5 Digital Video Trends to Watch for This Year
As we continue to move forward into 2018, your marketing campaign should evolve to include many different forms of advertising. Video is a powerful marketing tool and will continue to be so as the year progresses. More people are using videos online in order to advertise and share information with their current and potential customers. You need to know how things are going to change as the year progresses. As you modify and expand your marketing campaign, it's important to know the trends that you can expect to dominate the market this year.
5 digital trends to watch for in 2018:
1) TV-style programming will pop up on social media platforms.
While the different social media outlets already use video effectively, it has mainly been short clips and some live streams. What they haven't done so far is TV-style shows. This is going to change as they begin to compete more with YouTube and feature videos with a longer narrative arc.
2) Advertising on connected TV will begin to scale up.
Many people watch TVs that are connected to the Internet in some manner, whether it be to watch Netflix, YouTube, Hulu or Amazon Prime. This number will continue to climb and advertisers will want to find a way to advertise to these people. There are some issues with doing this, but steps will begin to be taken to go in this direction.
3) Money spent on pivot to video strategies will decrease.
In 2017, many companies had to reduce costs in terms of their pivot to video strategies and this will continue into 2018. The costs of producing video are high and some digital media companies/publishers are not able to justify the investment because there are not enough returns. With the social media platforms having such a large presence, it is difficult for the publishers to see a significant return on investment. Social media outlets gain the most attention from consumers.
4) Over-the-top services will gain traction.
Over the past year, both YouTube and Hulu launched live TV services. This put them in direct competition with the established Sling TV, PlayStation Vue and DirecTV Now. These services will ramp up even more in 2018 due to the devices they support as well as the geographies they serve. It could take some time for these to be able to rival the cable and satellite companies, but they will take great strides in that direction. This will take longer than just this year, but eventually these services will be able to compete with the larger, more expensive and traditional cable and satellite companies.
5) Subscription video-on-demand subscriber growth will slow down.
With the anticipated growth of live TV services, the large subscription video-on-demand platforms will see their growth begin to slow down. This will definitely affect Netflix. While Netflix has seen consistent growth and should continue to grow, it won't be at quite the rate that they are used to. The market is beginning to get saturated and they are seeing more competition in other similar services. People will have to choose between services and what suits their needs the best.
While digital video is an effective marketing tool, it's important to follow the trends in this area in order to adjust and make the most of your marketing strategy. In order to grow your business, you need to take an overall look at how you can best market your company. Contact us with any questions and information on how we can help you and your business grow.
