Making the Move to Video-First: Nickelodeon

1. MAKING THE MOVE TO VIDEO FIRST
Spredfast SmartSocial Summit
November 6, 2018

2. Then:
The competition
SOCIAL, DIGITAL VIDEO &
TRADITIONAL MEDIA
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Next:
“Good” neighbors
Now:
BFFs
The relationship between traditional media and social media has evolved
as brands strive to reach audiences wherever they are

3. Launched in January 2018 with a mission to help
transform Viacom into a digital native company
• Produce unique video content that builds loyalty and engagement for
our flagship brands (MTV, Comedy Central, BET and Nick) for a young,
mobile audience
• Become the first choice home for a wide range of digital native talent
• Develop an ecosystem where the social footprint supports a range of
partnerships and distribution models
• Build a nimble digital team willing to take risks
WHAT IS
VIACOM DIGITAL STUDIOS?
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4. 1. DEFINE OUR PURPOSE
• As a kids’-first brand, we must meet kids where every they are with entertaining
and engaging content
2. IDENTIFY OUR AUDIENCE
• We’re kids-first, but our massive reach across social with fans of our legacy IP
allows us to talk to “post-kids” and build a stronger ecosystem
3. PICK OUR PLATFORMS
NICKELODEON’S PATH TO
DIGITAL VIDEO
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5. 5
SINCE JANUARY
WE HAVE (OVER)
DELIVERED ON VIEWS &
WATCH TIME GOALS
AND SIGNIFICANTLY
GROWN OUR SOCIAL
FOOTPRINT
HOW ARE
WE DOING?
+111%
+86%
+63%
VIEWS
WATCH TIME
SUBS/FOLLOWERS
YOY*
*BLENDED AVG – YT & IG
Source: Domo, YouTube Analytics (1/1/17 through 6/30/17, vs. 1/1/18 through
6/30/18)

6. CONTENT
STRATEGY&
TACTICS
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7. Everything Nick makes is
informed by our key brand
attributes
LESSON #1:
FIND YOUR
VOICE
Playful Funny
Diverse
Authentic
Real
Accessible
Inclusive
Messy
Safe
Kid-First

8. CONTENT HAS A SPECIFIC TONE AND VOICE TAILORED TO THE DISTRIBUTION
POINT
LESSON #2:
KNOW YOUR AUDIENCE
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NSFW
Audience skews millennial
Nostalgia with an edge
Facebook Watch
Kid-first with formats that kids love
Nickelodeon YouTube
On This Day
Creating meaningful
connections with nostalgia

9. LESSON #3:
IDENTIFY PLATFORM GOALS
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GOAL STRATEGY
Be a top entertainment brand on
kids’ favorite content platform.
Grow Nick YouTube channel(s) by extending our brand,
IP and stars and incubating new talent and formats with
content created specifically for the platform.
Be kids’ go-to daily visual news
feed, a place they absolutely need
to check regularly.
Connect daily with kids on their most-engaged social
platform by delivering topical and engaging
content about Nick stars, shows, IP, and the events and
trends they care most about.
Be the broadest and most inclusive
expression of the Nick brand and
our beloved IP, appealing to kids
and “post-kids” ages 6-60.
Leverage our huge footprint and FB’s suite of
products (groups, Watch, Live) to connect, build
community and provide them shareable, engaging,
HIT, content.

10. CONTENT CAN TRAVEL ACROSS PLATFORMS, BUT FORMATS MUST BE SPECIFIC
LESSON #4:
BE PLATFORM SPECIFIC
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YouTube: 16x9 & 6 min TRT
Instagram:
1x1 & :60 edit
of YT piece
Facebook:
1x1 & another cut
from original piece

11. CONSULT PLATFORM CREATIVE GUIDELINES
LESSON #5:
ADOPT PLATFORM BEST PRACTICES
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12. SUBSCRIBE TO SOCIAL MEDIA NEWSLETTERS
LESSON #5:
ADOPT PLATFORM BEST PRACTICES
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13. STAY AHEAD OF THE PESKY ALGORITHM
LESSON #5:
ADOPT PLATFORM BEST PRACTICES
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14. NEVER UNDERESTIMATE THE FOCUS GROUP OF ONE!
LESSON #5:
ADOPT PLATFORM BEST PRACTICES
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15. ESTABLISH BENCHMARKS
• What are average video views? Average engagements?
• If you are beating your benchmarks consistently, you’re doing well!
• Also, consider updating your benchmarks frequently as you grow
PAY ATTENTION TO FOLLOWER AND SUBSCRIBER GROWTH
• Are you reaching, engaging and creating loyal customers from the right
audience?
• Are you reaching an unintended audience? Is that an opportunity?
CONSTANTLY RE-EVALUATE YOUR CONTENT STRATEGY & PLANS
LESSON #6:
ANALYZE THIS!
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