I have been reading about the recent announcement from LinkedIn to promote influencers’ videos heavily on their platform and now Pinterest is getting into promotional video ads, and could not help but think; What is New Here? Videos have been around since ever and YouTube popularity is yet to be challenged?!!
I think what is new and hence the boom in usage and demand is the support for videos across platforms. I remember a time when the technology behind the WEB was not mature enough to support embedding and playing video’s instantly. Then it was that we didn’t have the correct browsers to support playing videos. If you look up the history of HTML5 and the video tag, you can see that the support only manifested in the last 5 years or so, and still some types of videos are not rendering properly on all devices.
If you ask me, videos are yet to evolve, as until today, or as far as I know, we cannot embed videos in emails. That would be definitely a big boost for digital marketing as we know it.
Aside from the technology, we need to differentiate between videos that brands create to promote their goods and services and social videos that are meant to be teasers to get viewers to do something based on the objective of the marketing campaign. I say this and know for a fact that the first thing many brands did as social networks, like Facebook and Twitter, started pushing videos on their platforms, was to get the company video they have built decades ago posted on social. It does not work like that, especially on channels like SnapChat where the length and story line need to be managed and directed accordingly.
Social videos are also different from the viral videos that brands still build and post on YouTube with the aim to deliver a community message or just simply create a fun to watch video that might get people excited to share across.
Social networks video support
We all know YouTube is the mother/father of all video platforms, so I won’t dwell much here. However, I must add that what YouTube delivers will continue to be important for brands, so I do not think the other social channels are taking the YouTube audience away. The shift here is where we are consuming videos. In the past, it was just YouTube, mainly, and websites that embed videos within. We now consume many videos on YouTube, still, but through Facebook and LinkedIn, for example. As all these channels understand that the legacy use of YouTube remains and what they are offering when it comes to video support will not surpass the power YouTube brings to brands through the platform and the mature video features that have been incorporated and leveraged to their fullest potential by all.
On top of supporting YouTube videos, other social channels aside from Pinterest, that is yet to activate video upload, enable users to upload or record videos for social sharing. Unlike the videos generally uploaded into YouTube, these are instantaneous and reflect the moment in time where the user is. As such, they tend to be short and small in size for fast consumption. I am naturally referring to the user generated version. This does not mean that Brands are not leveraging this. The difference will naturally be that the videos will be well thought of and created as a way to promote the brand.
All channels now also support live streaming of videos from events. YouTube, naturally, started this and even large TV networks made use of the feature to broadcast breaking news. I know LinkedIn is yet to embrace this, as native videos on LinkedIn are mainly promoting influencers, however, the Live streaming from YouTube is again different to how SnapChat and the others are using it.
Future of Video
I am putting some future predictions here and will for sure come back to this blog when they happen.
- Video on Emails : I think this will for sure make the most impact to how marketing information is pushed across to consumers in all sectors. The current limitations on images being blocked by mail client will impact videos, naturally, but as with images, users will grow to enable videos to play-out from the email.
- More advanced and user friendly video editing tools: Creating a professional video is a lot of work and very expensive for companies that do not have the internal resources to produce and create videos. So, more user friendly tools that enable the average marketer to produce a good quality video in a quick way, is really needed. My experience is Adobe Premier is one of the best, but not for average users. While, Microsoft Movie maker is not as advanced.
- More Live streaming with standardized formatting for use across multiple social media sites: The Facebook Live, YouTube, and Twitter video all work on their perspective formats, but a way to push live videos across all would be an asset to help more seamless transmissions and naturally higher viewing rates.
So share your experience with marketing videos or snapping videos on SnapChat >>