A few years ago, marketers were (more or less) forced by Facebook to start creating more photo posts in order to remain relevant on the platform. If you wanted to get better organic reach, you couldn’t just drop a link. The general advice was, “Post a photo, and put the link the caption.” Photos just perform better.
Earlier this year, Marketing Land reported:
In a major reversal, photo posts are now the worst performing of all posts by Facebook brand pages, according to new data from social media analytics company Socialbakers. Photo posts are half as likely to be seen as videos, the new king of engagement on the Facebook platform.
That was over eight months ago. Now, in Q4 2015, it’s critical that brands work hard to establish themselves as excellent video content providers. However, I believe it won’t belong before we see video go the way of photos.
Video has longevity left – absolutely. A couple of years, at least. But instead of being a goal for content producers, it’s going to become a baseline.
Here’s What We’ll See In 2016…
More brands will turn to video content providers to produce videos for their Facebook pages and other social platforms.
More video content providers will show up to meet the demand in the marketplace.
The cost of goods will drop as timesaving tools are developed and cheaper labor enters the game.
Many brands that currently cannot afford to do video will find cheaper, low-quality providers that make it feasible to jump in.
As this trend scales, traditional video will become devalued by consumers. It will no longer attain and retain attention in the way that it does now.
We will see a new media develop – again – with the continual shift toward more interactive content, such as…
360º Interactive Video
…and true multi-touchpoint campaigns like Domino’s Anyware, which allows users to order pizza via voice, smartwatch, Twitter… even by Tweeting a pizza emoji.
Already in 2015, the time we spend watching video online equals the time spent watching TV. As those scales begin a swift tip toward more online video, content creators will be forced to meet new levels of expectation.
We’re not there yet. So, what do we do in the meantime?
Practice through publishing.