3 ways your brand can get more from the ‘slowest medium’

From Michael Wayne, CEO of KIN, via CommPRO:

In a recent interview,  Buzzfeed’s Jonah Perritti paints a picture of a media consumption continuum: Twitter is on one side with ‘very fast’ consumption of ‘of the moment’ content. Facebook is in the middle with ‘relatable’ content that has ‘broad human emotion’, and Pinterest is at the other end with ‘slower’ content that takes time to organize, consume and use.  …

So then where does online video – YouTube, MCNs and creators – fit into the continuum? I would argue that this is the ‘slowest’ medium. Audiences have to watch videos (time); get to know creators and subscribe (more time); and build relationships with them (even more time) – all before cooking a recipe or trying a new make-up look. …

Here are a few ways brands can embrace Slow Media:

• True Advocacy. Advocate for things YouTube creators care about and they will advocate for your brand. If you support them in honest and meaningful ways, they will ultimately champion your brand to their audiences.

• Share the Same Values. More often than not, a channel with the most engaged audience is going to perform better than just a “big” channel with the most subscribers and views. Engaged audiences want to feel like the advertiser has the creators’ best interest in mind and shares the same value.

• Participate in the Platform. YouTube should be a part of your social media strategy, just like Facebook, Twitter and Pinterest. Participating in the platform will allow you to gain greater understanding of the YouTube eco-system and its growing opportunities.