Social Media3 Major Online Video Engagement Trends You Must Know

Brand engagement has come a long way. Online videos are transforming the entire paradigm of ‘the attention economy’ as rewards from a large and dedicated fan base emerge on a scale that challenges the reach and influence of popular musicians and actors. Earlier, the industry used to struggle with viewers’ attention-deficit issues, however, it is now clear that modern consumers are willing to concentrate a lot more on content that engages their interest and ignites their passion – they are however unable to do this through traditional channels.

Here are some important online video engagement trends that you should be aware of as you go about trying to gain the attention of customers and prospects in your attempt to drive traffic and generate better results.

1. The game has changed

Online videos have undergone a tremendous transformation, similar to the arrival of social media channels back in the day. Individual creators and contributors are changing the game as we speak, and it seems that the ‘creator revolution’ is happening, irrespective of whether or not traditional media producers and advertisers are ready for it. This is further validated by the multimillion dollar revenues earned last year by YouTube creator, PewDiePie, as reported in this blog.

2. Online video stars are a reality

Online video stars have emerged with incredibly powerful audiences. As individuals, and also collectively as a grassroots movement, these players are transforming the entertainment industry’s power structure and redrafting the rules of how the audience discover and engage with content creators. Some of them have already found a spot on television, and they are stars, whether traditional media accepts them or not. These creators may identify new ways to leverage traditional media channels – but they surely do not need television, print or radio to succeed in their attempts. Their efforts are a direct and major challenge to the accepted status quo.

3. Brands are now falling behind the trend line

The present digital age was initiated by the genesis of new solutions, content, and experiences created with the support of the early stage inventors, or those on shoestring budgets. This resulted in entertainers and technologists planning and achieving powerful consumer relevance without having to stop and consider what the need of brand marketers were. Almost every major social media site was launched with minimal or no advertising opportunities, and revenue retrofits arrived once the audience base was established.

Something similar is occurring in the creator space, where new stars are born almost daily, and are finding great financial rewards even with minimal levels of mainstream media support and brand advertising. It is therefore clear that brands are falling behind the trend line on this one.

From a brand’s perspective, it is evident that the creators and the platforms of their choice, like YouTube and Vine, have blazed a swath of non-traditional pathways, which are ripe for full-scale marketing exploitation.