Media giants should look to converse with internet communities and even bring them into the fold according to Eddy Moretti, chief creative officer of Vice.
Speaking at Cannes Lions, Moretti claimed that Vice’s popularity is partly due to the way it listens to fans and gives them what they want.
He said: “Our motif has always been to hire fans to come and make content with us. I am one of the oldest guys at Vice.
“The offices around the world are filled with these twenty six and twenty seven year olds that we have been recruiting from the online fan base. Here we find our talent, the producers and the storytellers, but additionally, we have also been listening to them, and YouTube has been vital to this. We just asked them what they want.”
Moretti insisted that Vice will remain a digital first media provider despite its integration with HBO with several documentary series.
He added that he built Vice “brick by brick” so it could be a media giant to rival that of MTV or CNN for a new generation disillusioned with established media.
Brands have to respect the internet communities that support them on YouTube and listen to their needs, he said: “You have to bring the human into the storytelling, that’s what’s great about this platform you can reach out and bring fans into the conversation… pull the people in, and make that the story.”
He said that online video content will eclipse that of conventional TV broadcasting as the audiences are moving to where they can shape what they want to see.
“We are in the Neolithic era, [video streaming] is on a trajectory but very soon it will be the dominant distribution platform in advertising.”