Remember all those blog posts from years and years ago about how video was going to be the future of online marketing? That future has arrived. If you are not doing some kind of video marketing, you are officially living in the past. More than ever, video has become an important part of marketing. Now that 2016 has come to an end, we wanted to look at some of the trends in video marketing.
The biggest development in video has to be how Facebook handles video content. It seems like every year, Facebook weighs video content more and more heavily. For instance, in between 2014 and 2015, brands increased video content by nearly fourfold. Now, brands are making use of this increased video exposure on native Facebook videos. Facebook also introduced 360 videos, allowing moments to be filmed as well as the surroundings. Brands have started making use of these 360 Videos in interesting ways, such as the Rogue One 360 Video.
Of course, major brands are taking advantage of 360 Video much more frequently than smaller companies. So what did your everyday companies do with video in 2016? For one thing, video is being integrated into traditional online content. Many websites now feature a video on the home page or somewhere within the page. Retail websites often include a video on the product page with either a review of the product or a demonstration of the product in better detail.
On top of traditional video, live video has gained a ton of traction in online marketing. We’ve discussed already at length live video and livestreaming trends of 2016, but it should be worth mentioning that live streaming video is a great complement to traditional video. Perhaps livestreaming will eventually usurp traditional video, particularly depending on how Facebook decides to weight livestreaming video versus traditional video. Yet, as a rule of thumb, you should always archive and upload livestreaming video so your audience can watch them on-demand.
Finally, and perhaps most importantly, platforms like Snapchat and Instagram deserve special mentions. Both are blossoming social media networks, and while Instagram might not be centered on video exclusively, both platforms have millions and millions of active users. Video content on these platforms have to be leveraged differently. On Snapchat, create easily digestible stories that show off your personal story and company culture. Instagram is a little bit different, since videos can be longer and replayed, but the same idea holds true: be authentic, keep it short, and make it fun.
So what about YouTube? You might have noticed that we didn’t talk much about YouTube. That’s not to say that YouTube isn’t important; after all, the platform has more than 1 billion viewers and is the third most visited website in the world. Nothing that big is inconsequential. However, for most brands, we would recommend not treating YouTube as a network so much as a place to store your videos. YouTube is an amazing platform, but it is very difficult for brands to become “found” on YouTube, which is much more focused on digital programming, content channels, and the like.
2016 was an exciting year for video, and 2017 is going to be even bigger. Year after year, video is going to continue to grow in importance and, I believe, quality. If you haven’t started making use of video in your online marketing, make 2017 the year. 2930 Creative offers affordable video marketing services for companies big and small. If you’re ready to get started with video marketing, contact us today!