The Age of Video & The Future Of Advertising


It is evident that video has dominated 2017. This is because unlike emails, tweets, or a photo, videos content is the closest to reality. We are able to feel that we are a part of the same story the video is sharing. It takes over our imagination, hearing, and sight; this is currently the only format compatible with our senses and creativity. For personal interaction, advertisements, film, and video – motion is the common thread. It’s important to understand why video has risen to prominence to become better prepared for the future of advertising: artificial reality interfaces.

“The camera is the new keyboard,” said Facebook in an article in TechCrunch. It is highly difficult to rebut considering that motion-based interfaces are a major part of our everyday lives. Not to mention that watching a video is the easiest way to interpret or learn something. People gain strong awareness at a fast pace without using up as much energy or time. Over the past few years, we have clicked the “play” button and watched over a thousand and more videos, interacting with viewers at a much higher rate than ever before. Soon, video and Artificial Intelligence will become automatically triggered by events in our lives.People enjoy reading stories, but the real connection is when we feel we are living the narrative: people enjoy being intimately connected to content. Numerable companies caught up on this point in 2016 and started integrating video storytelling into their marketing and advertising techniques and will be doing the same the rest of 2017 and 2018.

Soon video content will be instantaneous – manifested by live-streaming and technologies we haven’t yet imagined. Businesses will widely explore new ways to bring new connections above surface by providing tours behind the scene, having Q&A sessions, and giving training materials and product demonstrations. This will not only increase content attraction but also obtain immediate trust. A great path for businesses to get real-time consumer feedback, will be the further growing interaction experience between the brand and the consumer. AI interfaces have begun and will continue to deliver much of this content.

Because of Instagram and Snapchat, temporary video content has become a staple. By sharing temporary video content, businesses are able to really listen to the viewers. Consumers are lured by the effect of the 24-hour experience, and this demand is predicted to continue.

Marketing through email has always been one of the best ways to capture one’s eye. Until today, emails are still one of consumer’s favorite, and according to MarketingSherpa, more than 72% of people want to receive email advertisements rather than other sources. Obviously, when a video is attached with an email, consumers are hooked. Video attached email upgrades the level of interest for consumers to open and skim through, which allows your brand a chance of another leg up in the industry.

360-degree video became a marketing reality in 2016. This content adds an additional sense of interaction making consumers feel more included in the experience and also provides an intimate look into a recorded moment. Magnifyre states that the same video will receive 28.81% more audience views when it is in a 360-degree format, or when filmed from diverse angles. Therefore, your chances of having a viewer watch a video until completion increases drastically.

Video content is not something you should be “considering.” That was the past. Now, you should produce quality videos for every product to keep your fans engaged. Listening to consumers will be the key factor to differentiate between competitors. If your competition has a better holistic content strategy, your business will be losing your audience.

Additional sources include: Convince and Convert & Digital Dealer
Gif courtesy of vege/ Adobe Stock

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