Vidcon 2013 & Trends In Online Video
KEY TRENDS AT VIDCON THIS YEAR
Overall there were three things that stood out to me this year vs others.
1) ONLINE VIDEO HAS SCALE
Vidcon 2012 was noteworthy, in that it was the first year the networks had hit 1 billion monthly views. At the time the stat was the talk of the conference and was a turning point in highlighting the scale and influence networks have. This year, however, billions of views per network is business as usual. Today, Fullscreen (where I’m currently employed) is now the largest MCN, generating over 2.5 billion views per month – tripling its own monthly viewership nearly 4x in a years time.
Vidcon 2013 Recap
I had a blast at this year’s Vidcon. It’s amazing to see how massive the event has gotten. Each year its eye-opening to see the excitement and growth around the space. Although a lot has changed – a lot has stayed the same. A number of the top guys are still on top (Phil, Toby, Smosh, etc), there are still tweens running everywhere screaming in a Bieberesque frenzy, etc.
I was particularly excited this year because I got to be on stage with some of the people I admire most in the space. The panel topic was ‘Social Media For Disruptive Marketing,’ was moderated by Benny Lou and featured iJustine, Tim Ferris, Ryan Holliday, and myself. I can’t remember everything that was discussed, but actually found a blogger that transcribed a good portion of the panel. I’ve pulled a few of my favorite quotes from their post below.
In response to the best way to help gain traction online, Tim made some great points about the need to build real world connections –
ReelSummit 2013 Panel
I’m a big fan of Mark Robertson‘s ReelSEO blog – they’ve got a wealth of actionable and educational content related to online video. I was incredibly excited when he invited me to help pull together a panel, as a topic I chose ‘Content Vs. Community: Which is King for Video Marketing?’, and pulled together some of my friends and innovators I really admire in the space. The panel will be moderated by Hermione Way of Bravo’s Silicon Valley, and be comprised of panelists Jonathan Hunt from VICE, YouTube’s Bing Chen, and Ryan Lee from Twitter, and myself.
You can read more about the panel’s topic here.
Quote Of The Day
“Your time is limited, so don’t waste it living someone else’s life.”
– Steve Jobs
Viral Summit 2013
I’m slated to speak at the VIRAL SUMMIT 2013 on June 7th, in Beverly Hills. I’m looking forward to sharing my POV on ‘virality’ in today’s social media landscape, specifically that ‘community is king’.
Individuals with communities are the path to credible distribution and engagement.
None of this is new. It’s old. The same tried and true tactics from 2006 still work (although few advertisers capitalize on it). Slick production isn’t the answer. Money is usually poorly spent by advertisers, yatta, yatta.
Ryan Holiday: Creative Live
If you haven’t checked out Creative Live, you should. It’s Chase Jarvis’ latest venture and is basically bringing innovators across creative industries and marketing together to teach their skills. Back in February I got to be a guest on one Creative Live session, as part of Ryan Holiday’s course – ‘Smart PR for Artists, Entrepreneurs and Small Business’. It was a great time with some awesome discussions and lessons shared. Well worth a look.
Community Is King
I was on a panel as part of ScreenCraft’s seminar on The Future of Disruptive Digital Entertainment. I wish I said ‘like’ less, but think the point about ‘Community’ being King is relevant nonetheless.
I was recently interviewed by Jennifer Rooney at Forbes. Below are a few highlights, key points that I think are particularly relevant regarding online video and the future of social media marketing in general.
Explain the tenets of using video wisely.
Two things: One is, community is key. The behavior on YouTube is very active vs. passive viewing. It’s a massive social network so you have to tap into an audience even before your video goes live. You can’t just post and pray. You need people to interact with and evangelize on your behalf.
Community is king; content is not king, at least not in the sense that it once was.
Second, candy with the medicine, you really have to create something that’s compelling to consumers, whether that’s entertainment or information or an experience. There’s a reason some videos do well– you’re providing value. Identify what’s going to resonate with the consumer and lead with that.
Explain what you’ll be doing now at Fullscreen.
There’s this transition in marketing to the always-on approach, and you see this evolution—with Twitter and Facebook FB, people are sharing images and commenting. You see that happening with video, with individuals, but brands are going to catch up as well. Subscribe is the new like. There’s this huge community within YouTube. More and more marketers are going to try and grow their community within YouTube and tap into the ones that are already there. It’s the evolution of social media marketing.
Forbes 30 Under 30
Forbes threw a hell of a party at SXSW to celebrate. I got to meet Shaq, Texas Governor Rick Perry, John Paul Dejoria, and Robert Rodriguez. Pretty incredible.
Lots of changes this week/month/year. Moving from a short stint in NYC to LA, and leaving Mekanism after 6 years.
Oh yeah, and I turned 30.