Has viewer engagement changed the way video content is produced?

Our panel discusses audience engagement strategies for video content

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Day: May 11
Time: 1:00PM - 2:15PM

Viewers are now often encouraged to live tweet during programs and hashtags can commonly be found at the bottom of the screen. Some shows even create specific content that engages the viewer to participate and share. How has increased viewer engagement changed the way content is produced, and how important is it to the success of a project?

Video summary

Audience engagement strategies are both changing and being changed by the opportunities that new platforms provide. Of course, compelling content is still as important as it ever was in achieving audience engagement. The difference now is that the audience can engage more immediately and directly with the content and its producers. In the interactive vs linear experience, the viewer can provide instant feedback on their video experience through applications like Twitter or Facebook Live. At the same time, companies are realizing that they can connect with their audience through the same applications, and increase viewer engagement that enhances their brand. As a result of offering a different, interactive experience from the linear one, series like “Vikings” on history.ca channel are reaching viewers in the millions. Watch the video, and see our panel explains how viewer engagement has changed the way their content is produced.

Experts in this video

Film Sector Development Officer, Film & Entertainment Industries, City of Toronto

Multimedia Producer at Entertainment Tonight Canada

Senior Digital Strategy Manager, TELUS Optik Local & STORYHIVE

Production Executive, Original Drama Content, Corus Entertainment

Video transcript excerpts

“How has increased viewer engagement changed the way content is produced, and how important is it to the success of the project?”

“[New online options] really are about increasing viewer engagement. That, and all these value-added platforms. It can be entirely new content, or it can be complementary content.”

“Yeah, we have reached 31 million with this [Vikings] campaign, and that’s enormous obviously, and well exceeded our expectations. It was a fantastic example of how to reach a lot of people across a lot of different platforms, without the same resources of a major paid media campaign. We tried to think a lot about how can we do this off the top? How are we going to create an experience that is meaningful, that people are going to share, that’s going to transcend any one platform?”

“We knew we wanted to create an interactive experience. We felt that that was going to be really important, especially because this was a digital initiative, to offer something different from the linear experience. We [had] a terrific digital shop…that we worked with in creating this campaign, and this initiative, a world reveal, was both a website [and] it also featured a lot of content that we could then push out on many platforms.”

“We created a home page, an interactive website on history.ca which enjoyed about half a million page views on its own. Actually that just pales in comparison to how many people we reached [when] we took the individual pieces of content and then sent them out across Facebook, Instagram, and Twitter.”

“What you’re giving people is more than a peak behind the curtain here. [You’re] giving them that personal connection. We were talking about how important it is, if you’re going to delve into the digital stream, the automated stream, [that] it has to be authentic.”

“What we’re really trying to do with the Storyhive…is we’re throwing money. We’re giving money to filmmakers, and part of our Storyhive program [is that] it’s sort of community-based, and we’re allowing the community, the audience, to vote on who should receive funding from us.”

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