Cisco released a report in May 2015 forecasting a large increase in video traffic by 2019. They have a very scientific way of stating the obvious. Of course, when Cisco looks at traffic they are accounting for all forms of streaming video such as television broadcasts, set top boxes as well as services like Netflix, Hulu and Amazon Instant Video. In this post though, I wanted to address video and how it is going to increase in content marketing over the next few years.
Let’s face it, when YouTube came out in 2005 it was a game changer. 10 years later, we have more funny cat videos than we know what to do with. In much the same way, live streaming has been around for a while with services like Ustream, but the technology is going through a period of rebirth with services like Periscope and Meerkat. User-contributed live streaming video now seems all the rage.
One thing I like about such a medium is the authenticity factor. It’s live like a 50s TV show. There’s no editing, no retakes, no post-production – heck people are holding up cards with words printed on them to clarify points or display important information like their website URL. Worse still, there’s plenty of five year olds dancing and teenage girls using the camera as a mirror and primping. It’s enough to make you walk away from it all but every once in a while you find a gem or make a solid connection and it all seems to have been worthwhile.
I love webinars. I think the thing I like most is when rich media content is mixed in with the speaker’s presentation. What I hate is boring Powerpoint presentation and, worse yet, boring speakers.
Both of these two mediums share some things in common. Both are live and require no editing. The webinar traditionally does a lot more on the front-end in promoting the session and recruiting viewers. With Periscope or Meerkat, its much more of an impromptu audience. Webinars almost always feature the Powerpoint presentation. Periscope or Meerkat feature the speaker.
These aren’t the only options. Google Hangouts On Air is also available. Youtube also has a live streaming option and even Facebook offers this if your profile is classified as belonging to a public figure (look for this to change though).
Just as Web 2.0 heralded the advent of user contributed content, live streaming video will change the way we interact with one another and the way companies interact with their customers.
Your organization may have a video or two, but most organizations don’t have a strong effort to produce videos as they do textual content. I think you’ll see this change soon. The level of interactivity with live video is too strong for brands to ignore. The opportunity to engage with video content and the messages that can be conveyed make us realize just how limited our efforts of today truly are.
Video is coming to your organization, Captain Obvious. Now what are you going to do about it? A few months ago I met Ryan Felton on LinkedIn and his site AVA is pretty awesome and will tell you more about online video and serves as a pretty killer resource. That’d be a good place to start!