If YouTube isn’t a critical part of your marketing plan or even on your radar, it needs to be. We’ve reached a point where everyone needs to at least entertain the idea of building a presence on the site. Why?
Because we’re in the midst of a huge shift. Younger audiences are increasingly turning to online video rather than television and other forms of content, and Youtube’s where they head first. The thing is, like any other internet marketing tool, it’s constantly evolving.
And as a NY / NJ video production company that just started our own original Youtube channel, Kvibe TV, it’s our business to keep an eye on the latest network trends. So, read on to find out what’s working, what’s not, and what else is changing.
Video content is diversifying.
While Youtube gets more visitors than users now—meaning the site attracts more people who come solely to watch videos than those who come to create and share their own video content—it also has more competition than ever.
Whether they’re other video platforms, sites like Netflix and Hulu, or major social sites like Facebook which are now favoring video and attracting a bigger part of that audience, Youtube isn’t the only place for online video content now.
That’s why you can expect the site to continue to explore new ways to diversity their content. They’ll continue to invest in creating more of their own original content, investigate new deals in terms of streaming TV shows and movies, and explore any and all other ways of diversifying both their user-generated and original content.
So, if you’re just starting out on Youtube or trying to maintain or strengthen your presence there, it’s time to start thinking novel and original, if you haven’t already. Start to explore new ways of diversifying your own content to make it more appealing to the evolving online video community.
Epic stories over generic ads.
We’ve been doing video production in NY and NJ for long enough to know that purely promotional video content never really had a place on Youtube, and it still doesn’t. People go to Youtube to watch the videos they want to watch, not to be bombarded with a commercial they’d avoid on television at all costs.
They go to sites like Youtube as opposed to television to see authentic, epic stories, and while there’s always been plenty of that coming from users, more and more brands are finally catching on.
Businesses, marketers, and individuals trying to build a Youtube presence are realizing that epic storytelling needs to be a big part of the plan now, and the good news is, many of them have already found some very clever ways of folding it into their strategies.
It could be a moving customer story, a touching behind-the-scenes video about an employee, a highly cinematic look at a workplace or a project, the point is that to start or continue to succeed on Youtube now, you need to start telling authentic, epic stories, and if you look hard enough, you’ll find them. Check out some great examples in this post from TalentZoo.com, Telling Epic Brand Stories in Video.
The long-video comeback continues.
At one point, the preferred length of video content on Youtube was constantly getting shorter, but now, the trend is continuing to move back in the other direction.
Youtube viewers are watching videos for longer periods and are continuing to prove to be more than willing to watch videos that are 5, 10, even 15+ minutes in length all the way through as long as the content they present is genuinely relevant and useful and is revealed to them in a memorable fashion.
It’s not that short videos don’t have their place too, but just that you shouldn’t discard longer video content altogether because there’s still a large audience for it. Even people on Youtube on their mobile devices are fine with watching longer videos, and sometimes even prefer them.
So, it really just comes down to identifying when a short, quick video would suit the content you’re trying to get across and when a longer, more in-depth one is in order, but the point is, the shorter isn’t always necessarily the better anymore, not with Youtube.
The “unboxing” video isn’t going anywhere.
Then there’s the “unboxing” video, which is exactly what it sounds like: a video of a new product being removed from its packaging by a real customer.
The idea is to capture the reaction of the customer to seeing or holding their brand new product for the first time as well as to deliver some important product information, and it’s proven to a very effective form of user-generated content.
So, if you’re offering any kinds of products and trying to use YouTube to promote them, you should start or continue to do what you can to find any “unboxing” videos and to encourage their creation.
For more on that, check out this post, Video Production Trend Alert: The ‘Unboxing’ Video and Why It’s so Important During the Holidays, but the point is, “unboxing” videos are still proving to be very effective, so if they make sense for you, try to fold them into your plans.
Don’t forget the basics!
The bottom line is, if video production is at all feasible for you, whether you do it yourself, in house, or reach out for help, you need to take advantage of the incredible possibilities that YouTube presents.
But if you do, like anything else, it’s worth doing right, and that starts with knowing what’s currently working and what’s not. At the moment, YouTube’s content is diversifying so yours should to, epic storytelling is the way to go, the audience for longer videos is growing, and the “unboxing” video is still very popular.
From there, as always, you need to get all the basics right, including producing high-quality videos that are aimed at your target audience specifically. Good luck!
About KVibe Productions: A full-service film & video production company in NJ / NY, KVibe can handle every aspect of the production process. Whether it’s a commercial video production, a corporate project, or a feature film, KVibe creates to inspire.