There’s no denying that YouTube has had a drastic impact on the way we think about online video content, since its launch in 2005. Over a billion hours of video are watched on the platform every day, a figure that’s only growing as the platform develops. But how has this growth changed the landscape of video content marketing?
The ease of uploading video straight to YouTube has made video content accessible to companies of all sizes and budgets. Businesses are able to promote their own content, so products and ideas can reach a wider, global audience.
Video is now an essential part of the social glue of online communications, in both content consumption and as part of businesses’ online marketing strategy, changing the way we approach video as a promotional tool.
The volume of content online means there’s more competition; companies have to work harder to get their video noticed online. Video must be more interesting, more entertaining, and more shareable to succeed. In a world where content is king, the video produced needs to be exceptional to have the biggest impact. YouTube is the ideal platform to share that video.
YouTube wouldn’t be as successful as it is, if not for its link to social media platforms. As a stand alone platform, it’s useful as a video search engine, but shares to social media can help direct traffic to specific videos. When combined with sharing on social media, YouTube is an unstoppable marketing tool.
On a large scale, advertisers are creating campaigns designed to be ‘event viewing’. This means content perfect for sharing on social media and discussions in the office. John Lewis is great at this; their Christmas adverts are as much an event to watch, as a promotion for their brand. John Lewis adverts nearly always go viral, so that now the brand is almost synonymous with the festive period.
We look forward to their adverts every year, and watch them online more often than we see them on TV. Last years’ advert #BustertheBoxer, has 25m views on YouTube alone, no doubt in part because of how often it was shared social media. Their latest, #MoztheMonster is set to beat their previous records. Sorry Coca Cola, there’s a new Christmas ad champion in town!
Vloggers and Influencers
The rise of independent content creators as a result of YouTube has also had an impact on the media landscape. Companies are taking advantage of this new genre by sponsoring influencers to promote their brand. Vloggers have a noticeable influence over their audiences, so the products they mention are all but guaranteed a sales boost.
Attention is a valuable commodity online. It makes sense that marketers are capitalising on the attention already spent on influencers with established audiences.
We’ve talked about some of the changes that YouTube has made to the video marketing industry over the last decade; what might we expect for the next?
As more brands are using video as part of their marketing strategy, the industry will see continuous growth, if at a slower rate than the last decade. What could change are the fortunes of YouTube; more social platforms, like Facebook, are introducing native video features. Native clips can be prioritised on feeds, over content from secondary sites like YouTube. The methods consumers use to watch video will influence the types of content produced in the future. Publishers will optimise their video based on how their audience will see it.
The saturation of video in the current market might also mean a change in the technology used to produce videos. To stand out producers will experiment with emerging formats, like virtual reality. Video will become an experience that changes a passive viewer into an active one.
Through YouTube, video has become an undeniable feature of today’s marketing landscape. No matter what the future holds, it’s clear that online video isn’t going away anytime soon.
Interested in using video for your business?
If so, we’d love to hear from you. Get in touch for a chat about how video marketing can help your business or clients. Dan is more than happy to come to you, or if you want to test out his tea making skills, then we can chat over a cuppa at our Anstey office.
Colab Creation is a video production company that specialises in telling stories through film; collaborate with us and tell yours today.