Jamie Searle, Director of Distribution15th August 2018
Milestone year at Summer in the City 2018
Key takeouts from Summer in the City 2018
The 10th year of the UK’s premier video creator event ‘Summer in The City’ saw it host one of its most successful events in its history. There was a bigger sponsored presence then ever before, and plenty of high calibre UK (and some US) talent whilst keeping the inclusive, community feel it has become renowned for.
The 'Industry' day saw a broad array of panels and keynotes, and as always there were key themes which much of the discussion galvanised around.
Here were some of my observations:
1. IGTV on the offensive
Since the launch of IGTV, it seems to be making the most of creator events. We learnt the following from the IGTV Keynotes and Panels:
- Instagram are keen to showcase best practises on the platform and some of the creators using the platform well, to encourage more creators to come on board.
- Audience development and surfacing video is a challenge on IGTV currently. One of the tips provided to drive audience to IGTV is through using the swipe up function on Instagram stories.
Building an archive of content now on your IGTV channel will be advantageous in the future when the videos become monetised.
2. Creator revenue diversification
Creators aren’t defining themselves by their success on a social media platform anymore. You rarely hear people call themselves a 'YouTuber', and some creators are saying they are uploading less, or are uploading the bare minimum.
They are aware of their influencer status and they are using this to build careers as presenters, actors, models, authors and comedians.
This was seen first hand on panels about ‘getting involved in traditional media’, with Joe Tasker and Connie Glynn, and a panel about brand deals, distribution and crowd sourcing from Tom Ska.
Perhaps due to push factors such as “Adpocalypse” (i.e. platform ad revenue now no longer sustainable as a sole revenue stream) and pull factors from the plethora of social video platform choices and their commercial incentives, some degree of balance of power seems to have shifted to the creators.
The successful ‘influencers’ will be the ones with entrepreneurial drive and a long-term strategic perspective.
3. Influencer marketing matures
Panels on Brand Safety and Return on Investment, highlighted some of the challenges brands are having in terms of increasing influencer marketing budgets.
A new influencer marketing standard called “KidAware” has certified several influencers to provide brand safety assurance.
Peg talked about working with Performance and Attribution marketers on helping brands understand return on investment for every pound spent on influencer marketing including lifetime customer value considerations. They saw that brands are more cautious around what they described as ‘vanity’ metrics of CPV and engagement in their own right.
Until next year…