If you’re a dad or mum to a younger baby, you’ve possible heard Moonbug‘s catchy child fare choices over, and over, and over, and over.
It’s this uniquely rewatch-happy viewers and a strong data-backed content material technique to which the worldwide leisure firm owes its success. In January 2020 alone, Moonbug was the third-largest children’ leisure media firm on this planet by way of minutes watched, primarily based on Tubular’s Audience Measurement resolution (in beta).*
Content creators who’re attempting to determine new programming and determine white area can be taught rather a lot from Moonbug’s technique.
As such, we spoke with Ditte Lucas, Head of Brand at Moonbug, in regards to the London-based firm’s data-informed audience-focused strategy to content material creation. Here’s what she had to say!
First and Foremost: Creativity Is Human
Since Lucas and a lot of the different Moonbug founding group members are dad and mom themselves, they make selections primarily based on what they’d like their very own children to get out of social video.
The resounding consensus: partaking leisure that doesn’t solely pacify however helps the kid’s growth.
Moonbug bases its instructional selections round an in-house Life Skills chart, which Lucas defines as “the psychosocial skills you need to become a well-functioning part of society.”
“We don’t just look at the ABCs and the 123s; we break our educational offerings down into cognitive, emotional, and physical skills by age level.”
For this cause, Moonbug fare for infants appears to be like completely different from what it presents to toddlers as a result of it’s primarily based on the kids’s creating expertise 12 months by 12 months.
Based on this Life Skills chart, Moonbug then strikes into the subsequent step of its content material creation course of: figuring out what the info says.
Creativity Inspired by Data Is Moonbug’s Focus
It’s not shocking Moonbug has constructed an empire on highly-engaging children’ content material like Go Buster, Morphle, and Little Baby Bum. What’s unimaginable is that the corporate achieved this degree of success after solely 20 months within the enterprise.
The Moonbug mannequin entails buying, elevating and then distributing content material for teenagers. From idea to distribution, knowledge guides inventive and supply selections.
“The benefit of building digital IP is that you get data feedback,” Lucas stated. “We make sure that everything we create is the marriage between data insights and creativity.”
For instance, final 12 months Moonbug acquired a content material creator with an attractive visible story about a little bit lady and the bus she preferred to journey. The IP creator designed the story across the little lady. But by means of viewers testing, Moonbug found a special narrative.
“The original creators thought the little girl was the main character in the story, but when we looked at the data, we learned that videos featuring the yellow bus consistently overperformed on the platform,” Lucas stated.
“We knew that the audience felt that the bus was the hero of the story, and we decided to give Buster the Bus his very own show.”
Moonbug’s insights are fastidiously woven into each side of Buster’s colourful world. For instance, Moonbug realized from Tubular knowledge that yellow buses are particularly well-liked with youngsters. The resolution to make Buster yellow was a utterly data-informed resolution.
“We also used data to tell us which friends Buster should have,” Lucas stated. “We could see that one of the most-searched-for vehicles is a digger but looking across kids’ shows it is one of the rarest vehicles featured.”
How Data, But Not Just Data, Makes Moonbug
Now, lower than two years after Moonbug launched in 2018, it’s one of many largest children’ leisure media corporations with movies out there on Netflix, Hulu, Roku, Amazon Prime Video, Sky TV, Apple TV, and many extra locations.
Its Go Buster property lately additionally made the leap from YouTube to Netflix. And children are watching all this content material once more and once more.
“Part of the value with young kids as an audience is that when they see something, they want to see it again,” stated Ditte. “That’s the opposite of older audiences who want to be surprised. Young kids want to repeat a pattern until they’ve learned it.”
The firm’s distinctive mix of instructional psychology and knowledge insights makes it significantly primed to achieve a means that movies primarily based solely on concept, or solely on knowledge, can’t do.
By combining attributes that work algorithmically properly (like yellow buses and diggers) and attributes which can be age-appropriate to youngsters’s developmental ranges, it’s ready to create content material that youngsters discover irresistibly rewatchable.
“It’s not just a data machine that spits out content,” stated Jon Benoy, Head of Video Labs for Moonbug. “There is still a big amount of effort and expertise from the creative team to ensure we are creating content that speaks to the Moonbug core values and kids will fall in love with.”
Data helps Moonbug polish the IP it acquires and offers it the very best likelihood of succeeding on YouTube and past. But from there human creativity, and a cautious understanding of what helps children be taught and have interaction, does the remainder.
“We imagine leisure is an important a part of rising up and it’s a extremely robust base for studying,” Lucas stated.
“We’re all parents. Moonbug was started by parents for parents. And as such we want to create great entertainment for kids all around the world – which kids will love – and their parents will love that they love.”
Curious to see how one other firm creates breakthrough content material in a aggressive market?
* Source: Tubular Labs Audience Measurement BETA, Cross-Platform (YouTube/Facebook), Property degree, solely together with Kids Entertainment & Animation Media Creators primarily based on Minutes Watched