Ever since YouTube first launched in 2005, internet-based video has exploded. The ability to share videos easily, similar to the way we share pictures, has practically changed the way we interact on the internet itself, as well as do business.
Now, more than ever, video isn’t just one of the most effective ways to convey information or entertain. New figures again confirm the majority of internet traffic is coming in particular from two sites… namely, YouTube and Netflix.
The latest figures from broadband company Sandvine show traffic from YouTube and Netflix make up more than 50% of all peak-hour downstream traffic on fixed-line networks in the United States. And Netflix accounts for about one third of peak web traffic alone, with YouTube catching up at just under 20%.
These statistics have been written on the wall for a while, but they confirm not only that audiences want quick and accessible entertainment, but also what more businesses and sites should be doing. Video content is easily sharable and more likely to become popular when done well – just see how contributions on crowdfunding site Kickstarter are tied to the quality of each individual project’s video.
Turning paper catalogues into digital
Although the humble paper catalogue appears dated in the digital age, they’re still one of the most popular – and effective – methods of traditional marketing. Especially during holiday seasons like Christmas, retailers depend on paper catalogues for big business.
We’re beginning to see more experimentation with how businesses use these catalogues both online and in print. The latest move by social aggregation group Flipboard builds on this by allowing users to browse their customised digital catalogues, through which they can purchase products directly from the app.
Some big names are on board – Modcloth, Fab and Banana Republic have signed up, among others.
Local businesses have been attempting similar things – Salmat’s Lasoo is focused on digitised and searchable catalogues. Flipboard is simply doing away with the translation and creating an entirely digital product.
We may think of the catalogue as a dated marketing method, but in fact, one of the biggest social brands prides itself on catalogue-type layouts: Pinterest. Searching through stylised collections of shopping options may be an old method of marketing, but by integrating digital, it may very well stick around for a while yet.
The anonymous internet
The internet has really done a 360 when it comes to anonymity. In the 90s and early 2000s, users prided themselves on being anonymous. Then, as social networking became more popular, we became comfortable with showing our faces and real names. But as the world has flooded onto these sites, we once again desire the safety of nobody knowing who we are.
Which is exactly why apps like Snapchat – a messaging service which deletes messages seconds after they’re sent – end up raising nearly tens of millions of dollars without a revenue model.
It’s also why 14-year old, Daniel Singer just raised $200,000 for his own anonymous messaging app. Aside from the fact the maker is just a teenager, the funding once again underlines the desire for users to communicate without having to give away their identities.
We see this acknowledgement of privacy all the time, and it’s only going to become more important. Even when Facebook changes a setting, it makes sure to tell users where it can change those privacy options any time they like. iPhones have a huge range of customisable options in the ‘Privacy’ list of the phone’s settings.
The funding of this app is simple a recognition of what’s already started – a cultural shift back to controlling who we are online, and who knows about it.
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