Brave Bison is a digital media drive to be reckoned with. Based within the UK, the viral leisure big owns no less than 20 completely different social channels overlaying quite a lot of industries, together with, not simply viral content material, but in addition sports activities clips and career-centered leisure.
Its Viral TRND property has been #1 on Tubular’s general world Facebook leaderboard throughout all genres since September 2018, routinely pulling in 1-Three billion views monthly.
Last 12 months, Brave Bison claimed the seventh most-watched media property on this planet within the third annual Tubular VideoAces Awards. This was a standout accomplishment for the corporate contemplating it hadn’t even positioned within the 12 months prior.
Learn extra about Brave Bison right here
We had a chat with Chief Revenue Officer, Simon George, about how the media firm launched itself so rapidly into the highlight. Read on for his insights and technique!
Tubular: What was Brave Bison’s main purpose for 2018 when it got here to video, and the way do you outline success?
Simon George: Our general focus was to create video content material that our viewers would love.
Viral TRND, our flagship model, continued to realize traction all year long, so our purpose grew to become continuous progress of the property.
We rapidly recognized a possibility to super-serve audiences who had been demanding content material that was each purpose-driven and relatable. As such, we launched two new channels: Mutha, a brand new sustainable life-style model, and Perk, a millennial-focused careers model.
Gaining sufficient views to land on Tubular’s leaderboards changed into a high metric of success for us in 2018. After we introduced all of our channels beneath the Brave Bison model, we actually began seeing traction for our enterprise. For us, the flexibility to assert a rating grew to become an enormous dialog starter with advertisers. From then on, each month we had been on tenterhooks, ready to see the place we had been on the Leaderboards.
T: How does information and video intelligence assist drive your success?
SG: We imagine that viewers vote with their eyes; if the content material is sweet, folks will watch it. So we’re at all times targeted on figuring out what’s (or isn’t) working from a numbers and information perspective, paying specific consideration to who’s watching, and fascinating with, our content material.
Our insights and information group spend all day, daily with Tubular’s software program, so I do know it’s an enormous a part of our enterprise and success. Our gross sales group spends hours on it after they’re engaged on briefs, creatives, and viewers breakdowns.
T: What does successful a Tubular VideoAces Award imply to you? What do you attribute the win to?
SG: It’s large for the enterprise, particularly one among our dimension. We solely have 50 staff globally between the UK and Singapore, so to be ranked alongside a number of the largest companies on this planet, like Comcast and Disney, is an actual honor and privilege.
We can attribute our VideoAces win to 2 primary elements: our group and our social roots.
Our group is small, lean, and performance-driven. We’re very built-in throughout our content material creation and perception groups, and each particular person brings their experience to the desk. It’s been a successful mixture to date!
Our main differentiator is that we’ve been social from the start. We’ve developed a capability to adapt, and even thrive beneath ever-changing algorithm changes on social video platforms. The consequence was a big improve in views throughout our portfolio, which was key to not simply successful a VideoAces award, but in addition to rising our promoting income 42% in 2018.
T: What had been some business-critical selections you made that had been tied to those outcomes?
SG: Traditionally, we had been extra of a YouTube enterprise. While we nonetheless have a big community there, Facebook was the massive decision-maker of 2018. The information was telling us most of our views got here from that platform. So along with the emphasis we placed on Viral TRND in direction of the top of final 12 months, we additionally grew our Facebook group internally.
T: What was your largest lesson or take away from 2018? If you can change one factor you probably did, what would that be?
SG: Initially, we had been too involved about making premium content material. We had been so frightened about creating content material that we deemed editorially spot-on that we took an excessive amount of time within the creation course of.
However, we lastly realized we might create premium-style movies and nonetheless be “on the button” when it comes to social-first content material. This change not solely improved our turnaround instances, however helped us put money into groups who might maintain monitor of social developments and, in flip, begin setting developments of their very own.
T: What are the distinctive challenges for video in 2019?
SG: The largest problem for Brave Bison this 12 months is to maintain our momentum going, or in different phrases, realizing progress alternatives. It’s straightforward once you’re a challenger to maintain pushing and pushing, but it surely’s tough to remain on the high alongside with the massive media giants. We’ll have to beat various challenges, together with staying forward of developments and seeking to commercialize our content material past merely Facebook advert income.
T: What wants to alter in video in 2019? Which are you most enthusiastic about?
SG: There’s a stigma connected to viral content material or content material that might not be as high-end as premium sequence, for instance. But we expect manufacturers are lacking a possibility there. Young individuals are engaged with this content material and watching it every day; manufacturers might actually faucet into that point. These manufacturers might associate with publishers like us to create distinctive, bespoke content material to sit down on viral channels fairly than simply creating for advert breaks.
We’re additionally placing efforts into model security. We monitor all of the content material that goes onto our channels to ensure it’s compliant and protected throughout all social platforms. This is the place creating content material with function is available in. For instance, Mutha celebrates folks dwelling regular lives in a sustainably-conscious approach; we partnered with the United Nations to start out that channel, which ensures our content material not solely entertains however informs. We really feel we have now that accountability in 2019 and past.