Tag Archives: content

Video Killed The Digital Star: 6 Key Online Video Trends

Last Monday I was speaking about the latest Video marketing trends. Visual storytelling will be more and more important and naturally video is the most important way to tell visual stories. Video is growing rapidly and currently there does not seem to anything stopping this rapid growth:

  1. Video just keeps growing

We are living in visual age. Picture tells more than thousand words and video tells more than thousand pictures. In next three years video will account 79% of all Internet traffic. Businesses are expected to spend nearly $13 billion on video marketing in 2018. Lots of the discussions about video is focused on entertainment, but we tend to forget that YouTube is the world´s second largest search engine. 75% of consumers believe that a video describing a service is important and 25% will lose interest if your company is not explaining through video.

  1. Catching the attention is more difficult than ever

1/3 of of all YouTube videos have less than 10 views. That is quite pathetic and showcases the wide gap between hits and misses. Within top 10 most watched videos in 2016, there was only one ad (Nike The Switch). Of all the top 10 most watched ads, half were actually Superbowl ads. You are not only competing with other brands, you are competing of the time of your audience.

  1. It is not mobile-first, it is mobile-only

Mobile video is growing 25%, whereas desktop video consumption is declining for the first time ever. People are already consuming video 36 minutes on their mobile devices compared to 18.5 minutes on non-mobile devices. This mobile shift will affect your video production: Have you thought about vertical videos?

  1. Consumers are craving for instant gratification

Unfortunately average human attention span has fallen below the one of goldfish, so not surprisingly 75% of consumers prefer video under 60 seconds. YouTube is aggressively pushing their 6 second videos, which is enough time to tell even world´s greatest stories (below is Hamlet):

  1. Video platforms are eying for the prime time

YouTube are evolving from dubious quality user-generated snackable content to full-blown entertainment powerhouses. YouTube has couple of interesting offerings: YouTubeTV (cable-free LiveTV) and YouTube Red (ad-free offering focused on music and content creators). Facebook has not exactly resting on its laurels and Facebook Watch provides original video shows.

  1. Video is getting more interactive and immersive

This quarter there were over 2 million VR devices shipped (ranging from no-frill Google Cartboard to top-tier Oculus Rift), but VR has not yet hit mainstream. It currently works well with events and gaming, but we have not yet seen the killer app (or device) that would break VR to become a household name.

Augmented reality is already more mainstream (with Pokemon Go last year and popularity of face filters in Snapchat and Instagram). New Apple ARkit will just keep on making Augmented reality more popular.

Based on the calculations by Credit Suisse, VR/AR market could become as big as the current smartphone market:

Screen Shot 2017-10-16 at 4.01.47 pm

Source: Credit Suisse

So in the future, you do not only need to consider what is your content angle with your video. You have to also consider the depth of interactivity and immersion you want to obtain.

In many ways digital marketing is becoming more simple. It is all about two things: performance and content creation. The latter is all about video creation and to succeed in the market place, you have to be master of video production as well.

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Content is Nothing Without Context

In a recent study with Lóreal and Google, where they tested typical ad, tutorial and testimonial, there were some interesting results. First the typical ad had the best view-through-rate but was not necessarily driving action so much.

viewthroughrate

What really struck me on the study were the following points:

 

1) If you are interrupted, you want to be interrupted with something that looks good.

Pre-rolls have been around for a while so people are expecting to see ads when they are checking YouTube. It is almost like an ad break, but apparently slightly more annoying.

 

2) Women are actively looking for the tutorials, not ads

Especially this is true to the millennials, they are used to less ad-looking content production. If you are interrupted with tutorial when you want to watch a tutorial, not surprisingly you are not necessarily watching it through.

 

3) Younger audience appreciates the more “real” approach and it drives more action

 youngeraudience

action

This pretty much highlights the point I have been going through for a while. Brands need to have their ad and content game in check. Creating great content is not supplementing the hard-working ads. And vice-versa: hard-working ad is quite seldom great content. What works as a pre-roll does not necessarily work in another formats.

Content production is totally meaningless if you do not think the context where you are showing it.

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Google Reader and the Missed Opportunity of RSS Feeds

Google Reader is now officially announced dead. Slowly it has been dying for quite a while.

I am one of the apparently very few relics, who have been using Google Reader actively for years and years. Personally it has been the most useful Google tool for me right after search and Gmail. Without using Google Reader (and other digital fossil Del.icio.us, which is still alive but struggling), writing of my first book would have been much more tedious process.

Looking from the business perspective and reflecting the overall downward trend of success of RSS feeds, the decision to kill Google Reader is a no-brainer. Everyone gets their news and blog posts either from search or from social networks, who needs separate place to go for their internet content?

Well us professionals and hobbyist, for instance.

I am passionate about few things. Other half is a work related and others are hobbies (basketball, hip-hop music, literature and movies). Google reader was my starting point for getting my daily fix on those high-interest subjects. Additionally I also use social networks and Google search to find stuff, but for me those are not the primary sources of information. When sharing is the only currency, it will be eventually lead to dumbed down content. Just watch any of the titles of your average web publication.

So farewell RSS feeds, the social media sharing is the way to drive traffic these days.

The demise of RSS Feeds, can be summarized to one word: complicated.
Starting with the name: RSS sounds like some kind of disease. Then there was the ease of use, or lack thereof. Although you did not have to be rocket scientist to get yourself RSS feed reader, it required still more commitment than the normal internet user wants to have with their platforms. The adding of the RSS feeds was not intuitive enough and the logo did not really reach adequate awareness. If following and subscribing would have had button something akin to Facebook like, the situation might be totally different.

Personal blogs have been largely replaced by tweets and Facebook status updates. The promise of RSS Feed Reader is still valid. You get the news you are actively interested to one place. People have not stopped consuming content in the Internet, more the other way around. The way to consume it has shifted more towards social, but there are some users who want to have also more curated experience for their content. Those users are not necessarily lucrative target audience.

Like Rob Fishman points out in his excellent article in Buzzfeed, Google Reader was the closest to functioning social network Google has ever been (excluding maybe for YouTube). I am deliberately excluding Gmail, as the nature of it is more 1-to-1 connections. As the “success” of Google+has shown, building it over Gmail was not necessarily the wisest decision. The mass using Gmail does not necessarily convert to more public sharing of social network, although it might make business sense on the paper. If Google would have invested to Google Reader and pushed it organically towards more social experience, they might have really successful social platform in their hands.

I was actually really active in Google Reader back in the day and sharing content like there was no tomorrow. That lasted until it was connected to Google+, which made it too overbearing. I was not the only one. Google Reader really never got a chance to truly try to strive in the marketplace on its own. Like former Google product manager explains in Quora, the Reader developer team was stretched thin and utilized mostly in other failed projects. Google Reader –based social network would have been the social platform, which is still truly lacking in the marketplace. The social network that is built around your user interests and passions. Maybe the new MySpace is trying to fill that gap, at least with music.

I will not shed tears for Google Reader. The decision makes definite short-term business sense. On the long run however, we will never know. Disappearance of Google Reader might have surprising effects on the digital content ecosystem. Although it has not been major traffic driver for the sites, it might alter and shift the readership radically of certain content providers.

Killing Google Reader and betting with Google+ are probably smart decisions. The real question is, are they wise decisions? Meanwhile Google Reader remains as an artifact of the potential social media success Google is still desperately trying to achieve. Until 1st of July, that is. As I am writing this, I am moving my Google Reader subscriptions to Feedly.

Old habits are hard to kill.

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