YouTube sensation no longer rely on advertising to make money-YouTube,Instagram-IT information
This may seem a bit counterintuitive to say, but a lot of YouTube sensation sure main battlefield has been transferred to a different platform, is Instagram. Many YouTube sensation has diversify their income-generating, a lot of people could be like YouTube channel subscribe to the ranking of total station first PewDiePie years into the millions of dollars.
▲MyLifeAsEva
In fact, the industry has been changing rapidly.
In January this year when BusinessInsider interviewed Scott Fisher (Scott Fisher) and yadang·weisikete (Adam Wescott), they manage a large number of YouTube sensation such as MyLifeAsEva (7.2 million subscribers) and LaurDIY (4.2 million subscribers), when they say YouTube sensation to utilise major advertising revenue.
▲ Yadang·weisikete
But after more than half a year has passed, great changes have taken place. Facebook and Instagram has become an important battlefield video stars, so we decided to visit e.Westcott to find out what changes have taken place in the industry.
For brands, Instagram is a top priority
Although advertising revenue from Google to YouTube red provide a degree of income security, but according to e. Westcott said, now YouTube red into people's main source of revenue is no longer advertising income, but with the brand doing something such as sponsored video, but the market is still growing.
▲LaurDIY
E.Westcott said: "in the brand's perspective, we see all the platform's influence increased. "Instagram especially popular brands of all ages. He said: "before 8 months, I could not tell you we would, as now on Instagram platform and brand partners. At that time not yet in the mainstream, and often is seen as a complementary method. ”
But now that Instagram has become mainstream, why would this be?
E.Westcott said: "it's more creative control in some, it is the contrast between a photograph and a short video. "And Instagram platform audience is large.
Instagram beginning in 2016, received the Snapchat challenge, but from the standpoint of sponsored content it defeat the opponent.
E.Westcott said: "this spring for some time brands are very interested in Snapchat, but I think you should know, Instagram launched 'Instagram after Stories', the situation soon reversed. Instagram Stories is Instagram Snapchat launched a specific feature. ”
Choose a platform
And brand partners are not e. Westcott's clients face many platforms need to be considered when content. Instagram, and Facebook and Snapchat have become an important platform for social networking red post content, they must select a platform as a primary platform.
E. Westcott on his client said: "our greatest value is still YouTube videos, Instagram user engagement is high, but Facebook is still the most popular platforms. "These platforms are able to meet their needs, and to be used in different ways.
Customer Jiji·qiaozhi e.Westcott (Gigi Gorgeous) is the best example. Jiji·qiaozhi weekly published an original video on YouTube, about 3-5 minutes long. Then there will be a spot for a 30-second promotional video, pointing to her Facebook page. If the Facebook platform contribution revenue has increased, this can vary.
New TV
E.Westcott see his client faces another important opportunity is to sell TV shows and, in particular, these programs were sold to business overlaps with the YouTube platform, just like YouTube and Verizon Red Go90.
E.Westcott said: "income became less visible, but the audience won't notice it. "For example, MyLifeAsEva ready in 2017, when published on the YouTube Red 30 minutes of comedy. Jiji·qiaozhi also intend to publish on YouTube Red documentary about her personal life.
But e. Westcott taking into account also work with more mature third-party, such as Netflix, CW or MTV.
He said YouTube sensation the key is to have a lot of business concepts. E.Westcott cooperation with every customer, joint research short video, half hour videos and full length video concepts. He has always wanted to tap this business.
YouTube red, no platform is now becoming mainstream platform, any platform does not provide enough income for them. YouTube tried Red and Go90 has taken the lead, followed by Netflix, buy Miranda Sings and Vine red kameilong·dalasi (Cameron Dallas) some of the videos.
