New content creators are still erupting and displacing some of the top 2016 Influencers on YouTube and Facebook, but the advantage of incumbency is stronger on YouTube. In sponsored videos, media companies dominate on Facebook, while influencers dominate on YouTube, indicating the social video market is segmented, not fragmented. Genres are shifting ground between platforms; for example, kids’ entertainment increased its share of voice (SOV) on Facebook, while Food increased its SOV on YouTube. The Online Video Creator Landscape Is Shifting Tubular tracks 8.8 million influencers, 35,400 media companies, and 49,100 brands in the industry. Among the landslides that the Q2 report detected was this one: Top 2016 media and entertainment creators are holding their ground in 2017, but top 2016 influencers are seeing a decline in total views. For example, sponsored views were up 258% on Facebook and 99% on YouTube in Q2 2017 over the same quarter last year. In addition, the top genres of sponsored content were different on the two social media platforms. I know, I’ve been saying this for a couple of years now, but you’d be surprised by how many so-called “industry observers” still talk about the digital video market being fragmented, which (incorrectly) assumes that video marketers can repurpose the same video on multiple video platforms. Media Companies Are Investing in Multiple Platforms and Longer Content According to Tubular’s State of Online Video Report for Q2 2017, top US media companies are uploading videos to multiple social video platforms. So, let me end today’s column with some tactical advice for video marketers: Don’t miss the next webinar, which will share the findings of Tubular’s State of Online Video Report for Q3 2017.
Regular readers of Tubular Insights know that we are no longer reporting news. Instead, we’re focusing on delivering strategic insights, critical data, tactical advice, and trends in the digital video marketing business. But, sometimes the latest insights, data, and trends are, well, newsworthy new news. This includes several shockers in Tubular’s State of Online Video Report for Q2 2017. So, what were the “man bites dog” findings in the Q2 report? Well, there were at least four:
- US media companies are shaking things up by investing in Instagram and Twitter as well as investing in longer content on both YouTube and Facebook.
- New content creators are still erupting and displacing some of the top 2016 Influencers on YouTube and Facebook, but the advantage of incumbency is stronger on YouTube.
- In sponsored videos, media companies dominate on Facebook, while influencers dominate on YouTube, indicating the social video market is segmented, not fragmented.
- Genres are shifting ground between platforms; for example, kids’ entertainment increased its share of voice (SOV) on Facebook, while Food increased its SOV on YouTube.
Any one of these findings should prompt video marketers to make a mid-course correction, but when you combine all four then it’s clear that it’s time to fundamentally re-think your video marketing strategy. Let’s dig into each finding and add some context.
The Online Video Creator Landscape Is Shifting
Tubular tracks 8.8 million influencers, 35,400 media companies, and 49,100 brands in the industry. This is the deepest tracking in the social video ecosystem. So, it picks up the earthquakes and landslides on the sea floor long before these cause Tsunami’s that everyone can see.
Among the landslides that the Q2 report detected was this one: Top 2016 media and entertainment creators are holding their ground in 2017, but top 2016 influencers are seeing a decline in total views. Conversely, influencer views overall are growing on Facebook suggesting that new leaders are still surfacing and displacing top 2016 Influencers. For example, check out Jake Boys, which saw its monthly views on Facebook leap from April to June.
https://www.facebook.com/JakeBoysVideos/
Meanwhile, top 2016 YouTube creators continue to grow across the board. So, here’s the shocker: While new leaders are still surfacing on YouTube and Facebook, YouTube’s incumbent leaders are more consistently at the top. This is newsworthy new news that will upset a lot of conventional wisdom.
Sponsored Video Trends Show Social Video Market Is Segmented, Not Fragmented
Tubular’s report also sent shock waves through any assumptions that it was all quiet on the sponsored video front. For example, sponsored views were up 258% on Facebook and 99% on YouTube in Q2 2017 over the same quarter last year….
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