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How the New Media Rebellion in Video is Reshaping the Publishing World

How the New Media Rebellion in Video is Reshaping the Publishing WorldDigital first publishers, and rockstar influencers are transforming the publishing world - and the change is being driven by the power of online video.

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Facebook Watch Time: 15 Ways to Increase Views and Engagement

Facebook Watch Time: 15 Ways to Increase Views and EngagementIncreasing the Watch Time of videos uploaded to Facebook is a vital goal for publishers who want to increase their share of views and engagement on the platform. We give you 15 actionable takeaways you can put in place today.

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Why the Verticalization of Social Video Content is Crucial to Group Nine

Why the Verticalization of Social Video Content is Crucial to Group NineGroup Nine hasn’t created a small handful of “general interest” destinations around each of its brands, it has created them around genres. It isn't fragmenting its brands; it's segmenting them.

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How Cooking Panda is Dishing up Success with Sponsored Video

How Cooking Panda is Dishing up Success with Sponsored VideoHere’s the low-down on how Cooking Panda operates its sponsored video deals, chooses its partners, and creates results that keep sponsors - as well as their own brand’s audience - happy.

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Google Videos vs. YouTube: Which Is the Best Video Search Engine?

Video is booming as a content marketing medium. People love watching videos online and producing great video content is quickly becoming a surefire way to command attention and grow a following. By 2019, video is expected to drive an astonishing 80% of all internet traffic. Clearly, it’s important for businesses to start working on video content sooner rather than later. And while producing great content is essential, that’s only half the battle. For your videos to benefit your business, people have to be able to find them, and that involves optimization...

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Why Big Brands Need Sponsored Video Not Christmas TV Ads

Why Big Brands Need Sponsored Video Not Christmas TV AdsSponsored video campaigns by influential content partners and publishers can make the cash register ring far more often for big brands at a significantly lower cost than yet another expensive TV ad that’s repurposed and uploaded to YouTube and Facebook.

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How-to Build Your Own Best Practices Around Social Video [Exclusive Masterclass]

How-to Build Your Own Best Practices Around Social Video [Exclusive Masterclass]

In the online video space, it can be a constant, albeit rewarding, battle to keep on top of best practices to ensure you leverage the most out of your programming and distribution strategy. With the main social video platforms constantly evolving their features and algorithms, and users, in tandem, changing the way they consume and engage with video, the onus is on publishers to understand the impact that these changes have – both in the short term, and in the longer term too. To further complicate things, not only do best practices differ from platform to platform, they also differ from genre to genre, and from target audience to target audience.

As the vice president of audience & platforms for Kin Community, a digital media and entertainment company that inspires women to discover and create the life they want through video content and community, I focus on the data-driven insights that drive the heart of our business model. Stellar insights not only propel our programming and distribution strategy around social video, they help us develop up-to-the minute, and constantly evolving best practices across all of our video initiatives.

Now, together with Tubular Labs, I’m excited to let you take a peek behind the curtain into what kind of best practice guidelines we follow in order to build top-line revenue for Kin Community, and ensure our family of channels are fully supported. Click the link below to download our exclusive report, and to watch our in-depth webinar. You’ll learn first hand how to ‘Find Your Own Best Practices’ and create a strategy for success in online video. The report is full of actionable takeaways that you can put into place today!

Click here for the BEST Masterclass on Building Your Own Best Practices Around Social Video

The report and webinar will arm you with the knowledge and tools to deeply understand your audience’s wants, needs and behaviors so you can shape your video to super serve your one-of-a-kind community. You’ll get insights into the best practices that work, and learn concrete skills that allow you to find your own data, and understand what your own audience connects with. The webinar and deck take a deep-dive into:

  • Understanding the metrics that matter for your social video content
  • How to optimise for YouTube and Facebook algorithms
  • How to further develop your Audience Development strategy
  • How to use data to inform your video content strategy
  • How to increase your Audience Retention rate
  • How to find your sweet spot when it comes to Audience Overlap
  • How to balance your video upload schedule
  • The basics of A/B testing your video uploads
  • How Kin Community uses Tubular to find the insights that matter

Social Video: Find Your Own Best Practices

Best practices are so genre and audience specific that universal best practices around social – or short-form – video differ are rare. However, when a platform changes their algorithm it does start a ripple effect in user behavior that affects all video content.

