Like all of you, I’ve read a lot of posts about the shape of things to come in 2010.
One “prediction” showed up on nearly every list: the increasing use of video in social media.
In this post I’ll fill you in on the staggering statistics that support the prediction. Look at the rapid growth of User Generated Content. And go out on the 2010 ledge with my ideas about how online video marketing will evolve over the next few years.
Online Video Rising
Larry Weber, Chairman of the Digital Influence Group, speaking to the IT Services Marketing Association recently commented that:
We are beginning Web 4.0—more emotive, more video, more real-time…The influence of opinion through content, connected through digital delivery, is the future of marketing.
- The latest Nielsen Online report states that online video streaming grew 12% over 2008, for a total of 10.7 billion videos watched by 137 million Americans.
- Viewers are watching for longer periods – 193 minutes is the average.
- YouTube streamed over 6.4 billion clips.
Up From The Grass Roots
An ever growing amount of this video content is being created and shared among fans, friends and followers.
It’s called UGC – User Generated Content.
The people creating it are brand advocates, brand critics and everything in between.
They are using low cost video tools to document their customer or product or service experience.
In a recent study, some 80% of all blog posts included video.
It is equally noteworthy that people are sharing what they learn online… offline.
Shiv Singh, VP & Global Social Media Lead at Razorfish says that UGC is “our most important form of content”:
User-generated content — or content that we create as regular people influencing, entertaining and informing each other is the most important form of content.
It is what we create — our conversations, our thoughts, our opinions and our imagination expressed.
The notion of it being considered something risky, dangerous, damaging or a bit too voluminous is looking at user-generated content through the wrong frame.
It is time for marketers and individuals alike to realize that everyone else’s content (in all its forms) is the greatest asset that they ever had.
Stay Tuned – The Best Is Yet To Come
Here’s my swan dive off of the prognosticator’s perch…
[For businesses] the purpose of social media is to create learning networks that buyers want to join. The enticements are ideas and education.
Publishing: The New Version Of An Old Game
All of which leads me to believe that we are in the nascent stages of a new private publishing model.
B2B vertical sites will evolve – perhaps led by an association, the top players and other members of the eco-system.
- In traditional push terms, such a site will be a cross between a trade publication and a tradeshow.
- In pull terms, prospects and customers will participate because of the marquee appeal of a robust user Forum populated by User Generated Content.
- One of the primary reasons that people attend trade events is the chance to interact with knowledgeable people. To be successful, this type of site will provide an experience at the intersection of push and pull.
This type of structure will map nicely to the sequence of information that is gathered and considered as a buyer moves through the social media funnel.
By definition, the B2C sites will be less formal. I can imagine a B2C scenario – led by a single manufacturer or an industry group – creating a community for enthusiasts – be they bass fishermen, off-roaders or musicians with home studios.
- The Community Center will be linked to key websites or a Facebook Page.
- The marquee attraction will be cataloged and curated UGC video forums – an ever evolving form of what has existed since UseNet.
- Sponsors will help to populate the site. In many cases the most prized content will be similar to what has been going out to Service Departments for years.
Because once you buy a motorcycle or a fishing reel or a fancy grill, you want to understand all the nuances of how it works…
The people who are good at interacting with the consumer will be invaluable to their companies – and they’ll have a great time while they’re at it.
TV Guide 2.0
New technology is making it easier for both B2B and B2C buyers to document their product experiences, and share tips and opinions with others with common interests.
Viewership is rising because these videos often tell their story in clever and entertaining ways.
Video SEO, viewer reviews and other filtering techniques will make it easier for individuals to find “good” UGC content.
These same techniques will make it easier for businesses to target a vertical or niche market.
Gordon Plutsky posting in CMO.com paints a very compelling picture of the possibilities:
CMOs can improve the effectiveness of their marketing budgets by shifting dollars from advertising to more measurable content-based direct communications…. Why rent a media channel when you can own it–a channel that works just for you.
Taking The Show On The Road
What’s making this even more interesting is that the consumer is going mobile in a hurry.
Analysts are forecasting that in a few years, more people will be connecting to the Internet from mobile devices then from their desktops and laptops.
This migration is going to create extraordinary opportunities for differentiation, for customer service, and to build customer loyalty.
For the first time, mobility will make it possible for customers to bring the information to the location, the problem or the need. (No doubt aided by GPS and various augmented reality techniques.)
Content will be where you need it, when you need it… whether that is a fishing hole, a jobsite, or the interior of your new car.
And make no mistake about it – the location where the product is used will also be the location where the UGC will be shot…
What it is going to come down to is: are you going to be there to support it and maximize the ownership experience? And reap the loyalty for your support?
Get ready for an unparalleled content explosion.
And whatever you do, don’t touch that dial!
How will you be using video in 2010?
No related posts.
Subscribe to Blog
Subscribe to Blog by email
Follow on Twitter
Connect at LinkedIn
Friend on Facebook