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Canadian video creators dominate the web

BY SYDNEY SAVAGE

“The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat or Youtube, the content you need to be thinking about creating and marketing on social for your business is video. Period.”  -Gary Vaynerchuck

Video is dominating the world of content creation and has grown into the No.1 way people consume content. Regardless of objective, brands and individuals are able to promote themselves through video and due to the benefits for both parties, they have found a way to work together through brand deals. Seth Godin, author of This is Marketing once said: “Marketing is no longer about the stuff that you make, but the stories you tell.” This is why 32 per cent of online users engage on Youtube. The platform allows creators to tell their stories and in turn, build connection and trust with their viewers. According to Forbes Magazine, 90 per cent of consumer’s purchases are influenced by video reviews. Youtube, in particular, has seen a 100% increase in views every year since its start. Due to the increase, Canada has seen a massive influx of Canadian creators. In 2016, Youtube opened its first Canadian Youtube space in Toronto, Ontario to connect creators and give them a space to connect and produce high-quality content.

“We are definitely seeing a rise in creators in Canada and seeing creators like Lilly Singh achieve amazing things like her newly announced NBC late-night show. There has been a steady rise yearly of creators with 100k + subscribers and the stories we are hearing about Canadian creators finding audiences around the world are very inspiring for the future of our creative class. Peter McKinnon, Elle Mills, and Molly Burke are now globally known,” said Toronto Youtube Space operations lead Mark Swierszcz. “We discovered quickly that community is what binds the creator community in Toronto together so we have tried to lean. We are now booked solid about six weeks out and are finding that the creators are evolving as much as we are.”

The large space located at George Brown College boasts two 800-square-foot soundstages, a 1,500-square-foot event space and a slew of amazing camera equipment. “There are no costs associated with booking or using the Spaces for Creators although crew and any associated costs are on the creator’s dime,” says Swierszcz. The only catch is that creators must have a minimum of 10,000 subscribers in order to use the facility and be involved in exclusive events.

Like most things, traditional video is evolving. As Instagram competes with Youtube and Facebook to become No.1  in video consumption and 81 per cent of consumption is set to be through mobile devices, verticle video has become important. “I’m seeing amazing vertical growing from ‘Learning’ creators. Individuals who have mastered a skill or trade and are turning to YouTube to teach others in a compelling 1:1 format. Homerenovision, pan the organizer, and Video Creators are some off the top of my head. I think we’ll see this category growing significantly in the coming years as people turn to video to learn – and teach,” says Swierszcz. In the early days, many Canadian creators would move to Los Angeles in order to collaborate and connect with other creators. However, more are staying in the country as the increase in creators and resources are allowing them to thrive.“The future is definitely bright,” says Swierszcz.

Canadian Youtube creators to watch:

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Written by
Sydney Savage

Sydney is a journalism student at Sheridan College. Her last name has been linked to Nordic Vikings, however, she is actually quite nice and has decided not to follow in her ancestor’s barbaric lifestyle. She lives a quiet life with her cat and Indie music collection.

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Written by Sydney Savage

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