These platforms audience interested in exactly what kind of content will be seen in the next few months. E.Westcott said: "after the dust settles, we will clearly see where the focus of the audience. ”
YouTube红人不再靠广告赚钱 - YouTube,Instagram - IT资讯
说起来这可能有点违背常理，但是很多YouTube红人确实已经将主战场转移到另一个不同的平台了，即Instagram。很多YouTube红人已经实现了创收多元化，很多人也能像YouTube全站频道订阅排名第一的PewDiePie一样年入上千万美元。
▲MyLifeAsEva
实际上，这个行业一直在迅速发生变化。
今年1月份的时候，BusinessInsider采访了斯科特·费希尔（Scott Fisher）和亚当·威斯科特（Adam Wescott），他们管理着众多YouTube红人比如MyLifeAsEva（720万订阅量）和LaurDIY（420万订阅量），当时他们表示YouTube红人的生财之道主要是广告收入。
▲亚当·威斯科特
但是半年多过去之后，情况发生了巨大的变化。Facebook和Instagram也成了视频巨星们的重要战场，因此我们决定对威斯科特进行一次回访，以便了解这个行业发生了哪些变化。
对于品牌商们而言，Instagram是重中之重
虽然来自谷歌的广告收入为YouTube红人们提供了一定的收入保障，但是据威斯科特称，现在YouTube红人们的主要收入来源不再是广告分成收入，而是与品牌商们合作搞的一些东西比如赞助视频，而且这块市场还在不断扩大。
▲LaurDIY
威斯科特说：“在品牌商的角度而言，我们只看到所有平台的影响力都提高了。”但是Instagram特别受品牌商的青睐。他说：“我在8个月之前不可能告诉你我们会像现在这样在Instagram平台上与品牌商合作。当时这还不是主流，而通常被视为一种补充手段。”
但是现在Instagram成了主流，为什么会这样呢？
威斯科特说：“它在创意方面的可控性更强一些，这是一张照片与一段短视频的对比。”而且Instagram平台上的受众群体很大。
Instagram在2016年初的时候受到了Snapchat的挑战，但是从赞助内容的角度来说它完败了对手。
威斯科特说：“今年春季有一段时间品牌商们对Snapchat非常感兴趣，但我想你应该知道，Instagram推出‘Instagram Stories’之后，形势马上就发生了逆转。Instagram Stories是Instagram专门针对Snapchat推出的一项功能。”
选择哪一个平台
是否与品牌商合作并不是威斯科特的客户们面临众多平台时需要考虑的内容。因为Instagram、Facebook和Snapchat都已经成为社交红人们发布内容的重要平台，他们必须选择一个平台作为主平台。
威斯科特是这样对他的客户说的：“我们最大的价值依然是YouTube视频，Instagram用户的参与度很高，但Facebook依然是最受关注的平台。”这些平台都能满足他们的需求，并且以不同的方式被使用。
威斯科特的客户吉吉·乔治（Gigi Gorgeous）就是个最好的例子。吉吉·乔治每周在YouTube上发布一段原创视频，大概3到5分钟那么长。然后中间会插播一段30秒的宣传视频，指向她的Facebook主页。如果Facebook平台贡献的收入有所增加，这种情况就可能会发生变化。
新电视
威斯科特看到，他的客户面临的另一个重要商机就是出售电视节目，尤其是将这些节目出售给业务与YouTube重叠的其他平台，就像YouTube Red和Verizon的Go90一样。
威斯科特说：“收入变得不可见了，但是观众们不会注意到这一点。”例如，MyLifeAsEva准备在2017年的时候在YouTube Red上发布30分钟的喜剧节目。吉吉·乔治也打算在YouTube Red上发布关于她的个人生活的纪录片。
但是威斯科特考虑同时也跟更加成熟的第三方合作，比如Netflix、MTV或CW。
他说，YouTube红人拓展业务的关键是拥有大把的概念。威斯科特与每一位客户合作，共同研究短视频、半小时视频和完整长度视频的概念。他一直想挖掘这方面的业务。
对于YouTube红人们来说，现在没有哪一家平台成为主流平台，任何一家平台都不能为他们提供足够多的收入。YouTube Red和Go90已率先进行了尝试，Netflix也紧随其后，购买了Miranda Sings和Vine红人卡梅隆·达拉斯（Cameron Dallas）的一些视频。
这些平台上的受众到底对哪一类内容感兴趣将在未来的几个月里见分晓。威斯科特说：“尘埃落定之后，我们将清楚地看到受众们的关注点集中在哪里。”