Advertise on Bizcommunity

Subscribe to industry newsletters

Danilo Acquisto on the online video revolution (Part 1)

Everyone is creating online video nowadays and by doing this, bypassing traditional channels, serving hundreds of millions of people their lively forms of content. Heavy Chef asked if this is an opportunity or a distraction and invited Danilo Acquisto, TV celebrity and CEO of YouTube-endorsed partner in SA, Special Effects Media, to unpack the secrets of creating successful online video strategies at a recent talk, of which the Cape Town event was held last month at Workshop17 at the V&A Waterfront.
TV celebrity and CEO of Special Effects Media, Danilo Acquisto. © Heavy Chef.

It's such a difficult space to break into and to try and gain traction, says Acquisto. “You're probably wondering how somebody goes about producing content that does well. Well, with digital video you just have to start somewhere.”

The ins and outs of cracking 'talk journalism'

Ever wondered what it takes to become a TV presenter? Danilo Acquisto, known to many as Good Hope FM weekend DJ, was recently announced as winner of the Presenter Search on 3. He gives us some insight into the presenter's balance of TV and radio...

By Leigh Andrews 22 Jun 2015


Besides presenting the popular television show, Afternoon Express on SABC3, Acquisto is also the CEO of Special Effects Media, who with its global partners have almost 9 billion minutes of video and 1.5 billion views on YouTube and a subscriber base of over 7 million. According to him, they work with some of the most creative people in the world, playing around with content and coming up with cool ideas to gain organic traction and to find brands willing to spend money on that.

#Newsmaker: Danilo Acquisto heads up local YouTube multi-channel network

Following the recent launch of Special Effects Media SA, I interviewed CEO Danilo Acquisto who was appointed by the network's global partners to head up the new South African studio, effective 1 August 2017...

By Jessica Tennant 27 Sep 2017


Acquisto went ahead and explained to us why digital video is so important and why he started this particular company.

1. Control


“The big thing for me was that creators don't have control over their content in the traditional spaces,” he says. Acquisto wanted to bring control back to the creatives. He says that was one of his biggest reasons why he got involved in digital. “I am also now working with the SABC on multiple platforms and we all know what it's like to work for public broadcasters and even private broadcasters, there are limitations and rights involved. And we must learn to respect those as well. But digital opens up that freedom a lot more. For me, a 27-year-old, I feel I reached my peak in terms of live television. There has to be a new space, a new door to open up and digital was that door that I wanted to open.”

2. Entrepreneurs


Entrepreneurs was another big reason why he wanted to start this company and he says it's such a vital space to be in. “There is so much that is at stake when it comes to producing video. Young people are taking the risk and they are producing these brands on their own and they making an income out of it and they are doing some amazing things on these platforms. So, I am an entrepreneur myself and it was just something exciting for me telling these stories on digital media.”

3. TV metrics suck and digital rocks


The Nielsen method is the way in which traditional media is measured globally. “We love Nielsen but we also hate Nielsen at the same time,” says Acquisto. The idea behind television shows in South Africa is that 1,000 people in our country have got little black boxes attached to their televisions monitoring their usage and that extrapolating about 54 million people's usage of television in South Africa. So, if they say we've got 2 million people watching a show, are 2 million people really watching the show?

Why brands should focus on community building over the eye-balls approach

Danilo Acquisto writes that brands should build a YouTube presence now, to begin producing content that is relevant and consumable and to avoid the shotgun approach of gaining eyeballs alone...

By Danilo Acquisto 22 Feb 2018


Acquisto says what's scary about the way that these metrics are operating is that brands are buying into it. “They are really buying into those massive numbers. But how can you really measure that interaction and engagement? I think there is a space for traditional but all I really want to get out today is that traditional is very, very inaccurate. And there is no way in order to accurately monitor your traction and engagement on that kind of platform. Brands that are smart and that are really looking for proper engagement will look towards digital media and digital video to be able to really work out how well campaigns are doing.”

Bottomline? Acquisto says if you're not focusing on digital media, your company won't survive in the long term.

To continue reading, click here:

Danilo Acquisto on the online video revolution (Part 2)

At a recent Heavy Chef event, Danilo Acquisto elaborated on the secrets of creating successful online video strategies...

By Juanita Pienaar 9 May 2018


Follow Acquisto on Twitter and Facebook and click here for all upcoming Heavy Chef events.

About Juanita Pienaar

Juanita Pienaar is an editorial assistant for the Marketing & Media news portal at Bizcommunity.com and is also a contributing writer.
Comment

Related

News