This year’s Vidcon was a resounding success, with content creators from all corners of the globe descending on Anaheim, California, to attend the world’s largest online video conference. The event featured a packed schedule of panel discussions, keynotes, and a wide variety of networking opportunities and parties. Content creators were also able to meet with some of the leading figures in the online video industry, making it an invaluable experience for anyone looking to make a career in this rapidly-growing field.
Today, we will discuss key industry takeaways, trends, and insights our team had while attending Vidcon. If you work in online video or are interested in the creator economy, this post is for you.
The Future of Podcasting Is in Video
The online video industry is rapidly evolving, and one of the most notable trends we observed at Vidcon was the rise of video podcasts.
While attending the panel, “Video Podcasts are Taking Over,” hosted by A.J. Feliciano and Geoff Ramsey, the team learned podcast consumption is a conditioned behavior based on who you are talking to. Young audiences like to go to YouTube because the content they want to consume is already on that platform.
Video podcasts are also much easier to produce than traditional vlogs. All you need is a microphone and a camera, and you can start recording. This format is perfect for content creators who are just beginning and don’t have the budget to invest in expensive equipment.
If you put your podcasts on YouTube, the visual element doesn’t necessarily need to be high quality. As long as the audio is clear, people can follow along. However, whatever your podcast is about, you must be passionate about it, which leads to our next point.
The future of podcasts may lie in niche content rather than mass appeal. This is because niche content can appeal to invested fans who care more about the topic than anything else. There is an audience for everything, and content creators who are passionate about their topic can create loyal and engaged fans. In turn, these fans can help to promote and grow the podcast. So, while mass appeal may be necessary for the short-term, niche content may be more sustainable in the long term.
Creator Verticals are Melding Into One
Content creators will need to be agile in the future, appearing across multiple platforms to reach their audiences. TikTok, YouTube, and Podcasts are just a few content channels that have exploded in popularity in recent years. While each platform has its unique audience and content requirements, savvy content creators have been able to adapt their content and style to find success in each one. As a result, it’s become clear that the future of content creation will be platform agnostic. Content creators will need to be able to produce high-quality content for whichever platform their audience is using at any given moment. This shift presents both challenges and opportunities for content creators.
On the one hand, they will need to be more flexible and adaptable than ever. However, this also presents an opportunity to reach a larger audience. Content creators who can rise to the challenge will have a bright future ahead.
From a brand perspective, having a presence on multiple platforms in today’s increasingly digital world is more critical than ever. Your audience moves seamlessly between different devices and apps, and they expect brands to do the same. This can be a challenge for brands, but it’s essential to remain relevant and top-of-mind. To be successful, brands need to create a consistent experience across all platforms while still tailoring their message to each platform. They also need to ensure that their content is discoverable and easily shared. By taking these steps, brands can ensure they’re present where their customers are and reach them with the right message at the right time.
The Power of Collaboration
At this year’s Vidcon, content creators emphasized the importance of collaboration in the online video industry. There was a clear trend toward content creators working together to produce joint projects and cross-promote each other’s content.
This trend is likely because the online video landscape has become increasingly competitive, and content creators recognize that they can achieve greater success by joining forces. Collaboration also helps content creators diversify their content and reach a wider audience. By working together, they can improve their chances of success and create more exciting and varied content for their viewers.
Collaboration from a brand perspective was also a key topic at Vidcon. While attending the panel, “15 Years of Youtube: Here’s What I Learned,” hosted by Ben Relles, YouTube juggernaut Markiplier appeared on stage to provide insight into what he’s learned throughout his career.
He explained that content creators all have a unique vision and voice. And when they are looking to collaborate with other creators or brands, it’s important to remember that and to make sure that what you’re doing is authentic. We all want to work with people who are genuine to themselves, and it’s crucial to respect a creator’s voice and vision. The audience will pick up on it if it doesn’t feel authentic. YouTube is an excellent platform for content creators because it allows them to retain their individual voices. The audiences can connect with them on a personal level, and they appreciate the authenticity of the content. When working with other creators, ensure you respect their individuality and allow them to shine through in their work.
Vidcon 2022 was an excellent opportunity to learn more about the YouTube community, the video landscape, and working successfully with creators. These are just a few key industry takeaways we came away with, but we plan on providing some more insights from the creator’s perspective soon, so stay tuned!