{"id":"VEqxeu2xmfQ","title":"Layer 2 Stage | Supercharging the Future of Content Marketing","description":"Supercharging the Future of Content Marketing presented by Rebecca Allen of Contented, at NEARCON 2023.\n\nLearn how the convergence of blockchain, AI and human creativity is going to transform the multi-billion-dollar content marketing industry for the better, for both brands and content creators.\n\nJoin NEAR's community:\nWebsite: https://near.org/\nReddit:   / nearprotocol  \nDiscord: https://near.chat/\nMedium:   / nearprotocol  \nBlog: https://near.org/blog/\nTwitter:   / nearprotocol  \nGitHub: https://github.com/near  https://github.com/nearprotocol\nDev Docs: https://docs.near.org/\nCreate a wallet: https://wallet.near.org/create\nApps on NEAR: https://awesomenear.com/\nLearn to Build On NEAR: https://www.near.university/\nGrants & Funding: https://near.org/grants/\n#Blockchain #FutureisNEAR #NEAR #nearprotocol\n#nft #dao","channel_name":"NEAR Protocol","published_at":"2023-11-27T00:00:00.000Z","thumbnail_url":"https://img.youtube.com/vi/VEqxeu2xmfQ/hqdefault.jpg","transcript_text":"please welcome our MC to the stage near foundations William rer thank you thank you thank you thank you how's it going everyone welcome back to the layer 2 stage hopefully you all able to grab a few of the sandwiches downstairs maybe see a few of the booths before coming back I'm glad y'all came back at 1 cuz we have a very exciting talk Fe things I want to mention before if you were here in the earlier talks you would have seen I had a blue t-shirt on now I have this awesome nearon hoodie you can go to the swag store downstairs right at the entrance and you can actually send some of your nearon to the swag store get a hoodie this was like 40 Encon token so it's all pretty easy so I'd highly highly recommend you go check that out um also just so you all know um if you're ever if you miss any of the talks um we have cameras in the back and also one right here that all this video and all these talks will be put onto YouTube postc conference so if there's a talk at the hacker house or layer one panel that you miss you can always check it out after the fact um my keyw I don't I didn't forget is potato so next slide please great yes we have a great talk coming up from Rebecca Allen from contented about supercharging the future of content marketing Rebecca joins us from the UK and a fun fact about Rebecca is she actually knows how to land a small plane so if you're from the UK and you're flying back maybe you hope she's on your flight just in case please welcome Rebecca Allen hello hello hello thank you for making it um after lunch as well I thought I might have an EMP room so appreciate that so I'm here today to talk about the future of content marketing and how the combination of blockchain AI and human creativity is about to take it to the next level I've personally been working in the content marketing industry for nearly two decades now working with brands from JP Morgan Chase right through to Lego um so this is a subject very close to my heart and I'm very excited to bring it to the world of web 3 So speaking very broadly content marketing is the use of the creation and distribution of content to engage with your target audiences as a brand so whilst we are talking about the future here I want to start by actually going back to the past so just a quick show of hands does anyone remember does anyone know where the term soap opera comes from one we have two takers okay all right for the rest of you um it's actually from these guys has it moved no yeah these guys so back in the 1930s um there was something called soap opers were invented by actually soap manufacturers the likes of um Proctor and Gamble the lever Brothers as they are now know known as un lever more about them later um and they actually created and sponsored um dramatized serials first on radio in the 1930s and then in television in the 1950s and this is one of the earliest examples of Brands getting into content marketing and consumer brands in particular the association they wanted to make there and their target audience was women working doing housework at home um was be kind of real life contacts with real life stories that those those dramas were trying to portray so fast forward to today and the content marketing industry looks very very different thousands of channels millions of potential creators many many formats and it's now worth $465 billion do worldwide in 2023 it's growing still at 133% a year and the the space that we're playing in which is particularly uh content for social um with a with a a bias towards video is actually growing to a rate of 26% a year so huge opportunity but here's the thing whilst the creative execution has got a lot more sophisticated whilst digital means that we can we can segment our audience to the nth degree way past those kind of Housewives back in the 1950s the actual underlying process to a lot of this content creation hasn't actually changed that much in all those years we're going to change all that so okay so why is it a problem at the moment so it can be extremely clunky process for Brands so sourcing content can be very time consuming and very very expensive there are often multiple agencies involved resulting in bloated costs and slow delivery and running Global Campa campaigns is particularly challenging for Global Brands because to resonate with local audiences in a way that's relevant and in context for them culturally as well as everything else um is extremely difficult to do so you either end up as a global brand with very generic kind of B messaging and IM imagery or you you spend up to 9 months trying to Source content from local agencies and get those local perspectives by then in a central campaign you've lost momentum and very hard to kind of get control over but either way in a time when CMOS are increasingly being asked to do more with less and testament to that I was literally at a conference last week where every CMO was saying