Online Video 2012 – Trends & Predictions I n 2012, Multimedia will continue to be king everywhere – in public and private, for corporations and government agencies, for small businesses and charities, for groups of whatever persuasion and for individuals. Video is one of the most important driving parts of this multimedia experience. Although pictures are more easily accessible by viewers, video is more directly engaging and immediately persuasive. Its use will continue to grow explosively. What does this mean for promoters and video creators – be they businesses, charities, artists, voluntary organisations, whoever you can think of who wants to promote something to the public at large, to a small, targeted section of the public, or even to a closed group? Predictions and Trends Most online video predictions and trend analyses address the Big Issues, where the big money is: What does 2012 hold for providers of infrastructure, services and content? In between the lines of these reports, however, we can make out a very clear picture of What’s In It For The Little Guy. In this report, I will show you this picture, that is the picture that emerges from the Big Issues reports for us, the little guys, for 2012 and beyond. This picture has implications for how we have approach videos. • What video format will we have to produce? • Will videos have to go mainstream and glossy or will simple do? • Do they have to be professionally produced or will home made carry the day? • Do we have to invest in pro-level equipment and software? These questions and more will be answered in this report. We’ll start with a look at the general framework for online video – Social Media and Internet Marketing – then look at more specific trends and predictions for online video for 2012. Finally, in the last section of this report, we home in on how even the smallest player can succeed on the biggest video sharing site in the world, Youtube, in 2012 and beyond. Social Media And Internet Marketing 30 Social Media experts were asked for their predictions for 2012 by the Social Media Examiner. Four of the thirty experts went straight to video as THE central feature of social media in 2012 and beyond. This made video the single most important factor in the development of social media. Here are a few pertinent quotes: “Given that the camera on your smartphone is almost as good as your actual camera, the multimedia-driven social networks are here to stay and will be an emerging force for brands in 2012, too.” “YouTube will (finally) get recognition and significant use as a major social network.” “Video production is not required as YouTube members in the content curation and video aggregation space will hold as much sway, if not more, than their content-producing counterparts. Those who do both will, obviously, rise to the top quickly.” “My prediction for social media in 2012 can be boiled down into one word: “video” …as in, more of it!” “In 2012, video quality (picture and sound) and entertainment quality will rapidly increase across the board. This will inevitably result in higher standards and expectations from the average YouTube viewer and leave those who are resistant to using video in their marketing scrambling to catch up.” “If your business is not there yet, make haste and set up your channel and start reaping the benefits of the second-largest search engine on the Internet.” Moving from Social Media to Internet Marketing, Video, directly and indirectly, enters 4 of the Top 10 Internet Marketing Trends for 2012. “Video is more important as the web moves mobile and becomes more interactive. Videos are now a bigger part of Google’s search results as Google learns to index video content. Videos account for 50% of all online traffic as of January 2012. Not only do videos boost your company’s visibility, but they promote engagement. Customers exposed to videos are 437% more likely to engage your brand.” Another top trend, Google’s Rich Snippets, will also raise the value of videos. With Rich Snippets, Google aims to enhance the user’s search experience by providing more information in the search results and thus reducing the need to click through to the webpage. However, you can counter this trend and entice viewers to click through to your website by offering videos on your site. Videos and their thumbnails are known hotspots for search results. Two further top trends, Mobile Marketing and Local Search Marketing, are not only intimately connected to each other but also to video. You’ll see shortly how important mobile video will be. Here are a couple of interesting quotes that highlight these close connections: “Mobile marketing will continue to grow at an amazing rate. Customers are now using mobile search to do their shopping, especially for local products and services. As a result, mobile optimized websites are going to be a necessity for your success. 71% of users search after seeing a mobile ad, 53% purchase due to mobile search and 90% of mobile search results in action.” “Local search and Google Local in particular will be more important than ever. … As a result of so many mobile users looking for local products and services, mobile and local are intertwined. …There are 4 Billion local searches on Google per month, 61% of all local searches result in a purchase, and 55% of consumers use their mobile device to buy local products/services.” And Much More.................................................
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