Take Facebook for example. As of last January, best practice for publishing native video to the site was to keep the length around 30-45 seconds, but then Facebook updated its algorithm to favour longer videos around 1 to 2 minutes in length. Now, since the launch of Facebook Watch in August 2017, at Kin Community, we’re seeing increased views and engagement for videos up to 3 minutes in length and decreased views and engagement for videos one minute and below. In fact, in the last 30 days, our second most-viewed native upload to Facebook came in at 3 minutes and 49 seconds!

Aside from the (very) regular algorithmic updates deployed by the major social video platforms, human behaviour also plays a huge part in the way video is consumed, and then engaged with. Your team’s best practices have to take into consideration audience-specific activity, and the objective has to be to understand the motives behind the way that audience may or may not respond to your online video strategy.

Your own particular audience is going to differ from that of Kin Community’s depending on genre, demographics, range of interest and many other factors that make your audience one-of-a-kind. Our audience is primarily Millennial women who love home and lifestyle content, but the insights we give in the report and the webinar will give you a heads-up in developing your own in-house strategies for online video success, based around your own vertical & unique audience

Get the Latest Actionable Insights on Best Practices for Social Video

Gwen Miller, VP of Audience and Platforms for Kin Community, together with Allison Stern, CMO and co-founder of Tubular Labs took a deep-dive into best practices around video on the main social platforms. Together, they answer the questions that the industry is asking around which metrics to measure, how to increase audience retention, and how to optimise for the algorithms on Facebook and YouTube. You can watch the webinar now on playbook, and download the exclusive deck around best practices by clicking the link below.

Click Here Now to Get the Best Masterclass on Building Your Own Best Practices Around Social Video

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Why Storytelling Needs to Be at the Heart of Your Online Video Strategy

Why Storytelling Needs to Be at the Heart of Your Online Video Strategy

One of the must-attend sessions at Advertising Week this year was “Storytelling Is Dead.” It was billed as a seminar by Raja Rajamannar, the Chief Marketing and Communications Officer of Mastercard, but I was expecting a wake. Hey, storytelling has been very, very good for me so, I wasn’t really looking forward to hearing some guy from a credit card company tell me that “Mastercard believes we need to stop being great storytellers.” But, boy, was I wrong.

How To Break Through to Your Customers

Rajamannar defines “storytelling” as talking at consumers. And, since the “Mad Men” era, brands have used advertising to broadcast their stories at a large audience of consumers. But, it’s stopped working. He told the audience of advertisers in the Liberty Theatre, “Latest reports state that there are over 600 million devices running ad block software, and the message from consumers is clear: Stop interrupting me – I don’t want to see your ads. At the same time, consumers are constantly connected and literally have the power to make or break a brand at their fingertips. So how do you break through and engage with consumers?”

Good question. And Rajamannar had a good answer. He said, “Against the digital transformation landscape and changing consumer behavior, Mastercard believes … it is time to put consumers at the center of our efforts; it’s time to be great story-makers.

Time out. Aren’t “story-makers” the same Mad Men (and women) that we used to call “storytellers”?  Doesn’t Mastercard still have McCann-Erickson as its agency of record? Is this just a new variation on “the King is dead; long live the King” expression that the British have been using for centuries?

No, this is a much bigger idea. Rajamannar said “story-making” is the combination of “art, science, and necessity” that was developed as a response to a “society where the pace of technology and information exchange only continues to speed up; and where consumers only allow brands a few mere moments to make or break a relationship.”

