We keep getting told how the role of video in the digital world is increasing and that 2017 will be the ‘year of video’.
However, for most of us nothing seems to have changed that dramatically in our day to day video watching lives. Cats still keep falling off wardrobes as they have been doing for the last 5 years, Justin Bieber continues to drop hit after hit that we deny we are singing in the shower, and Boris Johnson hasn’t stopped appearing in 10 second ‘gaff’ videos we can watch on loop again and again until our lunch break is over.
This is all true; on the surface the content that we consume seems to have maintained its obscurity and predictability through the last decade. However, what is changing are the reasons we’re watching it.
We’re increasingly watching videos in a bid to purposely engage with brands. In what I’m, quite pretentiously, billing the ‘John Lewis effect,’ we are actively going out seeking marketing material.
The ‘John Lewis Effect’
In the case of John Lewis, their Christmas adverts year on year attract millions to type into YouTube ‘John Lewis Christmas Ad’ (I abbreviated advert to be cool). Other retailers have cottoned onto this phenomenon with the likes of Sainsbury’s, M&S, and other big hitters following the exact same formula.
The formula which states that if a video advert can be engaging enough and there is a simple means of accessing it, we the consumers will search it out and watch it.
Yes, these guys are the major league players, however, the good news in marketing terms is that this is the tip of the iceberg. The snowball effect of this formula relates to businesses of all sizes in all industries.
This phenomenon is not to be ignored by small businesses. Platforms such as Facebook Live have given everybody the ability to easily engage others with their content, especially on mobile devices.
Live streaming and its growth have developed as a result of video’s increasing presence in digital content. Currently, a large proportion of digital content is video. However, experts reckon that by 2020 video will account for a huge 75% of mobile content.
This growth is all thanks to Facebook, Twitter and Instagram incorporating new live video features – primarily on mobile devices.
Facebook even give extra focus on news feeds to posts containing video content, especially live video. This means that if a business is to put out their message through Facebook Live it will hit a lot more of their target audience than a text or image based post. So, if a business wants higher social media reach it is vital to enter into the new age of video.
Taking on TV
With the line between commercial and personal video becoming increasingly blurred, as well as the platform’s overwhelming determination to push the content out, online video will quickly catch up with TV as the primary place for video advertising.
We have already seen this rise with Youtube adverts and other sponsored content, however more and more is the internet becoming the place to watch live events, taking over one of the key roles of television.
Brands no longer just advertise on top of video, but take part in them or even create the content themselves.
Online video is not only becoming more accessible, but it is rapidly establishing itself as the standard bearer for televisual advertising. An online video now is almost expected from any reputable brand or business and without it, I’m afraid you are left in the digital wilderness.
2017 is the Year of Live Video
Facebook are running with it as quickly as they can, with Twitter and Instagram in hot pursuit.
The emergence of Live onto the scene is going to go hand in hand with the growth of stand-alone video. With the increased access to customers and the social media platform’s willingness to push it out, the answer to the question ‘should I get involved with video this year?’ is, ‘too right you should!’