This Is Vice Media’s Successful APAC Video Strategy


It could be difficult for any international media firm to increase their digital video efforts into the APAC area. Content creators are charging headfirst into a various set of nations with numerous platform preferences, passions, and, even, colloquialisms. Topic selection alone could be daunting.

Where some see a problem, Vice Media’s APAC workforce sees a chance. The variety of digital viewers in Asia Pacific, usually, has greater than tripled previously 4 years. This could not come as a shock as over 60% of the world’s younger folks, between ages 15 to 24, dwell in Asia Pacific, stories the UN.

“What’s really exciting about this region is how many different forms, places, and formats storytelling can take,” stated Myki Slonim, President of Vice Digital, APAC.

Slonim’s workforce is creating breakthrough and efficient content material that’s clearly resonating with APAC audiences. Vice Media entered Australia in 2003. Today, it reaches 76% of Australian males between the ages of 18-24, in keeping with Tubular information.

In the previous 90 days, Vice Australia’s Facebook channel secured 69.5M views and 455Okay engagements. Vice’s different goal areas, from India to Singapore, are following the same development trajectory. Vice Asia secured virtually 21.9M cross-platform views and 340Okay engagements previously 90 days.

Tubular hosted a webinar with Slonim to uncover how Vice APAC’s content material technique is partaking new audiences and the way content material creators can undertake this for their very own digital video efforts.

Watch the complete webinar right here!

Follow the Data And Your Gut

Vice APAC dispatches on-line video groups to Singapore, India, Thailand, Malaysia, Indonesia, South Korea, Japan, and Australia to seize the youth pulse.

Developing programming for such an enormous area is “a real mix of trying to understand the numbers as well as your good old-fashioned gut,” Slonim famous within the webinar.

To succeed on this finish, Vice APAC has created a video cocktail that’s:

  • experimental and faucets into youth cultural developments
  • strategized market-by-market primarily based on regional viewers and viewing habits
  • native first, however has a world enchantment

And to show their content material’s worth, Slonim goes past views and exhibits advertisers extra clear regional viewers attain metrics.

Are you taking notes but? Let’s break down the main points and a few easy motion steps.

Think Locally, Act Globally

One of Vice APAC’s core content material methods is to unearth tales that “feel authentically local but go global at the same time,” Slonim stated.

“When trying to tell those stories we want to open the aperture a bit. Tell those local stories but make sure that they ascend borders.”

Vice APAC does this by following native developments and discovering connective threads. “Dominant trends out of the youth space are going to come out of this part of the world. We find those voices and trends and help tell those stories from a global point of view,” Slonim stated.

Many younger folks wish to social movies for crucial data on points that affect their lives. “How many young people went to the polls for the first time this year? Think about that,” Slonim stated.

And though there is no such thing as a such factor as Asian youth, there are themes that tie younger folks collectively throughout the area. Vice Media’s Tubular efficiency information sheds gentle on them.

They embrace:

  • LGBTQ and human rights
  • rap and hip-hop tradition
  • sexual and gender discrimination
  • entry to training
  • cultural slices of life (that replicate an APAC area’s distinctive mixture of outdated customs with the fashionable world)

Practically talking, this takes on a number of types in video output, from dwell Hong Kong protest protection and documentaries on LGBTQ discrimination in Asia and youngster marriage in India, to a 360-degree YouTube video of Singapore’s skate parks.

Hip-hop can also be unifying younger communities throughout Asia. Vice APAC responded this 12 months with a multi-part doc sequence that appears on the hyperlink between hip-hop and socioeconomic inequality.

It featured India’s underground gully rap scene, Australia’s One4 drill crew direct from Western Sydney’s suburban “war zone,” and Thailand rappers on their lives in Bangkok’s slums.

“That’s become an interesting series for us and we are finding audiences into that scene not just around this region but around the world,” Slonim stated.

Finally, Vice APAC secured editorial partnerships with native media gamers Tirto.com and the Jakarta Post to optimize its reporting in Indonesia. The end result: a hard-hitting documentary on efforts to coverup sexual assault on Indonesian college campuses.

A take a look at Vice Asia’s high 10 most-engaged movies from 2019 offers additional examples of data-proven APAC content material themes.

The most partaking matters included: controversial marriages (#1 and #5), various tradition from rap to biker gangs (#6, #7, #9, and #10), and youth-steered debates on politics (#three). Plus, a take a look at fascinating cultural developments from hallucinatory honey in Nepal to trucker artwork in India (#2 and #four).

This Is Vice Media's Successful APAC Video Strategy
(Vice Asia’s most-engaged movies throughout all platforms from 2019. Source: Tubular Labs)

Who Else is Your Audience Watching?

Vice’s APAC workforce makes use of Tubular’s information instruments to evaluate their development within the area.

“It’s important to have a third party metric that enables the marketplace to understand the market and the strengths of different publishers. I think it’s a good thing for the entire marketplace,” stated Slonim.

A key manner for publishers like Vice to gauge the power of various publishers, particularly their opponents, is to get a way of what else their viewers is watching. This might help them drill down on market viewing habits and which creators they’re competing with for a viewer’s restricted time.

In the case of Vice Asia, Tubular information exhibits overlap with Australia’s The Feed SBS, a information, present occasions, and satire sequence. In this case, Vice Asia’s viewers are 333x extra more likely to watch this creator than the common individual.

Vice Asia’s viewers additionally present an affinity for Asian Boss, a startup video portal that seeks out genuine views on cultural information. Vice Asia’s viewers are 120X extra more likely to watch this creator too.