Consumers Value Experiences Over Things

Rajamannar explained, “Studies show and retail sales data supports that today, consumers value experiences over things. Mastercard’s Priceless campaign – now in its 20th year – was founded on the insight that experiences matter more than things, but the way it is executed today is much different. Mastercard has evolved its Priceless strategy from a single traditional advertising campaign to a holistic experiential-led marketing platform.” Now, I know what you’re thinking: “What the heck is a holistic experiential-led marketing platform?” Here’s Rajamannar’s definition: “Mastercard is transforming into an experiential brand by doing 3 things:

  1. Focusing on consumers’ passions,
  2. Building experiential platforms.
  3. Creating products/technologies that change lives for the better.

“We’ve moved our brand promise from being the ‘best way to pay’ to ‘connecting people to Priceless possibilities.’” That’s a big idea.

Here’s the backstory: About four years ago, Mastercard developed a strategic framework – called “Marketing 4.0” – which recognized just how important “connections” had become and realized that the Priceless campaign should not be limited to traditional advertising.

Rajamannar explained, “Over the years, marketers have used various techniques to relate with consumers. Marketing 1.0 was the era of logic/rational side of the brain and very focused on products’ features and benefits. In that era, brands underscored messaging like ‘new,’ ‘improved,’ and ‘best seller’ – brands like Dyson did this product-focused marketing well. In Marketing 2.0, the era of emotion, we saw brands like Coca-Cola appealing to emotions with their ‘open happiness’ campaign, and of course our own Priceless campaign, which was founded in the insight that ‘experiences matter more than things.’ Amazon stands out in the era of Marketing 3.0, where extensive data and intensive data analytics drive marketing. And now in Marketing 4.0 – it is the new era of connections. We view this as the era of connecting people to what truly matters to them. Simply put, this is because the world has changed and arguably people do not want brands to waste their time or attention.”

However, this strategic insight had consequences. Rajamannar said, “To win with today’s consumer, we need to go way beyond showing priceless experiences in commercials, to giving our cardholders the tools to create their own. We need to move from ‘simply’ observing priceless moments to enabling priceless experiences.” Rajamannar also shared several stories – pun intended – that illustrate how Mastercard’s efforts are energizing its brand and driving its business.

A Masterclass in Storytelling from Mastercard 

Uwe Bindel is no ordinary soccer fan. He has gone to jaw-dropping lengths to support his beloved FC Bayern Münich: from defying the Stasi as a teenager in communist East Berlin, to choosing a UEFA Champions League match over his 20th wedding anniversary holiday.

Uwe believed he was taking part in a documentary on “Über-fans,” but little did he know he was about to be surprised by his idol, Bayern Munich midfield legend and Germany’s most capped player of all time Lothar Matthäus. To celebrate their sponsorship of the UEFA Champions League in advance of the 2015 Final in Berlin, MasterCard arranged this Priceless Surprise to thank the passion of football fans … but also the fans behind those fans.

Or, see what happened when Pharrell Williams surprised his fan Queen, while she was running a playgroup.

And, to celebrate The BRIT Awards 2016, Mark Ronson and MasterCard brought together 6 fans who had previously covered Uptown Funk online ­‐ Anna Shields & Blair Crichton, The Ayoub Sisters, Ross Campbell and John Atkins ­‐ to create a brand new cover, and share their Priceless Surprise with Ronson himself.

Americans are familiar with Mastercard’s Stand Up To Cancer program. It’s one of several Priceless Causes that the brand supports. For example, here’s what the Priceless Causes program has done for the World Food Program.

Also, Priceless Cities is a global MasterCard program designed to enable MasterCard cardholders to live unique experiences and receive benefits that add value to their lives. For example, you can experience the magic of New York City on a night like no other. From The Modern, to Jimmy and Center Bar, enjoy wonderful food paired against the backdrop of the dramatic cityscape.

Mastercard: Storytelling and Sponsored Videos

According to Tubular’s breakthrough DealMaker software , sponsored videos are also part of Mastercard’s “holistic experiential-led marketing platform.” The brand has 76 partners that have made 798 videos, which have a total of 45.5 million views and over 1.3 million engagements. For example, “How far would you go?” was uploaded to UEFA Champion League’s Facebook page on April 19, 2017. It currently has 2.4 million views and 15,000 engagements.

