Podcast – "Don't think algorithm, think audience": making data work for you in online content
Digital content and kids IP specialist Nico Lockhart shares what producers can learn about audience development and content production from YouTube.
Find this episode of the Screen Australia Podcast on Apple Podcasts, Spotify or Pocket Casts
For digital content strategist Nico Lockhart, online storytelling offers an opportunity for creatives and businesses to upskill, expand and build audiences like never before.
During the episode, we discuss the opportunities and challenges of working with online programming, as Lockhart shares the importance of a good thumbnail, why a viral video could take years, and how the direct-to-audience model is evolving with its audience.
Lockhart shares his insights into developing kids IP for online formats and the business potential of the platform, as well as his observations about the parallels between traditional media and online media production. And for film or television producers looking to make the transition to online platforms like YouTube, he says it's never too late to get started. The key is making creative decisions with your distribution platform in mind.
"Approach it more like a startup, so your property and your series for YouTube potentially needs to be more of an IP model," he says. "YouTube is another type of consumer demand. It's no different from stuff we've done before. It's just thinking about it a little bit differently."
Learn more from the conversation wherever you listen to podcasts.
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