Speakers at the CreatorWorld influencer conference identified four major shifts occurring in the online video space in recent years.
CreatorWorld is held under the umbrella of the Singapore Media Festival.
Niche content has become more successful. Content creators who create niche content will have a huge opportunity to get hacked, according to Alex Dwek of Nas. This view was shared by Steve Crombie of the Totem Network. “If you’re going to go into any particular area or any genre, be really specific about the thing you love. If you go too broad, you generally won’t succeed.”
Speakers also noted that big tech companies like Facebook, TikTok, and YouTube were prioritizing monetization of short video content in an effort to retain audiences that are constantly breaking up and moving to newer platforms. One trend participants noticed was that medium-length YouTube videos underperformed, compared to their short or long-form formats.
A bigger concern for tech giants who rely on ads is the fact that privacy changes have removed a lot of the unique selling points of their advertising services.
Alex Dweck said: “In the past, we relied a lot on Facebook ads or Google ads in order to reach people. But in the last two years, Apple has changed its privacy rules.” [on iOS devices]. Now it’s hard to target people. So the return on the amount of money you spend is declining.”
Dweck pointed to a conversation he had recently with executives at Netflix as an indication of how the companies are spending those marketing dollars instead.
“They said in K-dramas, one of the interesting things they’re doing now is they go to the Philippines, they find interesting Facebook groups of superfans about K-dramas and they actually nurture those groups, and they do activities and activities within them.” Dweck said.
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