If you are a marketer, business owner, or anyone who wants to get noticed, then you cannot ignore how video marketing is going to ignite the marketing landscape in 2017. Sure, go ahead… ignore it at your own peril. Just look at what the stats say on how video changed things in 2016
The future of succeeding at marketing will depend on how well you are prepared to stay ahead and how willing you are able to adapt. Here is a look at how video marketing will change (and ignite) the marketing landscape in 2017 and 10 reasons why you should bring out the big guns, loaded and ready to fire.
1. Youtube becoming Bigger! Better! and Bader!
YouTube said 1 billion unique users were now visiting the video-sharing website every month (Reuters March 21 2016). That is nearly one out of every two people on the internet. 300 hours of video are uploaded to YouTube every minute! Almost 5 billion videos are watched on Youtube every single day.
This is why you cannot ignore youtube anymore in 2017. Like Google, Youtube has accommodated intelligent search. That is why youtube started displaying similar results, and video channel recommendations according to your recent search preferences. More and more people are searching youtube to inform, educate, inspire and educate. People who visit your website will undoubtedly look for your youtube channel in 2017.
2. Facebook video garnering more attention
If you are active on facebook this should come as no surprise. Facebook daily views increased from 1 billion to over 8 billion in the past year (Reuters March 21 2016). In that same span there was a dramatic decline in text based posts.
This is why facebook plans on spending the big bucks on video in 2017. Their biggest innovation in late 2016 was facebook live – a more desired option to youtube due to its convenient “social” element. Expect facebook to become an innovator to accommodate video marketing. Expect even bigger increase in facebook video in 2017, as facebook video is more desirable among it’s users to share, discover and inspire than any video platform available today.
3. Demand for live video
The success of facebook live was duly noticed by other video hosting platforms. Prior to that, youtube and google hangouts tested live video. Prior to all this twitter connected live video with periscope, allowing users to broadcast live video directly in to tweets, that drew brands to recognize this system of broadcasting to massive audiences.
Live video creates more options (and opportunities) to marketers, because live video creates more urgency and importance, because a live video feed will not be available to view later on. This “limited” nature is what will make live video more desirable. This will prompt other video hosting platforms and apps to adopt live video and make it a feature in 2017.
4. Video as a 24/7 sales force
The one single reason why video marketing is so effective is that consumers like to watch videos! Simple as that! An effective product video is almost as good as putting it on the store shelf. Video testimonials of those who purchased the product, and how much they love it, is as good as hiring a new in-store sales associate. When planned and executed effectively video can become your 24/7 sales force, bringing your products and putting them in front of your consumer.
5. Multi-channel video marketing
Five years ago, the definition of video marketing would be to create a brand video or a video for a business, upload on youtube, share it on social channels, and then get back to other marketing tasks. Not anymore!
The success of online video is now expanded beyond youtube. The technology of hand held devices and mobile devices have led to apps that support video. Live video has further expanded video platforms to accommodate unique features. This is why your video marketing campaign needs to expand beyond the traditional youtube based marketing methods.
Different consumers are associating with different video apps and different social media platforms that enable video. This trend will grow in 2017 and that is why you need to adopt a multi-channel video marketing strategy.
6. Mobile devices and video apps
Periscope, Instagram and Snapchat opened the eyes of marketers on how to reach the new generation of consumers: generation Z (13-24 year olds). More brands have recognized the need to be present in apps to reach the new consumers. 10 billion videos are watched on snapchat everyday! (snapchat October 2016). Instagram is slowly catching up. These two apps are an almost “must have” on the app list of generation Z.
This demand made instagram to become creative and offer a feature called instagram stories, allowing users to share short 60 second videos. Instagram video has twice the engagement of instagram pictures. This trend will continue and gather momentum in 2017. It will also create a need for other apps to enter the playing field.
7. The dawn of “Infotainment”
The new dig of video marketing is to inform and entertain. Without either is a sure fire recipe for your videos to fail. Consumers today are much like generation Z – they want to be entertained no matter what. Without the “entertainment” element, it will be far more difficult to present information, and to inspire your audience to take action.
In 2016 an effective marketing video did four things: (1) Inform (2) Inspire (3) Entertain and (4) achive the previous 3 in as little time as possible. This should be the focus of your videos for 2017.
8. The need for video marketing ROI
Most marketers don’t know that a video marketing strategy that performed well for one business may not necessarily perform well for another. Every marketing campaign has a goal and a desired result to achieve in a given time period. A video marketing campaign is no different. Video can be used to spread an idea, to motivate people for a cause, strengthen a brand image, drive up subscription to social media channels, and to sell a product or service. One video may not accomplish all of this.
This is why you need to plan ahead and have a desired end result from each of the videos you make available. Video analytics can give a timeline of important stats on video reach and performance, but to effectively calculate the returns on the money you spend on video will need a video marketing ROI. In 2017 business owners will demand this. Here’s how to effectively calculate video marketing ROI and 5 ways on how to boost video ROI in 2017.
9. Email & video as tag team partners
Ask any traditional marketer if there is a similarity between email and video, and they will point out that the two are marketing enemies. On the contrary video has eliminated the need for e-mails to be lengthier. In fact email is an effective medium to spread your videos.
If I was to email this article heading as a subject line, and then link the email body directing you to watch a 2 minute video, wouldn’t it be a better option that linking this lengthy article? So expect video and email to become an effective One-two-punch tag team to deliver you greater results from email campaigns in 2017.
10. Demand for video SEO
More and more searchers opt to search for videos on google. This trend will dominate google searches in 2017 for mobile devices. Video SEO is a relatively new term and does not warrant much interest. Expect that to change in 2017 as brands and companies will vie for video rankings. Getting a head start is paramount and knowing what to expect when ranking videos are important. Many agencies offer automated black-hat methods that often end up with videos and entire youtube channels being blacklisted and deleted.
Here’s an article that explains what to expect on All-In-One Youtube Viral Video SEO packages for you to get started to rank your videos in 2017.
10 Video Marketing Trends 2017
“It looks like 2017 is going to be yet another exciting year of thrills for video marketing! I hope you read more and inform yourself (or better yet watch a video) about why you cannot ignore video in 2017. Good luck” – Vijith