Now’s the time when authorities and influencers share their predictions on the top trends in media and marketing for the new year. I am not an authority or influencer (yet), but I have a prediction of my own.
. . . Video Marketing!
Although my prediction isn’t novel, I predict marketers will use social media and video in new and interesting ways. Here’s why.
In October, Snapchat, Tumblr, and Instagram all added video advertising functionality. Although video ads seem to be the natural progression of social media advertising, where these companies differ is in executive control of the message, which is more consumer-centric. Kevin Systrom, the co-founder of Instagram, screens every ad and holds the authority to reject or suggest ad changes. Authority like this, Systrom says, ensures ads remain relevant to the company’s user base and brand persona. Snapchat’s new video ad functionality leaves the decision to watch to the user, unlike YouTube’s in-stream ads. Snapchat also imposes the same 24-hour public video expiration date users have on advertisers. Tumblr added video functionality that lets users “pop out” a video and continue scrolling their dashboard while the video plays on the side as well as Vine and Instagram video integration.
Facebook began playing the idea of video advertising in late 2013 and has since developed a full-fledged premium video ad program. Features that are now synonymous with native video were made popular by Facebook, including auto play and mute by default. Twitter’s also making room for native video functionality and plans to integrate video promoting for advertisers and influencers in early 2015. With over 2000 tweets with video links sent each minute, Twitter’s video timeline integration is sure to achieve their goal of creating a “richer and more engaging Twitter.”
And who can forget Vine? While there’s no explicit premium advertising plan for this platform, marketers are getting their message across in increasingly creative and cost effective ways. Vine has proven its viability as an off-platform advertising tool too, opening up more possibilities for advertisers to take their online advertising strategies offline. This role reversal is a fundamental shift from the current practice of reformatting television ads to fit online channels and further proves social video advertising’s importance.
Content is in abundance and advertising no longer commands attention solely by interruption. To reach consumers, marketers must communicate like them and on their terms. Additionally, the marketing messages must be creative, succinct, and representative of the brand. Sounds tough, but all of these goals are attainable with social media video advertising as long as brands are in-tune with the audience of each service and are willing to adapt to the changing media environment. 2015 will definitely be the year to watch, but if I still haven’t convinced you, check out this infographic from Sharethrough.
Share your predictions for 2015 emerging media and marketing trends below!
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