NOTE – This is no blog for prophesying future events in and around YouTube.
The year 2016 was full of big stories that caught the attention of video marketers all over the world. The political madness of Trump campaign, Brexit, and the year-end demonetization (in India) was a constant sap on emotional and mental stability.
YouTube, twitter, and Facebook video saw increases in their total users; with the majority of the new content trends that was filled with politically sound “square” videos, viral challenges, reaction videos, and vlogs.
As we all know how new technology is changing video advertising with marketers following new tactics to reach their desired age group and demographics. Here are some trends that you as a B2B marketer or YouTube content creator should look forward.
2017 Video Marketing Trends –
Video Customer Service
Almost all B2B brands use, phone calls, texts, and social media for their brands; but the use of video service to solve the customer service will soon spread into business-to-consumer (B2C). Customers have already started using video to convey their reviews and problems they faced. Using Video Customer Service tools, brands can ease the through points that are much easier to understand.
Visterra expects to save $2 million over 10 years by using video ATMs
Companies adding video customer service this year say that it’s important to present every option, meaning that workers will still answer 1-800 calls and type back in text-based support systems. MNC’s like American Express, Hertz, Activision Blizzard, E-Trade, Bank of America and Target are rolling out one-click access to help via video chat.
Unbounce reports that including video on a landing page can increase conversion by 80%.
Real-Time Customer Engagement with Live Video Chat provider Vee24’s said video help has delivered another client a 10-fold increase in the number of visitors who make a purchase. The average amount spent also rose to $145 from $100.
Predictive Analytics and Metrics
Last year, Facebook messed up its metrics seven times by overstating the viewing time by 80%, views with branded organic posts, app referrals, video through rate, under-reported Facebook’s live video reactions and miscalculated the mobile search data.
Due to this factor, YouTube can again be advertisers favorite video platform for advertising ads. For YouTube, there are limited reputed analytics and metrics providers; thus removing the chance of miscalculation.
Marketing With Multi-Channel Strategy
In the year 2016, thousands of brands started their YouTube channel by focusing on their customer engagement and brand building. This year is for these brands to integrate content for their YouTube viewers and increase sales by using annotations, and cards.
With so many new entrants of video platforms, marketers are now focusing on leveraging every video platform they have their presence on. Thus, the multi-channel marketing will definitely be on the rise with new approaches.
New YouTube channels will find hard to break to the top.
Most often, there are baby YouTube channels that have literally no objective of whatsoever. They are confused whether their channel should be a vlogging channel, or a gaming or unboxing or something else. The first and foremost important factor is the content on YouTube channel. A professional YouTube channel creator will know how many videos should be uploaded every week, have a calendar of topics ready and know how to deliver the content on time.
The beginner YouTuber should invest in advertising on his channel to gain more eyeballs. This can be done either by being patient and uploading content without any intention to become a breakout viral internet star or use “Video discovery ads” to increase your subscription. To increase the viewership, one can use the paid promotion also.
Not all YouTubers can use the money to capitalize their YouTube channels. This why MCN’s come under structure as they will handle all these financial aspects of your YouTube channel.
But here’s the catch,
- Investors (even MCNs) don’t want to invest a tiny amount of money in something that, at best, is only going to be sustainable.
- Competitive Keywords that are related to your YouTube channel are hard to attain.
- New algorithm changes favor “the total watch time.” For a new YouTube channel, it will be a miracle if their video ever lists on recommended section or trending page of YouTube.
Consumer Interests Will Determine Content Creation
This may be new for you, but Netflix used its intimate knowledge of viewer behavior to create “Netflix Originals.” The probability of generating profitable original content was statistically high because the company understood what viewers wanted.
Indirectly, Netflix has created a database of American cinematic predilections which can tell them what they should be making.
Since YouTube is the juggernaut of user data and analytics, expect YouTube Red to adopt this trend too as they are planning to launch it in the UK this year, but are facing familiar obstacles.
Online Gaming will grow (Even more)
Initially, it was predicted that by 2019, Esports or competitive (video) gaming is expected to grow by $1.1 billion. But as reported by SuperData, E-sports are up 19% year-on-year (YoY) and will surpass $1 billion in 2017.
On the other hand, live-streaming haven “Twitch” has started a new initiative to encourage its 2 million creators to become traditional vloggers — sharing live or recorded video from their everyday lives.
