Hot Takes On the Future of Video (Mild Edition)
Throw out your horoscopes! The experts have convened at the Slate and Main offices, and we've concluded on some wild stuff. Here are our predictions on the future of video, both in general and in regards to marketing. For your safety we've labeled the level of each take's heat.
**Glass of milk not included.**
Hunter: Video is tied to mobile. Until mobile reorganizes or goes away, video has found it's very substantial niche. Even as mobile-centric experiences like Facebook shift their stance, video remains highly shareable, easily consumable, and builds easily to the mobile experience. Expect both video and mobile to evolve together.
Hunter: ...And another thing, just because we're on the topic and I'm mad about it. Live-video is a lie. It's options are limited for marketers, offering little room for ad-space to utilize content creators with wide reach (the exception being live reads using promo codes tracking effectiveness), leaving the only true unique benefit to using it being Facebook/Instagram prioritizing it, which they no longer do. If you have an event that can benefit from real-time viewing AND audience interaction, live-video is great to have as an optional function, especially since the primary social media apps make it so easy. But I say it's a fad, and one of the worst kinds, pushed by monolithic industry and mostly removed from grassroots movement.
Jake: Organizations investing in video will do so through campaigns, as opposed to one-off type pieces. This is due to two primary reasons: One, because they want more content from their investment, and two, campaigns result in the types of videos that, for better or worse (note: generally for worse), drive the metrics that those same organizations are using to represent video ROI.
Jared: I expect more efficient and creative ways to develop integration of CGI with live action. This will be particularly noticeable in commercials and even more so in single-take and/or single-location spots. Take this Enterprise Commercial, for example.
Keith: For B2B content, social media is basically over. Name recognition may retain some value there, but companies actually trying to sell other companies stuff was a brief (and now concluded) experiment. However, social media can still facilitate the real kind of B2B value, which is interpersonal between decision-makers.
Mark: Gen-Z will need to develop "Personal Brands" to be hired. If you're coming out of school and trying to get a job -- especially one in marketing -- you will have to develop a personal brand. You need a grasp of your place in a personal way, and a means of displaying that. Fortunately we have this... internet thing now, which is as good as any billboard you can get, but for free! You have every opportunity to be you and show off the value of that to potential employers.
This is a small excerpt from our 2018 Video Marketing Guide. Sign up HERE to receive a free copy!