MERCADEO Versión en español
Bing Chen of YouTube: Brands should tell stories, not sell products
7 de noviembre de 2013
Chen: El contenido que alcanza la viralidad tiene detrás un gran esfuerzo y largas horas invertidas en el mensaje
Bing Chen, global creative, development and management lead for YouTube, closed the first day at WebCongress Miami by sharing data about the current reach of the social platform he represents, noting that Hispanics (67 percent) are great YouTube users.That social network attracts more than a billion unique users each month, almost half the people who visit the Internet. More than 6 million hours of videos are viewed each month in more than 60 countries on hundreds of millions of devices. With regard to the use of YouTube as a window for reaching great masses of consumers, Chen said that brands must aim at a clear goal and have a message aimed at a specific target. He also added that the content must be authentic and give the user a very personal experience while at the same time being interactive to promote its going viral. Content that goes viral has behind it a lot of work and long hours invested in the message Chen said.Another important point, according to the YouTube executive, is to focus on a single demographic, and gave as an example Doves successful video Sketch. They discovered the power of speaking to a specific group, the woman, Chen said. The most important way to make an ad is to not make an ad. You tell stories, you dont sell.
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