It almost goes without saying at this point: YouTube is influential. For brands, for individuals, for artists, for marketers.
If this week’s MTV Video Music Awards is any indication of the continual growth of online video, things are looking up, up, up. The New York Times wrote on the topic in an article called ‘Pop Music Videos? I Want My YouTube!‘, in which it says: ”The videos are more important than ever to the marketing of bands, label executives say…A wildly popular video on YouTube, besides generating an additional stream of revenue for labels from ads that precede videos, often persuades radio programmers to champion a song, which in turn spurs sales of albums and singles, music executives say.”
It’s certainly an interesting time for MTV and music videos, which represented the network’s core material when it launched in 1981. Now, the “music” network mostly runs reality and scripted televisions shows, rarely showing music videos at all. If fans want to see newly released videos now, they seek them out online — most often on YouTube.
The music video industry, not long ago struggling to remain on people’s pop cultural radar, is now flourishing amongst online audiences via web video platforms. Millions upon millions are watching. Justin Timberlake’s video for the song “Mirrors”, which won the the VMA for Video of the Year, has nearly 94,000,000 views on YouTube right now. Selena Gomez’s Best Pop Video for “Come and Get It” has 16.5 million views.
And because of this viewer-infusion, teamed with MTV’s aggressive and successful focus on engaging fans (and promoting the nominated videos) via its #RoadToTheVMAs social media campaign, ratings were up 66% from last year, while “tweet and digital records were broken,” writes Lost Remote.
But music videos are just one example of YouTube’s overall influence. The platform is also home to videos for 99 of the top 100 global brands, according to a recent study. Beyond that, millions of other brands large and small post content to YouTube, regarding it as a key piece of their marketing strategies. The appetite for online video is already huge and still growing. According to comScore, “89 million people in the United States are going to watch 1.2 billion online videos today.”
It’s important to note that YouTube is not alone. Competition is heating up, as Maker Studios, a YouTube network founded to manage and monetize content on the platform, bought Blip (another web video platform) in an effort to house its own videos outside of YouTube and earn more revenue from its content. YouTube’s 45% / 55% revenue share breakdown has been railed against by some, perhaps most notably by Inside.com’s Jascon Calacanis, who wrote about turning down YouTube funding in order to earn more elsewhere. He also previously predicted that Maker Studios, Twitter, Facebook or a Hulu under new ownership, could move in to seriously compete with YouTube if they offer more desirable revenue share deals with content creators.
But for those looking to market a brand, product, or idea, YouTube is an important place to do so. Here at Magnet, we work with clients (and even our own emerging Magnet Media Originals initiative) to target the platform that is best to reach their particular audience where they spend their time online. More often than not, that’s on YouTube, as it continues to become an even more important part of any brand’s marketing channel mix.
via Business 2 Community http://www.business2community.com/youtube/vmas-resurge-via-youtube-maker-buys-blip-web-video-talk-town-0599265?utm_source=rss&utm_medium=rss&utm_campaign=vmas-resurge-via-youtube-maker-buys-blip-web-video-talk-town
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