You may have thought we were going to say 360 video or VR video and augmented reality would be the biggest video marketing trends. But then you’d be wrong. The trends are actually more of what was happening last year.
First is social media video. YouTube is still blowing up and Facebook video is going gangbusters with user generated content and live content. And now both platforms are now adding their own content YouTube has their Red Originals Programing. And Facebook is aggressively getting into the game. Both of these platforms have the ability to be not just the next Netfilx but the next Disney or Turner when it comes to content creation and distribution. Yahoo failed in their quest to be a major media platform but don’t expect Google or Facebook too. The next few years will be interesting.
What does this mean for marketers? Certainly you can’t be creating your own shows and putting them on social media? Sure you can! Red Bull has been doing if for over a decade. Their website looks more like a TV network than a drink manufacturer.
Mobile video is the next big video marketing trend. 60% of video consumed on mobile devices! Just a few years ago that would have been impossible. People are consuming content on their mobile devices at a greater and greater rate. Content is consumed fluidly from device to device. They want to watch it on their laptop, their phones and then airplay it onto their TV.
What does that mean for marketers? Your content needs to be optimized for all devices. People expect to be able to pull it up on their phones and watch it when it’s convenient, not when they get in front of a desktop. Be in the right places and be easy to watch or your audience will leave you behind.
So what about next year? 2018 is right around the corner. It’s more of the same folks. But also expect Over The Top programing to be even more influential.