Why Video Will Dominate Marketing in 2017

By: Justine

If you’ve paid attention to marketing trends over the last few years, you’ve likely already heard many singing the praises of video. In the coming year video won’t just continue to dominate the market, but grow into its own form of marketing strategy altogether.

So why hasn’t video plateaued and instead continued to flourish?

The Web is Adapting For It

Video is no longer the added bonus to a piece of online content—it is the content. Users show they want it and engage with it, and across all types of media content providers are committed to giving audiences what they want.

Embedding videos, or sharing them on mobile, tablet and other platforms has become increasingly easy. But perhaps the greatest advancement set to propel video further is the Auto-play feature on social media and many content sites, which removes the need for a user to take the extra step to watch. Some even employ captioning before the click to really reel users in.

Have you ever gotten caught up in a food recipe video or news video before even clicking for the audio? That’s the point. With the click barrier removed, the likelihood that a user will watch increases. Which means putting a video out there is now less of a risk.

Production is No Longer a Luxury

Just a few years ago, getting a professional-looking video made was out of budget for many businesses. So while marketers were pushing for it, the cost prevented many from taking part. However, two huge factors that are now making video extremely accessible on a budget:

  1. Users are more receptive to amateur quality. While your videos still have to look good, when it comes to sharing video on the fly, users aren’t expecting slick, professional quality. This means that video on a small scale, for example on Instagram, gives companies with a tight budget a new way to utilize this medium.
  2. Affordable technology is improving. Entire movies have been filmed on iPhones, and the quality of smartphone cameras is still improving with every new model.

So what does this mean for marketing video? The playing field has been leveled. Video doesn’t have to be a multi-thousand dollar production to add value to your strategy. The increased accessibility means more creative opportunities for the smaller brands to jump in. Which leads us to our next point…

Video Is Becoming The Norm

Think about the last video you watched on your computer, phone, or tablet. I’m willing to bet you didn’t even go searching for it—it found you. Why? That’s because most places you visit, whether it’s a blog, news site, or social media feed, it doesn’t take much scrolling before a video grabs your attention.

Now that the cost barrier to participation has been removed, there’s more video everywhere. The drawback to this is that just making any old video isn’t going to set you apart. However, you have the opportunity to do something interesting, creative, or fun that speaks to your audience.

Video is set to flourish and dominate in 2017 because of the removal of these financial and technological barriers. A format that was once only accessible to the big brands with money is now open to all.

Now get inspired, and start making videos for yourself. And if you want to put a little strategy behind those videos we’re here to help.

About Justine Savage

Justine is the Marketing Manager at Little Jack and has been working in all corners of marketing for the past 8 years. She spends her spare time drawing comics and binge watching tv (the good and the bad).

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