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The Future of Video Marketing

Predictions are at best an educated guess. I stress educated (think of this as a weather forecast). While we could probably have a full college 101 session about all of these topics, for the sake of time, and quite frankly blog space, I took some pretty bold concepts and turned them into short, digestible paragraphs.

I had a conversation with a pair of thought leaders in the Video Marketing space, David Segura the Founder of Giant Media and Finn Alvaro from Virool and here are the Top Five predictions:

1. The Future of the Internet is TV

There has been a shift in the living room. The evolution included radio, television and now the Internet. Alvero says “the Internet is becoming more like TV” as brands produce content on a more regular programming schedule. Most millennials don’t subscribe to cable or satellite… so the internet has become the way to reach a entire generation. Segura says “brands are looking to have a video presence online to take advantage of the shift.”

2. Video data will be integrated across the organization

With a lot of talk surrounding big data, companies are looking to refine what they learn with metrics and sort through the clutter. Segura says “video views alone are vanity, but when they are combined with detailed, accurate information about your video assets… that’s a different story. The combined data on audience engagement will dictate initiatives for nearly everyone in the company.” Alvero adds “video marketing platforms will be able to get every marketer analytics and Customer Relationship Management (CRM) data.”

3. The press release will become a video!
If you have ever read a press release then you know, it can be pretty dry on paper. It’s amazing what a visually interesting video can do. “You just have to hook them in the first 3 to 10 seconds!” says Segura. “A well done video press release can communicate a businesses message, help people understand its actions and get excited about what they’ve seen.”

4. Everyone’s a content provider

With Vine, Snapchat and Instagram, virtually everyone has video tools at their fingertips. That means you can create brand content instantly. Alvaro says “this can be both good and bad depending on your overall video strategy, branding, and your industry. You’re going to need to round up your content marketers to figure out what kind of stuff you want representing your brand.”

5. You’re a media company! You’re a media company! Everyone’s a media company!

A few years ago Valspar was a paint company. Lowe’s was a hardware company. But now brands are becoming publishers and creating channels with their own media. Whether it’s paint or power tools companies are discovering that what drives action many times is video experiences.

What are Your Predictions?

Where do you think video marketing is going?

About the Author: Roshni Hannon

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.