Influencers hold the power for YouTube, Facebook video views | Ad Tech | News | Rapid TV News
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Video measurement and analytics platform provider Tubular Labs has released research which it says reveals how online video companies can win in what it regards as an ever-evolving world.
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The State of Online Video report, observing short-form video in the first half of 2018, states that the video ecosystem is advancing at a ‘staggering’ rate meaning that publishers, brands, and influencers need vital data at their fingertips to keep on top of the current macro and micro video trends in content.
It notes that data-driven video content is becoming the cornerstone of digital marketing campaigns and that leaders in online video are fluent in these evergreen genres and have found ways to weave them into their programming.

Most basically, the power of views seems to be in the hands of influencers. Indeed, Tubular says that there is an obvious fact: Influencers still rule the video landscape, dominating uploads and views on Facebook and Instagram when compared with brands and media publishers. Looking at share of views in the first quarter of 2018 I terms of views, the research found that influencers accounted for 84% of 1.7 billion YouTube views compared with 13% for media companies and 3% for brands, while on Facebook influencers grabbed 56% of 966 million views with media companies on 40% and brands on merely 4%.

The research also identified four trends that continue to pull in the views and the engagements: autonomous sensory meridian response (ASMR); funny moments; the evolution of dance, ‘sent me’ videos.

As regards the former, Tubular’s research stressed that ASMR content isn’t a new phenomenon, with the first uploads around the genre first appearing on YouTube around 10 years ago. Yet the research shows that it still continues to attract an enormous amount of audience interest with such videos provoking a very specific type of physical and emotional reaction in viewers and are a genuine phenomenon that crosses genres and verticals to generate a massive number of views, 4.2 billion on YouTube in the first quarter of 2018 alone.