Hello everyone and welcome back to The Edit.
Last week I attended VidCon London for four days. I mixed with creators, brands, TikTok stars, YouTube influencers, social media owners and a whole host of professionals from within the video industry and I have to say I had some pretty incredible insights. What I would like to do today is share with you my 5 key takeaways from the event.
Firstly, influencer marketing, I would say has plenty of life in it when done right. If you choose carefully and aligned with the appropriate influencers, this can be a powerful alternative to traditional marketing. The key is to get properly involved with influencer productions and add value to the content making it truly authentic.
Secondly, LinkedIn is a highly valuable, under-utilised resource for business to business marketers. As a platform, it still provides great value compared to other channels. For anyone prepared to push the boundaries and innovate, there really are amazing opportunities for brands on LinkedIn.
Thirdly, now is the golden hour for TikTok. Instagram followings that take four years to build are being built in four months within TikTok. It’s the number one platform for creativity. What I would say is: innovate your thinking and don’t be slow to the party, TikTok is not going away.
Fourthly, VidCon is a full-on event for anyone interested in video. I don’t know of anyone within my industry that was actually there however if you are a creator or a brand marketer, you need to seriously consider attending in 2021. It is the second year of the event in London, and it’s only going to grow.
Number five, it’s fascinating to see first hand how individuals are becoming overnight sensations on YouTube, Instagram, etc. But brands and businesses who have far more resources, far more clout and good stories to tell are being left far behind. Brands need to wake up, find new ways to entertain and use these platforms to become publishers within their own right.
These are my top-line thoughts but having attended more than 20 creator and industry tracks, I’ve learned a lot about the video industry and where it is headed for the Roaring ’20s. I’ll be sharing much more over the coming months starting with next week when I will reveal what LinkedIn have discovered but not yet published about what works best for B2B advertising on their channel.
Thanks for watching.