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