Video is the largest driver of growth in the digital economy. Facebook’s founder, Mark Zuckerberg, like to share the view that his company is focusing on “…a world where video is at the heart of our services”.
With 4G mobile technology and super-fast broadband the opportunities for people to consume high-quality video on demand is here. With new innovations such as 360-degree video, live-streaming and Virtual Reality to name a just a few these technologies can help people communicate in ways that 10 years ago seemed impossible and video is at the heart of it.
Tom Ollerton, Innovation Director at We Are Social says;
Done well, video is easier to understand than text and isn’t necessarily limited by languages
This statement ring true, especially when you look at the way video is used across the social networking
landscape, accessibility comes first, language second. Video is a wonderful form of communication which works beautifully with audio and text. The myth is that ‘good’ or ‘quality’ video costs lots of money to produce – not so. The power of the video is in the message or the story that’s being told and to do that right means making your audience feel emotionally involved, something that just plain old text can struggle to convey.
Video On Mobile
Paul Frampton, the UK and Ireland chief executive of Havas Media Group, says that mobile is leading video consumption.
Facebook, Twitter and Snapchat are all betting on ‘video camera first’ as a behaviour
Mr Frampton’s comments come off the back of a recent report by Cisco, the huge computing company, that around 75% of all mobile web traffic will be video by 2020. In another report Deloitte, the consulting firm, found that about 40% of people are making more video calls on their smart devices than a year ago.
For marketers, this represents a fantastic opportunity to create and distribute quality visual based content.
Video will absolutely rule for marketers
Strong words from Chris Gorell Barnes, chief executive of Adjust Your Set, but in order to create brand with a strong sense of connection to those targeted to reach you have – you need moving images.
Video is emerging as the most powerful tool to marketers allowing interactivity, engagement, rich-data value and the ability to measure impact accurately. Video also has the benefit of being highly sharable…
For marketers, video also represents a sea-change in target audience data and the ability to reduce wastage.
It’s not just production based video that leads the way, live-streaming also has extreme potential and is already being adopted successfully by publishing houses such as the LadBible.
Video content helps merge so-called traditional marketing channels with newer tech. Take James Cordon’s Carpool Karaoke as an example. James’s show airs on CBS’s TV channel in America, yet it is shared by the millions on YouTube.
The distinction between TV and online is becoming less important
Says James Alderman from JTA Digital. James sees these platforms complementing each other rather than directly competing, offering users new ways to immerse themselves across devices.
Online streaming is also on the up. Netflix, YouTube and Amazon all now compete for unparalleled mass reach which is accessible anytime, anywhere. With all forms of video it’s expected that video consumption will continue to boom.
Naturally, great opportunity comes at a price. Video can be used in negative ways – being used for hate crime is one example and this threat shouldn’t be ignored. However, any serious marketing venture worth its salt will have polices, guidelines and procedures to deal with these potential issues.
Keep checking out JTA Digital’s latest blogs for more on video content. This post will be regularly up dated with more information and examples of quality video – so keep your eyes peeled here too.
In the meantime, why note give us a few examples of great video content that you may have come across in recent days – I’d love to see some. Cheers.