that they want to they have to be Innovative they have to be creative but you got to do it on less budget um this is a this is a huge Challenge and then the side of the Creator it's also they don't they don't get a great deal either the traditional models are rarely on on their side it's really hard for them to control how to how to control and monetize where and how their content is being used um and often a brief can start one way and it's known in the industry as scope creep um can end up somewhere very different so particularly as a freelancer you can end up doing a lot of work that you'll not actually be able to charge for it ALS also tends to be pretty opaque when it know when it comes to knowing what percentage of the revenue of the content spend is actually going to you as a Creator so that can be true of agencies but actually if you also take the likes of traditional stock image librar so such as gey or shutter stock the creator has got squeezed and squeezed and squeezed to the point now where they're guessing as little as 15% of the royalties that brands are paying for that content we think that's wrong and we want to turn that on its head so that's what's broken what are we going do about it so contented at contented we're building an ecosystem that connects brands with the most diverse range of content creators from across the globe and it brings better profitability to both sides crucially how are we doing that so we're combining the power of blockchain Technology we are of course built on Nia thank you near um and AI to supercharge this process but and this is important we're keeping human creativity at the heart of it I'll do a little bit on the product but not too much it's not a demo session but it starts with our smart brief process so if a brand has a very very clear idea of what they want they can put a very prescriptive brief in there and we will match them to the right creators or if they're at the beginning of their content creation journey and want to actually co-create particularly if they're going out to lots of different markets there's the option to do that through the smart brief process too we'll then find a match creators that fit the brief and will provide a short list to the brands who can take to the brands who can take a look at their profile and they can short list further and then creators with the profiles on the platform can also um browse visible briefs and express their interest we've got um non-disclosure agreements built in um so once signed Brands and creators can collaborate on the production of the content through the platform and then finally we're integrating with all the main distribution channels so be that websites program programmatic advertising socials Etc so um when we've finished building out the ecosystem you you're going to be able to do everything from kind of start to finish seamlessly and then finally we're also building a smart library of searchable stock imagery and videos so that's going you a mixture of professional um content from Partners um but just everyday ugc content that a brand might want to um use that's been captured in the moment um spontaneously so I'm not going to go any deeper into the product but if anyone wants any more information obviously let we know um but I want to talk about those three elements um in turn that we that we're utilizing and bringing together so the application of blockchain and why so firstly decentralization brings massive efficiencies to to back office operations um so that gives us a huge advantage over other platform and agency models proof of Providence and usage rights is a really big one um and this is only going to accelerate with all the Gen gen AI debate going on at the moment that's going to get very very complicated but we're we're starting off with obviously smart contracts being key there and then finally payments is a game Cher so we're setting up the system as such that as soon as a piece of content is licensed or approved payment to the Creator is immediate the thing I didn't say about the Creator's challenges as well is as a freelancer you're often the last to get paid chasing invoices is horrible so we we are confident that we're going to be able to attract the best of creators by giving them a fairer deal on the compensation but also treating them as as you would a a key supplier um um and an immediate payment so AI so we're utilizing existing AI technology and we're also building our own um to really be able to scale our offering at speed so that includes matching the right creators um to the um or Library content um to the brief um and feeding performance data into the smart brief process which over time is going to get smarter and smarter and make suggestions for more predictable results for your content and then through the Creator Studio Studio we putting cost efficient AI tools in the hands of the creators to 10x maybe even 100x their productivity um but again we are keeping humans in the loop but it's about supercharging those those those creators and their work and making them more productive so to give you the idea the kind of scale we're looking at um we're speaking to one of the world's largest global um advertisers it's a fizzy drink um about having a central brief that's got their brand guidelines and and a you know General centralized campaign brief um but actually having that put out to 60 different markets to have local creators react to that brief bring their cultural context and reference points to make sure that it really resonates locally with all those different markets that's probably phase two it's a bit of an ask at the moment but uh we're starting smaller um and then finally the people the a very important bit um a lot of the brands we speaking to they are interested in gen they're fascinated by it but they're also telling us that they've got an unmet need for really authentic content and original content featuring real people that engages all of their different Target audiences and as I said earlier