As I write this post Snapchat has just announced it’s plan to produce original content. Facebook is rolling out it’s Watch Tab housing original content. YouTube Red is gaining steam. Apple has committed $1B to original content. Not to mention power houses like Amazon, Hulu and Netflix who are taking home Emmys for their original content.
The Content Revolution
The digital revolution put a mini TV powered by a computer and outfitted with a camera in everyones hands. So it only makes since that the content revolution would follow suit. As the need for entertainment and info grows exponentially to feed consumers a unique opportunity presents itself for those with the ability to create “premium” content.
Ad Agencies as Original Content Producers
Ad agencies almost by definition have always served at the needs of their clients. That experience has also made them social media gurus and expert storytellers. The ability to scrap social networks, crunch data and decipher insights can be applied to selling gum and creating content. So as entertainment moves from the big screen to the social network I’d bet there are plenty of agency creatives who’d be happy to drop the logos and end cards to produce original shows uniquely optimized for social networks.
I’d bet there are plenty of agency creatives who’d be happy to drop the logos and end cards to produce original shows uniquely optimized for social networks.
Will They Make The Investment
While agencies are uniquely qualified with the creative insight and production capabilities, the reality is it’s a gamble. While they produce content for brands everyday, those bets are already covered by clients. To invest the hours and effort that may go into a pilot for the next great Snapchat reality show is a big ask, but the agency of the future just might make that move.