2015 was a busy year in video marketing. In July, YouTube announced that 400 hours of video were being uploaded to the site every minute. In November, Facebook announced that they are generating 8 billion video views per day. And according to Tubular Labs, 654.7 million videos have been uploaded by 66.7 million creators in the last 365 days to more than 30 video platforms. And these videos have 2.8 trillion (yes, that’s trillion with a “T”) views, or an average of 4,390 views per video. But that’s last year’s news. What does the future of video marketing look like?
Let’s hear from a couple of experts below about their views…
Driven by consumer momentum, I expect mobile video to dominate the video conversation in 2016.
Mobile devices have redefined the way we live our lives and online video is in the midst of that redefinition. For example, YouTube has seen a 100 percent growth in watch-time on mobile devices vs. last year. Understanding and taking advantage of the changes in consumer behavior is more critical than ever for brands.
We are seeing a new behavior pattern emerge around micro-moments – intent-rich interactions where decisions are made in real-time. As all media channels are flooded with creative and engaging content, brands will need to understand how to build connections within these micro-moments.
Cenk Bulbul, Head of Agency Marketing, Google
Many video trends for 2016 are easy to predict – increased creation; more inclusion on websites; and the continued popularity of explainer style videos. Certainly video integration continues to grow.
Yet, I’ve noticed a major social media platform where video adaptation is surprisingly lacking: LinkedIn. Whether it’s because people don’t realize it’s possible to add video or they don’t have the savvy to do it, I predict you’ll be seeing a lot more video on LinkedIn in 2016.
John Follis, President & Creative Director, Big Idea Video