it can be a very timec consuming process to do that centrally and go to lots of different local agencies our dream is to be able to say one brief multiple markets at once so the Crea a community we're building is a mix of professionals and emerging creators um so that can be your accidental kind of photographer that's captured something amazing um or someone who wants to become a Creator um and it's you know it's completely Democratic so anyone can come and um build a profile on the platform um and build a reputation diversity inclusion is an imperative for Brands now and there's a really increasing pressure for marketing and advertising to be truly representative of the audience um it's aimed at so there's still a lot of work to be done in this area but it's not just about having diversity in front of a camera it also tackles it that only tackles it from a very narrow perspective it's also about having diversity behind the camera and this can often mean representation beyond the kind of usual groups you think about you thought about divers diversity the other thing about diversity apart from just being a you know a box ticking exercise um as it shouldn't be um is that actually it brings more creativity to Innovation if everyone brings fresh and different perspectives so this is something that unver I said i' come back to them um is actively championing so they recently brought out an open source Source kind of Manifesto toolkit um on inclusivity in in their uh brand content production um so just to give you some context unila um Brands you may have heard of like Marmite um Dove um there's lots they've got 400 um in 190 countries so it's a complete Behemoth now and if this is their direction of travel I'm likely to bet it's going to be the case for a lot of Brands so what we're also building in again using blockchain is tracking diversity uh amongst the Creator pool that a brand is using um so we're doing that in in lots of different ways but we're launching it from day one because we're making the bet that this is actually going to be a very very important thing to be able to evidence instead of just talking the talk when it comes to diversity but actually showing your walking the walk and sticking with unil I'm very happy to say that our very first brief on the platform is going live tomorrow and it's going to be for one of un's you um iconic Beauty Brands um you might have heard of the campaign for real Beauty which turns 20 next year um that might give you a clue as to who it is um the brief what we're putting live tomorrow is actually for men um for personal care and grooming as I said it's open to everyone on this platform if you'd like to create a profile if You' like a little side hustle make a little bit of money um working for this brand then you'll be able to create a profile from next week let me know if you want to do that so just to summarize we believe the future of content marketing is going to be supercharged by bringing these three elements together in a really smart way and we're already certain of some of the problems we can solve today um but it's got way more potential than that so looking into the future how do I see this playing out well I see the creative agency model being disrupted in a very big way which is going to open up a lot for a lot of people barriers between Brands and creators are already starting to break down as they lean into the idea of communities creative directors could build teams to answer complex briefs on the platform fast Brands won't have to pay for what I tend to call Strategic beard stroking as people think about think up their campaigns and a GameChanger will be that blockchain that through blockchain transparent Revenue sharing will make these projects very attractive for the best talent and brands are going to know exactly what they're paying for I think the bloated opaque system that currently operates in many ways the same as it always has for decades since those early days of the soap opera is going to change as decentralized ation comes into the mainstream and by onboarding global Brands and thousands of creators hopefully some of them will be you I want content to be part of that story thank you very much for listening and if you want to connect","transcript_synced_at":"2026-11-03T06:15:51.357Z","segments":[{"start_seconds":2,"text":"please welcome our MC to the stage near foundations William","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=2s"},{"start_seconds":11,"text":"rer thank you thank you thank you thank you how's it going everyone welcome back to the layer 2 stage hopefully you all","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=11s"},{"start_seconds":19,"text":"able to grab a few of the sandwiches downstairs maybe see a few of the booths before coming back I'm glad y'all came","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=19s"},{"start_seconds":26,"text":"back at 1 cuz we have a very exciting talk Fe things I want to mention before if you were here in the earlier talks you would have seen I had a blue t-shirt","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=26s"},{"start_seconds":34,"text":"on now I have this awesome nearon hoodie you can go to the swag store downstairs right at the entrance and you can","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=34s"},{"start_seconds":41,"text":"actually send some of your nearon to the swag store get a hoodie this was like 40 Encon token so it's all pretty easy so","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=41s"},{"start_seconds":50,"text":"I'd highly highly recommend you go check that out um also just so you all know um if you're ever if you miss any of the","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=50s"},{"start_seconds":58,"text":"talks um we have cameras in the back and also one right here that all this video and all these talks will be put onto","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=58s"},{"start_seconds":65,"text":"YouTube postc conference so if there's