"Private" YouTube thinking (Mr. Akashi) that thinks as a top runner (Akashi Gakuto) | Advertime by Advertising Conference

QUESTION1

Looking back on yourself as a consumer, do you think you've changed your daily media content consumption behavior?

I've been watching videos as usual, but in the last few years, my lifestyle has changed, and I feel that videos have changed dramatically.Until now, many videos have been made by consolidating information, but the opportunity to play videos while doing something such as work and housework in the house has increased.I feel that there are more BGM -like content, such as videos that do not change much, and just reflecting good scenery instead of screensaver, and I myself "watch" such videos.increase.

On the other hand, I think that "individual empowerment" is occurring by the prosperity of YouTube.Until now, communication of video and videos could only be done unless it was a large company.In the age of broadcasting, it is not a level that is not a very personal but not individual, in which it is recorded in the studio and edited it at the editorial office, and put it on the radio waves on the broadcasting station to deliver it to the audience.Meanwhile, what happened during the YouTube era was that an individual could edit videos taken with a single -lens reflex camera on a personal computer and easily transmit the whole world through the Internet.

In addition, short content of less than 30 seconds, such as YouTube Shorts, is starting to become popular, but in the background, smartphones are so -called video procurement (shooting), processing (editing), and distribution (distribution).Innovation is happening to complete all processes.Instead of sending videos, companies can send more and more from students to local elderly.I think youtube has created an era in which individuals are empowered.

Question2

How do you look at YouTube in private?

As an individual, I like Sushiramen "Riku" and Saeki Points, and I watch it on the gap if I have 10 minutes, such as between MTG or eating lunch.In both cases, it is attractive that you can feel the viewer's community on the other side through the video.I think youtube is not just a complete package video, but the person who loves the same video can give a sense of unity through the platform.

Question3

How do you use YouTube at work?

One Media values "discovering from inventions" in the planning of YouTube.For example, there is a culture in which everyone follows the same type, such as the boast of car boasting, room tours, Get Ready with Me (video introducing makeup and skin care preparation process before going out).It is important to "discover" what is already exciting, rather than "invention" of such a type of communication.

After seeing a YouTube creator's "Get Ready With Me", another person's "Get Ready With Me" appears as a recommended video.Who will do the same type of video that introduces the preparation process before going out?So the difference is born and the difference can be enjoyed in the world of images so far.As a result, the viewer thinks, "If this person's routine, you might be able to do it," the company will market for a new YouTube creator by imitating the type using the video type.There is also a possibility.I think it's an interesting part of YouTube that this is a natural occurrence type of communication, and everyone enjoys it.

Therefore, I think that from a corporate perspective, the form of advertising communication will change dramatically.I think it is an era when the so -called top -down does not work.I think it's important to pick up the voices of the community that you want to take in and make it a video, and it's important to communicate in the Youtube era to involve the people who are called key pinion leaders in the community.I think it will come.

One -media emphasizes that youtube is now on YouTube and what kind of videos are trendy.Then, after grasping it, we make content with the form of communication and the useful influencer/creator to create content.

Question4

I want to use YouTube like this for future brand communication (work)!Please let me know if you have an idea that you think.

It's strange that it's not much talked, but youtube is the second largest search engine after Google. Things that were once "googled", mainly for young people, are searched on YouTube. It seems that Japanese brands are still seriously working on the YouTube channel in such a world. If you can involve the world's extra -loved users like Red Bull and create more than 10 million communities, you will be able to change the prerequisites for brand communication. Every year, if you do not use up hundreds of millions of yen in TV commercials as "expenses", if only 20%of them will be "invested" in YouTube for future brand value, the Japanese brand will grow even more. I think it should be possible. Let me help you build a YouTube channel! smile

QUESTION5

What do you expect from screening and applying works for "YouTube Works AWARDS2022"?

I think YouTube is a place where various contexts in society are sleeping.It captures the context of society sleeping in the world (Capture), connects the context of YouTube creator and the context of a company and brand (Connect), and builds it as a YouTube -like video (construct).We are hoping to apply for a video that has practiced these three "C" well and collaborating with the creators.

Through this award, we hope that everyone will be able to discover the way of "I should do that!"

Founded ONE Media in 2014.Based on his unique video theory, he produces more than 1,500 content for SNS platforms such as YouTube, Tiktok, and Instagram.In 2018, he published his first book, Visual StoryTelling, his first book.Twitter: @gakuto_akashi

"Private" YouTube Thinking of "Top Runner" back number