September 19, 2006
The Future of YouTube and Myspace
As a designer I must know my target audience, what media they like, live and trust online and off. So when I see something changing I need to act on it.
Myspace and YouTube, two sites I have enthusiastically pitched to clients increasingly have less relevance. Now, versus just 3 months ago, a Brand page on either site positions that Client as a follower not a leader, undermining the brand. This is the beginning of the end for what was an interesting and over-reported trend: Brand advertising on Myspace and YouTube.
How it began? The advertising world saw the “success” Wendy’s had with its Myspace profile. Wendys put social networking advertising into media plans. More and more advertisers jumped on that bandwagon. Peter Blackshaw, chief marketing officer for Nielsen BuzzMetrics, warned of the issues that could arise when advertisers blurred the lines between authentic content creation and advertising. He was right.
YouTube’s deal with Time Warner only intensifies this danger. Giving Warner its own branded channel and powers such as the right to censor “offensive” material transforms YouTube into portal. One that may be safer for advertisers, but considerably less appealing to YouTube loyalists - the reason advertisers want to be there in the first place.
The era of putting brand content on Myspace and YouTube is coming to an end. This is not to say that advertising on social networks is ending but its time to re-think how we do it. Create the next new trend, let it be over-hyped and let it die. It is an advertising tradition. And, as long as we can help our Clients successfully ride these waves, which means knowing when to get off, we will have done our jobs.
Justin Leavitt, Art Director
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[…] The New York Times has called this an “example of an advertising technique that is being revived.” Branded entertainment, they say, is making a come back. I disagree about it being revived, but a failed series comes to mind called “Viper.” Yes I remember it; everyone drove a Dodge vehicle in it. Chrysler assumed that even crooks drove a Dodge Caravan. Using that as an example, one thing that I have learned is excess in advertising is a bad thing. The best example is Myspace, where a popular idea became a bad thing. Allowing advertisers to turn 30 second commercials into 30 minute ones can be okay if it’s done in moderation. If these new hybrid shows stray away from long, unnecessary close-ups of sponsored products or the brand, and the sitcom are a perfect fit, it won’t turn into another “Viper” series. As long as the branding is necessary you will have one happy consumer. Remember, always in moderation, and that goes with every kind of advertising. […]
Pingback by SharpeTangent » Always in Moderation — December 21, 2006 @ 5:58 pm