a talk at the hacker house or layer one panel that you miss you can always check","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=65s"},{"start_seconds":72,"text":"it out after the fact um my keyw I don't I didn't forget is potato so next slide","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=72s"},{"start_seconds":81,"text":"please great yes we have a great talk coming up from Rebecca Allen from contented about supercharging the future","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=81s"},{"start_seconds":88,"text":"of content marketing Rebecca joins us from the UK and a fun fact about Rebecca is she actually knows how to land a","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=88s"},{"start_seconds":96,"text":"small plane so if you're from the UK and you're flying back maybe you hope she's on your flight just in case please welcome Rebecca","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=96s"},{"start_seconds":109,"text":"Allen hello hello hello thank you for making it um after lunch as well I thought I might have an EMP room so appreciate that so I'm here today to","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=109s"},{"start_seconds":116,"text":"talk about the future of content marketing and how the combination of blockchain AI and human creativity is about to take it to the next level I've","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=116s"},{"start_seconds":125,"text":"personally been working in the content marketing industry for nearly two decades now working with brands from JP Morgan Chase right through to Lego um so","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=125s"},{"start_seconds":133,"text":"this is a subject very close to my heart and I'm very excited to bring it to the world of web 3 So speaking very broadly content","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=133s"},{"start_seconds":141,"text":"marketing is the use of the creation and distribution of content to engage with your target audiences as a brand so whilst we are talking about the future","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=141s"},{"start_seconds":149,"text":"here I want to start by actually going back to the past so just a quick show of hands does anyone remember does anyone know where the term soap opera comes","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=149s"},{"start_seconds":158,"text":"from one we have two takers okay all right for the rest of you um it's actually from these","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=158s"},{"start_seconds":164,"text":"guys has it moved no yeah these guys so back in the 1930s um there was something called soap opers","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=164s"},{"start_seconds":173,"text":"were invented by actually soap manufacturers the likes of um Proctor and Gamble the lever Brothers as they are now know known as un lever more","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=173s"},{"start_seconds":181,"text":"about them later um and they actually created and sponsored um dramatized serials first on radio in the 1930s and","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=181s"},{"start_seconds":189,"text":"then in television in the 1950s and this is one of the earliest examples of Brands getting into content marketing and consumer brands in particular the","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=189s"},{"start_seconds":197,"text":"association they wanted to make there and their target audience was women working doing housework at home um was be kind of real life contacts with real","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=197s"},{"start_seconds":206,"text":"life stories that those those dramas were trying to portray so fast forward to today and the content marketing industry looks very very different","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=206s"},{"start_seconds":214,"text":"thousands of channels millions of potential creators many many formats and it's now worth","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=214s"},{"start_seconds":221,"text":"$465 billion do worldwide in 2023 it's growing still at 133% a year","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=221s"},{"start_seconds":228,"text":"and the the space that we're playing in which is particularly uh content for social um with a with a a bias towards video is actually growing to a rate of","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=228s"},{"start_seconds":236,"text":"26% a year so huge opportunity but here's the thing whilst the creative execution has got a lot more","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=236s"},{"start_seconds":243,"text":"sophisticated whilst digital means that we can we can segment our audience to the nth degree way past those kind of","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=243s"},{"start_seconds":250,"text":"Housewives back in the 1950s the actual underlying process to a lot of this content creation hasn't actually changed","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=250s"},{"start_seconds":257,"text":"that much in all those years we're going to change all that","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=257s"},{"start_seconds":264,"text":"so okay so why is it a problem at the moment so it can be extremely clunky process for Brands so sourcing content","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=264s"},{"start_seconds":272,"text":"can be very time consuming and very very expensive there are often multiple agencies involved resulting in bloated","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=272s"},{"start_seconds":279,"text":"costs and slow delivery and running Global Campa campaigns is particularly challenging for Global Brands because to","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=279s"},{"start_seconds":287,"text":"resonate with local audiences in a way that's relevant and in context for them culturally as well as everything else um is extremely