In 2015 we spoke a lot about how and why Digital Video production is important. But what about 2016? How will video usage and trends change in this New Year? By 2019, it has been predicted that 80 percent of all Internet traffic will be to videos. That figure would be 64 percent higher than 2014 and a significant portion of the growth will probably occur in 2016.
We did our research, listened to our clients and continued to listen to what experts had to say. Here is what we predict will be the trends that will change Digital Video production in 2016.
“Driven by consumer momentum, I expect mobile video to dominate the video conversation in 2016.” Cenk Bulbul, Head of Agency Marketing, Google.
One trend every marketer, advertiser and media reporters have heard of is the mobile. As compared to last year there has been a 100% growth in watching videos on mobile. As a society we depend heavily on our phones for almost everything. What a company needs to focus on is how to cater to the needs of the consumers. What is perhaps even more important is to understand the difference between a mobile viewer and a traditional viewer.
According to Points Group, an international marketing agency, In 2016, 50% of video views will be on mobile devices.
Value of “views” will diminish.
There are a lot of problems with view count as a metric but “going viral” overcame all other concerns. That was until the mangers were asked to show ROIs against their videos. With the end of 2015, we hope there will be a shift in engagement metric. With metrics like click through rates, length of the view and actions taken after view taking precedence. In 201, we are hoping marketers will focus on understanding consumer behavior rather than just views.
The debate is still on about whether vertical videos will take off this New Year or not. Nevertheless, we are excited to see how content producers and marketers will play around this trend. Snapchat released an article that stressed the importance of vertical videos. They said that the best performing ads and shows are those that are shot vertically. Another reason why vertical videos will soon be the norm is the consumers themselves. Consumers love all things convenient and vertical videos will tap into that! The brands that tap into this trend will be the big winners of attention with the consumers.
There has been a shift towards the prioritization of video content on all social media platforms. According to Mark Zuckerberg “In five years, most of [Facebook] will be video.” Twitter too is investing in video with Twitter video, Vine, and of course Periscope. Though live streaming has been around for a long time, Meerkat and Periscope are the ones responsible for bringing it to the frontlines. Companies are just starting to experiment with this new platform, and 2016 will be the year that they learn ways to integrate live streaming into their customer engagement strategy.
Social media cannot be deemed temporary. It’s now become a part of important decision making and a lifestyle. Hootsuite said that 50% of users on Facebook watch at least one video every single day. Snapcaht isn’t far behind either. According to the Financial Times, the channel is receiving around 6 billion video views daily.
YouTube is still the market leader; social media too is catching up.
Soon, video ads will be the rage. Google is finally getting on board with the in-SERP video advertising. This basically means that more users will start to accept online video ads. Expect to see more video ads pop up on your screen without being bothered. With Google’s ownership of YouTube, brace yourself for endless possibilities. Not only that but half of advertisers will allocate their budgets from TV to digital video.
2015 sure was an exciting year for video marketers. But the best is yet to come. 2016 will be the year that Digital Video production trends will not stop going from one success to another.
Which video marketing trends do you think will be pivotal this year?