Video marketing has picked up in popularity since the beginning of 2016, and one of the biggest breakthroughs was announced in mid-December of last year. There was news that 2016 would bring live-stream video capabilities to all Facebook users, not just to verified business profiles. In addition to this, video, in general, has been making an impact across almost all social media platforms. It’s hard to remember a time when (subtly promotional) videos weren’t everywhere you turned. Since video advertising is constantly evolving, businesses are learning and relearning every year. Below are four takeaways from video marketing in 2016.
1. Live Streaming Spans Concert Tours to Tragedy
Whether it was used for fun promotion or to broadcast an unexpected tragedy, multiple examples of live-stream video earned a tremendous amount of clicks in 2016. Although live streaming existed before this year, it wasn’t something that ever reached an audience as large as Facebook can. From Lady Gaga’s Dive Bar Tour to the death of Philando Castile, Facebook Live has changed the ways many of us communicate online. Of course businesses, large and small, have taken notice.
Live streaming creates an inclusive event for those only able to watch over Facebook. It’s a way to further connect people from around the globe, and something that’s being used more and more because of its accessibility and impact. Something about “live” and “real time” has a draw that other forms of video can’t compete with, depending on the situation.
2. Keep the Food Videos Coming
It’s hard to think back to the time when videos weren’t all over Facebook 24/7, but it wasn’t actually that long ago. With the autoplay feature, short videos do a great job in enticing people to stop and watch as they scroll through their feeds. Some of the most popular videos this year included ones that feature quick instructions on how to cook meals or perfectly frost cakes. They’re frequently watched, shared and referred back to. Tasty on Buzzfeed, the makers of these videos, figured out how to use the video marketing feature to their advantage in a way that works. They have truly mastered the art of video marketing—as well as what to eat for dinner.
3. Commercials Should Continue to Tell Stories
In this day and age, audience attention spans are short. The typical commercial won’t do, as it’s usually skipped. Since it’s easy to avoid the bombardment of advertisements today, you have to make the viewer want to watch. Businesses need to create advertisements that are subtle. Tell a story viewers will care about and they’ll continue to watch past the 5 or 30 seconds from which they can click “skip.”
4. Competing Video Marketing Opportunities Helped Kill Vine
While Vine was a meaningful platform to many, it wasn’t to marketers . . . and that arguably led to the application’s ultimate death. The announcement of its closure happened on Oct. 27, 2016.
Marketers found that it wasn’t a platform that was suitable for advertisement. Its user numbers plummeted, while other social media platforms showed greater potential for advertising, especially through video, even though Vine is a video platform itself. Vine was struggling in 2015, so it’s not the biggest surprise that it wasn’t built to last. Still, its closure was upsetting to masses—to fans of the videos or those who were able to build careers from them.
So the question now is, what will 2017 bring?