What’s New for Digital Video in 2017
The promise of a new year consistently brings with it the exciting opportunities for new ways to utilize video marketing tools in the upcoming months. And, 2017 is appealing to some already as the year of digital video.
Digital video has become more prevalent than ever before. With the introduction of applications like Facebook Live and Snapchat advertising opportunities, the use of digital video content as a marketing tool is only likely to increase. Anna Bager writes, “Total digital video revenue, including mobile and desktop, rose to $3.9 billion in the first half of 2016” (AdWeek).
2017 is the year of digital video, and you can be a part of it.
Despite younger consumers’ reluctance to use Facebook, it still remains one of the most widely social networking and media websites worldwide. In 2016, Facebook started its journey to becoming a “video first” media.
In the past year, Facebook introduced 360 Video and Facebook Live. These new programs have created advertising opportunities that have been trendsetting among other social media, including Twitter. Many live video options are becoming great ways for advertisers to create raw and engaging content that relates to active users. Additionally, your live video gets a huge organic boost – which is great with Facebook’s new newsfeed algorithm that is not brand friendly.
Create Cross-Screen Content
With the use of Facebook video, it is still important for content to be available over different media as well. The best way to ensure this is by using programs that can format video content to fit a wide range of media formats.
Apps like Square Video have been created for just this purpose. This particular app fits your entire video content, regardless the physical space it takes up, into a 1:1 format by blurring out the edges on the sides. For example, this program can be applied to narrower video content, like Snapchat, and horizontal video content.
The Washington Post has also introduced a new “content-recommendation tool” called PostPulse. PostPulse allows an advertiser to experiment with a tool that formats videos for different social media, like Facebook autoplay or vertical-oriented Snapchat, before an advertiser invests in a platform.
Embrace the “Year of Mobile”
Mobile ad spending has amassed over 70 percent of total digital ad spending in 2016, and this figure is only anticipated to grow this year.
Some of the most used apps in 2016 were messenger apps, such as WhatsApp and Facebook Messenger. Approximately one-billion people use Facebook Messenger, and another one-billion use WhatsApp. This high usage has introduced an opportunity for companies to invest in creating messenger bots.
Even apps like Uber and Lyft, P2P programs, are taking advantage of this and are creating new advertising opportunities.
Use Non-Traditional Video Formats Such as VR
Consumers are always looking for something new and fresh, and supplying them with a unique format can be just what they’re looking for to engage them in video content that stands out – like yours!
With this, formats like augmented reality (AR) and virtual reality (VR) come into play. But, these media must still be carefully used and targeted, or else the medium may work against you in creating adaptable and accessible cross-screen content.
If AR or VR aren’t what you or your audience is looking for quite yet, the use of live video and/or Facebook 360 video, if used creatively, can provide your content the unique qualities it deserves at a more affordable price. Overall, make the most of what you have.
Video gets priority over all other media in 2017.
Video is taking control of the marketing world, and it’s time to capitalize. The most important thing you can do in creating video content is focus on the user experience. Appeal to your audience, understand what they want, and provide them with the quality content they expect, and deserve. Your consideration into what they want, and when they want it, could be what makes your content stand out in a video-ruled world.
Katie Murray is a Marketing Intern for Green Buzz Agency. She reports on the latest trends in Video Production and Video Marketing. She can’t wait for the opportunity to watch ‘Stranger Things’ on Netflix with VR technology.