Making predictions is always a risky game…but this is the right period of the year to do so, right?

For several years now the social medias influencers have seriously had an impact on the purchasing decisions of thousand of consumers.

At the beginning, established brands did not realized this phenomena and simply ignored it. At the opposite, some smaller brands with lower advertising power used this new promotional mode to grab some Market shares.

Now things are becoming more matured, and website like socialblade.com could indicate to any Marketeer 2.0 who should be targeted for a social influencing campaign. Some influencers start to merge their channels on Youtube in order to secure their supremacy on a Market segment and have access to more financial ressources in to produce some always more professional contents.

Now things are becoming more matured, and website like socialblade.com could indicate to any Marketeer 2.0 who should be targeted for a social influencing campaign. Some influencers start to merge their channels on Youtube in order to secure their supremacy on a Market segment and have access to more financial ressources in to produce some always more professional contents.

At the same time, established brands start to invest also in their own channels in order to orientate the consumer towards their own controlled marketing universe. It sounds good on paper but nothing could replace, for a future buyer, the feeling to receive an advice from a friendly independent guy. Now when social influencers are sponsored by a company for a specific content they should announce it on the video, and believe me it has a big psychological effect on the viewers.

Journalists have always been invited to press events in exchange of a good paper and nice photos. I experienced this old school way to do it in my first job when I was sponsoring a Formula 1 team. But in the 90s, they was no real demand for transparency and consumers were not well informed. It means that brands trying to reproduce this antique model on Youtube could face very deceptive results.

It is the reason why logically new online video platforms should appear in a near future, more specialized, more segmented…Of course they are great entry barriers and this evolution will be against the strategic interest of Google which has the whole value chain of the “holy trinity” in its hands : Search, Video Channel and Advertising business.

The end of this concentration could mean the end of their quasi monopolistic position. Until now and speaking about the online war the rule is simple: the winner takes it all.

But I strongly feel that this concentration period could not stand forever…