3 Video Marketing Trends Coming in 2017

Marketers look out! Video is coming harder and stronger in 2017.

Check out these statistics:

  • By 2017, Cisco estimates that video content will account for 69% of all Internet traffic.
  • And by 2019, video content will account for 85% of all Internet traffic.
  • 96% of B2B companies use video in their marketing – and 73% say this gives them a great ROI.
  • Adding a video to your landing page can increase the conversion rate by 80%
  • 92% of mobile users share videos watched on their device with their friends

With video adoption booming across all platforms, 2016 proved that video content is king.

What will change, however, is the kind of video that will be consumed online. Though the “static,” hosted-on-YouTube video content will still lead the way, 2017 is looking to bring a lot of different video formats to the mainstream.

Growth of live video

Until recently, livestreaming was either a niche hobby or relegated to a single industry, such as gaming with Twitch. Then in 2016, live video finally went mainstream.

This was helped along by a two key developments:

Better Internet speeds: Globally, average Internet speeds shot up by 23% in 2016 to 6.3 Mbps. Faster Internet makes streaming live video more feasible for a larger portion of the population.

Integration with social platforms: Livestreaming started out with Meerkat but was quickly adopted by Twitter (through Periscope). Facebook also made a big push with Facebook Live Video (even paying Internet stars $2.2M to produce live videos). Since these platforms already had massive audiences, it helped push live video into the mainstream.

Why are brands interested in live video?

If the trend holds – and there is no reason it shouldn’t – live video will carve out a large portion of the digital video pie in 2017.

Social video will be even more crucial

Until this year, if you thought of video, you invariably thought of YouTube. In 2017, this might not be true anymore.

Take a look at the data:

Social platforms – especially Facebook – are quickly becoming destinations for video consumption and discovery.

This is good for advertisers as well. After testing autoplay video in its stream, Twitter reported a 14% uptick in user recall and brands experienced a 7x increase in completions of promoted videos.

This should influence where you promote your videos. Instead of focusing only on YouTube, you’ll have to chalk out a multi-platform video promotion strategy.

Short format video content

A few months ago, Snapchat unveiled its latest product: Spectacles.

These brightly colored glasses are capable of taking 10-second videos and uploading them to Snapchat. Think of them as proto Google Glasses.

Snapchat’s Spectacles underscore the importance of short video, especially when marketing to younger consumers. Between Instagram, Vine and Snapchat, there is a growing audience for video under 15 seconds.

A study found that nearly 87% of all online video views go to videos that are under 5 minutes in length.

To sum it up, video isn’t going anywhere. Any content marketer who wants to stay relevant in the new, should start looking into these video trends and finding how to implement them in the coming year.

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Tom Kacicki

Founder at Bacon Video
My two worlds have collided. Startups and video marketing. Now I can't stop talking about either of them. I write about how startups and small businesses can better produce, share, and measure video content effectively and create video strategies that fuel growth.

LI: https://ca.linkedin.com/in/tom-kacicki
Instagram: @gotomgo
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