 second in front of a Youtube video and hope people watch it. It’s a whole new game, a whole new kind of engagement that is based on a new approach to storytelling.

Take Vice for example, Vice is a digital network of channels comprising news, culture and music and is designed for today’s connected youth – it’s the CCN for a new generation. The first thing they did was invite in the leadership personalities in content creators and set out to develop a lighthouse to shine a light on great content. The channel has a real voice through which you can feel their vibe and personality. “Platform fever” is hyper-curated content created by people around the world.

Check out #vicenews, a channel that speaks to young people in a way they respond to as it is based on a peer-to-peer approach where they are not talking at you, they are talking to you. The content is created on the street and is real and authentic, not artificially created in a boardroom. This form of communication is the future. You need to have a dialogue and connect with the audience in real time. Soon YouTube will be the biggest video broadcast network on the planet and the content will continue to get better and better. We are in the first few chapters of the story right now.