On January 12, YouTube announced a new update focusing on Live Streamers. As YouTube gamers LiveStream almost every video while playing/interacting with fans, YouTube introduced Super Chat – a highlighted message in the chat stream that stands out from the crowd to get even more of your favorite creator’s attention during Live Streams and donate money upfront.
Hollywood celebs will start making YouTube channels
The success of Dwayne Johnson’s channel will inspire many other Hollywood celebrities to join YouTube and start producing their own content.
— Dwayne Johnson (@TheRock) December 31, 2016
Influencer marketing will increase
As per Linqia, 86 percent of surveyed marketers are already working with influencers. And 94 percent found it to be an effective part of their strategy. In 2016, Kim Kardashian made headlines by charging a minimum $750,000 to $1 million rates to endorse a product on Twitter and Instagram.
So, it’s actually more like a showdown between the Facebook, Twitter, Snapchat and YouTube. Every platform generates a different engagement ratio, which is an important metric to decide the price range of any social media platform. Also, B2B and Livestreaming influencers will have a bigger part to play in 2017.
With these social media platforms growing in popularity, it’s obvious to predict the success of influencer marketing.
VR & 360-Degree Videos
The year 2016 saw the launch of every major VR platform, from high-quality tethered systems like HTC’s Vive and Facebook’s Oculus Rift, through to cheap-and-cheerful smartphone-based platforms like Google’s Daydream and Samsung’s Gear VR.
Virtual reality is being used in AAA level games, short documentaries, record live shows, and of course create adult content. VR offers a fully viewable and entertaining experience to the advertisers also as there is no ad blocking in the world of Virtual reality. At the time of U.S Presidential elections, CNN has streamed political debates in VR, and the USA Today Network has produced over 40 pieces of VR content since 2014.
As per cisco, the virtual reality traffic will increase 61-fold between 2015 and 2020, a CAGR of 127 percent.
The rise in platforms supporting 360-degree video has also upped the appeal of virtual reality. YouTube’s 360-degree video channel launched just over a year ago and has over one million subscribers. Facebook supports 360 videos now, as well.
Casey Neistat with more than 5 million YouTube subscribers and with more than 1 billion viewership, rose to the YouTube glory with daily vlogs from his interesting life and have a cult following. Samsung was a lead sponsor of the Academy Awards of the year 2016 and took the opportunity and put the gear 360 into Casey’s hands for a video that generated more than 2 million views within a couple of days.
Playboy and almost all adult video production studios are already creating VR and 360-degree content on their website. In 2016’s NewsFront, playboy launched a 360-degree vision for “the good life”, ranging from entertainment and travel, food and drink, nightlife and style, gaming and technology, humor and sex.
Live Video Trend
Live streaming will dominate Social Media in 2017 and I personally think Facebook Live will dominate among the masses and YouTube among popular YouTube channels and celebrities.
FACT – 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.
In June 2016, YouTube mobile live streaming feature was launched, but only for The Young Turks, AIB, Platica Polinesia, SacconeJolys, and Alex Wassabi. But by the end of last year, YouTube made Live Stream free for all.
At this point, the live stream is being used in
- News – Live telecast on YouTube, Facebook of any natural or terrorist’s calamity. The breaking news makes up 56% of most-watched live content, with conferences and speakers tied with concerts and festivals in second place at 43%.
- Music – Radio stations on social media are using Live Stream for their interviews
- Sports – Live broadcast of NFL Super bowl, MLB
- Entertainment – Vloggers like Philip DeFranco broadcasts, podcasts and interviews live from their YouTube channels
- Events – Coachella broadcasted live on YouTube through the Live stream. Also, 67% of live video viewers are more likely to buy a ticket to a concert or event after watching a live video of that event or a similar one.
Acceptability of Content creates trends and marketers who are able to capitalize on that moment creates a benchmark for next year’s video marketing trends.
As per the content we tracked in 2016 for India and US, majority of 2017’s Facebook and YouTube content will relate to politics, Donald trump and the curious case of us presidency, Brexit, Immigrants, Black Lives Matter, Climate Change, Demonetization after effects, natural disasters, xenophobia, elections, opinion videos, and celebrities (as usual).
In a world where one-third of all online activity is spent watching videos; above mentioned trends will act as a governor for video marketers, advertisers, and content creators.
Being an artist, movie buff and a media enthusiast, content writing is my career train. I am a proud alumni of Symbiosis Institute of Media Communication (Pune) and currently working for Vidooly.