In 2020, brands like TikTok and Instagram dominated the digital talent space, especially as the Covid-19 pandemic forced many people to stay home. In particular, the short video functionality of TikTok and the “Reels” function of Instagram determine how many creators share their art, from the latest dance craze to the current cover of a hit. Short-form video content was more than a top trend this year – this is the new industry norm.
Nader Navabi, CEO of Orbiiit, the global talent discovery platform, was an early adopter of digital talent. Prior to founding Orbiiit in 2014, Navabi was an event producer. He took lessons from his experiences with events in the digital world and created a platform on which artists, creators and artists could showcase their talent. Here’s what we can learn from him and his company’s rapidly growing platform.
Monetization meets exposure
As many artists devote their time and talent to creating free performances, an opportunity has arisen: How can digital talent use platforms to monetize their efforts and generate an income? On TikTok and Instagram, influencers often work with brands to create sponsored content. However, this is not a source of income for everyone. Many artists do not want to combine their creations with the requirements of advertisers.
This is where Orbiiit comes in. Like Instagram and TikTok, the app offers artists and performers a platform to post videos, often in the form of short form dances or vocal styles. Orbiiit allows developers to submit their videos for a big cash prize. The judges curate the submissions, and then users can vote. Anyone can create a free profile and attendees can purchase subsequent votes for a small fee. Creators who receive the most votes can receive a cash prize of between $ 2,000 and $ 10,000 or more. Since the winners do not have to participate in sponsorship, this attracts a wider range of participants.
While only a small number of entrants will win an award, all entrants will have the opportunity to be seen by celebrities and industry leaders, leading to greater brand awareness and the potential for career advancement.
Expect short-form content to be monetized more often as savvy brands embrace this trend.
Videos on TikTok and Instagram go “viral” due to a timely connection to a cultural moment. At live events or entertainment venues, competitions are a popular way to target a personal audience, as Navabi has learned in over 15 years as a promoter. However, the online audience is more segmented and it is becoming increasingly difficult to take advantage of live moments. Additional incentives are needed to attract online viewers and potential fans.
Content that is tied to a voting process tends to attract more engagement and interest. Social media contests are viral as brands navigate through ever-changing social media algorithms. Orbiiit, however, offers a breakthrough advantage for brands. To vote for a submission more than once, users must contribute $ 1 to the competition. The money goes into the winner’s prize money. Neither performers nor entrants have to deal with the partnership mechanisms – this is an integral part of the competition. Look for more brands to take advantage of this approach as we continue to manage the business impact of the pandemic.
Viral videos are entertaining, but can creating short-form content serve a higher purpose? Mission-inspired content will be a top trend for the next year as the COVID-19 pandemic encourages the need to creatively and diligently support charitable causes. Many social media campaigns involve a charitable beneficiary, but philanthropic endeavors are rarely contested and serve as an added incentive to participate. For example, on Orbiiit’s talent platform, users pay a small fee to cast more than one vote. Contest participants advertise their videos with the added attraction of supporting a specific nonprofit organization. Ultimately, 20 percent of all profits from each contest will be donated to the charity partner.
Orbiiit has donated competition funds to Room to Read, Project Orphan US, CKNW Kids Fund, BC Cancer Foundation, Autism Canada, and the Sweet Relief Music Fund, among others. The company is capitalizing on the popularity of its video competitions to serve the common good – a trend to be followed.
Digital talent trends will evolve significantly in 2021. From monetizing short-form content to viral videos with competitive elements to mission-inspired creation initiatives, keep an eye out for other disruptors like Orbiiit.