recent report by Sandvine has uncovered the applications capturing the most downstream traffic worldwide. The discoveries from the report highlight the extreme shift in user behaviour towards streaming content.
YouTube is singularly responsible for 37% of internet traffic globally. Technically, this is not too surprising as over 1 billion hours of video are watched daily on the platform, with around 70% through mobile devices. Quality and duration of video is also increasing, with many videos 8 minutes+ in length, available in Ultra HD and with the latest devices supporting playback in this format. Similarly, carriers are able to provide high-speed networks to facilitate the consumption of these videos outside the connectivity at home or in the office.
These factors all contribute to these results, many of you are probably shocked at the sheer disparity between YouTube and other popular platforms like Facebook and Instagram, who together do not account for even half the data usage of the video sharing giant.
What this does display to us is though in the plainest terms is the undeniable trend towards video streaming and how prevalent it is globally. The majority of content being consumed online is video; despite having a much smaller user base, Snapchat rank highly on this study - once again, this is another app revolving around the creation and consumption of video.
Another interesting facet of this report is that it provides a small insight into the behaviour of people outside of an 'anchor' internet connection at home or work. The majority of people around the world are turning to social networking platforms. Netflix's minor share shows that most people are consuming longer-form premium video from the comfort of their homes, opting for larger TV screens over the accessibility of their phones. The presence of both major App Stores suggests that people are open to new applications on their devices, possibly reacting to their environment - ads they see or recommendations from peers.
Where do you fit into this?
As a brand, ideally you want to be top of mind for your target audience during particular trigger points.
Are you a mobile game? Then you want to be top of mind when people have some free time, maybe during their commutes.
Food delivery service? You want to ensure your app becomes the go-to reaction when people are hungry.
Clothing & accessories? When people are looking to refresh their look, you want them to recall your brand and either shop online, or drive traffic to a physical store or retailer where they can pick up your items.
Expensive technology? You want to ensure that you are the next purchase on the mind of someone once they are in a position to acquire your products.
Co-working space? You need to drive the desire within people to start their business, or visit your properties over any similar competition.
The list of different industries this applies to genuinely is limitless, take a moment and think of how this applies to the company you operate within.
How do you operate within this?
Once you understand that as a brand you need to be present within this ecosystem to maintain relevance in the minds of potential consumers, especially amongst increasing competition, the next step is to act.
We see brands investing heavily into building their profiles on these platforms, then questioning actual ROI as they see their metrics and engagement seem to be a lot lower than they anticipated, reducing their consistency. That presents another problem, the algorithms of these platforms reward consistency and frequent engagement in terms of uploads and activity. Uploading a video once every 30 days will not help you reach your targets, but uploading daily/weekly may be too strenuous on your resources/budgets.
Add to this, that quite simply, many brands on their own aren't very interesting. The majority of allure comes from what or who you align your brand with. This is becoming especially important during this social media boom where everybody has an outlet and platform to discover and share opinions on new items, experiences and events.
Here's a little insight...
Mobile traffic is skewed more toward video platforms like YouTube, Instagram and Facebook, who've indicated that sharing is moving towards stories. This is a trend, not a fad. Then, you need to look towards the type of video/channels succeeding on each platform. Instead of immediately trying to enforce your own content and trailblaze, align yourself with creators and concepts that are already succeeding.
Here's an example: As a food delivery service looking to be top of mind and the go-to app when people are hungry, as opposed to just setting up your own channel and creating content - research the platform and see what is thriving.
'Mukbang' videos 'eating shows', where people eat and discuss various life topics with their fan base are very popular on YouTube, receiving great engagement. Can you partner with various ambitious creators, getting them to eat unfamiliar foods, exploring the range of cuisines on your app?
This will give them a steady stream of interesting content to retain relevance, give you the exposure you desire and the audience some great entertainment. It is likely there will be many moments from these videos you can repurpose and share across your social channels and with restaurant partners.
That's what we do...
At Limitless, we develop strategies for YouTube, where we take an unconventional approach to brand-created video.
In a world where everything is a service, and nearly every service can be accessed from our phone, YouTube plays a critical role by facilitating a smooth experience as part of the customer journey. This can range from watching videos of potential destinations for an upcoming holiday or finding a new workout class to join just to name a few.
We exist to unlock the distinctive value of a brand to the millennial audience, then convey that through engaging, interactive videos.
Make sure you follow us on our media platforms!