Now, that’s taking story-making to a level that traditional storytellers only reach once in a blue moon. It’s the difference between creating a priceless experience for your customers that they want to share with their friends, family, and colleagues and merely telling a story – even one with emotion – about the features and benefits of your products or services. That’s a very big idea.

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By 2021, 80% of the World’s Internet Traffic Will Be Video [Cisco Study]

By 2021, 80% of the World’s Internet Traffic Will Be Video [Cisco Study]

According to the latest Cisco Visual Networking Index (VNI) Complete Forecast, there will be nearly 1.9 billion Internet video users by 2021, up from 1.4 billion in 2016. The world will be watching 3 trillion minutes of Internet video per month by 2021, which is 5 million years of video per month. And video will continue to dominate overall Internet traffic – representing 80% of all Internet traffic by 2021, up from 67% in 2016. Let’s just take another look at those numbers:

  • Video will represent 80% of all Internet traffic by 2021
  • There will be nearly 1.9 billion Internet video users by 2021
  • They’ll be watching 3 trillion minutes of video per month by 2021

Now, Cisco began making these kinds of forecasts in 2006, so maybe the latest one doesn’t create the kind of future shock that the first one did. Or, maybe human beings have difficulty trying to comprehend incomprehensibly large numbers. So, let’s try to break Cisco’s forecasts down into something slightly more manageable for video marketers to understand and act upon.

1.9B Internet Video Users by 2021

Traditional marketers love big numbers. So, they’ll be tempted to use Cisco’s data, which shows the number of Internet video users growing from 1.4 billion in 2016 to 1.9 billion in 2021, to make internet video appear to be a mass medium. But, it isn’t.

For starters, Cisco projects the number of Internet users with increase from 3.3 billion in 2016 to 4.6 billion in 2021. So, only 42% of Internet users were video users last year, and this percentage will actually dip to 41% four years from now. Oh, and 4.6 billion Internet users represented just 58% of the global population. So, less than 24% of the global population in 2021 will be Internet video users. So, video marketers shouldn’t jump to the mistaken conclusion that the “reach” everyone. They don’t.

But, video marketers can and do reach large segments of the global population. It’s just that they live in more than 88 countries and speak a total of 76 different languages. And while some segments are watching videos for entertainment, others are looking at food-related content, such as recipes, and cooking demonstrations. Besides, you don’t need everyone to see your branded content, video ad, or sponsored campaign. You only need to reach the viewers who may be interested in what you offer. Unfortunately, most video marketers don’t make that effort. Nielsen surveyed more than 30,000 people around the world last year and found that 66% said most ads in video-on-demand content are for products they don’t want.

But, some video marketers have discovered the benefits of segmentation. For example, Anheuser-Busch’s Lime-A-Rita learned about the power of making relevant video ads for a segment of the market earlier this year. Although their brand awareness was high, this wasn’t translating into increased brand consideration.

That was until they honed in on a female audience and turned to contextual advertising – the practice of developing contextually targeted, hyper-relevant ads. The new approach drove double-digit brand favorability and purchase consideration lifts for Lime-A-Rita.

Now, social video platforms enable you to target video ads by location, demographics, and interests – which tends to work better if you make relevant video ads for each segment. As for branded content or sponsored campaigns, you won’t get very far these days by taking Henry Ford’s approach to mass marketing the Model T back in 1909: “Any customer can have a car painted any color that he wants so long as it is black.”

So, despite the fact that there will be nearly 1.9 billion Internet video users by 2021, focus on the segments that matter most to your brand or client. And whether you are creating branded content, video ads, or sponsored campaigns, it helps to know:

  • Where your target viewers are: Are they located around the corner or around the world?
  • Who your target viewers are: What is their age, sex, parental status and family income?
  • What your target viewers like: Are they football fans or foodies?

