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The Rise of YouTube

The Rise of YouTube

Technology, YouTube, Facebook, Twitter, Instagram, Millenials, Teen Guys, Teen Girls, Young Professionals
25 Nov 2016
by Tess Moujaes

Instrumental finds talent that drives sales. We use our TalentAI technology to identify fast growing online creators and influencers that offer high returns to our media clients and brand partners.


In 2016 content marketing reigns supreme, with 90% of digital marketers now using content marketing, 69% producing more content than the previous year. The rise of content marketing is closely aligned with the ability to tailor it to meet the needs and interests of consumers, making personalisation this week’s buzzword. If content marketing is done right, it creates a way to convey a brand’s personality without over-selling, helping to build brand trust.

In recent years we have witnessed a move away from traditional written forms of communication, such as blogs and newspaper articles. Video consumption, as the most easily consumable form of content, has increased by 300x over the last 2 years. Platforms such as YouTube, and increasingly Facebook, are in part responsible for this upsurge in video consumption.

With the internet providing information overload and consumers’ attention spans lowering, videos are not only the most easily digestible form of communication, but are also highly impactful for brands due to the viral potential they provide. Consumers are more likely to share a video than other forms of content.

It is therefore imperative for brands to ensure video is ingrained into their content marketing strategies and there is no better way to do so than by utilising influencers, experts in the field of video content creation.

This week we asked a panel of online content creators for their thoughts on YouTube as a platform for video sharing. Here's what they had to say...

How does YouTube compare to other social media platforms? 

ProdigioPete "Well, YouTube is the market leader and the go to place for video sharing.  If I want to know how to do something, I know that I can head over to YouTube, type in a few words, hit the search button and it will probably be there! 

It has such a wide audience demographic which is just reflective of the millions of creators on the site. YouTube is the one stop shop for so much variety and content!  There’s nothing else quite like it.

The other factor important to Youtube is that it was developed as a video sharing website from the outset. Whilst other social networks attempt to adopt video sharing, their platform is not really optimized for it in the same way as YouTube." 

JaackMaate "On YouTube the content lives on the page for years... you can choose to showcase whatever videos you want from whenever. Facebook's shelf life for content is 48 hours at best. Twitter is more like 48 seconds.

I love YouTube as it's essentially a video diary of everything I've created. Plus, those watching you on YouTube are there by choice, Facebook viewers were on Facebook anyway..." 

Adam Waithe "I think YouTube is a lot more personal because an audience can see facial expressions, gestures, share my humour, hear my voice etc. It's a lot less curated than a photo on Instagram or line of text in a tweet. It means it has a lot more impact if you're trying to put a message across or promote something, even if that's just yourself." 

And how about some predictions for the future of YouTube as a platform?

GameOnTom "YouTube is perfect for me because it enables me to express myself on a platform that caters to my style of content. It also brings in fresh eyeballs to my videos every day and serves as the perfect shop window to my community.

I honestly don't think YouTube has peaked yet. There is a constant flow new trends and budding content creators. YouTube is the ultimate encyclopedia of knowledge and entertainment. I don't see that changing for a long time."

ProdigioPete "I really do think YouTube has an amazing future ahead.  Statistics show that teenagers and young adults now spend more time watching Youtube than they do television.  To me this speaks volumes about the platform and its future.  There is an entire generation now growing up with Youtube and it will always be there for them, no matter what stage of life they are at and how their interests evolve.  

I have watched Youtube go from a small video sharing website to a mainstream medium and a household name.  I think this growth will continue!"


Contact us at hello@weareinstrumental.com for more info on the influencers you're interested in, as well as help sourcing new, fast-growing talent.

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