DR: How to Produce Low-Cost Video With Massive Impact

Welcome Rasmus and David! Hello everyone! For those of you who don't know us, we come from the Danish public broadcaster called DR. We are sort of the Danish equivalent to the BBC if you come from out of town. We have 36% market share in TV, 73% in radio and we do have a very large website with more than a million users on a daily basis across our website and streaming service and we reach 94% of the population on a weekly basis. So we are pretty big. We are going to give you some stats today, some data. I'd love to talk about user data afterwards, but I will start out giving some market perspective from our end, how we see the Danish market and David will show you some cool videos afterwards. We actually just published a very big report today, so I'm actually going to give you some numbers from that report. This is our perspective. The green one is going slowly down. The red one is Danish streamers. That's going up. That is sort of how the world we're in, to sort of fix the generation gap because the younger viewers, they don't know what Flow TV is and we sort of have to make them aware that we have some great content for them as well. This is the new market. YouTube is the biggest player in Denmark. They reach more than half of the population on a weekly basis. Netflix is second and we're actually number three in that perspective. So that's actually pretty good. We reach more than one third of the population on a weekly basis on our streaming service exclusively. That's good, but we need to reach more users and we need to reach them in different places and that's where video comes in. A very, very important lesson within video is that you should probably make video for mobile first and you have the numbers here. There's actually more people accessing the internet from a mobile phone now than from a PC and it sort of changed two years ago. So almost 75% of the Danish population actually use the internet from their mobile phone. So when we think of video, especially short content video, we always think mobile first. It has to be working on mobile phones, otherwise it doesn't make sense for us. So that's a very important lesson for all of you guys. It's mobile only. We also know that nine out of ten Danes, they actually use social media and social media is an interesting marketing channel for us. That's typically where we can reach younger audiences that doesn't know what Flow TV is, that perhaps doesn't know what an old radio show is. So that's a good place for us to be. We don't have per se a social media strategy. We have a target group strategy where social media is a big part of that and the numbers for the Danish market looks like that. Actually we can see for the first time that Facebook usage is actually decreasing in Denmark. It's down from 65% daily usage to 63% among the population and for the first time Instagram is actually above Snapchat in Denmark. That's interesting as well. They have grown a lot the last year and Snapchat is actually at their peak right now in Denmark. The rest of the platforms, they don't really interest us. You could add YouTube here. I'm going to show you some numbers next. Basically we are interested in YouTube, Facebook, Instagram and Snapchat in terms of reaching younger audiences and I'm going to show you that right now. So as you can see we actually see a very large drop in usage among the very young ones. The 12 to 24 year olds, they're actually leaving Facebook now. Down from 81% to 73% daily usage and Facebook is sort of growing in some of the other age groups but it's clearly that they have reached max right now. Same thing goes with YouTube. They are actually increasing usage across all target groups and especially the youngest ones are using YouTube more than ever. So that's an interesting marketing platform for us. Snapchat is losing their youngest user base in Denmark down from 68% to 63%, 12 to 24 year olds daily usage. The reason Snapchat is still at their level is that we can see that the 32 to 46 year olds, they have discovered Snapchat right now, which is pretty funny. Instagram an interesting platform as well. The youngest user base is at the same level as last year but we can see that especially the 25 to 31 year olds are picking up speed on Instagram. So that's just to give you an idea of where we are and our perspective in terms of using video on these platforms. David will tell you lots of stuff about how we do it. So over to you David. Thank you very much. So can I get everybody to give Rasmus an applause? So this was Rasmus' last presentation as an employee of DR. He's now moving on to the commercial world, working for TV2 next week. So he's going to be selling soda and loans to young people. Thank you Rasmus. Okay, so this is video. Five letters. I'm going to give you some insights on what we do in terms of video aimed at young adults at DR. I work as an executive producer for these two brands. For those of you who don't know them, P3 is the largest radio station non-commercial for young adults. Two million weekly listeners. DR3 is a TV channel this year. Next year it's going to be a digital brand. It is the highest performing brand on DR TV, our streaming platform. I'm only going to be talking about third party platforms. So none of the DR owned platforms. This is only going to be about social and it's only going to be about video. And this is more of a kind of a mindset thing for you guys to take away. We don't sell anything