Contributions can take the form of knowledge-sharing sessions, how-to articles, explanatory or showcase videos, and workshop presentations or interactive sessions.
The Creator Collective programme is supported under the Media Development Authority (MDA) of Singapore’s Creators’ Space initiative to enhance the capabilities of online content creators in the nation.
It is being led by Brand New Media Global (BNM), working with the Asia Content Marketing Association (ACMA), and aims to reach out to more than 200 online content creators in Singapore.
BNM was named in 2015 as one of MDA’s seven partners for Creators’ Space, which is slated to launch in the second half of 2016.
Nick Fawbert, head of knowledge with Brand New Media Global, said the aim is to establish an ecosystem of creative, commercially capable young entrepreneurs in this area.
“We are investing heavily in this project because we see it as a unique stepping stone to commercial success for independent creators and a way of supporting regional industry growth with Singapore as a creative hub,” he added.
Joachim Ng, director of Industry Operations for MDA, said the MDA sees the Creator Collective as the right move in equipping a new generation of content creators with the skills to succeed in a rapidly changing media industry.
“It is exciting for MDA and Creators’ Space to partner BNM in this cross-media training platform, with the support of a regional association of expert practitioners,” he added.
Creators’ Space will offer an environment that nurtures a community of online content creators and encourages the development of professional online video content.
Fawbert told Campaign Asia-Pacific that at the grassroots level, the industry is supported by initiatives such as the YouTube Fanfest, for people just getting started.
“What the Collective does is support those transitioning from an amateur approach to the third-tier professional environment best characterised by such famous local brands as Night Owl Cinematics, Tree Potatoes, Wah Banana and clicknetwork.tv,” he added.
Fawbert pointed to the recent announcement by Facebook updating its branded-content policy, which opens up an entirely new stream of audiences for branded-content creators, and allows them to monetise through the platform.
“What the Collective will do is provide independent creators with all the skills, knowledge and networks to take advantage of this,” he said.
Fawbert described Facebook as “an exceptional distribution platform” that has, through initiatives like sponsored posts, very straightforward solutions to amplification.
“To work well, it needs to be woven into an integrated approach that effectively address all the other key pillars” he added. “It's notable that Facebook's open approach to branded content is not consistent with all social media giants. YouTube came under criticism last year for tightening its restrictions on branded content, requiring it to be supported by paid for media.”
Fawbert added that the incident offered a timely reminder that whilst global platforms “offer amazing opportunities”, they do not always share strategic objectives with brands.
The Creative Collective programme comprises an engagement portal, which is intended to provide value-added information on branded content creation, such as video how-to guides, tips and tricks, a library showcasing the best industry examples and weekly challenges to inspire independent creators to immerse themselves in the industry.
It also includes the Creator Academy; an e-learning platform endorsed by ACMA, as well as a series of workshops that will offer participants hands-on learning opportunities with leading media and advertising industry professionals.
Andrea Edwards, ACMA executive director said the Content Marketing Institute suggests that content marketing already represents up to 28 percent of all marketing expenditure in the United States.
In addition, industry forecasts from PQ Media suggest that global investment in this discipline has already hit US$145 billion in 2014 and will exceed US$300 billion by 2019.
“This is clearly a commercial area that shows opportunity for both domestic growth and the positioning of Singapore as a regional hub,” she added.
In addition to ACMA, the programme has already confirmed speakers and contributors from agencies including MEC Wavemaker, Mindshare Content Trust, Zenith Newscast, Dentsu Aegis Network, Novus Media, Click2View, Kudos Content and Unruly Media.
International brands Johnson & Johnson and Mead Johnson Nutrition have also confirmed their support. Industry professionals who would like to contribute are invited to send their proposals to [email protected]