Transcript:Hi, so rather than talking about trends of 2017, as its January I want to continue talking about best practices because I think that just makes much more sense and is more useful. So, here five things that I want you to keep in mind. Number one, keep it short and keep it snackable. Number two, best to schedule continuous and regular content because it’s a much better bang for your buck and return on investment. And on that point: Number three, don’t waste your time, don’t waste your money, get the help where you need it. And number four, make sure that you put captioning into your video and transcription below your video. And number four [should be five] make sure you have access to your analytics and actually use them otherwise the whole exercise is for naught. So, the five things again – Keep it short, keep it snackable. Keep it continuously coming. Don’t waste your time. Use captioning and transcriptions. And number five… Oh, make sure you use your analytics and actually look at them, and learn from them, and use them to schedule your future content. See you in February, bye-bye.
What are the prevailing video marketing trends for 2017? Here a few curated picks, not only for video marketing, but for digital and visual marketing in general:
7 Video Marketing Trends for 2017 (and What They Mean for You) the only thing that interested me here was the mention of ‘temporary’ content (i.e. Snapchat). Any content, video included, has a shorter and shorter lifespan which will have budget and quality consequences. Nothing new, but the trend – for now – is solidifying itself with every passing year.
10 Video Marketing Trends To Look Out For In 2017: A solid list, with nothing too new, or too exciting. Less a piece on trends than taking stock of the current situation – like the integration of video into emails (amazingly enough that’s still a challenge – although there are some very good workarounds).
PRO TIP: What I do is, I post a thumbnail photo of the video in the email and then link the photo to the video hosted on YouTube (or whichever hosting service I’m using). It’s a few extra steps, but has the advantage of sending viewers to a place where your stats accumulate.
We all want to make sure that our precious resources are applied and spent in the most efficient way possible, so it’s only natural to want to keep an eye on trends to make sure you’re not missing out, me included.
I’ve written about trends every so often since I started blogging six years ago and – looking back – I have come to the conclusion that they are nothing more than observations of the obvious. Rather than trends I would prefer to talk about best practices.
More important than following trends is to figure out what video marketing best practices work for YOU and your customers, clients, and partners.
We know video marketing is well beyond taking off: It’s in full flight and still ascending.
For a curated collection of the most recent, and what we think are the most pertinent, stats download Nina’s Top Reasons To Invest in Video Marketing:
I’ve always wanted to create my own infographic on video marketing statistics, but find that I want to keep the flexibility of updating them often to keep them as current as possilbe. So, for now, I’m delighted to share infographics I come across during my video marketing research.
We found this infographic on Vidyard a video marketing platform that hosts and measures video statistics. I consider this a traditional list of reasons why videos are a good investment for those of you who need some convincing (yourself or others).
When my friend Larry Velez of Sinu called for advice on how to best shoot a talk-show format video with Facebook Live my ears perked up.
When Larry is interested in something I pay attention: One: He’s a visionary, two: He’s in the tech field, and three: He envisioned and built from scratch a wildly successful IT service company with technology that was in its infancy back then. He understood how to harness it, make it work for small businesses, and scale it. So, when Larry calls, I’m listening. Continue reading →
And words, of course, are available to anyone who can type. They're cheap, easy to edit and incredibly powerful when used well.
Today's internet, though, is built on video. Much more difficult to create well, far more impactful when it works. [...]
Because video costs more, is more difficult to edit and takes a different sort of talent to create, we often avoid it. Or worse, we cut corners and fail to do ourselves justice by posting something mediocre.
When copy exploded across the web, the professional copywriter felt threatened. Anyone could write, and anyone did.
When photography was added to the mix, the professional photographer felt threatened. Everyone had a camera, after all.
And now, the same thing is happening to video.
In each case, the professional has something to add, something significant, but she has to change her posture from scarce bottleneck to extraordinary contributor.
Great video doesn't change the rules. A great video on your site isn't enough. You still need permission, still need to seek remarkability, still need to create something that matters. What video represents is the chance—if you invest in it—to tell your story in a way that sticks.
This is what gets me excited every day!
This is the reason I get out of bed in the morning!
This is what I have been thinking and obsessing about for the past 8 months!
Nina's (Cliff) Notes:
The message to you is:
Video is AWESOME
It as to be GOOD video
It has to be video that STICKS
INVEST in it!
The message to me is:
The professional has something to add, something significant, but she has to change her posture from scarce bottleneck to extraordinary contributor - I'm working on it!
Read it again and then call me – let’s talk!
What video presents is the chance -if you invest in it- to tell your story in a way that sticks! YES!!! @ThisIsSethsBlog via @NinaFroriep
I love crystal ball questions! They sky, or better even, the universe is the limit.
To look into the future you need to also poke around in the past and discern patterns. Here a few video production and marketing trends, that I have seen develop and have kept an eye on in the four years I have written about the future of tech and how it impacts media in general and audiovisual work in particular.
YouTube has become the second largest search engine after Google. Video ups your conversion rate on product sales somewhere above 60%. Stunning.
One would think that would be every video production companies and video producers dream come true. Well, not necessarily, a few other trends are playing out too. The internet has not only democratized the flow of information and crated “the conversation”, it also has altered content delivery and content consumption. Video production is now accessible to everybody, thanks to smart phones, a plethora of editing and mash-up apps and hosting services. Continue reading →