You might be wondering why we've highlighted social influence & audience building as a trend for 2020. Social influencers have been around for years-so what's new? The new trend we see developing is the focus on how creators and influencers build their audiences. In order to grow, content needs to be produced frequently and consistently-more content than ever before. Platforms like YouTube, Instagram and Facebook are now saturated with creators big and small. It takes a lot to stand out and be seen.
Upward Mobility in Social Media Searches
Demand for social media-related searches have skyrocketed over the past year with 139% growth in the overall category. At first, it seemed as if general social media content demand was growing, but the intent has become clear. On Storyblocks Video, searches for subscribe are up a whopping 467%, download are up 235%, Instagram are up 213% and YouTube are up 66%.
The Cost of Building Engagement
Digging into the research behind the State of YouTube report we released earlier this year, a common theme identified among creators is that they feel immense pressure to post content daily in order to be surfaced by YouTube's algorithm-23% of creators stated time is their greatest challenge. As creators spend more time producing, it's likely many will be turning to stock media to aid their workflow (think templated graphics and royalty-free music.)
For those unfamiliar with the video creator universe, the self-inflicted pressure to grow a channel audience might seem strange or even vain. However, there is a real reason to build a popular channel-monetization. There are many YouTube creators who have evolved their channels from hobby to side hustle to full-time career. To qualify for monetization, a creator needs to have at least 4,000 hours of watch time within the last year and at least 1,000 subscribers. And if a creator builds a large enough following of loyal fans, an even greater monetization opportunity can follow-paid sponsorships. Influencer marketing has reportedly become an $8 billion industry and most brands dedicate a portion of their advertising spend to it. Creators are clued into that.
Tapping into Cross-Promotion
Platforms like IGTV and Facebook Watch are gaining steam and are a great opportunity for creators to not only diversify their audience, but to scale their reach. A creator might not be easily discovered on Instagram, but they can promote their Instagram account on their successful YouTube channel and drive their loyal audience to follow them in a new place. Graphics templates are easy to use and quickly allow you to add other channels' handles into videos in order to drive traffic, creating a simple way to cross-promote.
The Future of Audience Building
With all the opportunity available, we think we'll see creators working hard to build their audiences and influence in 2020. The more they can use tools and resources to reduce time-intensive production tasks, the more they can focus on telling their story.
See all the creative trends for the coming year in our 2020 Trends Guide
Tell Your Story
North America Stories
08/05/2026
For the second straight year, Miri Technologies Inc. has been honored with a pair of coveted awards at the broadcast, media and entertainment industry's pre...
08/05/2026
Nine Alumni Nominated for Tony Awards More than 20 alumni contributed to this year's Tony-nominated productions.
May 7, 2026
By
Tori Donahue
Boston Co...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/05/2026
Liberty University on why broadcast technology isn't just a technical invest...
08/05/2026
COW Jobs: UGC, On-Camera Video Content
Brie Clayton May 7, 2026
0 Comments
UGC, On-Camera Video Content
April 17, 2026Documentary Editor - US,......
07/05/2026
Multi-year partnership positions Victory+ as a free home for Dallas Cowboys orig...
07/05/2026
From sideline reporting to directing and producing, the talented sophomore is building a well-rounded foundation for a career in live sports production
In the ...
07/05/2026
Cobalt Digital has received two Future Best of Show awards at NAB Show 2026. The COBALT blueCORE platform was recognized by TV Tech, and the COBALT PACIFIC ULL-...
07/05/2026
ESPN analyst Mina Kimes will host the televised semifinals and finals of the 202...
07/05/2026
Bitmovin has announced that MUBI, the global film streaming platform, has selected Bitmovin as its cloud VOD encoding partner. Bitmovin's encoding infrastru...
07/05/2026
NBCUniversal Telemundo Enterprises and the U.S. Soccer Federation have announced...
07/05/2026
Angel City Football Club (ACFC) and Victory have announced a regional broadcast partnership bringing live match coverage to fans across the greater Los Angeles...
07/05/2026
Spiideo has announced the launch of AI Highlights inside Spiideo Play, its automated sports production platform. AI Highlights combines video, event data, audio...
07/05/2026
Leostream Corporation has announced a unified remote access ecosystem for high-p...
