THE VIDEO BOOM AND WHAT IT MEANS FOR MARKETING

As Adweek states, 2019 has officially become the year of video. With the average daily time spent watching video content up 600% from last year and there now being a film festival exclusively for video shot vertically, video has become more than a creative aspect in marketing. Many companies began to focus more on video in 2018 but did not properly prepare to take full advantage of the video boom. With SEO being the name of the game when it comes to high volume traffic, the current system for video isn’t enough to reach the masses. Video, not having the same ease in searchability, relying on the descriptions, keywords, and metatext don’t provide enough information on their own to maximize SEO efforts. Companies making the switch to video, before the infrastructure for accessible video search began developing, currently rely heavily on social media for content promotion. This strategy has been working, with tweets including video receiving 10 times more engagement and users spending 3 times as long viewing a Facebook live video than an uploaded video. However, as video search is continuing to develop and becoming feasible, the current approach to creating and promoting video content will no longer provide the best possible results. Google is currently using AI to identify snippets of video related to search inquiries and pushing them to the top of results pages. Technological advances, such as these, allowing videos to be internally translated into text are making video content more discoverable for all consumers. With video playing a major part in audience retention and engagement, the new capabilities for video search will help generate an overall increase in a positive brand experience. Video isn’t a function of broader marketing strategies anymore and marketers need to fine-tune their unique video strategies to keep up with their current video success. Between the ample access to live streaming and the ease of creating quality video content straight from a smartphone, video has proved to be a reliable asset, not only performing well in the past on social media but allowing for a more personalized message to be sent rather than reaching customers through phone calls or email. The sudden boom of video in 2019 is giving your audience access to more information than ever before and allowing search engines to bring users straight to your content without extra effort on your part. It is not a simple creative aspect as it has been in the past but is emerging as a key feature in your main marketing goal.