According to the latest from experts at London School of Marketing, websites like YouTube and Instagram will beat out Facebook and Twitter for users by the end of the decade.
They found that “millennials” are using video and photo-based social media sites more than traditional mixed media sites such as Facebook and Twitter. These experts also believe that the shift is a result in the overwhelming popularity of smartphones and other portable mobile devices.
YouTube alone has one billion active users each month – 85% of those being adults residing outside of China.
Jacques de Cock from LSM said: “If you look at the stats, around half of the corporate videos from the world’s top 100 brands have less than 1,000 views.
“Where most brands go wrong, though, is around consistency. To market successfully on YouTube, a brand’s presence has to be regular and consistent.”
“For a video to work well, the message should be relevant to both the viewer and the brand in question. It needs to also tell a story or assist the viewer. Videos don’t need to be highly produced to gain the most views.
“There is a huge possibility that photo and video sharing will be the dominant social media by 2020 and, if brands are not ready to engage, they run the risk of ignoring an entire generation of consumers.”