Dorota Smaggia, MD France for Unruly Media, took to the stage last week for an ultra-instructive MIPCube Talk. She pointed out that generation Y watches 3 billion hours of video per month right now; but that content isn’t always what you’d expect.

The myths she went on to debunk were:

Myth #1 – Content has to be funny? NO!
Myth #2 – The shorter the better? NO!
Myth #3 – Only big brands can make a big splash? NO!
Myth #4 – Social videos should only evoke obvious emotions such as happiness: NO!
Myth #5 – Emotive ads cannot be also information? NO!


Smaggia screened a number of videos to illustrate her points, including this – hilarious – most-watched UGC (user-generated content) video of 2013 so far:


And here’s a bonus for MIPBlog readers: Unruly’s rolling chart of the most-shared advertising/brand videos of the month. Enjoy!


46 MIPTV, MIPCube, MIPFormats & MIPDoc conference videos here

About Author

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for B2B events MIPTV and MIPCOM, Midem (music industry) and MIPIM & MAPIC (real estate & retail). He is based in Reed MIDEM's Paris office.

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