By Brad Jefferson
When I shared my predictions on the video space with MarTech Advisor around this time last year, online video consumption was on a steady rise. Today, video consumption is at an all-time high -- in fact, in 2017, video content will represent 74 percent of all internet traffic. And as a result, more marketers than ever will be using the medium to connect with consumers.
Here are four trends we can expect to see this year:
1.�Businesses embrace more than just video; they embrace video marketing strategy
In November 2014, Mark Zuckerberg predicted that the majority of Facebook traffic would be video in five years. The rate of growth of video on Facebook has consistently increased. In 2014, Facebook saw two billion daily video views on their platform. A recent report from Facebook shows that, in just a year, the social media platform is now driving over 8 billion video views per day. Numbers like this show that it will be vital for large and small brands alike to make video a part of their marketing strategy if they want to remain competitive.
2. In 2016, SMB’s followed big business marketers. Now, big businesses turn to smaller businesses for social video inspiration
Last year, we predicted that SMB’s would be adopting the marketing trends of big brands, and they did, with more small businesses than ever embracing video. But now we’re seeing this theme reverse itself. This year, big brands and marketers will be following the trends of SMB’s, whose approach to social media relies heavily on DIY video creation. Professional marketers at large companies will become “DIY Marketers,” trading highly produced videos for scrappy but timely and engaging ones -- even if they don’t have any video experience.
3. Video marketing will become a must-have job skill
For recent college graduates and job seekers, video marketing competency is a highly marketable skill that will grow in demand throughout 2017. College graduates have a native understanding of using video on social, which is an asset for companies who want to tell their story using video. In a survey Animoto conducted this year, surveying more than 1,000 professional marketers and 1,000 small- and medium-sized business owners, respondents said they view video marketing skills as a more desirable skill for their team in the next 12 months compared to email, design, and written marketing materials. (Animoto’s 2016 Social Video Forecast) Hubspot’s CEO, Brian Halligan, agrees-- his advice? “Stop looking for that blogger and start looking for that videographer. 50% of your content mixture should be text and video. You need to make the shift to what your consumers are on.”
4. Business video uploads to Facebook will triple
In Facebook’s Q3 2017 earnings call, the company reported that 3 million businesses uploaded at least one video to their Facebook Business page per month. This number has doubled in the last six months, and I predict that pace will continue to gain steam. As video becomes an essential marketing tool, and software is available that makes it easy for any size business to create compelling video, I see there being 10 million businesses uploading video to their business page each month by end of 2017.
Whether you are a marketing video expert, or just beginning to experiment with the possibilities, 2017 will offer a great opportunity to expand your video marketing efforts and take advantage of all the medium has to offer to connect with your customers.
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