They’ll be watching 3 trillion minutes of video per month by 2021

Cisco says, “It would take an individual more than 5 million years to watch the amount of video that will cross global IP networks each month in 2021.” Now, that would take binge watching into a whole different tribe of our ancestors, since the genus “humans” didn’t emerge until 2.5 million years ago.

But, why use the amount of video that will cross global IP networks each month as your yardstick? Instead, let’s use the yardstick that YouTube created back in June 2007 and used another 24 times until June 2015: Hours of video uploaded per minute. Now, just because a video is uploaded doesn’t mean that anyone will watch it. But, it’s easier to get your head around an hour of video than it is to imagine the amount of video that will cross global IP networks in a month.

So, Cisco forecasts that 1 million minutes of video will streamed or downloaded every second in 2021. That’s 1 million hours of video every minute. Okay, so how long would it take for an individual to binge watch 1 million hours of video? The answer is: 114 years and 2 months. That’s how long it would take for an individual to watch the amount of video that will cross global IP networks each minute in 2021.

Now, I know what you’re thinking. “Who in their right mind would want to be that guy or gal?” You’re right. No one would want to make it their life’s work to watch all the video that crossed global IP networks during a particular minute in 2021, unless, of course, that minute marked the discovery of intelligent life on a planet around another star.

Nevertheless, this puts a premium on getting your latest Internet video discovered. Given the abundance of videos already on the web and the plethora of new videos being uploaded every minute, it’s risky to assume that your content will be organically discovered by a large audience.

Video marketers have already experienced the prelude to this problem during the relatively short history of YouTube. In fact, when I wrote my first column for ReelSEO in July 2011, I was still utilizing keyword research tools and following the advice in the first version of the YouTube Creator Playbook, which said, “Write optimized titles, tags, and descriptions for your content.” By October 2012, “watch time” had replaced “relevance” as YouTube’s most important ranking factor. And it’s worth noting that ReelSEO became Tubular Insights in July 2016.

Today, if you look at what YouTube calls its “discovery optimization tips,” you won’t find any mention of keyword research tools at all. And, the advice that you’ll read says, “Use compelling titles for your videos that accurately represent the content.” So, “compelling” has replaced “optimized.” And “accurate” has replaced “relevant.” Oh, and there are eight times more tips about keeping viewers watching, organizing and programing your content, as well as using watch time, audience retention, and audience interaction reports to see what’s working.

So, this makes it even more important to build your subscriber base. Subscribers are your most loyal fans and will be notified of new videos and playlists to watch. It is also key to design a solid plan to promote your content and ensure it’s viewed by your target audience. Unless you already have millions of subscribers, you’ll need to seed your content when it launches. And, finally, the segment that you’re trying to reach already exists — you just need a lot more help than you needed in the old days to get these potential viewers to discover your newest videos. One effective method is to collaborate with established content creators who are already reaching your target segment. Another is to find the right content partner to reach the right audience, and get more engagement for less spend.

Video Will Represent 80% of All Internet Traffic by 2021

According to Cisco, Internet video streaming and downloads are beginning to take a larger share of bandwidth and will grow to more than 81% of all consumer Internet traffic by 2021.

Cisco estimates that “emerging mediums” such as live Internet video will increase 15-fold and reach 13% of Internet video traffic by 2021. And Cisco estimates that virtual reality (VR) and augmented reality (AR) will increase 20-fold and represent 1% of global entertainment traffic. Now, these are the fast growing areas of the digital video marketing business – which may excite investors – but they only represent 1 day in 7 for most video marketers.

So, what constitutes the rest of the “internet video” traffic, which Cisco forecasts will “only” grow fourfold from 2016 to 2021, a compound annual growth rate (CAGR) of “just” 31%? Well, it includes short-form Internet video (e.g. YouTube), long-form Internet video (e.g. Hulu), Internet video to TV (e.g. Netflix through Roku), online video purchases and rentals, webcam viewing, and web-based video monitoring.

