Facebook | YouTube | Instagram | Snapchat | TikTok | Twitter | Twitch
Facebook dominates social video ad spending, but its share will decline some
Facebook在社交視頻廣告支出中佔據主導地位，但其份額將有所下降
Facebook’s ad revenue will continue to rise, but usage is plateauing
Facebook的廣告收入將繼續增長，但使用量正在趨於穩定
Facebook’s audience outside the US will continue to grow. In 2019, only 1 in 10 Facebook users will come from the US. Biggest growth opportunity will come from underdeveloped markets.
Facebook在美國以外的用戶將繼續增長,到2019年，只有十分之一的Facebook用戶來自美國。最大的增長機會將來自不發達市場。
Key developments at Facebook
Facebook的關鍵發展
- Ads in shorter content: Facebook is testing image ads in shorter content. Because videos must be at least 3 minutes long to qualify for video ads, image ads are another avenue to monetization.
短內容廣告:Facebook正在測試短內容的圖片廣告。因為視頻必須至少有3分鐘的時間才有資格做視頻廣告，所以圖像廣告是另一個賺錢的途徑。
- More options for Ad Breaks: Ad Breaks give creators a share of revenues from ads in their videos. They now have more control over whether their videos contain pre-roll or image ads vs. more interruptive mid-roll ads.
廣告時段的更多選擇:廣告時段會讓創作者從他們的視頻廣告收入中分一杯羹。現在，他們可以更好地控制自己的視頻是否包含預滾動或圖像廣告，而不是更具干擾性的中間滾動廣告。
- Fan Subscriptions: Facebook formally launched Fan Subscriptions at this summer’s VidCon. Creators can offer subscriptions that include exclusive content, groups and badges.
粉絲訂閱:在今年夏天的VidCon上，Facebook正式推出了粉絲訂閱。創建者可以提供包含獨家內容、組和徽章的訂閱。
【圖-VidCon全球最有特色的紅人匯聚於此】
Instagram expands with more commerce driven opportunities for consumers
Instagram的擴張為消費者帶來了更多商業驅動的機會
Instagram, as it gets more advertising and adds ecommerce options, will need to monitor its users acceptance of a more commercial platform, especially as it rolls out Instagram Checkout.
隨著Instagram獲得更多來自廣告和電子商務選擇，它將需要跟蹤調查用戶對一個更商業化平臺的接受程度，尤其是在它推出Instagram Checkout之際。
Key developments at Instagram
Instagram的關鍵發展
- There’s still no time table for IGTV ads. Instagram is focused on building consumer behaviors on the long-form video app first. I
GTV廣告仍然沒有時間表，Instagram首先關注的是如何在這款長視頻應用上建立消費者行為 。
- More uses for the branded content tag. Instagram began testing its branded content tag on IGTV in August. The tag, which states “Paid partnership with,” lets creators identify sponsored content.
品牌內容標籤的更多用途。今年8月，Instagram開始在IGTV上測試其品牌內容標籤。這個標籤上寫著“付費合作”，讓創作者可以識別贊助內容。
- Branded content ads. This ad format is designed to promote branded content to a wider audience beyond a brand’s or creator’s followers. The ads are currently available in the Instagram feed and in Stories, but we expect they will appear in IGTV too.
品牌內容廣告。這一廣告旨在將品牌內容推廣給品牌、創作者或追隨者以外的更多的受眾。這些廣告目前可以在Instagram feed和故事中看到，但我們預計它們也會出現在IGTV上。
Snapchat usage will also slow in the US, and revenue will come from existing users
Snapchat
在美國的使用也將放緩，收入將來自現有用戶
Snapchat’s US average ad revenue per users (AARPU) will top $10 this year, up 30.4% over 2018.
Snapchat在美國的平均廣告收入(AARPU)今年將超過10美元，較2018年增長30.4% 。
Key developments at Snapchat
Snapchat的關鍵發展
- More love. Snapchat is embracing creators more than before.
更多人的愛，Snapchat比以前更歡迎創作者。
- Creator shows. In July, Snapchat announced 19 shows from personalities such as Arnold Schwarzenegger and Baby Ariel, with more to come this fall. The shows are 3 to 5 minutes long, will have regular episodes and will include video or image advertising.
2019年7月，Snapchat公佈了阿諾德•施瓦辛格(Arnold Schwarzenegger)和阿里爾(Ariel)等名人的19場秀，今年秋天還會有更多秀。這些節目時長3到5分鐘，會有固定的章節，還會有視頻或圖片廣告。
- Lens partners: In addition to establishing relationships with video creators, Snapchat also has been increasing its list of Lens partners who produce the popular augmented reality overlays.
Lens合作伙伴:除了與視頻創作者建立關係外，Snapchat還一直在增加自己的Lens合作伙伴名單，這些人制作了廣受歡迎的增強現實覆蓋。
Key developments at TikTok
TikTok的關鍵發展
- TikTok has become a hotspot for emerging creators. The company fosters relationships with its fledgling stars and helps broker deals between brands and creators.
TikTok已經成為新興創造者的熱點。該公司培養與初出茅廬的明星之間的關係，並幫助品牌和創造者之間達成交易。
- Monetization details are scant. The company hasn’t formally announced its slate of ad products or creator monetization features.