difficult to do so you","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=287s"},{"start_seconds":295,"text":"either end up as a global brand with very generic kind of B messaging and IM imagery or you you spend up to 9 months","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=295s"},{"start_seconds":304,"text":"trying to Source content from local agencies and get those local perspectives by then in a central campaign you've lost momentum and very","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=304s"},{"start_seconds":312,"text":"hard to kind of get control over but either way in a time when CMOS are increasingly being asked to do more with less and testament to that I was","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=312s"},{"start_seconds":320,"text":"literally at a conference last week where every CMO was saying that they want to they have to be Innovative they have to be creative but you got to do it on less budget um this is a this is a","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=320s"},{"start_seconds":329,"text":"huge Challenge and then the side of the Creator it's also they don't they don't get a great deal either the traditional","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=329s"},{"start_seconds":337,"text":"models are rarely on on their side it's really hard for them to control how to how to control and monetize where and","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=337s"},{"start_seconds":344,"text":"how their content is being used um and often a brief can start one way and it's known in the industry as scope creep um","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=344s"},{"start_seconds":351,"text":"can end up somewhere very different so particularly as a freelancer you can end up doing a lot of work that you'll not actually be able to charge for it ALS","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=351s"},{"start_seconds":359,"text":"also tends to be pretty opaque when it know when it comes to knowing what percentage of the revenue of the content spend is actually going to you as a","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=359s"},{"start_seconds":367,"text":"Creator so that can be true of agencies but actually if you also take the likes of traditional stock image librar so","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=367s"},{"start_seconds":374,"text":"such as gey or shutter stock the creator has got squeezed and squeezed and squeezed to the point now where they're guessing as little as 15% of the","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=374s"},{"start_seconds":382,"text":"royalties that brands are paying for that content we think that's wrong and we want to turn that on its head so that's what's broken what are we going","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=382s"},{"start_seconds":389,"text":"do about it so contented at contented we're building an ecosystem that connects brands with the most diverse","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=389s"},{"start_seconds":396,"text":"range of content creators from across the globe and it brings better profitability to both sides","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=396s"},{"start_seconds":403,"text":"crucially how are we doing that so we're combining the power of blockchain Technology we are of course built on Nia thank you near um and AI to supercharge","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=403s"},{"start_seconds":413,"text":"this process but and this is important we're keeping human creativity at the heart of it","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=413s"},{"start_seconds":421,"text":"I'll do a little bit on the product but not too much it's not a demo session but it starts with our smart brief process so if a brand has a very very clear idea","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=421s"},{"start_seconds":429,"text":"of what they want they can put a very prescriptive brief in there and we will match them to the right creators or if they're at the beginning of their content creation journey and want to","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=429s"},{"start_seconds":437,"text":"actually co-create particularly if they're going out to lots of different markets there's the option to do that through the smart brief process","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=437s"},{"start_seconds":445,"text":"too we'll then find a match creators that fit the brief and will provide a short list to the brands who can take to the brands who can take a look at their","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=445s"},{"start_seconds":453,"text":"profile and they can short list further and then creators with the profiles on the platform can also um browse visible briefs and","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=453s"},{"start_seconds":462,"text":"express their interest we've got um non-disclosure agreements built in um so once signed Brands and creators can collaborate on the production of the","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=462s"},{"start_seconds":470,"text":"content through the platform and then finally we're integrating with all the main distribution channels so be that websites program programmatic","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=470s"},{"start_seconds":478,"text":"advertising socials Etc so um when we've finished building out the ecosystem you you're going to be able to do everything","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=478s"},{"start_seconds":485,"text":"from kind of start to finish seamlessly and then finally we're also building a smart library of searchable stock imagery and videos so that's going","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=485s"},{"start_seconds":494,"text":"you a mixture of professional um content from Partners um but just everyday ugc content that a brand might want to um","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=494s"},{"start_seconds":501,"text":"use