Troy Dreier of industry blog OnlineVideo.net recently filed a report from the 2018 VidCon conference, and devoted the majority of his article to Brian Solis’ event keynote address.
“Utility is the new viral,” Solis said. Consider that consumer product searches don’t stop when a purchase is made. People want to know what the best product for their needs is, and once they’ve made a purchase they want to connect with other people who made the same choice. While brands are good at providing awareness content with influencers, they don’t use influencers to create content that supports those later searches.