Video will make up two-thirds of all mobile traffic by 2016 and is expected to surpass text and images as the preferred form of mobile communication in the next five years. The transformation is already underway:
More recently, Twitter's live-streaming video app, Periscope, won boxing's biggest night, as an untold number of fight fans broadcast the Floyd Mayweather Jr.-Manny Pacquiao championship bout to their followers. And Periscope's main competitor, the upstart Meerkat, just hired an executive from Yahoo's Tumblr to court Hollywood creatives to make content for its platform.Taken together, these data points all suggest one thing: the moment has arrived for “in-the-moment” video. The key phrase here is “in the moment.” This is the common thread that unites user-generated video on Facebook, video snaps on Snapchat and live streams through Periscope or Meerkat. For the most part, these platforms are not populated with highly produced or celebrity-connected clips — although those do exist. Rather, the videos that break out to go viral or become memes are more typically spontaneous snapshots of everyday life shot by regular people looking to share with friends, family and followers. The emergence of these new channels is prompting agencies and advertisers to reevaluate how they are using video in their social media campaigns. With that in mind, here are a few tips that marketers should consider when building video strategies across social and chat platforms:
The rise of “in-the-moment” video represents a new opportunity for brands to connect with people. But remember, people drive technology, not the other way around. When experimenting with these new platforms always remember the cardinal rule of marketing: Be authentic.