at DR, so I'm not going to give you any CRM tips or whatever. So this is going to be more information about how you can work with recruiting, how you can work with actually looking at holes in the market and looking to sort of turn your own products and actually turning things that aren't video into video and gaining through that. So just to give you an idea of what we're looking at in terms of social. So P3 is by far this thing doesn't work anymore. So okay, now it works. So P3 is the largest public brand on Facebook besides from the TV2 News that has 580,000 followers on Facebook alone. So we're trailing a bit with 530,000. We are mainly focused on these three platforms. As Rasmus said, Snapchat is not important for us. It's a peer to peer network that's closed and they're not interested in brands at all. In terms of DR3, if we can get this thing to show the numbers, we're a bit behind in terms of what P3 is looking at, but we're sort of like bundling it all together. So now you know kind of what we're looking at in terms of numbers. So just to look at in terms of our video products only on Facebook just to give you an idea of what we're reaching. Video views, 27 million video views in December alone for these two brands. Minutes watched, 23 million and interactions alone, half a million. So this is what we gain from just pushing out video in a lot of different agendas on Facebook alone. So just to give you an idea of what we're looking at in terms of innovation and how you can go into new markets, how you can actually go into new areas about video. What we had as an issue was that we have a lot of restrictions at DR. So we can't post videos that longer than five minutes. That seems completely random for you guys probably, but that's sort of an internal thing that we don't want to push the commercial market too much. So we put five minutes as a max. Can't do video on social longer than that. We can't do, can't go live. We can't use any of, where did that go? Okay, so it does matter. So I know what I was going to say. We can't use any of the new features of any of the platforms. We can't do viewing parties. We can't do anything else that sort of like seems a bit fresh. So we can't use commercial music as well because Facebook, for instance, doesn't have an agreement with Koda, which owns the rights for everybody working with commercial music in Denmark. So we have to use like upright stock music for that. And we don't do paid at all. So all of this is organic. So what do you do in terms of going away from what video looks like in DR? So this is just P3 alone. This is the core products that we use. We have videos that comes from our studio. This is from the P3 studio. This is our main product. We also have videos that brand our hosts from P3. We have politics. We do satire on society. And we also do satire on politics as well. So if you look at DR3. Okay, so videos from the studio, our hosts doing random shit on YouTube, videos on politics, mostly global stuff, satire on society and satire on politics. So DR3, satire on society as well. You kind of see the idea that all these videos kind of look the same. Our drama series, we have a very big sort of like impact on what we do with that stuff. We have case videos. We have actually satire on the case videos actually to make ourselves. And then we have science videos. And we kind of had a need to sort of like stand a bit more out because the market is kind of saturated in terms of what video looks like in the social feeds you see around. So if you look at this thing, this is a video created by our science department that has to do with what your brain does in different situations. And as you see, this is a hybrid product. It has both live video, but it also has animation. And the animation is tracked to our actor, Jesper's head. So this is actually what I'm going to be talking about, animation. So we discovered last spring that we needed to do something different in terms of standing out. So we had some recruitment sessions that we were looking for VJs. We were looking for editors that did video. And we had some guys in that sort of they weren't the right match, but they had, I was looking at one of the one woman who applied for one of the jobs. She wasn't really the right fit. And she agreed on that. I looked at her Instagram profile and she did like really insane things in terms of animation. And I thought, okay, let's try and do something with that because nobody else is doing it. So we actually got her in. We got an intern in. So we thought, okay, let's try and put this to use. Let's try and do something with our podcast series that is sort of the equivalent of the evolution of hip hop, the Netflix series. This is the evolution of hip hop in Denmark called the new steel, which is a P3 podcast. So this is we only have audio and we need to promote this podcast. And we can only do as much on P3, the radio station, but we need to go out and create video. So we animated bits of the stories that these artists actually told. So this is something that happened in the 80s. We don't have any photographs of this. There's no content at all besides from the guy that tells the story. So we thought, okay, let's try this. So this worked really well on social. So for season two, we went in a different direction. We created something that actually ran on TV as well. This is obviously inspired by Grand Theft Auto, the video game, but you sort of get the idea that you're in a 90s hip hop environment in Los