From YouTube to Periscope: The Evolution of Web Video (Infographic)

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The world of online video has changed dramatically in the last ten years. An infographic from Switcher Studio examines the current landscape of social online video and how engaged audiences are when it comes to video.

Just five years ago, YouTube was already receiving 3 billion views per day. This was also the first time 720p HD video was available in mass market handheld devices. Users were clearly very ready for an HD user-generated revolution. In 2015, users are recording and uploading 4k video from their smartphones, and they’re more engaged than ever.

75 percent of 18-29 year olds are watching videos on their phones, and 93 percent use their phone to prevent boredom. Those 50 and older also use their phones to prevent boredom, but only 31 percent currently watch video on their phones. This is a golden opportunity for brands and businesses to reach their core audience through video

Live video streaming is also growing substantially in popularity. According to the infographic, Facebook Live gains four-billion video views daily. Upstart services like Meerkat and Periscope already have two-million and 10 million users respectively, and videogame streaming service Twitch has more than 100 million monthly active users.

Video is expanding in every field and there are opportunities everywhere for users and businesses alike to expand their reach through video. For an idea of some of the potential numbers in play for event viewership, view the infographic below.

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The Future of Events; Evolution not Revolution

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By Simon Berger, co-­founder of Millennial 20/20 and Founder of IM2 Group.

The millennial consumer, who currently makes up 1.7 billion of the global population, is transforming the events industry. As natural networkers, personally and digitally, millennials want an immersive, personal and collaborative on-­site experience. A recent study into the habits of millennials shows, that those in their 20s and 30s, care more about experiences than material possessions. Events can offer many economic and social benefits creating endless business opportunities. Marino Fresch, head of marketing and events at EventBrite, the world’s largest ticketing platform, said “ This shift to an ‘experience economy’ should provide plenty of growth opportunities, and a fantastic backdrop for innovative companies to cater to a growing demand from a demographic with considerable disposable income”.

The key to tapping into the expanding millennial market is not only to understand their mindset and behavior but also to engage with the millennial consumer at every level of their on-­site and pre and post-­event experience.

The Venue

Venues need to change in almost every way; exhibitors, sponsors, delegates and visitors have all been saying it for years. The best events I have been to are the ones that are staged in non-­purpose built event venues. Let’s call them ‘alternative’ venues. They can be outdoor, indoor, raw or derelict but at the very least let them be different from the traditional, staid and boring exhibition halls and conference centres that blot the landscape of nearly every major city suburbia. Other venue elements such as lighting, seating arrangements and space flow, needs to encourage interplay. I appreciate the difficulty of ‘housing’ major events anywhere else as very large and suitable spaces are not that easy to find, but there are other options if you are prepared to be innovative, disruptive and creative.

Content is King

Gone are the days when you can entice ‘busy people’ to an event if the content is not absolutely high-­brow. Today’s consumer has never had more power – they need to be sold what they want, how they want it and when they want all at the same time. This means targeting each and every event participant subjectively to ensure that each and every one of their objectives is achieved from their event experience. Worst still, if you don’t deliver what they want individually, then individually, they can let the whole world know that you failed. So how to do this… content! Every participant at the event must have a real raison d’être to be present – it is time to practice ‘curation’ not promotion. Exhibitor and sponsors should be invited, not sold too, based on what they can deliver to the event: experiential showcases, sharing of relevant, valuable and important trade information, sponsoring features that cause emotional and sensory reaction.

Personal

Millennials like being involved and are more receptive to brands that make them feel like they are part of the process. According to Juraj Holub from Sli.do, an audience interaction tool, the dynamic of events will keep on changing; from passive reception to active engagement. Attendees will become participants, as event organisers will continue providing audiences with event tech tools for active participation. As a result, the participants will be co-­creating their own event experience. The above is already holding true with companies like event social media platform Pathable and event management app Goombal which help plan events with access to databases holding information on the preferences of attendees, speakers, and sponsors -­ allowing organisers to create the perfect event ideal for the consumer.

