YouTube is helping to change the way in which people access information, more and more people prefer to see YouTube videos in their search results. Video is often easier to consume that the written word, so in an age of decreasing attention spans it’s no wonder that YouTube has over 1 billion active users and streams over 6 billion hours of video every month.
An interesting trend that has come about because of the increasing popularity of YouTube content is the shifting weight of influence that different content formats hold over the topics they cover.
YouTube Influence Levelling Up
A recent episode of Inside Gaming on Machinima, a YouTube gaming channel highlighted this influence shift in the Video Gaming Industry with an examination of a recent a study by GDC Next (Games Developer Conference). The study which featured the views of over 300 games industry professionals demonstrated that YouTube Personalities are more reliable, their opinions are more highly trusted and critically they are more influential in the games industry than traditional media is. Watch the segment below (mature language):
YouTube’s Gaming Community
There is a tremendous amount of games content being specifically created for YouTube such as reviews, let’s plays, walk-throughs and how-tos. Gaming content has been growing in viewership to the point where 4 of the top 10 channels in SocialBlade’s list of top YouTube channels are games related. The top YouTube channel its self is a gaming channel, PewDiePie has over 400 million monthly video views as well as over 30 million subscribers. An example of this high level of influence can be seen in PewDiePie featuring videos of Skate 3 (a relatively old game) and as a result its publisher EA, began reprinting the game due to demand.
Development of Content Delivery
As can be heard and seen in the episode above Adam Kovic and Bruce Greene commented that this shift has been a long time coming and reasoned that this change is happening as a result of the advancement and adoption of technology. In the early days of the internet people wanting reviews and information on games had no choice but to rely on written content and small images due to the limitations of content delivery, adequate images took an age to load and video streaming was impossible.
As internet access has become faster and more reliable, content has become more varied and rich. In the case of video games, video content matches the subject matter very well. What better way to experience a review or preview of a game than to watch a game play through on YouTube.
In the same respect in why would someone read about the features of a hotel or view a sampling of images when they can watch a video tour of the same hotel?
The Take Home
Video is becoming the preferred content type for all sorts of subjects, topics and industries. If people are presented with the option to learn about a topic through text or through video, whether for work or entertainment they’ll usually choose the easier option – video.
Regular use of video content to communicate to your audience can help build a relationship with potential customers or partners. Attracting that audience with quality content can help to develop influence in your area.
Either to build influence in a chosen sector or industry or quickly establish a relationship with a customer – video content is the way forward. If you would like to use Video online for promotion, increase your influence or have any questions, please get in touch.