In this guest post, Google Australia’s director of marketing, Aisling Finch (main photo), offers up her impressions of the wonderful VidCon convention held in Melbourne over the weekend…
Thousands of creators and fans ‘hit the play button’ at Australia’s second VidCon event in Melbourne last weekend. Among the YouTube stars and adoring crowds were a host of switched on marketers, seeking to understand the power of online video and how it can help their brand connect with audiences that matter.
Here are my main takeaways, as a marketer, on how online content, culture and creativity presents a huge opportunity for brands.
Surprise, surprise – Aussies love online video!
You see it on the bus, in the office and most likely, in your own lounge room – Australians are leaning-in to online video. We know that more than 15 million Australians watch YouTube each month (Nielsen) and when you see the “Beatles-mania” among fans connecting with creators in real life, it’s clear that the influence is huge.
Creators like Jayden Rodrigues, one of Australia’s top YouTube creators who has a dance channel with more than one million subscribers, or Study With Jess, one of the growing stars on YouTube with 390,000-plus subscribers and 19 million views on her study skills, organisational and wellness channel are transforming the way Australians interact with content online.
And these Aussie creators are leading the way internationally, with more than 89 Australian YouTube Creators that now have over one million subscribers – which is among the highest globally per capita.
Whatever audience you want to reach, there is a community on YouTube
Whether your brand wants to connect with dog lovers or car enthusiasts, fitness fanatics or sports fans, YouTube builds communities around even the most niche areas of interest. YouTube reflects the diverse range of groups and voices that shape culture and build community.
And YouTube creators are a key part of this. They have a clear identity, purpose and audience – much like a brand. That means there are great opportunities for marketers to find those creators that align with their brand and work together.
Brands are getting onboard
Many brands are already taking advantage of the opportunities online video presents to connect with the audiences that matter to them. Some of Australia’s leading brands joined the VidCon industry track over the weekend, using this event to connect with the creators their audiences love. The potential here is huge.
We also heard from effectiveness guru, Les Binet on the power of video – suggesting video is the most effective medium at delivering emotional impact, with best results when you combine TV and online video.
VidCon embodies trends and data points we hear every day as marketers. It brings to life the power of online video and the way Australians are consuming content. For brands, it’s a unique insight into the content Aussies love and an opportunity to connect with the audiences that matter most to you.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]