If you are reading this, welcome to 2017! We both made it (counting my blessings!). This is not another top 2017 trends article but it’s what I am considering the key 2017 trend to jump on kind of article (if you aren’t already aboard). It’s the year of video. Expect to see even further massive growth in content brought to you through the medium of video by consumers and businesses alike. It is going to be video first everything and I mean everything!

In my experience, I have seen digital attribution results show video delivering shortest conversion paths (2nd after Search). With the right video strategy, you want to influence consumers at the top of the sales funnel before they hit the consideration stage and as well as push them further down quicker and drive strong results. According to a Google/Ipsos Connect survey, to help make a purchase decision, up to 68% of YouTube users watched a YouTube beforehand. The consumer buying cycle is getting shorter so you want to make impact at the very moment that matters and video can help achieve this.

The good news is that the global internet community will continue to grow so you will always have an audience. According to Cisco VNI forecasts more than 1 billion new internet users will join the community by 2020. IP Video traffic will account for 82% of consumer Internet traffic by 2020. The next 3 years are crucial for video growth so 2017 is the year to get it right, make a case for it in order to maintain a connection with your audiences. Here is how you plan and deliver for a video first approach:

1. Keep it simple – I am not talking about the traditional TVC approach, this is MTV’s Making of the Video kind of video shot from your smartphone approach. It’s behind the scenes type of content that suggests it’s exclusive, authentic and shareable.
2. Get clever – be creative with the use of video apps which can help deliver good quality style content.
3.  Better still – Snapchat or go LIVE on Facebook/ Instagram and instantly engage consumers in real time, building excitement and interest for more content to follow. Alternatively invest in Virtual Reality gear or 360 video cameras/ apps for the ultimate storytelling experience.
4. Get it out – you will have to amplify your content. With changes in social media algorithms you can’t get way without paying to promote your content (unless you are Candace Payne!). You also want to reach the right audiences and targeted video ads on Facebook, YouTube or Instagram will place you in front of the relevant audiences. For example, according to ComScore YouTube reaches 95% of adults aged 35+ in a month (not just a bunch of Millennials as the popular belief is).
5. Measure it – just because its not full production TVC style of content doesn’t mean it can not positively effect your all important metrics like brand awareness, engagements, leads or sales. This not just media spend measurement but all campaign measurement.Simple use of UTM tracking, monitoring dwell times and capturing leads/ downloads can demonstrate the effectiveness of your video content.

So go forth and do great things!

Sources:

Cisco VNI

ComScore

YouTube

Google/Ipsos Connect

statingthedigitallyobvious

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