Episode 60: Rise Of The Peacock
I know what you’re thinking: you missed last week! Yes, I did. If you’re looking for good excuses, I don’t really have any. I simply wanted to hord all this knowledge about industry news to myself. But I have way too much already, so I give it back to you. The people. Let’s get started, shall we?
Disney And Apple
Disney and Apple have been thick as thieves for years, ever since Steve Jobs sold the Mouse House Pixar and then took a seat on the Disney board as the company’s largest shareholder. But the much-discussed streaming wars may be making a casualty of that relationship as Bob Iger, Disney’s CEO, has chosen to step down from his own position on Apple’s board. This development comes on the heels of Apple’s announcement of AppleTV+ 's launch in November (a week before Disney+), for the low, low price of $4.99, two dollars less than Disney+.
For consumers, seeing the industry giants posed against each other is a best-case scenario. The prices are being driven down, and we can only hope that the quality of content will be driven up. Let’s keep our fingers crossed and hope Netflix gets in on this game of low prices. Because, let’s face it, Netflix’s recent addition of Seinfield ain’t gunna cut it with this crop of cord-cutting consumers.
The Value of Influencers
EMarketer reports an interesting new study which explores just how much influence so-called influencers actually have. The last few years have seen considerable turmoil over the subject as brands have complained about the lack of ROI, and even allegations of influencers buying robo-followers to pad their supposed value. Plus the continued struggle between users and platforms as each tries to carve out a living. And that’s not to mention all the various influencer scandals that pop up, from Fyre Festival to Caroline Calloway. No seriously, we’re not going to talk about her. For a person who hasn’t even cracked one million followers, she’s sucked up enough oxygen as it is.
Anyway, what I’m trying to say is, this particular industry could use some good news.
And good news there seems to be.
“In May 2019, influencer agency Whalar and neuroanalytics firm Neuro-Insight analyzed reactions to influencer ads from UK social media users ages 18 to 65. The study looked at subjects' "emotional intensity" and "memory encoding."
“The research showed that influencer ads generated 277% greater emotional intensity and 87% higher memory encoding in participants than TV ads did. Influencer ads were also similarly more effective than Facebook and YouTube ads, particularly when it came to memory encoding.”
Not to be Dr. Anecdote, but this data lines up with my personal experience, both as a creator and consumer of ads. The constant din of advertising is basically a fixture at this point, and as such, people’s brains just block it out, much like the growing pile of dirty laundry in the corner of my room. I see nothing, I smell nothing.
But I digress. What brands need is a catalyst to pull people into a positive frame of mind and shine some light on those blocked-out brain parts. Influencers, which is really only another word for Entertainer, are great at that. I think these numbers could even go up higher if brands would continue to give influencers more leeway with presentation, such as being allowed to write their own copy for sponsorships. Whatever the form, though, expect to see plenty of influencers doing the ol’ song and dance for sponsorships in the near future.
NBC Universal Has A Name And New(ish) Content
Thought we’d covered all the streaming news? No! Lord No! No, it’ll never be over! And why should it? We deserve this.
Anyway, NBC Universal has announced the name of their new streaming service: Peacock. In the grand game of dumb names, we thought Hulu took the cake, but now NBC is like “Hold ma’ beer!”
Actually though, it’s better than NBC+.
In regards to content, Peacock has a lot in the works. They’ve announced a reboot of Battlestar Galactica, a revivals of aged shows Saved By the Bell and Punky Brewster, as well as shows based on existing content such as the book Brave New World and the podcast Dr. Death.
There will also be original content.
“Other originals include the comedy “Rutherford Falls” co-created by Mike Schur and starring Ed Helms, the pilot “Straight Talk” starring Jada Pinkett Smith, and the late-night series “The Amber Ruffin Show.” It had previously been announced that “AP Bio,” which was recently canceled by NBC after two seasons, will return for a third on Peacock.”
It will also be picking up The Office after it leaves Netflix.
Facebook Live Updates
Finally, a little news about video in marketing. You know, the point of this podcast. Facebook recently announced “Four “highly requested” features” were coming to Facebook Live, the app’s live video streaming function. These features are currently only available to pages, though, rather than all users, making it clear that Facebook has brands and creators in mind.
Here are the new options:
Facebook Live videos can now be broadcast only to page administrators and editors (useful for testing performances and set ups without alerting your audience)
Trimming has been added, allowing creators to tidy up the beginnings and ends of their past live streams.
Publishers can now specify exactly when they want the video to begin or end.
The max length of a stream doubled from four hours long to eight, allow creators to cover longer events.
This, plus updates to the Watch Party feature, seem to be proof that Facebook is serious about making video on their platform work, which is admirable. Still it somehow feels like too little too late to catch up with all the other social networks who have made their bones in video.
And that’s all for this week (or two. I’ve been bad at keeping up). If you appreciated this snippy round-up of video news, please stop off at iTunes (or wherever you listen to podcasts) and leave us a good review! If you found this on YouTube or social media, leave us a comment with your thoughts. Here’s our question of the week: will you be subscribing to NBC’s Peacock? If so, what shows jump out to you? If not, which services have earned your fancy?
I’d love to hear where people are at. Alright, that’s it. I’ve been Hunter, this has been the Slate and Main Podcast, and I will see you next time.