Humorous content, news and tutorials lead the world (and Uruguay too) in the preferences of users who watch videos on social networks, which makes this format a powerful communication tool for brands.
Faced with this, three local entrepreneurs created Spotlike, a platform specializing in audience measurement and analytics of online video in social networks. The startup connects advertisers and advertising agencies with influencers (social media content creators) to generate advertising actions.
The service allows companies to position themselves in front of their target audience (characterized by video viewing), while for influencers the platform represents a showcase where they can show their work to brands and a possibility to monetize their content. At the same time, Spotlike works as a tool for analyzing video consumption, which allows brands and influencers to understand the behavior of this growing audience, said Bruno Petcho, Nicolás Ovalle and Marcelo Sanguinetti, co-creators of the startup. Additionally, the platform acts as a space for influencers to meet and create content collectively, they added.
Spotlike's operation revolves around a "robot" that is capable of automatically surveying, segmenting and generating a list of influencers based on the attributes that the client (brand or agency) requires.
Unlike similar platforms operating in other markets, Spotlike does not seek to recruit celebrities, but rather influencers who are "under the radar" but who stand out for achieving high engagement among their followers.
The platform relies not only on its software, but also on the understanding of the market. The startup conducted a study with the consulting firm Grupo Radar, which measures the growth of video consumption in Uruguay.
On reach, the study (which covered people between the ages of 12 and 65) revealed that 96% of Internet users watched online video in the last week.
In terms of networks, YouTube is the most popular among video consumers (95%), followed by Facebook (79%), Instagram (24%) and Snapchat (8%). While the last two captivate the younger audience, Youtube and Facebook attract the older age groups.
Excluding music clips, humorous content is the most watched by users. 61% of respondents watch videos with that theme, 49% opt for news and 39% for tutorials.
The study also revealed that for online video consumers the type of advertising they find least annoying is the presence of products and brands in the video itself. This data reinforced the platform's strategy, which includes product placement and branded content actions "that do not interrupt the content, but are part of the narrative," said Ovalle.
Spotlike will unveil the rest of the research and will make its presentation in society next Wednesday at the Auditorium of the Faculty of Communication and Design of the ORT University. The entrepreneurs are committed to consolidate the project in Uruguay and then expand abroad.
Source: The Observer
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