Why do we see so many Youtubers and Viners nowadays?


One of India's fastest growing YouTube star is 22-year-old Bhuvan Bam, who is the creator of BB Ki Vines, launched in June, 2015. This has quickly trended to become one of the most viewed and subscribed channels in India. The videos he posts are humorous on topics such as Valentine's Day, exams, parents, household help, girlfriends and teachers. His most viewed video, Papa Maakichu, has got over 16 million views within a year and has about 3.5 million subscribers. Bam has uploaded more than 95 videos so far, and makes Rs 3-4 lakh per video, on an average. He is a millionaire YouTuber.

Stories like these are inspiring many to jump onto the Youtube, Vine & even Facebook (Publisher). Youtube has more than one billion active monthly users and Vine has over 200 million. If Youtube was a country it would be the 3rd most populated one. Twitter’s video platform, Vine, specializes in short clips. Entertainment and meme clips are what Vine is mostly used for, although savvy digital marketers are finding other innovative uses for this network. YouTube is dedicated to video content. More and more people turn to YouTube videos to learn to cook a certain dish, apply a makeup, sketch a drawing, fixing a car or even playing a game. YouTube is also known as the 2nd biggest search engine after Google.

Why are there so many independent video publishers today? Well your video content has a chance of getting viral and you may make a lot of money out of it. Youtube is considered as one of the best way to earn money online from home. The monetization model is based on viewers’ engagement with the ads. If your video gets millions of views but nobody clicks on the ads, you don’t make a single penny.

Another important reason that explains so many video publishers is the cost of video production, which can be close to nothing today. With the availability of smartphones with decent cameras, people are able to make videos sitting at home. You only need a good content idea, which might not be the easiest thing to stumble upon though. Tanmay Bhatt, stand-up comedian and Co-founder of YouTube channel All India Bakchod (AIB), says that Bam is "making a killing" because it is a one-man enterprise - he spends next to nothing while making the videos, as he shoots them from his own camera phone. Many Youtubers also argue that majority of channels that have become popular have spend a proportionate amount of money in video production and marketing.

Rajant Meshram, Head of YouTube Online Partnerships, India and Southeast Asia, says, "We are now seeing online creators break open the gates for a whole new kind of entertainment for Indians. Thousands of creators have emerged in India winning fans globally, in music, food, tech, kids and learning, among other categories.” Although YouTube is known to have young audience, the content creators are not defined by age.

There are three ways to make money on YouTube; the easiest is by signing up for Google AdSense - one who signs up gets 55 per cent of the advertising revenue from a video, while YouTube keeps the rest. The rates vary depending on the number of viewers a channel has and the country it is from. Advertisers may either adhere to the cost per click model, in which the advertiser pays only when a viewer clicks on the ad, or the cost per view model, which requires that the viewer watch at least half the duration of the ad or 30 seconds of it. Creators can also earn money through brand integrations in videos, and through sponsored videos. Some use all these means to generate revenue while others depend only on AdSense. However, only those who are very popular and get millions of views on their videos can expect to earn significantly through AdSense.

On the other hand with online video quickly becoming a key means for people to satisfy their information and entertainment needs, businesses that fail to include it in their internet marketing strategies will do so at their own peril. Video is the future of content marketing and adds great value to brand recall. Video is projected to claim more than 80% of all web traffic by 2019.

Joe Pulizzi, founder of The Content Marketing Institute discusses the growth of video content and where he sees video fitting into the content marketing picture. Joe shares his predictions on how video will be used going forward and the shift to storytelling that marketers need to adopt with their video content. Only that the video was actually published on Dec 2, 2013. That goes on to show the visionary the Joe is.

He foes on to say, if you're really serious about it you should think about telling your story through video as a series. He urges people not to look at videos with a purpose of viral content. We must consistently tell a story that's engaging our viewers and will enable them to do something on a consistent basis. Even if there is an influx of Youtubers and Viners not everyone is getting it right with their content. Although there is gargantuan clutter of video content out there, there still exists a great opportunity if you focus on storytelling.

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