In this case, realizing this Vice’s APAC workforce can take a look at these publishers’ information insights to additional drive their understanding of their goal audiences.

Experiment with Regional Platforms and Formats

Distribution could make or break your affect in an APAC area. Knowing every goal nation’s platform desire and being outstanding in these areas is necessary.

In Asia Pacific, “YouTube is still incredibly important,” Slonim stated. Tubular information helps his declare. YouTube views in Asia Pacific grew 45% from the primary half of2018 (H1 2018) vs. the primary half of 2019 (H1 2019), in keeping with Tubular’s 2019 State of Online Video Report (SOOV).

“You take a market like India. YouTube is the internet for young people. That’s how young people access the internet on mobile phones.” India alone has 600M folks underneath the age of 34, Slonim stated.

In addition, Vice APAC’s workforce is continually researching rising platforms. When investigating, it seems to be into viewers development and potential monetization of those platforms, plus any referral visitors it generates.

TikTook, for instance, is the actual focus for experimentation in Asia, Slonim defined. Vice has seen robust TikTook success on its Indonesia vertical because it explores methods to strategy that platform in another way.

This means going past the usual song-and-dance TikTook persona however nonetheless creating one thing endemic to the short-form type. To do that Slonim is all about “handing the keys to the youngest people in the office.”

That’s how Vice APAC found the DIY style potential of the TikTook platform. One of our workforce members “took a pair of flip flops and turned it into high heels and that went bananas,” Slonim stated.

@viceindYou’ve been ##swallowed ##foryou ##foryourpage ##viceindonesia♬ Mission Impossible Theme (Movie Trailer Mix) – Dominik Hauser

Will this kind of viral success translate into different APAC verticals? “What resonates in one market doesn’t necessarily resonate in another, but we’re very much sharing and learning culture here in the region and internationally,” Slonim added.

Nurture Local Talent and Leverage UGC

“User-generated content is really interesting to us,” stated Vice APAC’s Slonim. In this new period, the facility of 1 influencer importing content material on-line could be unstoppable.

Slonim identified Swedish environmental activist Greta Thunberg. “One idea by a 16-year-old schoolgirl can travel the breadth of the world and end up with tens of millions of people hitting the street for climate strikes.”

This is why Vice APAC makes some extent to discover and nurture these younger voices. In Singapore, for instance, Vice lately hosted a younger creator summit through which it invited 30 up and coming native influencers to do video manufacturing workshops.

“This helped to find new voices and expanded our contributor network,” stated Slonim.

Identifying a social media influencer that’s the most effective match for a media partnership could be difficult, however after they’re matched effectively, video content material soars. How do you uncover these up-and-coming voices?

One manner is by way of Tubular’s DealMaker, which showcases the information efficiency of hundreds of influencers which have formally partnered with manufacturers by way of a sponsored video marketing campaign.

Another is to observe Ayzenberg Group’s blueprint. The promoting company makes use of Tubular’s Audience Also Watches function to take a look at the overlaps between an influencer’s viewers and a manufacturers’ or media creators’ viewership.

Read extra on Ayzenberg’s influencer advertising and marketing technique right here.

Find Your Singular, Authentic Voice

Every international content material creator ought to be asking these questions:

  • What’s your model?
  • What points do you stand for?
  • How are you giving your viewers one thing they will’t get anyplace else on this a part of the world?

Vice APAC’sanswers: “We’re all about telling deeply human stories, authenticity and wanting to take our audience with us and feel like they’re part of the story,” stated Slonim.

This goes past the subject or themes. Packaging is necessary, too.

“The more you polish a video,” Slonim stated, “the more you end up watering it down.”

Authenticity goes out the door. Vice APAC works to maintain issues as sincere and in-the-moment as potential.

Win Over Brands The Vice APAC Way

Vice APAC’s model companions routinely ask for content material with affect. Brands need to companion with a media firm that can attain their goal audiences in a significant manner. This is measured most by means of engagements, together with feedback, likes, and shares.

“Engagement is really the core metric we’re working on and what our partners are focused on as well,” stated Slonim.

Vice APAC makes use of engagement metrics in addition to viewers profiles to develop a knowledge story for potential model companions. For instance, when Tubular information revealed that Vice is reaching 76% of Australian males between the ages of 18-24, Slonim seized on that immediately.

Slonim defined these had been significant numbers he might current to advertisers to point out his penetration in key markets. He recounted a narrative of his gross sales workforce at an all-agency presentation.

“Everyone was listening with a stoneface. As soon as we put that slide up , suddenly the pens came out. That shows the power of a simple, objective metric like that,” Slonim stated.

Bringing Vice APAC’s Playbook Home

Vice’s strategy to video creation is clearly resonating within the APAC market. Content strategists, should you’re struggling to make a splash globally and to drive content material that appeals to native audiences, you must maintain Vice’s strategy in thoughts.

The media firm has seen huge development within the coveted youth demographic and its verticals constantly tops leaderboards.

Vice APAC’s ultimate takeaway: content material isn’t the end-all. Your workforce’s perspective is necessary, too. Optimism is every little thing on this new international video period.

Instead of pondering of a damaged world we’re making an attempt to repair, it’s truly a sophisticated new world with alternatives. – Slonim

Online video is the place Slonim stated Vice is “helping young people navigate that world, find the new voices that come up with the next ideas, and threading new parts of culture.”

Want to study extra methods to match Vice APAC’s success by means of information?

View the webinar free of charge right here



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