Digital marketing is in constant transformation, moving more and more towards more natural, organic ways, which is a real madness for brands, it's no secret to anyone. However, there are trends that, while they have been in the spotlight for a few years now, have established themselves as key pillars for brands and advertisers because of their relevance to present and future generations.
One of the things in particular worth considering is livestreaming, no doubt. While live streaming has been around for a few years now, restrictions have increased the need for companionship and the world of live content has become especially important on social media. Thanks to it we were able to interact, explore and experience moments that made us feel closer to each other.
We can access this type of content through various platforms such as Facebook, YouTube, Microsoft's Mixer... but Twitch is the one that has gained the most popularity, especially thanks to the gaming universe that they are, they all have one thing in common: the ability to create niche communities, as within these media there are audiences and content focused on any type of interest.
Many experts predicted a drop in livestreaming's popularity as a new normal emerged, but the exact opposite happened. Not only did users not abandon livestreaming to return to traditional content, they actually doubled their consumption. According to StreamHatchet, the growth in viewing hours across global platforms has been impressive. On Twitch, there were a total of 6.7 billion hours watched in the first half of 2020, while the same period in 2021 saw 12.8 billion hours. And it's not the only platform that has grown in this regard: YouTube Live Gaming has grown from 2.1 billion to 2.7 billion in the same period; and Facebook Gaming, reaching 2.3 billion compared to 1.1 billion the previous year. Undoubtedly, this upward trend shows that there is still a long way to go in terms of branded content.
This type of platform opens the door to more specific consumers, but it is also harder to reach and influence if we are not targeting them. If we were to target X-rays according to Twitch's data, we would target 65 males, mostly millennials (32%) and Gen Z (2%).
However, livestreaming is not the only one half a consider. In the ecosystem digital, also we see a trend in the content based at well-established short videos. This is obviously led by TikTok, but its impact is so much that we have seen as his style at ha proxy of other platforms such as Instagram through "Reels, Pinterest through "Idea Pins" and more recently YouTube with Shorts.
According to a study by Statista, and only in the first 5 months of 2021, TikTok has more than 0 million daily active users on its platform: 25, million on iOS devices and 15.06 on Android, but reached 800 million users consuming this short. digital content format, according to data from Wallaroo. YouTube, for its part, has a remarkable 6.5 billion daily views in its "Short" format.
All these numbers show growth and opportunity with the younger audience. An opportunity that brands should not miss, but that they should experiment with new media that allow them to impact new consumers and stand out through innovation.
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