The era of super, short and fast movies
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“…there’s going to be a big trend towards content being much more interactive so all of the tools that we were launching as well as polling, trivia games, etc., is really a way to put these tools in the hands of creators to see how they’re going to be the ones creating the formats of the future.” — Fidji Simo, @VidCon Australia 2018
When it comes to the form of content marketing, audio and video content including live broadcast, recorded broadcast or Podcast has become the most popular content type for people to consume. Just like Facebook’s vice president of video products, Fei Ji. Fidji Simo said, “Watching videos is no longer just about passively receiving information, but a two-way interaction between the creator and the audience.” “Watching” video business opportunities are maturing
In recent years, many people have invested in live broadcast, or recorded exquisite audio and video content, and disseminated it through social media such as Facebook, YouTube, Twitter, Weibo or Instagram. What’s interesting is that in the past, when it came to activities such as recording programs or live broadcasts, it seemed that they should be the exclusive preserve of practitioners in the news and communication industry, artists, and celebrities, but now we have entered an era where a hundred flowers are blooming. According to predictions from market research company eMarketer, video advertising revenue is expected to reach US$19.81 billion in 2020, indicating huge business opportunities.
When we open the audio and video channels on Facebook or YouTube, we can not only see many celebrities and Internet celebrities winking at the screen, but now even doctors, politicians, scientists or ordinary laypeople have also jumped on this trend and worked together to promote audio and video.
The audio-visual platform has enriched people’s horizons and subverted many traditional industries. For example, in the past, some young people with music dreams had to record demo cassettes and recommend themselves. Otherwise, they had to go through talent shows to have a chance to show off their musical talents. But now you don’t have to go to such trouble. You only need to apply for a YouTube account to show off your music creation abilities. Alternatively, you can live broadcast on Facebook and let your friends and family help spread the word so that more people can see your performance.
The average person spends 2.3 hours watching YouTube
According to the “2016 Consumer Internet Music Survey Report” released by the IFPI International Federation, as many as 82% of users visit YouTube to listen to music. Qian Zhiyuan, Managing Director of Ipsos Taiwan, pointed out: “More than 90% of Taiwan’s Generation Y Internet population access YouTube at least once a month, and the average time spent watching YouTube per week among all age groups in Taiwan has grown to 16.4 hours, which means that each person spends nearly two hours a day on average. It can be seen that users are not only willing to spend more time watching YouTube audio and video content, but with the popularization of mobile devices and multi-platform applications, online audio and video has entered the lives of users across age groups, and the age range of users it can reach is also becoming wider and wider.
In the past, it was not easy for ordinary people to access media, but now through social media such as Facebook or YouTube, even amateur creators have the opportunity to shine! Since these platforms are transnational communities, they may also help creators reach global audiences and allow everyone to freely share original audio and video content.
For example, the three-person group Jiuyiyi first released a single on YouTube that sparked heated discussions and responses, and then officially debuted; while [Saint Stone] (https://www.youtube.com/channel/UCIdhd_1spj49unBWx1fjS2A), which operates a lifestyle channel, not only released an MV with an average number of views exceeding 10 million, but the single “Really Don’t Want to Talk” even entered the hot song rankings in the first half of 2017, which is shocking!
Creators and platforms are interdependent
Audio and video content creation has become a trend, and Facebook and YouTube are also important promoters. For example, Facebook recently added functions such as voting, quizzes, and games to live videos and general on-demand videos, allowing creators to interact closely with audiences through these functions during live broadcasts. Recently, Facebook has also begun to launch a “dual live broadcast” mechanism to make live broadcast content more diverse and interesting.
YouTube is also coming in force and should not be underestimated! They continue to help creators grow through abundant online and offline resources. For example, for the majority of music creators, the [YouTube Musician Creation Center] (https://www.contenthacker.today/2018/09/youtube-promote-music-creater.html) helps creators understand how to use different tools and resources in a staged manner. At the same time, you can also find many online music channel management resources in the YouTube Creator Academy.
Whether it is Facebook or YouTube, the reason why they provide convenient tools and resources is simply to increase the high-quality content and traffic of their own websites, help creators embark on the path of creation, and also make the hard-created audio and video content more supported and favored by netizens around the world.
The selection of good content should be decided immediately
In the past, there may have been many barriers to becoming a creator, but now these restrictions have been eliminated one by one. Are you excited? As long as you tell your story through video, you will have the opportunity to find a close friend with the help of social media. Johnny, the founder of the YouTube channel “Stopkiddinstudio” mentioned that the key to the success or failure of operating audio and video self-media is content. Therefore, when he is in the material collection stage, he will specifically think about whether the theme of the video he wants to record this time can attract the favor of netizens. At the same time, he will also think about whether the content of the video is hot enough to be reported by the news media?
In view of the fact that the audience has more and more control over content selection, it is also necessary to pay attention to the quality when creating audio and video content. Internet celebrity HowHow also shared his successful experience with everyone. If you want to be promoted from an ordinary amateur to a popular YouTuber, you must watch more, listen more, and experience more. In addition, you must also maintain enthusiasm for creation and value the opinions and suggestions of netizens.
Steve Jobs once said, “It is not difficult to succeed. You must first keep yourself passionate.” Starting from your own interests or expertise, it is also a good way to first find out the type of video content creation you want to invest in. If you are not familiar with the creation process of audio and video content, you can go online to watch the works of some well-known YouTubers or Internet celebrities, and then plan your own theme. Those who are interested may wish to start by participating in other people’s live broadcasts, and then slowly learn to record podcasts, live broadcasts, and engage in video editing, and then set up their own audio and video channels.
2018 Video Facts
One minute video = 1.8 million words (English) One minute of video is worth 1.8 million words. (Forrester Research)
Adding videos to the homepage of your website can increase conversion rates by 80% Including video on landing pages can increase conversion rates by 80%. (Unbounce)
Consumers who have watched the video are 1.81 times more likely to purchase the product Shoppers who view demo videos are 1.81 times more likely to make a purchase than non-viewers. (Adobe)
Companies that use videos for marketing have a 27% higher click-through rate and a 34% higher conversion rate. Companies that use videos in their marketing have 27% higher clickthrough rate and 34% higher conversion rates than those that don’t. (Buffer)
Data source: Online production website biteable
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
★ Photo Credit: Thomas Russell
★ Article source: This article was originally published in the November 2018 issue of “English Island” magazine
Further reading
- Content marketing keeps an eye on six trends
- Let YouTube tell you, who is the most successful advertising video in Taiwan in the first quarter of 2018?
- Haochi Market launches “Haochi Kitchen” short video to use content diversion to promote e-commerce sales
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