that's been captured in the moment um spontaneously so I'm not going to go any deeper into the product but if anyone wants any more information obviously let","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=501s"},{"start_seconds":509,"text":"we know um but I want to talk about those three elements um in turn that we that we're utilizing and bringing together so the application of","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=509s"},{"start_seconds":517,"text":"blockchain and why so firstly decentralization brings massive efficiencies to to back office operations um so that gives us a huge","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=517s"},{"start_seconds":525,"text":"advantage over other platform and agency models proof of Providence and usage rights is a really big one um and this","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=525s"},{"start_seconds":534,"text":"is only going to accelerate with all the Gen gen AI debate going on at the moment that's going to get very very complicated but we're we're starting off with obviously smart contracts being key","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=534s"},{"start_seconds":542,"text":"there and then finally payments is a game Cher so we're setting up the system as such that as soon as a piece of content is licensed or approved payment","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=542s"},{"start_seconds":551,"text":"to the Creator is immediate the thing I didn't say about the Creator's challenges as well is as a freelancer you're often the last to get paid chasing invoices is horrible so we we","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=551s"},{"start_seconds":559,"text":"are confident that we're going to be able to attract the best of creators by giving them a fairer deal on the compensation but also treating them as","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=559s"},{"start_seconds":567,"text":"as you would a a key supplier um um and an immediate payment so AI so we're utilizing","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=567s"},{"start_seconds":575,"text":"existing AI technology and we're also building our own um to really be able to scale our offering at speed so that includes matching the right creators um","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=575s"},{"start_seconds":584,"text":"to the um or Library content um to the brief um and feeding performance data into the smart brief process which over","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=584s"},{"start_seconds":591,"text":"time is going to get smarter and smarter and make suggestions for more predictable results for your content and then through the Creator","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=591s"},{"start_seconds":598,"text":"Studio Studio we putting cost efficient AI tools in the hands of the creators to 10x maybe even 100x their productivity","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=598s"},{"start_seconds":606,"text":"um but again we are keeping humans in the loop but it's about supercharging those those those creators and their work and making them more productive so","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=606s"},{"start_seconds":614,"text":"to give you the idea the kind of scale we're looking at um we're speaking to one of the world's largest global um advertisers it's a fizzy drink um about","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=614s"},{"start_seconds":623,"text":"having a central brief that's got their brand guidelines and and a you know General centralized campaign brief um","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=623s"},{"start_seconds":630,"text":"but actually having that put out to 60 different markets to have local creators react to that brief bring their cultural context and reference points to make","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=630s"},{"start_seconds":639,"text":"sure that it really resonates locally with all those different markets that's probably phase two it's a bit of an ask at the moment but uh we're starting","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=639s"},{"start_seconds":647,"text":"smaller um and then finally the people the a very important bit um a lot of the brands we speaking to they are","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=647s"},{"start_seconds":655,"text":"interested in gen they're fascinated by it but they're also telling us that they've got an unmet need for really authentic content and original content","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=655s"},{"start_seconds":664,"text":"featuring real people that engages all of their different Target audiences and as I said earlier it can be a very timec consuming process to do that centrally","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=664s"},{"start_seconds":672,"text":"and go to lots of different local agencies our dream is to be able to say one brief multiple markets at","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=672s"},{"start_seconds":679,"text":"once so the Crea a community we're building is a mix of professionals and emerging creators um so that can be your accidental kind of photographer that's","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=679s"},{"start_seconds":687,"text":"captured something amazing um or someone who wants to become a Creator um and it's you know it's completely Democratic so anyone can come and um build a","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=687s"},{"start_seconds":694,"text":"profile on the platform um and build a reputation diversity inclusion is an imperative for Brands now and there's a","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=694s"},{"start_seconds":702,"text":"really increasing pressure for marketing and advertising to be truly representative of the audience um it's aimed at so there's still a lot of work","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=702s"},{"start_seconds":710,"text":"to