Video marketing has quickly risen to become one of the most impactful ways to engage an audience and grab their attention. However, like most elements of this sector it is evolving quickly, and new technologies and techniques are becoming available to help marketers be even more effective.
With 2017 in full swing, here's what the world of video marketing has in store for professionals in this industry.
Adapting to social media
Most video marketers are well-acquainted with social media, as Facebook video, Periscope and Instagram have all been around for a while. However, there is now enough data to see how people are interacting with video across these platforms, which in turn can allow marketers to take advantage of trends.
For example, according to a Hubspot infographic, 85% of video on Facebook is watched without the sound on. This means marketers should take this into consideration and create content that works visually without necessarily needing audio. This is already becoming common practice as we see many online videos using subtitles.
It is also necessary to adapt to the latest social networks. With ten billion videos being watched on Snapchat every day, marketers may have missed the chance to make an impact on this new platform. However, it is better late than never, and it's always a good idea to look at the marketing potential of upcoming social media sites.
A changing audience
Of course, the reigning site for video content is YouTube. However, to market on this platform it is necessary to look at its changing demographics. YouTube's audience is getting older and more diverse, and all signs point to these trends continuing throughout 2017.
Recently released data found that between 2015 and 2016, time spent on YouTube grew 40% faster for adults over the age of 35 than for adults overall. And while time spent on the site doubled for over-18s, it almost tripled for those aged 55 and over. As more people use the site, it is becoming important to adapt your videos to the changing market.
This might seem like a buzzword, but it has become an integral part of marketing in 2017. A recent Think with Google report found that 85% of adults use two devices at a time, while two-thirds of YouTube users view content on the site while also watching TV at home.
Lilach Bullock - listed in Forbes as one of the top 20 women social media power influencers - wrote for Social Media Today that to deal with this:
you shouldn’t rely on one video platform if you want to reach your audience effectively. Once you post a video, distribute it on all social platforms your audience is likely to use.