I recently attended the Stream Market conference in Santa Monica and watched a few panels about the online video market and trends in the video space. There were a few key takeaways from the event, which I've highlighted below:
Online Viewing Behavior
Binge watching is the new way people consume video content, (think Netflix, Hulu or Amazon Prime Video). Given new viewing habits, content creators should launch with a few episodes so audiences can watch multiple episodes in one sitting. If you’re a filmmaker or content creator, it’s better to create episodes as one-offs so that you can post the episode online and react to data. (Look at data to see if people are engaging with the content, are they finishing the entire episode, are they sharing your content?) Another important note, filming multiple episodes at once may be cost effective, but it also means you can’t adapt the content or give your cast members time to get used to each other.
It’s important to stick to a consistent upload schedule. For one, online platforms like Youtube tend to favor channels that are uploading on a frequent basis. So, make sure to inform your viewers of your upload schedule so that they can come back to your channel.
In addition, longer videos between 10-12 minutes in length are being weighted higher by Youtube’s algorithm, so start testing longer episodes as you will improve your search discoverability on YT.
According to Wall Street Analyst Laura Martin, vertical video advertisements on mobile devices saw 5x engagement. Key learning: kids don’t want to turn their screens. If you're creating ads, make sure you're thinking about the devices where consumers are viewing the ads. There are ways that video ads can work, per Unruly:
- Evoke Emotion
- Viewer Control
- Work with Sound Off
- Non-Interruptive Ad Format
Some brands just care about reach and use influencers incorrectly. Influencers are seen as cheaper than traditional media, but what ends up happening is brands end up dictating what the influencer should do and then the content does a disservice to both the brand and the Influencer’s audience.
Solution: Brands and influencers should align on objectives and what they both want the outcomes to be so that they’re both in a mutually beneficial partnership.