Using data to redefine storytelling for mobile: Bailey Rosser
By Christi Warren
Los Angeles-based Vertical Networks is a digital content studio that focuses on vertical, mobile-first storytelling with Generation Z as its target market.
The mobile content creation studio publishes on platforms like Snapchat, and reaches about 40 million unique viewers monthly.
What makes their content so successful is a deep interest in the data that drives views.
Bailey Rosser, vice president of content strategy for Vertical Networks, works with creators to understand layer by layer what about a video is working and what isn’t. Ms. Rosser spoke at the 10th Data & AI for Media Week at Microsoft in San Francisco on May 2.
They use a 40-point content taxonomy to analyze each piece of content and break it into its component variables, including:
- Subject (genre, topic, talent, viewer value proposition)
- Format (story structure, interactivity, length)
- Execution (graphics, shot type,e color scheme, pacing)
- Packaging (thumbnail, title, color, keywords, phrase type)
“We use data to look inward and really understand what are the various creative levers that are working and not working,” she said.
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