By Priya Ramesh (@newpr)
The signs are all over the place; this might be the beginning of the end of cable TV and the dawn of a new era in which people think of recorded videos as passé and demand live video streaming of events. Last week, the second largest search engine, rolled out YouTube Live which will integrate live streaming capabilities and discovery tools directly into the YouTube platform for the first time.
As mentioned in their blog post, “With over 2 billion views a day, it’s easy to think about YouTube as a place to watch videos recorded in the past.” “But you’ve told us you want more – and that includes events taking place right now. In response, we’ve live streamed a number of popular concerts, sporting events, and interviews, but primarily on a one-off basis.”
I hope you are taking video content and more specifically YouTube seriously because chances are your audience will stay longer on your YouTube channel than on your website. Look at some eye-opening trends on how people watch more videos and actually share video content more than any other format:
- YouTube exceeds 2 billion views a day.
- Average person spends at the least 15 min on YouTube daily.
- More videos uploaded to YouTube in 60 days than all three major US networks created in 60 years.
- 94 of Advertising Age’s Top-100 advertisers have run campaigns on YouTube and the Google content network.
- Over 3 million people are connected and auto sharing on at least one social network.
The site is planning a series of changes to its home page to highlight sets of “channels” around topics such as arts and sports. About 20 or so of those channels will feature several hours of professionally produced original programming a week. Additional channels would be assembled from content already on the site. As reported by the Wall Street Journal, “YouTube is looking to compete with broadcast and cable television, a goal that requires it to entice users to stay on the website longer, and to convince advertisers that it will reach desirable consumers.”
What does this mean to you as a brand marketer?
- About time you spruced up your YouTube page and ENGAGED via video content: The plain old philosophy of “Go where your audience is already going” holds true in the case of maintaining an even stronger presence on YouTube. With the new live streaming feature, brand marketers can now captivate their key audiences (hopefully) for a longer duration. Think of your brand having its own TV channel (integration of web and video) on YouTube. So if you have been neglecting YouTube for a while, wake up and pay attention to why the No.2 search engine is investing $100M to revamp itself and roll out the live streaming capabilities!
- Get ready for a shift from broadcast TV to online streaming: TV is definitely moving online and recent developments at Hulu, Netflix all point towards trying to sell more live online broadcast TV subscriptions. Netflix has been focusing its efforts a lot more on premium streaming content. The service recently signed a deal that will bring the first four seasons of AMC’s Mad Men to Netflix streaming in July.
- Corporate events including boring audio-only webinars can now be live-streamed on YouTube Live: Company events including monthly webinars, all employee meetings and user group conferences can now be live-streamed via your YouTube channel. Live streams will also feature a chat module so viewers can ask questions and give feedback, according to Josh Siegel, YouTube product manager.
- Customers might subscribe to your YouTube channel versus the newsletter or even blog posts: With the new roll out, live video will be curated on a page dedicated to the medium, titled www.youtube.com/live, where users can find out what’s currently streaming, add events to their calendars and subscribe to channels so as to be notified of events. If you get your video content right, chances are your audience is now subscribing to your YouTube content which might be more fun and engaging.
What are your plans to ramp up your YouTube activity? Are you planning to create more video content this year? Tell us more.