But, Cisco’s definition of “internet video” traffic excludes casual online gaming, networked console gaming, and multiplayer virtual-world gaming, which are in a whole other category, which is expected to grow 11-fold from 2016 to 2021, a CAGR of 62%. This constitutes another 5% of all consumer Internet traffic by 2021.

What’s left? Well, Cisco forecasts that almost 10% of all consumer Internet traffic in 2021 will come from web, email, instant messaging, and other data traffic, while the remaining 3% will come from file sharing.

In other words, even the 19% of consumer internet traffic that isn’t counted as internet video includes a healthy dose of online gaming, videos in emails, and the sharing of video files. Among other things, this means that by the time today’s high school seniors graduate from college, reading, writing, and arithmetic will have been replaced by short-form, long-form, and live Internet video.

Now, I headed off to college with a portable typewriter. Each of my three kids headed off to college with laptop computer. But, imagine a world where the next generation signs up for Massive Open Online Courses with a smartphone. This isn’t science fiction. This is what the world will look like in 2021!

Why should video marketers lose sleep over this megatrend? Well, most institutions of higher education are not preparing students who major in marketing for careers in a video-first world. So, one of the line items in most marketing budgets that may grow fourfold from 2016 to 2021 is “training and development.” According to the most recent data available, companies spent, on average, over $1,200 per employee each year on training. So, they may be spending $4,800 per employee by 2021.

That’s right, brands and their agencies will need to spend money teaching their employees how to create five-minute videos as efficiently and effectively as their high school taught them to write five-paragraph essays and their college taught them to compose five-page term papers.

If training and developing internal marketing teams that are almost as good as Red Bull’s seems too daunting, then brands can always outsource video creation to the media companies and video influencers who are aligned with their brand and know how to build successful sponsored video campaigns. As for agencies that don’t have the inclination to invest in employee development, well, they’ll just have to acquire some new talent or re-invent themselves for this new era, won’t they?

These are the trends in the digital video marketing business that I’ve spotted by analyzing the critical data in the latest Cisco VNI forecast. If you’ve spotted some other trends, please share them with us on Facebook or Twitter.

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Video Consumption is Increasing and Media Publishers and Influencers are the Real Winners

Video Consumption is Increasing and Media Publishers and Influencers are the Real Winners

Each year for the past three years, Activate has taken a deep dive into major consumer trends, technology innovations, and industry dynamics as part of the Wall Street Journal D.Live Conference. This year, the management consulting firm identified nine important insights that it predicts will shape or reshape the media industry in the year to come.

I’ve read all 140 slides in Activate’s deck on SlideShare and found that one of their surprising and unexpected insights is something that video marketers will want to know, analyze, and act on – “Big Influencers and Media Brands will Rule Web Video.” Let’s take a closer look at this key trend in the digital video marketing business.

Media Publishers & Influencers Generate Most Views Across Social Video

According to Activate, consumers will dramatically increase their overall time spent watching digital video from 2017 to 2021. Okay, that gentle breeze is not going to knock any leaves out of the trees. But, here’s what will: Activate says the top 1% of creators drive 94% of the views on YouTube.

To back up its prediction, Activate evaluated extensive Tubular Labs data on creators with over 10 million views on YouTube and found that 24% of these creators account for 71% of views. Over on Facebook, 26% of creators account for 77% of views. Both of these groups of top creators have over 50 million views on these social video platforms.

Activate’s analysis of Tubular’s data confirms that influencers and media companies make up 97% of YouTube views in this group of top video creators with more than 50 million views. And 98% of Facebook views come from influencers and media companies. Brands only make up 3% of the views on these platforms. Influencers are defined as personalities, celebrities or public figures with significant social presence. Media companies are defined as organizations whose primary business model is in production and/or distribution of content. This includes some professional influencer entities that have moved upstream.

