What Does 2018 Have in Store for Social Video?
2017 was a big year in the world of social video – so much so the year seems to have flown by! We’ve witnessed the rise of user-generated live streaming, the growing trend of ephemeral content and the spawning of new social media channels; many of these developments have paved the way for an interesting year in social video to say the least.
Things are already heating up in 2018, here are a few predictions from #TeamTanami:
Spotlight on influencers
Involving social media influencers with marketing strategies is still as popular as ever, but brands may begin to feel slightly more wary about who they approach for sponsorship deals. With controversies regularly being unearthed via social media, perhaps their caution is warranted.
One such examples occurred late in December 2017, when Logan Paul – a popular YouTube vlogger – posted a video which he recorded while visiting Aokigahara Forest in Japan. The forest is unfortunately known for is high suicide rate, and when he visited the forest with friends he captured footage of forest visitors who had taken their lives. Having covered such a delicate topic in a distasteful manner, Paul received a tremendous backlash on social media, thereby risking and jeopardising his associations with some major global brands (including Walmart and Dunkin’ Donuts).
This isn’t to say that all brand associations with influencers are precarious – star power is still a very prevalent and effective tool when producing social video content, and often brings success with brand campaigns – perhaps brands simply need to be more wary of any potential PR disasters!
Shift in focus from millennials to generation Z
While the millennial demographic is still a very important target audience, analysts are anticipating a shift in focus towards ‘Generation Z’ as the next big deal in marketing. Generation Z was born into a world where social media was young but very much on the rise, and they won’t be familiar with a world without it. Having said that, it’s believed that those within the Generation Z bracket are valuing real world friendships and experiences, more so than other recent generations – this makes for a challenging but fruitful target audience.
Shorter content rules the roost
In a world saturated with adverts and branding (both social media and reality), many brands are trying desperately to make their voice heard. It’s become an accepted fact that you’ll have to listen to many of these voices at some point through advertising – but realistically, who wants to watch long video after long video? That’s where short-form content is winning…
Tropicana and Facebook ran a test last year which showed that content lasting 6 seconds performed better than 30-second or 45-second content, in terms of consumer recall and brand recognition. Turns out length matters – the shorter, the better in this instance.
… As does short-lived content
A while back, we talked about how Snapchat’s model would become a resounding success. Nowadays, other social channels have worked hard to emulate Snapchat’s USP; Facebook and Instagram jumped on the ephemeral content bandwagon, and we should expect similar features being introduced by other channels, both existing and new.
It’s attraction? The exclusive sensation and spontaneity of this type of marketing gives audiences the feeling that they need to be involved before they miss out (a term being thrown about at the moment is FOMO, or ‘fear of missing out’). It also gives a unique feeling of living in the moment, without being worried about having any concerns about any content being associated with your account – including anything you wouldn’t want your boss or potential employer seeing!
Written by Jonny Shepherd