We’re pretty much at the start of a brand new year. And while we are on the subject, I’d like to wish you a very Happy New Year – are you looking forward to 2018? I certainly am!
I predict exciting developments ahead for marketing and social media this year – and if you take a look around at those predicting which trends are likely to have an impact, they agree.
So, what are the top predictions I hear you cry! Well… the main standout so far is yet again, video – both live streaming, recorded and ads – and how ‘video’ is set to continue to dominate our social media feeds.
At the beginning of last year Mark Zuckerberg, CEO of Facebook, had said, ‘I see video as a mega trend’ – and sure enough here we are 12 months down the line and video consumption continues to rise. In fact Cisco forecasts that by 2021, 82% of all consumer internet traffic will be video. An incredible figure, but it doesn’t feel like we’re so far off that right now.
The amount of time people spend on social media continues to increase year on year – we only have to take a look at our own behaviour as well as those around us to work that out – and so the opportunities to attract and engage with new and existing customers using video are certainly set to increase.
The majority of the time we spend on social media is via our mobile devices, so the battle for mobile video attention will only get tougher. And of course, whilst the platform of video is one thing, it’s the content aspect which is the all-important factor. To truly engage, content, regardless of media, has to be relevant. The challenge we as publishers face is not just about getting video views and clicks, (but that too is a factor), but primarily it’s about getting that relevant video in front of your target audience and understanding what they do after they have watched your video. Analytics in Facebook and Instagram Lives currently give you some decent indications on how many people have viewed the video content, when, and for how long. And undoubtedly improved forms of analytics will evolve to be able to help businesses to achieve specific, and more importantly effective, business outcomes.
Jump forward a year and it will be interesting to revisit where we are with video in our feeds and indeed in our marketing and communication strategies.
Here at Carvill, whilst I love to get my musings down in written format – so too will we be picking up the pace with video. Facebook Lives, online training videos, webinars and even a podcast are all on our broadcasting horizon.
We’ll be using video for personal branding, thought leadership, training and education, how to, problem solving, FAQs, demos – it’s pretty much on the agenda to ramp up our competence and activity with video in all of these areas. And encouraging our clients to either start or build upon their video activity.
My question to you therefore is – what you are doing around video content and how can you make video work as part of your communication strategy?
Here’s to 2018
Michelle Carvill, business and marketing consultant, author of The Business of Being Social, speaker, founder and Director at Carvill Creative.
Just finalised my third book: Get Social – Practical Strategies and Tactics for Leaders – to be published by Kogan Page in May 2018.
For information about how team Carvill can help you or your team with building meaningful connections with your audiences – simply get in touch.
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