It’s 2018- Time to Revisit 2017 Video Marketing Predictions
Approximately one year ago we wrote a blog about the video marketing trends for 2017 and what was ahead. Now that it is the new year, let’s revisit some of those key points to see where the industry is headed and just how far marketing and tech have come.
Predictions and Stats
According to the Cisco Visual Networking Index Forecast, globally, IP video traffic will be 82% of all consumer Internet traffic by 2021, up from 73% in 2016. So, in just 5 years, video traffic will increase by 11%, taking up more than ¾ of all internet traffic. That’s a big deal!
In 2017, Snapchat was predicted to reach $1 billion. Although it only capped out at $774 million, 2018 is predicted to be an even bigger year, with records set to hit $1.5 billion dollars.
Facebook users consumed 8 billion videos per day in 2017. In 2018, Facebook plans to slightly alter their model to have more generous content like Netflix. In the coming year, they plan to spend upwards of $1 billion dollars doing so.
This form of digital marketing continues to be popular among the masses. People are viewing digital content everywhere, and you need to match your content up with where they’ll be. We always urge our clients to use and reuse their video content in as many ways as possible. In this instance below, we shot an event for a client who then went on to create several different types of content to use across various channels:
Here are some of our tips for how to immediately leverage multichannel viewing with your video content:
- Short and powerful clips for social (60 seconds or less is best!)
- Highlight reels or event teasers
- Behind-the-scenes clips
- B-roll and stock footage
- Presentations and panel discussions
- Training materials
As we begin the new year, you will see more and more marketers taking advantage of a variety of channels to meet the needs of their audience. Most are doing this with the same creative video content, used in a bunch of different ways.
We continue to see a rise in temporary content, as Snapchat is set to rake in over a billion dollars in 2018. With their new “Discover” platform, businesses can buy “Snap Ads” and have the potential to be seen by millions of people a day.
Not much has been said about this trend moving into the new year. Although the novelty seems to be slightly fading, drones are now considered distinct tools for niche marketing. There are still many things you can shoot with them, but you will still need a professional LICENSED camera crew on the ground to make your corporate video happen.
Last year, people viewed 360-degree video at a 28.81% higher rate than regular video content. 2018 will see marketers turning 360-degree videos into direct response sales by meshing them with virtual reality. This will create what is called a “shoppable video,” i.e. one in which a user can simply “swipe left” to make an instant purchase. Pretty cool stuff.
Although Facebook anticipated this market to grow more than it did in 2017, this type of video content is still taking off. In 2016 it was already an industry worth more than $30 billion dollars and it is projected to reach $70 billion by the year 2021. As one of the top video marketing trends for the year, the majority of social media platforms now offer some form of it, including Facebook and Instagram.
Moving into the new year, YouTube is still going strong, but Snapchat is quickly closing that gap. Digital marketers have to be savvy in this modern landscape of business. They must always have an ear to the rails. And most importantly, never forget that video is truly the king of all content.
If you have any thoughts to share or questions on video marketing ideas for the coming year, give us a call!