How Brands Can Find the Right Content Partners to Work With

And here’s something that brands will want to know, analyze, and act on: Tubular Labs data shows that there is a greater ratio of influencers to media companies on YouTube (83% influencers to 17% media companies) and a roughly even ratio on Facebook (52% influencers to 48% media companies). So, if brands are looking for the right content partner to reach the right audience, and get more engagement for less spend, then they need to look in different categories on different platforms.

Activate analyzed the top five YouTube influencers by subscribers in four categories: How-to & Style (like Yuya), People & Blogs (like Roman Atwood), Comedy & Entertainment (like HolaSoyGerman), and Gaming (like elrubiusOMG) as of October 2017. The management consulting firm concluded: “Top web video influencers range across content areas and platforms.” Which may be an obvious statement, but a vital one if you are brand looking to work with the right influencer to reach the right target audience. Combined, these influencers have over 70 billion views on YouTube. And all of these influencers have a strong presence on a second platform, ranging from Instagram (13) or Twitch (5) to Facebook (2).

Activate also analyzed Tubular data for the top U.S. media company creators on YouTube and found 49% are in the Entertainment category (like Ellen), 22% are in Music & Dance (like Justin Bieber), and 9% are in News & Politics (like The Young Turks). Oh, and these media company creators include Smosh, which used to be recognized as an influencer but has recently worked on films produced by Lionsgate and Columbia Pictures, so they’ve been “moved upstream.” So, kudos to Andrew Hecox and Anthony Padilla, who began to post videos on YouTube in the autumn of 2005.

Next, Activate analyzed Tubular data for the top U.S. media company creators on Facebook and found 61% are in the Entertainment category (like Bright Side), and 10% are in News & Politics (like NowThis). So, even if a couple of the categories are the same, there are different leaders on different platforms.

In fact, Activate says, “Influencers who start on a platform do not typically transfer success to another.” So, as I’ve observed back in 2015, the social video market is segmented, not fragmented. Back then, the analogy that I used was: “The European market isn’t fragmented; it’s segmented. Not only does each country have its own language, each one also has its own culture and customs as well as its own folk heroes. And just because 320 million Europeans in 24 countries use the euro doesn’t mean that I’d market a product in France, Germany, Italy and Spain with the same online video that I’d created for an audience of 64 million people in the U.K. (which, of course uses the pound as its currency).” And I wrote that before Brexit.

So, long-time readers of Tubular Insights will not be shocked to read Activate’s observation: “Web video platforms satisfy different content preferences (and) media companies will need to play to each platform’s strengths.” And their analysis extends beyond YouTube, Facebook, and Twitch; it includes Instagram and Snapchat, too.

Nevertheless, Activate notes: “To attract these creators and capture user attention, web video platforms are attempting to move into each others’ turfs.” So, watch initiatives like YouTube Red, YouTube Live, YouTube TV, Facebook Live, and Facebook Watch like a hawk. The video segmentation matrix is shifting even as we speak.

Social Video and the Shift to Live-streaming

Activate also analyzed Tubular data and concludes: “The platforms are also shifting into live streaming — this medium has exhibited rapid growth in views and time spent.” It also includes a chart that may surprise some video marketers. It shows Twitch, a subsidiary of, as the leader in this category (with 743,000 average live streaming viewers), followed by YouTube Live (with 318,000), Facebook Live (with 61,000), and Periscope (with 23,000). This should stop “the rooster’s hallylooyer as he tiptoes on the fence.”

Activate also predicts” “Live-streaming creators will use crowdfunding platforms, such as Patreon, to monetize directly through fans.” This is something that the VlogBrothers, aka the Green brothers, John Green and Hank Green, have been saying since YouTube’s Brandcast event in 2015. So, it’s significant that Activate has come to a similar conclusion independently.

Now, that’s the big story. But, there are lots of other surprising and unexpected insights in the Activate Tech & Media Outlook 2018. For example, did you know there are 31 hours in a day? If you want, I can share my thoughts on these in a future post. Just let me know if that’s something that you’d be interested in reading by sharing your thoughts on Facebook or Twitter.

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