be done in this area but it's not just about having diversity in front of a camera it also tackles it that only tackles it from a very narrow","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=710s"},{"start_seconds":718,"text":"perspective it's also about having diversity behind the camera and this can often mean representation beyond the kind of usual groups you think about you thought about","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=718s"},{"start_seconds":727,"text":"divers diversity the other thing about diversity apart from just being a you know a box ticking exercise um as it","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=727s"},{"start_seconds":735,"text":"shouldn't be um is that actually it brings more creativity to Innovation if everyone brings fresh and different perspectives so this is something that","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=735s"},{"start_seconds":743,"text":"unver I said i' come back to them um is actively championing so they recently brought out an open source Source kind of Manifesto toolkit um on inclusivity","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=743s"},{"start_seconds":752,"text":"in in their uh brand content production um so just to give you some context unila um Brands you may have heard of","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=752s"},{"start_seconds":760,"text":"like Marmite um Dove um there's lots they've got 400 um in 190 countries so","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=760s"},{"start_seconds":767,"text":"it's a complete Behemoth now and if this is their direction of travel I'm likely to bet it's going to be the case for a lot of Brands so what we're also","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=767s"},{"start_seconds":774,"text":"building in again using blockchain is tracking diversity uh amongst the Creator pool that a brand is using um so","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=774s"},{"start_seconds":782,"text":"we're doing that in in lots of different ways but we're launching it from day one because we're making the bet that this is actually going to be a very very important thing to be able to evidence","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=782s"},{"start_seconds":790,"text":"instead of just talking the talk when it comes to diversity but actually showing your walking the walk and sticking with unil I'm very","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=790s"},{"start_seconds":798,"text":"happy to say that our very first brief on the platform is going live tomorrow and it's going to be for one of un's you um iconic Beauty Brands um you might","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=798s"},{"start_seconds":806,"text":"have heard of the campaign for real Beauty which turns 20 next year um that might give you a clue as to who it is um the brief what we're putting live","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=806s"},{"start_seconds":815,"text":"tomorrow is actually for men um for personal care and grooming as I said it's open to everyone on this platform if you'd like to create a profile if You' like a little side hustle make a","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=815s"},{"start_seconds":823,"text":"little bit of money um working for this brand then you'll be able to create a profile from next week let me know if you want to do that so just to summarize","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=823s"},{"start_seconds":831,"text":"we believe the future of content marketing is going to be supercharged by bringing these three elements together in a really smart way and we're already certain of some of the problems we can","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=831s"},{"start_seconds":840,"text":"solve today um but it's got way more potential than that so looking into the future how do I see this playing out","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=840s"},{"start_seconds":848,"text":"well I see the creative agency model being disrupted in a very big way which is going to open up a lot for a lot of people barriers between Brands and","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=848s"},{"start_seconds":858,"text":"creators are already starting to break down as they lean into the idea of communities creative directors could build teams to answer complex briefs on","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=858s"},{"start_seconds":867,"text":"the platform fast Brands won't have to pay for what I tend to call Strategic beard stroking as people think about think up their","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=867s"},{"start_seconds":875,"text":"campaigns and a GameChanger will be that blockchain that through blockchain transparent Revenue sharing will make these projects very attractive for the","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=875s"},{"start_seconds":883,"text":"best talent and brands are going to know exactly what they're paying for I think the bloated opaque system","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=883s"},{"start_seconds":890,"text":"that currently operates in many ways the same as it always has for decades since those early days of the soap opera is going to change as decentralized ation","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=890s"},{"start_seconds":899,"text":"comes into the mainstream and by onboarding global Brands and thousands of creators hopefully some of them will be you I want content to be part of that","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=899s"},{"start_seconds":907,"text":"story thank you very much for listening and if you want to","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=907s"},{"start_seconds":923,"text":"connect","url":"https://www.youtube.com/watch?v=VEqxeu2xmfQ&t=923s"}],"youtube_url":"https://youtube.com/watch?v=VEqxeu2xmfQ","url":"https://near-pedia.xyz/videos/VEqxeu2xmfQ"}