This year YouTube is celebrating 10 years since the first video was uploaded. Celebrating this monumental achievement, the MDS team wanted to further examine how sharing videos with the world has changed since the first video upload. We would also like to highlight the last 2 years that helped us navigate further into the video sharing landscape.
In 2005, the everyday user was introduced to many platforms seeking our attention such as Apple iTunes, Blip, Metacafe, Myspace and Google’s own platform. However the race to becoming the top provider of sharable video content didn’t last long. Although popular platforms showed an initial success, it was clear that YouTube was a force to be reckoned with, reaching almost three times as many users as the next competing platform – Yahoo.
As YouTube continued to expand, the platform showed great stability as a well-managed platform with endless opportunity. However, in today’s digital landscape new platforms are being created that naturally threaten popular platform dominance. Well managed competition has often spurred competitive rank battles commonly dominated by Facebook.
Social Media Statistic: By March 2014, Facebook was delivering more than 40 percent of YouTube’s raw video volume to an audience that was 57 percent of YouTube’s total unique reach. (http://www.comscore.com/Insights/Press-Releases/2014/4/comScore-Releases-March-2014-US-Online-Video-Rankings)
YouTube has proven their mettle as being the premier online video platform. But the digital landscape has competing platforms waiting to take their turn to make a big play in your digital strategy. Please be advised that although YouTube is a clear powerhouse, we have further examined and unlocked keys to other platforms to consider in your marketing and digital strategy.
As discussed, YouTube has unquestionably proven they are in the driver’s seat in the digital race for innovation. Videos that call YouTube home have a reputation of humor and education; engaging hosts, or simply featuring skills we have all wanted to master. These engaging reputations are often presented in a timeframe between one and four minutes. Although this timeframe may seem to be efficient, other platforms have already began to fill the timeframe with multiple videos on a myriad of topics.
Since YouTube has earned its digital landscape veteran status, channels may find it difficult and time consuming to build presence for individual brands. This has caused brands to use an existing set of big channels rather than building their own from scratch.Facebook
Most of today’s Facebook users are no stranger to the Facebook video option. With an easy to use model, users have little trouble uploading videos directly to their feed and many brands have begun to see big success by utilizing video content on Facebook.
Social Media Fact: There is no time limit of such videos, however it is important to remember that most Facebook video viewing happens on mobile (http://amigobulls.com/articles/google-vs-facebook-competition-heats-up-in-online-video-advertising), so unless you have engaging narrative, you should keep video content under one minute.
A popular feature with brands utilizing Facebook is the option to autoplay your video content. Through autoplaying content many marketers believe the potential for engagement is sparked because there is no user action required.
Please be advised that although Facebook and YouTube both share video content, each platform measures views differently. For example, when utilizing Facebook’s autoplay feature, a view is not registered until 5 seconds of video have been viewed. In comparison, YouTube requires a click to initiate and begins registering views after 30 seconds have been viewed.
Vine and Instagram
As Millennials, we have been conditioned to want our content to be as digestible and streamlined as possible. Instagram and Vine have taken advantage of this concept by redefining the timeframe in which content is presented. In the beginning age of video, a user found excitement with clips no less than the length of our favourite song.
Video apps like Instagram and Vine have presented the same information as YouTube in a fraction of the time. To modern app users, “short” can now be described as 15 seconds (Instagram) which is three times as long compared to Vine’s streamlined 4 second clips. Along with their ideas of time, these two apps differ after the clip has been viewed. Users of Vine will see their videos loop creating a GIF-like experience whereas Instagram users have the option to replay the viewed clip.
Since Vine and Instagram are based on a mobile experience, content creators must keep in mind that a video driven by sound may be ineffective. In many cases, the user’s device may be in silent mode which will cause the video to stay muted (creating a GIF experience) unless manually engaged.
Some successful profiles on Vine include BMWUS, Coca-Cola and Dunkin Donuts.
For users not familiar with the current craze, Snapchat has begun to provide single view video sharing. Through their “My Story” feature, Snapchat allows users to broadcast to their followers through a series of 10 second “snaps” that have a lifespan of 24 hours. The 24 hour timeframe has encouraged users to regularly check for updates from their favorite accounts.
The raw nature of Snapchat makes it very different from the other platforms but many brands, including Marriott, have found great success on the platform.
In the recent months we have been treated to innovative new players in livestreaming platforms such as Periscope, Meerkat and Facebook Livestream. Targeted towards the Millennial market and beyond, viewers and volume are rising rapidly. Brands have started to integrate Periscope into their digital strategies including popular hotel brands (http://innlink.com/periscope-for-hotels/). Fans of the popular band U2 have started to become acquainted with Meerkat through U2’s strategy to support their latest tour (http://www.fromthegrapevine.com/blogs/arts/u2-partners-meerkat-live-stream-north-american-tour).
The MDS team is always ready to explore new segments of the digital landscape. Please continue to follow our blog as we continue to integrate new endeavours into our work.