So says Tyler Lessard, CMO of video-hosting platform Vidyard.
(Full disclosure - I know Tyler. Past client - way smart guy!)
The change trends he calls out:
- Video will become an integrated part of marketing.
- Analytics and attribution will become a new, key source of customer insight
- Video will become a strategic lead-generation tool
- YouTube will be a complement, not the focus
- Analytics will integrate
Read Tyler's article - he goes into more depth, that's just my re-summary.
I'm particularly glad to see someone knowledgeable call out YouTube as a complementary strategy. Not only do I agree - I've got the data to prove it. We're prepping an in-depth, metrics-driven case study that shows conclusively that YouTube is a destination, not a channel. I'd say more, but that time should really go into writing the case study!
We've armed enough clients with video content to call a few trends ourselves. What I see - and I think this syncs with Tyler's observations - is that video is moving from novelty marketing asset to mainstream content form. The customers who are getting incredible value from a ▶▶ video library are the ones who use that content. They don't just park it somewhere (cough web site cough) and assume the job is done. They use it as a content asset, and put it to contextually-appropriate use in every possible channel - social, email, web - NOT just one web page - and more.
Stay tuned for that case study. I was truly surprised by what happened (and didn't happen).