Video's popularity on the social Web is just getting started.
I've been creating videos since 2007, the year Animoto's site launched and I started working for the company. Back then iPhones didn't even shoot video. Video was a novelty on the Web.
However, that has changed immensely. My newsfeed now is probably a lot like yours—lots of videos from friends, family, large brands, and small companies. I don't foresee the trend of increased video sharing on social to change in the years to come. (Neither does Facebook.)
Video may be a visual medium, but the growth in its popularity is also great news for writers.
Having seen thousands of consumer and business videos while working at Animoto these last few years, I can emphatically say that, in video marketing, writers have an advantage. Here's why.
1. Social media videos auto-play on mute
Most of the major social platforms (e.g., Facebook, Twitter, and Instagram) autoplay video on mute in users' feeds. Because viewers can't hear what's going on, a company may find it hard to hook them right away.
Great copy can be a nice way to introduce that hook. You want your video to have an impact right at the start to improve completion rate of video or (at the very least) have a positive effect in the mind of consumers, even if they don't watch the video in its entirety.