It's finally happening: YouTube is beginning to charge for videos. Google announced this week that the currently-free video giant will launch "a paid-for subscription service" for content on its most prized channels. The Financial Times reported that a single-channel subscription might set you back $1.99/month, and the paywall will cover up to 50 channels.
The platform's presentation at last week's NewFronts conference focused on how YouTube was more than traditional TV, with YouTube Vice President and Global Head of Content Robert Kyncl declaring on stage: "I thought YouTube was like TV. I was wrong. It isn’t. YouTube talks back. It’s interactive. And YouTube is everywhere." As YouTube reconciles its brand identity, PR pros need to adapt to the constantly changing landscape of the platform.
With that in mind, here are four video trends to watch from Dirk Shaw, senior VP of Social@Ogilvy:
- YouTube as TV Destination: YouTube ultimately doesn’t want to be a cable provider, it wants to be your TV, with a laid-back viewing experience. That’s why Disney and other media companies are developing content specifically for YouTube.
- Snack-able Content: Videos are increasingly one minute or less in length (Twitter's Vine is leading this charge).
- Searchable Content: YouTube has become a place for search and discovery. Take advantage of this with keyword research and other SEO tactics. Experiment with third-party sites like Waywire—co-founded by Newark Mayor Cory Booker—which allows users to collect, organize and share videos among friends.
- Sociable Experience: Although these days it's easy to do, don't forget about Google+, which fully integrates with YouTube, allowing a group to watch a YouTube video via Google+ Hangout.
Follow Lucia Davis: @LKCDavis.
I still don’t think communications professionals should tell clients to limit videos to one minute or other ridiculously short lengths. Customers seeking your solutions to their problems want information in depth. Longer form video and audio are more effective for this.