07/05/2026
The Atlanta Dream has partnered with Victory to stream all locally broadcast Dream games for free, expanding the team's digital distribution strategy and g...
07/05/2026
Riedel Communications has announced the appointment of Marc Engroff as Chief Fin...
07/05/2026
SES and ARD, Germany's largest public broadcasting network, have announced a long-term extension of their satellite distribution partnership through 2039. U...
07/05/2026
UpLight Technologies delivers a flexible video and lighting system for a new televised sportLaunching the Pro Cheer League required more than creating a compell...
07/05/2026
Full Day Productions and GSE Worldwide have announced Spikes Under the Lights, a...
07/05/2026
Two multi-role L3Harris products - the Red Wolf launched effects vehicle and SK...
07/05/2026
L3Harris will be developing key features of a secure and resilient digital infra...
07/05/2026
Alysa Liu and Shohei Ohtani Help Drive Viewership as 91 of the Top 100 Broadcast...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
Cobalt Digital Wins Two Future Best of Show Awards at 2026 NAB Show
Manufacturer Recognized by TV Tech and TVBEurope for Innovation in signal processing
Cobal...
07/05/2026
Software and hardware platforms, AI power and user-friendliness on show...
07/05/2026
Intinor will demonstrate its latest technical enhancements for the Direkt series at BroadcastAsia 2026. With a continued focus on reliable contribution and remo...
07/05/2026
Bitmovin has announced that MUBI has chosen Bitmovin as its cloud VOD encoding partner, replacing MUBI's legacy on premises encoding setup to improve scalab...
07/05/2026
Meet Graduates from Berklees Class of 2026 Members of this years graduating class reflect on their proudest moments at Berklee and look ahead to whats next.
...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
At BroadcastAsia 2026, Interra Systems will demonstrate its latest innovations in automated quality control (QC), real-time monitoring, and captioning. The comp...
07/05/2026
At this year's Broadcast Asia, PlayBox Neo is set to unveil recent innovations across its PlayBox Neo Suite and integrated range of broadcast media solution...
07/05/2026
Strategic three-year partnership marks delivery phase of BFBS' next-generation media vision
Media organisation and military charity BFBS (British Forces Br...
07/05/2026
Amagi, the agentic industry cloud platform for unified broadcast, streaming, and monetization, today announced the availability of its In-Content Ads offering v...
07/05/2026
Lightware Visual Engineering has developed Rack Taurus for rack-based environments such as education and corporate training spaces. It enables clean and simple ...
07/05/2026
Jigsaw24, the UK's leading media equipment supplier and systems integrator, will showcase its expanded end-to-end workflow capabilities at MPTS 2026, signal...
07/05/2026
Ease Live, an Evertz company, today announced that it has been granted a US Patent for its proprietary graphical overlay technology, the foundation for interact...
07/05/2026
Test & measurement innovator Leader Electronics of Europe will present an extensive range of Leader, PHABRIX and LeaderPhabrix test and measurement solutions at...
07/05/2026
At Broadcast Asia 2026 (Stand 5H3 8), LiveU is redefining live production with its most powerful IP-video EcoSystem to date built to help broadcasters and con...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
Recreating the 1974 Doctor Who Time Tunnel in After Effects
Graham Quince May 6, 2026
0 Comments
The Time Tunnel from Doctor Who titles is one of th...
07/05/2026
AI will help build the energy it needs.
That's the case U.S. Energy Secreta...
07/05/2026
Back to All News
Red Chillies Entertainment and Netflix Present the Trailer of ...
07/05/2026
Less typing, more tanking.
Faster logins mean more time in the gaming action - and this week provides GeForce NOW members with a smoother path straight into th...
06/05/2026
Gravity Media Chief RF Communications Engineer Glenn Willems uses Wisycom RF over Fiber and wireless solutions across major cycling events and international mar...
You might be wondering why we've highlighted social influence & audience building as a trend for 2020. Social influencers have been around for years-so what's new? The new trend we see developing is the focus on how creators and influencers build their audiences. In order to grow, content needs to be produced frequently and consistently-more content than ever before. Platforms like YouTube, Instagram and Facebook are now saturated with creators big and small. It takes a lot to stand out and be seen.