Angeles. And this is really, really cheap video production that you can't do as real video if you get the difference. So we started working with different podcasts. So the one on the left is a podcast about being a sibling. What happens when you rival your sibling all life? So one sibling is an Olympic gold medalist. The other sibling is just random sibling. Doesn't really get any. And the one on the right is about race and culture. So we tried a lot of different looks. So we got the woman I talked about, we said, okay, let's get her in. Let's see what she can do in terms of creating some video that's going to be something you haven't seen before. So this is sort of a, we have these themes that we work around, these packages around. This is about grieving. So this is a one week focus on DR3 and P3. So this video tells you, working with insights and with all the stuff that the Rosmuss department does, what can you do to somebody who's in a state of grieving? So this video alone was very easy to make. It was very easy to use on different platforms. I'm only going to be talking about sort of numbers for a specific video just in terms of this one. So what can you get out of doing a video like this that takes very little time? So I'm going to, this is just the actual screenshot of the post, the original one. There's sort of a tendency and when you talk about social that people just make up random numbers because there are so many of them. And maybe it's not the intention, but I kind of want sort of everybody to know what the actual numbers are. So this video alone was shared 11,000 times, was served in News Feed 1.5 million times. And if you look at the interaction level, it has 95,000 interactions, even on the completely random LinkedIn platform, which is not something we sort of try to engage young audiences at. This is the previous record holder on LinkedIn. This is us winning an Emmy. 700 likes. This is a video that we created that has twice the amount of engagement. And so now there's a quiz. How much do you think this video cost? No one? Random number? 15,000? 1500 Kroner. So I'm not saying that everybody just has to crawl into animation, but it's sort of a mindset that try and sort of, you don't necessarily have to do, as you talked about, with the Novo Nordic stuff, you don't have to necessarily do the completely high production video in terms of actually making an impact. So we thought, okay, let's move video onto Instagram stories and use the animation. So this is the same woman now inspired by what I saw her doing on her dog's Instagram profile. We moved that sort of that mindset onto the R3's Instagram profile. This is sort of a gamification versus insights work with actual video and animation. The one on the right is made for drama series called Doggy Style. So it's sort of about what happens when the person you like doesn't like you back. So what happens in your head? And we turned that even into more stuff. And it's not that we sort of create sort of random sort of meaningless stuff. This is about very serious topics. So this is about grieving, this is about sexuality, instant loans, economy, finances. This is about anxiety, domestic violence, and even more anxiety. So it's really tough, sort of the topics are really, really hard and it's hard to get people to engage with this if you use text or if you use regular video, if you use still photography. But if you sort of use the platforms in the sense they're actually made to be used, you can actually get people to engage with your content in a total different level actually using something like animation. And we thought, okay, why the hell not try and see if we have some existing products that we can turn into videos that aren't videos. So this is still photography. We use that to, we have a, the government tells us what we have to do and we have to do stuff that is about discovering new music. So these are two different aspiring artists in the sort of the urban environment. So we thought, okay, we have these still photos. We have these still photos. Let's see if we can turn these into videos. So this is what they look like if you actually, this is just made from the actual still photo. So now the smoke moves, the background moves. You're not going to get much from posting a photo on any social platform anymore. Now we have video, which is actually a photo, which doesn't cost anything to make if you have the right talent. And you can do even more of that stuff. So this is what you look like. And now this was turned into Instagram storage, which pointed back to DRDK, which is our main website where the stories about these artists, where you can listen to the music is. And now we actually sort of bundled these two animators together and they actually got to create a character each. This is about, there's a series on DR3 running about four young females who are struggling with being extremely angry all the time. And this is sort of what happens in the head of a person when you escalate a conversation into actual assault or whatever. So we sort of bundled them together and this assault, something that points back to that You can innovate without actually having the finances to produce really, really high-end videos. You actually use existing products, turn it into video, but you have to have the mindset about something like you can really turn anything into video. And I think maybe something turns up like this and that was the end. So thank you so much. I'm really glad that I'm the last one.