*Video killed the radio star*, or so does the song go.
Did it? Did it really?
With all trends pointing toward video as the major medium for content in 2017, what does that mean for businesses and marketers?
Video As the First ‘Smart’ Medium
Marketers have a tendency to overuse a medium. And their attempt to jump on the attention bandwagon creates a negative reaction from the market.
But marketers are getting smarter. And so are the platforms that broker the attention of the market. They learn from the mistakes of their peers.
Twitter lost a lot of its relevance to people when brands started to use it as a billboard instead of a chatroom. Facebook works hard to avoid the same mistake. It’s giving its users power to remove themselves from advertisers’ reach. It’s also giving advertisers tools to target people specifically interested in what they are offering. This balancing act, however, is a tough needle to thread. Mistakes are made on both sides of the aisle.
Newer platforms are unlikely to go down the same path as their predecessors. Platforms like YouTube, Instagram, or Snapchat understand and avoid these mistakes from the start. Their value is the attention of satisfied users.
Together video platforms and their users are changing how content is produced and consumed. People prefer more authentic, more creative content over the big-budget media we know from television. YouTube, Instagram, and Snapchat are building their entire platform around independent content creators.
All this plays into the popularity and impact of video as the prominent medium of 2017.
The Impact of Video on Marketing in 2017
(and the Impact of Marketing on Video)
As always, we examine technologies centered around our three main pillars:
1. customer journey mapping and hyper-personalization
2. native content creation
Video is a medium where all three are creating results unprecedented before.
Customer Journey Mapping and Hyper-personalization with VideoVideo content in 2017 presents a different storytelling approach. #Trends2017 Click To Tweet
It shifted from large budgets and sterile, overproduced content. Video in 2017 will be driven by raw, quick, and creative content produced on a large scale. Think daily vlogs or updates to an Instagram or Snapchat story twenty, thirty, or even more times a day. Or even platforms we haven’t heard of yet.
This creates an opportunity for content scalability across the customer journey map. Lowered entry barriers and the over-saturation of marketing messages in other media shaped video to be driven from the bottom up. Brands have better results collaborating with influencers than on their own. Engaging content can be produced to match the focal points of the customer journey map.
All without the need for expensive and lengthy production cycles.
Native content creation for video platforms
Inserting a layer of influencers creates a greater authenticity within a platform. #Trends2017 Click To Tweet It brings a double meaning: native for the platform and native for the audience.
Raw, creative video like Snapchat and Instagram is taking over the traditional media spots. Video production as we knew it from television is not sufficient or efficient any more.
This is a huge impact on the marketing landscape. Brands need to gravitate toward outsourcing content creation to influencers. They’re embedded in their platform and bring an already engaged and attentive audience to the table.
Engagement through video
Video also offers a much more vibrant experience than other media before it. #Trends2017 Click To Tweet And if it’s able to evoke emotion faster and easier, the level of engagement will be much higher.
The influencers who build large audiences around their content do so while keeping engagement high. Their audiences become communities, built on a common interest but going beyond it. Deep attention spreads across multiple traditional customer segments. And that flow creates more value than what was possible before.
Video Didn’t Kill the Radio Star
All that being said, it’s important to note that old media is still strong and effective. The smartphone may be what television was for the radio. But radio is still around. And so is television. Books didn’t disappear either.
Brands do well learning the value of scaling through strategic fragmentation from influencers. Instead of producing their entire content for a single platform they create funnels across multiple. Filmmakers write blogs on Medium. Musicians create images on Instagram. Entrepreneurs shoot videos for YouTube.
By creating a FOMO (Fear Of Missing Out) in their audience, they keep them constantly engaged and funneled. They also maximize their reach leveraging different content for the different audiences.
What Do You Need to Do To Succeed with Video in 2017?
The rise of influencers changed the game marketers played. It also made it more efficient. Instead of approaching marketing as a monolithic block, treat it as a machine with many parts.
You as the brand determine what the machine does. But it’s better to outsource execution to influencers. Instead of chasing after your market, influencers can deliver your market to you. They already have the credibility and know-how that’d take your team a long time to acquire.
But if your intent is to put in the time and hard work to embed yourself with your market, here’s a handful of the most important things you need to know.
In 2017 marketing will be based on the disproportionate distribution of value. #Trends2017 Click To Tweet Meaning you have to give more and not ask for anything in return.
Giving people value without any expectation for them to buy or opt-in to your content is what drives attention and engagement. Of course, in the long run, your return on this investment will be scaled up. But only one the long run, and you need to understand and accept that.
Always remember that it has to be valuable for your audience and not for you. Your value comes from creating value without expecting reciprocity.
2. PEOPLEAudiences are cultivated and nurtured. #Trends2017 Click To Tweet
Don’t create content to go viral or it never will. Create it to be valuable for a single person in your audience. Utilize all tools, from big data to artificial intelligence, to find the common ground.
These micro experiences bring your audience together. And every person will take something different from your content while leaving the common interest intact. Your audience effectively personalizes your content for themselves.Micro experiences are infinitely scalable because they're universal and personalized at the… Click To Tweet
3. WHAT THEY WANT
Experimenting is good, especially in the beginning. But once something’s producing results, you’ll need to double down on it. Does your audience like puppies? Give them puppy videos! Do they prefer behind-the-scenes footage from your office? Start a daily vlog.
When we say “double-down” we don’t mean overdo the amount. Drowning your market with content: 1) will create the same adverse effect as on other platforms; 2) isn’t scalable.
Finding out what your target audience likes (customer journey mapping!) and adjusting it to what your actual audience likes (analytics and big data!) is a constant balancing act.
4. HOW THEY LIKE IT
Pushing the same content across multiple channels isn’t scaling: it’s spamming.
Examine your storytelling that comes from your vision and strategic planning. You can separate content packages by platform, creating hooks on one to feed the others.
Creating native content on every platform is essential.
Click on image below to get your Technology-Driven Marketing Trends Report for 2017