Friday, January 4, 2013

The rise of video in 2013


As companies further embrace the need for content, video is becoming a bigger part of editorial calendars and content teams.
Gone are the days of shooting a 10 minute interview and slapping it up on YouTube. Consumers' tastes have become more sophisticated and short form video content has become our brain candy.
But what will 2013 bring the industry in terms of video?
We reached out to a few industry experts as part of our January trends series to see what they thought we'd see in terms of video strategies in the upcoming year. Have you planned some stellar video content and put the budget in to make it happen?

Matt Lawrence, Creative Director of Studio at Huge

Companies need to realize that video has become the primary channel for consuming content online. Quality video content balances information and entertainment  that viewers can relate to their daily lives, on a visceral level. The word of the year for 2013 is "story." Original content and pre-roll spots are exploding on platforms like Vimeo, YouTube, Google Video ads, as well as with large brands like Chivas Regal (with the "Here's to Real Friends" campaign), GE and Goldman Sachs. Consumers want to be inspired. Find out your their interests and create compelling stories around their lifestyles. Brands can blur the lines between creating an experience and selling a product.
Mike Knowlton, Murmur
I think the biggest think companies need to have in their strategic approach to video for 2013 is a strategy for engagement. It sounds so easy, but it's so hard. 
Engagement trumps celebrity as was proven in the recent YouTube channel renewals. The channels that have the highest engagement numbers were renewed. This means that video creators need to plan how they are building in engagement mechanics into their videos and narratives.


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