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Three Major Shifts That Will Transform Video Marketing in 2017

by Tyler Lessard  |  
January 10, 2017

2016 was a good year for video marketing. 2017 will be extraordinary.

Marketers know that video has become critical throughout the buying cycle, and sales teams are catching on as well. Brands are no longer asking whether video is a worthwhile investment; the days of "why video?" have given way to the who, what, when, where and how.

Over 90% of marketers say video content is important, and they're doing something about it: More than two-thirds of participants in plan to increase their budgets for video content creation, a Vidyard's State of Video Marketing study found.

We aren't the only ones confident in video's rising popularity and importance. "We're entering this new golden age of video," Mark Zuckerberg told BuzzFeed News in April 2016, adding that he "wouldn't be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video."

His fellow innovators and thought leaders agree (though not all). In his keynote at INBOUND 2016, HubSpot co-founder and CEO Brian Halligan described the current combination of social and video as the perfect marriage—"scallops and bacon," to be precise—and opined that half of the content that marketing teams are producing in 2017 should be video.

It's clear: Both for content providers and for content consumers, this is no passing trend.

In 2017, three major shifts in how we create, promote, and measure video content will bring about the tipping point that changes the game and puts us squarely on track for Zuckerberg's "golden age of video."

1. From Passive to Interactive

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Tyler Lessard is CMO of Vidyard, a video marketing platform that helps transform viewers into customers.

Twitter: @tylerlessard

LinkedIn: Tyler Lessard

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  • by Gordon Graham Tue Jan 10, 2017 via web

    Excellent job of wishful thinking, from someone with something to sell: his video marketing platform. Lots of buzzwords but no distinction between B2C and B2B marketing. Anecdotal evidence from a couple early adopters, suspect data from a self-serving survey, and a quote from our savior Mark Zuckerberg. What drivel. I like watching videos too, and they have their place in the marketing mix, especially in B2C. But I just can't agree that EVERY COMPANY MUST START SPENDING HALF THEIR BUDGET ON VIDEO IN 2017 OR THEY'LL BE OUT OF BUSINESS BY 2018. Come on. Give it a rest.

  • by Don Purdum Wed Jan 18, 2017 via web

    Hi Tyler,

    I have been saying for years, and even wrote a book, sharing how digital marketing is not a mass marketing tool. It's a hyper-specific marketing tool.

    If done well, it should solve one problem, meet one need, or fulfill one desire... for one person... in one piece of content.

    It's a massive shift in mindset thanks to centuries of mass marketing. It makes sense if you consider that people search for very specific topics... and they are looking for that "OMG, how did you know....?" moment.

    Specificity creates relevance, and that's defined by establishing competency, confidence and trust.

    It's good to know that others are talking about this more and more!

    ~ Don Purdum

  • by Audrey D Mon Jan 23, 2017 via web

    This article was very informative on forecasting the upcoming trends in marketing. Marketing moves quickly and trends come and go fast, but this article highlighted an era we are on the brink of entering and how marketing strategies should now adopt this new idea of video marketing. The three reasons they spoke to were: from passive to interactive, from mass audience to hyper-personalization, and from out-sourced to in-house. The first reason plays into the way that videos are changing from a passive, non-exciting experience, to one with embedded links, quick surveys, and viewer interaction. We now have hyperlinks that take you from short videos to websites and articles about the product or company you were watching. The next reason that hits on personalizing video goes hand-in-hand with the third reason of in-house production. Now that video marketing is becoming widely accepted and the demand to create new, captivating, and unique content is higher than ever, companies are getting better at developing these videos in-house. This allows more money to be spent in out-sourcing other things within the company and allows for total control over personalization when your own employees are creating the content.

    I found this article to be particularly interesting when talking about the future of marketing, but more specifically video marketing. I believe Mark Zuckerberg is correct when he said to Buzzfeed, "We are entering this new golden age of video." It is an exciting time for marketing and we need to stay diligent in analyzing the trends and understanding what draws in consumers.

  • by woody harrison Sun Jan 21, 2018 via web

    My perspective as a video production professional.
    Of course, I love reading articles like this. It makes me feel like all I have to do is kick back and wait for the 90% of marketers to start writing me checks.
    But that's not happening.

    Video is expensive. Video is complicated.
    There is NO guarantee that your video will get you ROI. There are simply too many variables outside of the actual production and quality of the video. I could make you an amazing video. A video that was made exactly according to your sales and marketing goals. But then what?
    How are you showing it? Where? To who? Is the content right? Is it too long? The list is endless.
    Video is one part of an entire sales and marketing plan, and if you're plan sucks, it doesn't matter how great the video is.

    The real power of video is story.
    I almost hate that word. Story. It's overused. It's misunderstood.
    But it's true. The real power of video is a good story.
    If done well, stories strike an emotional chord with your prospects. Also, a good story stays evergreen. A good story is ALWAYS a good story.

    There's right ways and wrong ways to tell a good story, but if you do it right, it's wonderful. Your prospects will love it. They might even buy your stuff.

    If you pay attention to your prospects, and get to know your existing customer base, you can tailor your stories. And you can deliver them with precision we didn't have years ago.

    So, the real power is a specific story for a specific customer. With a well thought out plan to get the videos out in front of those folks.

    These are just my thoughts folks. I'm not trying to sell anything, and I would love to have more conversations about this topic.

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