Creativity and Collaboration

Designing a creative and collaborative environment full of connectivity and uniqueness will encourage interaction between attendees and brands. The Millennial 20/20 Summit content has been curated with this mind. The content on the stages, for example, will feature multiple voices and viewpoints. We are also offering hands-­on elements through our showcase partners’ live showcases. Attendees will be able to take away not only insightful knowledge but also be able to share first hand immersive experiences. By making our some of this content available post-­event, it will also help extend the time and reach our attendees can share and tap into their own networks and communities.

Leveraging Technology

An obvious but crucial step to capturing the Millennials’ attention in any form is the use of technology. Integrating the latest technological tricks into a campaign is something that impresses the millennial who is always seeking new experiences. “Everything from event signage to interactive experiences for attendees to the utilisation of social media at events has been completely transformed by technology over the past few years” says Uzair from atEvent.

The 2015 CES technology trade show held in Las Vegas had a significant number of companies displaying virtual reality wares which excited tech fans and millennials globally about the possibility of one day being able to attend an event without actually being there. A recent study by Ticketmaster found that 67 percent of millennial live event attendees buy tickets on their smartphones, being five times more likely than other demographics to find out about said event on Instagram. This suggests that when trying to reach the millennial, all methods must be mobile compatible.

Connect&Go is a company that is using digital technology to change the way things operate at events by using sensor integration on wearable technology to accept cashless payments, connect to social media accounts, and replace paper tickets, meaning the impatient millennial no longer has to queue up at the box office or wait for tickets in the post.

Social Media

The lowest cost and wildly effective realm of social media is the master key in this current day and age for unlocking the flow of millennials to an event. The significance of social media can’t be measured; with the Fast Company very recently reporting that ‘Snapchat Producer’ is now a legitimate job title. From Facebook event groups to retweets to hashtags -­ spreading the word has never been easier.

This, however, doesn’t mean that no thought needs to put in to what is being sent out. Millennials like authenticity and the true purpose of an event has to be reflected in its social media content. Edward Poland, Co-­Founder of Hire Space, says “ The rapid growth of event industry websites, blogs and social media means that event bookers are better informed than ever. Venues need to think beyond traditional marketing channels and contribute to conversations online”.

Incorporating social media into an event strategy will seriously maximise traction of the millennial consumer base and may even gain media exposure, especially if great content is shared or a social giveaway is held. Needless to say, millennials readily and quickly share information and this information travels quickly through their own networks. Targeting the millennial exhibition-­goer or converting a millennial into one is no mean feat but social media, technology and personalised experiences are a good place to start.

The Millennial 20/20 Summit

As a global exhibition and events organiser, IM2 Group are pushing the boundaries by backing an event for millennials, which is dedicated to understanding the millennial consumer.

The Millennial 20/20 Summit is a world first gathering of millennial brands, businesses and industry leaders across 4 industries; fashion and beauty, food and beverage, fitness and sport, and travel and hospitality. Over a two-­day period, we will host over 150 speakers across 3 conference stages, 40 interactive and experiential showcases, 50 panel discussions and 24 keynote presentations.

Millennial 20/20 will feature highly curated and challenging discussions across eleven pillars; marketing, retail, design, mobile, payments, video, social, e-­ commerce, CRM, big data and merchandising.

IM2 Group

IM2 Group is a renowned exhibition and conference organiser specialising in creative and curated events for the business-­to-­business sector. With over 25 years experience and an enviable track record, IM2 is justifiably proud of its reputation for providing top quality events all over the world with a proven return on investment for exhibitors, delegates and visitors alike.

Simon Berger launched IM2 in 2002. IM2 organises a portfolio of international trade events alongside ‘associate’ partners, chosen for their expertise in a chosen subject matter or territory.
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For more information on The Millennial 20/20 Summit, please visit www.millennial20-­20.com

BOE Magazine

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