Brendan Gahan is an American social media marketer, public speaker, and YouTube marketing expert.
Gahan is founder of Epic Signal, and works with Fortune 500 brands on their YouTube influencer and community building campaigns. Gahan is on the advisory board for Vidcon, the largest YouTube gathering, he was named Forbes 30 Under 30 in Marketing & Advertising.
The more things change, the more they stay the same.
Collaboration is, and will always be, a tool to drive growth and build an audience online… rising tides lifts all boats.
The Hype House is an LA mansion TikTok stars formed in December of last year to live and collaborate.
These TikTokers are co-creating content, featuring and promoting one another in an effort to cross-promote one another and collectively grow their audiences. The ideal outcome is an ever expanding audience.
Influencer A has X audience and Influencer B has Y audience. The two promote one another to capture both X & Y audiences and (ideally) capture additional followers in the process.
If history is any indication, the Hype House could be the start of a massive business that may change the course of media.
My thoughts boiled down to two key predictions, They were that creators would: 1) Invest far more in their own brands (beyond outside of ad revenue) 2) Look to build communities independent of social platforms (ie email, etc)
A few weeks ago I noticed in the YouTube app that comments had moved. The comments section was directly under the video player – typically the comment section sits below the recommended videos, which requires a fair amount of scrolling (see below).
Why would YouTube be exploring moving the position of comments and what does this mean?
Brat creates original scripted programming catering to teenage girls. The company has shown explosive growth – in just over a year they’ve generated over 22 million views and three million subscribers. Brat has grown, at least in part, due to its regularly featuring popular influencers such as Anna Cathcart, Addison Riecke, Francesca Capaldi, and Emily Skinner.
The tenth, US based Vidcon, has come to its conclusion.
The conference has grown dramatically, from its humble beginnings – a few hundred people in LA – to tens of thousands of attendees filling the Anaheim Convention Center.
I’ve been to every Vidcon that’s been hosted in the US and its
crazy to look back and see how much it has grown. Brands now flock to Vidcon, and whole
industries have been built upon the influencer economy.
This year I identified five overarching trends that really dominated Vidcon.
In November of 2018, Facebook quietly released Lasso, which a spokesperson described as “a new standalone app for short-form, entertaining videos — from comedy to beauty to fitness and more.”
The app is strikingly similar to the wildly popular app, TikTok, which is owned by the Chinese tech company, ByteDance. TikTok has grown incredibly quickly, with hundreds of millions of active users worldwide, and is increasingly perceived as a threat to Facebook amongst the youth market.
The Moves Traditional Media Made In Digital Video This Year
One thing a lot of people didn’t see coming in 2018 (or at least something I didn’t anticipate) was all the investments traditional media companies made into the social video ecosystem. We saw Viacom, ATT, and Ziff Davis (to name a few) make major investments and virtually overnight become serious players this past year.
One traditional media company in particular stands out – Viacom. Viacom has a long, storied history with the space; they’d been suing Google over alleged copyright violations on YouTube from 2007-2014. As part of that suit Viacom had been seeking $1 billion dollars in damages, but was awarded no money as part of a settlement in 2014.
In looking back on 2018 I’m struck by so many things that failed to come to fruition or get resolved this year.
What happened with IGTV?
What happened to brands becoming publishers?
How did brand safety continue to go unresolved?
What happened to Facebook watch?
There were a lot of great things within the social video world this year, and I’ll try and focus more on the positives in another post, but I can’t help but feel like 2018 was a year with few breakthroughs and really just an extension of the same issues we experienced in 2017.
This is the year that the hype began to fade around the ecosystem. Social video is no longer new. It’s no longer the shiny object and familiarity breeds contempt.