CreatorWorld Identifies Video Consumption Shifts and Industry Responses

1 min


167
106 shares, 167 points

Panellists at influencer convention CreatorWorld outlined four major shifts happening in the online video space in recent years.

CreatorWorld is held under the umbrella of the Singapore Media Festival.

Niche content is becoming more successful. Creators who create specific niche content will have a big opportunity to break out, according to Alex Dwek of Nas Company. This view was shared by Steve Crombie of Totem Network. “If you’re going to go into any particular area or any genre, be really specific in the thing that you love. If you go ultra broad, generally it’s not going to work.”

Panellists also observed that Big Tech firms Facebook, TikTok and YouTube were prioritizing the monetization of short form video content in an attempt to retain audiences that are constantly fracturing and moving onto newer platforms. One trend that panellists noted was that mid-length YouTube videos were performing most poorly, compared to their short or long-form formats.

Of greater worry to these ad-reliant tech giants is the fact that privacy changes have removed much of the unique selling point of their ad services.

Said Alex Dwek, “In the past, we were relying a lot on Facebook ads or Google ads in order to reach people. But in the past two years, Apple changed their privacy rules [on iOS devices]. And now it’s harder to target people. And so the return on the amount of money you spend is getting lower.”

Dwek pointed to a recent conversation he had with Netflix executives as an indicator of how companies are spending those marketing dollars instead.

“They said with Korean dramas, one of the interesting things they do now is they go to the Philippines, and they find interesting Facebook groups who are super fans around Korean dramas and they actually sponsor those groups, and do activities and activations within them.” said Dwek.

Source: Variety


Like it? Share with your friends!

167
106 shares, 167 points

What's Your Reaction?

Cute Cute
5
Cute
Fun Fun
24
Fun
Hate Hate
18
Hate
Confused Confused
8
Confused
Fail Fail
26
Fail
Geeky Geeky
21
Geeky
Love Love
13
Love
OMG OMG
8
OMG
Choose A Format
Personality quiz
Series of questions that intends to reveal something about the personality
Trivia quiz
Series of questions with right and wrong answers that intends to check knowledge
Poll
Voting to make decisions or determine opinions
Story
Formatted Text with Embeds and Visuals
List
The Classic Internet Listicles
Countdown
The Classic Internet Countdowns
Open List
Submit your own item and vote up for the best submission
Ranked List
Upvote or downvote to decide the best list item
Meme
Upload your own images to make custom memes
Video
Youtube, Vimeo or Vine Embeds
Audio
Soundcloud or Mixcloud Embeds
Image
Photo or GIF
Gif
GIF format