盈利細節不足。該公司尚未正式宣佈其廣告產品或創收功能。
- Brand/creator partnerships. In August, Macy’steamed up with TikTok influencers for a video challenge that tied in with its “All Brand New” back-to-school ad campaign. Macy’s invited TikTok users to submit their own videos showing off their style.
品牌/創造者的夥伴關係。今年8月，梅西百貨(Macy ' s)與TikTok影響力人物合作，推出了一個視頻挑戰，與“全新”的返校廣告活動相結合。梅西百貨邀請TikTok的用戶提交他們自己的視頻，展示他們的風格。
Key developments at Twitter
Twitter的關鍵發展
- An early pioneer. Vine, Twitter’s short-lived looping 6-second video property, was a precursor to TikTok. Today, the creator landscape on Twitter is small, but it’s an important part of the social network.
先驅者。Vine是Twitter短命的6秒鐘循環視頻功能，它是TikTok的前身。今天，Twitter上的創建者很少，但它是社交網絡的重要組成部分。
- ArtHouse. In July 2019, Twitter launched ArtHouse, a combination of three existing offerings: creator management, video editing and live broadcasting. The goal is to connect brands with influencers, artists and editors who can help them promote their products and link them to topical culture.
ArtHouse 2019年7月，Twitter推出了ArtHouse，這是現有三種服務的組合:創作者管理、視頻編輯和直播。其目標是將品牌與有影響力的人、藝術家和編輯聯繫起來，這些人可以幫助品牌推廣其產品，並將它們與話題文化聯繫起來。
- No more Niche. Twitter acquired the influencer talent agency in 2015 and merged it with ArtHouse.
沒有更多的利基市場。2015年，Twitter收購了the influence talent agency，並將其與ArtHouse合併。
Key developments at Twitch
遊戲流媒體平臺的關鍵發展
- Twitch. The Amazon-owned service sells ads in creator live streams, virtual goods called “Bits” and subscriptions to live stream channels. It drummed up support for its Sure Stream ad format at the Cannes Advertising Festival this year.
Twitch亞馬遜旗下的這項服務在creator live streams、名為“Bits”的虛擬商品以及live stream channel的訂閱中銷售廣告。在今年的戛納廣告節上，它為自己的SureStream廣告模式贏得了支持。
- Mixer. The Microsoft-owned service scored a major coup in August by wooing top streamer Tyler “Ninja” Blevins away from Twitch. Blevins subsequently announced a sponsorship deal with adidas.
微軟旗下的這項服務今年8月取得了重大突破，它從Twitch手中挖走了頂級視頻網站泰勒“忍者”布萊文斯Tyler“Ninja”Blevins)。布萊文斯隨後宣佈了與阿迪達斯的贊助協議。
What is a creator?
什麼是創造者?
Creatorsusedtobecalled“YouTubers”or“YouTubestars.”Next New Networks, a company acquired by YouTube, was one of the first to use the term in the context of video creation.
創建者曾被稱為“YouTubers”或“YouTubestars”。被YouTube收購的Next New Networks是最早將這個詞用於視頻創作的公司之一。
1.Some consider creators and influencers the same. YouTube and the social properties use “creator” (not influencer) to describe their video partners.
有些人認為創造者和影響者是一樣的。YouTube和社交網站使用“創建者”(而不是“影響者”)來描述他們的視頻合作伙伴。
2.We believe creators and influencers are different, but the difference lies more in the action than in the person.
我們相信創造者和有影響力的人是不同的，但區別更多地在於行動而不是人。
3.Creators develop original video content for digital properties and consider creating that content to be their career or livelihood.
創作者為數字產業開發原創視頻內容，並將創造這些內容視為自己的職業或生計。
4.Influencers are individuals who sway the brand preferences, buying decisions and loyalty of the population because of their notoriety or fame.
影響者指的是那些因為自己的名聲而左右品牌偏好、購買決策和忠誠度的人。
Marketers are very interested in working with influencers and creators for digital video ads.
營銷人員對與數字視頻廣告的影響者和創作者合作非常感興趣。
Key Takeaways
Digital video audiences are getting more fragmented. Next year there will be more US streaming services than ever. But we still expect YouTube and Netflix to lead their categories.
數字視頻觀眾越來越分散。明年，美國流媒體服務的數量將超過以往任何時候。但我們仍然希望YouTube和Netflix能夠引領它們的類別。
Facebook dominates social video ad spending. About 85% of social network video ad revenue goes to Facebook and its subsidiaries.
Facebook主導著社交視頻廣告支出。約85%的社交網絡視頻廣告收入流向了Facebook及其子公司。
The TV industry is facing disrupting. Cord-cutting accelerated as TV companies ended promotional packages, connected TV ad spending is growing at a time when traditional TV ad spending flattened, and traditional TV ad buys are becoming increasingly automated.
電視行業正面臨顛覆。在傳統電視廣告支出下降、傳統電視廣告購買日益自動化的背景下，聯網電視廣告支出卻在增長。
Key Takeaways cont.
The creator landscape is evolving.
創造者的環境正在演變
Ads are the primary form of monetization, but non-ad revenue streams are growing.
廣告是盈利的主要形式，但非廣告收入流量正在增長
Marketers can take advantage of the shifts in the creator landscape.
營銷人員可以利用創作者的變化
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