When we talk about online video trends, then the one word that summarizes this trend is consumer behavior. Consumer behavior mostly guides video trends. The study reveals that people are spending more time on various devices watching passionately online videos than ever. By 2020, it is estimated that online video account for 82% of all global internet traffic. With the growing presence of online video and its role in brand creation, it becomes apparent for the marketers to know the online video trends to structure their marketing strategy accordingly.
1.Live Video Streaming took the front seat:
Live video streaming is reaching an inflection point and is likely to take the front seat in 2017. Video apps those which are facilitating the video streaming with their global reach, making video streaming accessible to anyone who can operate a smart phone. And one of the powerful features of live video is the high level of viewer engagement that it generates.
The last year 2016, witnessed the roll-out of Facebook Live, the continued rapid growth of Snap chat, and the launch of Instagram Stories. And also YouTube the world second largest social media platform launched YouTube live. Another heavy weight in this space and offering its users live streaming in high-resolution 4k and 360-degree videos.
2. Multiple Devices are used for video streaming:
People are now in the habit of watching content on multiple devices at once. Google research shows that people in the age group of 18-40 use multiple devices for entertainment and two-third of the YouTube viewers watch audio visual contents on a second screen while watching TV at home.
In this age where viewers are multitasker it is difficult for the video producers to grab the attention of the viewers to a particular thing. With multiple devices showing different content, the pressure to create quality content that catches viewer attention has become the primary need. A content creator should give importance to quality rather than quantity.However, good quality contents rank higher in SERP (Search Engine Result Pages).
3. People are getting more engaged with YouTube day by day:
YouTube bagged the second place after Facebook in terms of the most popular channel in the world. And this obsession for YouTube is growing day by day among the teenagers. People are watching and engaging with YouTube more and more. Even, few are so obsessed that they even drop what they are doing to look at the video produced by their favorite creators.
This obsession and engagement with YouTube are a powerful force that online marketers can tap into for 2017. They can use YouTube to reach their targeted prospects.
4.Video addiction gives birth to “Video Natives”:
Generation z, those who are born sometimes between 1995 and 2010s – often described as the “video natives.” Given their intensive addiction towards watching videos across various online video streaming platforms – YouTube, Vimeo, Snapchat, Instagram, Music.ly – this group of video addicts are termed as “video natives.”
Video natives have grown up not only by watching videos, but gradually they became the content creator and sharing their content globally. Keeping in mind the taste and preference of this crazy teenagers those whose day covered up with streaming and uploading videos, marketers should try to target these video natives through Snapchat, Instagram, and other video streaming platforms.
5. Big brands are on their way to woo YouTube stars:
Few among us must herd name of PewDiePie, Tyler Oklay or Michelle Phan; they are the YouTube stars. From comedians to gamers to beauty vloggers, these YouTube stars have generally earning more than television celebrities. For their popularity and million dollars making they can be envied by Hollywood stars as well.
Tracing the huge subscribers of their channel few media giants approaching them to target the young viewers. Just last month, Casey Neistat’s video start up Beme was acquired by CNN for $50 million. He closed a deal with CNN to develop content for the young viewers. Neistat has stock piled near about 6 million subscribers on YouTube.
We expect some significant changes in the video industry, especially in the part of live streaming in this year.Technologies that we can, expect to completely revolutionize the world of streaming are starting to appear. Old methods of entertainment are getting obsolete, making way for new technologies to emerge.
Today new technologies are popping up every day providing every time new avenues to the marketers to advertise their product. With the growing influence of online video in 2017 and beyond, investing in online video production could be the most smartest way to achieve the desired marketing success.