As we move through the era in which “content is king,” we have watched content creation shift from one medium to the next. While creative remains at the epicenter of digital, video has quickly taken over as the go-to medium through which the world is communicating, with particular emphasis on the means through which marketers and brands are reaching their audience and creating new arenas of engagement.
With this change, competition among platforms to outperform one another has officially reached a new level. In his article “Facebook Doesn’t Want to Copy Snapchat – It Wants to Be Snapchat” Fortune Magazine writer Mathew Ingram paints Facebook’s Mark Zuckerberg is the kind of CEO that will either copy or acquire a competitor if he finds the platform has features that are killing the game. In Facebook’s latest proposed update, the Facebook/Snapchat saga continues as Facebook copies Snapchat’s camera-first interface on the app. Yes, it’s clear that this idea was taken from Snapchat, however, does the move to the camera-first interface signify more than just copying a cool feature?
In observing the evolution of social platforms over the past several months and certainly over the past few years, it is clear that video is king. In a world where text and pictures once won the race and actually proved to be effective for brands, video is taking over. Think about it:
YouTube: One of the first social platforms, with video as its sole media option, is not only still around but is actually booming.
Instagram: Instagram video-limits have increased to 1 minute and Instagram stories now incorporates Boomerang as a mini-video option.
Snapchat: Snapchat recently dropped the “chat” from its official company name. Now Snap.Inc, the company is now calling itself a “camera company.”
Facebook: From Facebook Live to its new proposed camera-facing interface, Zuckerberg called the camera the “new composer,” which is said to replace the former box in which a status or post was shared (composed) via text or photo.
Twitter: aka the written word platform, is dying a slow and painful death even with the inclusion of a video feature. Prayers for Jack Dorsey.
Interestingly enough, the evolution of these platforms and other creative outlets has given brands the opportunity to adapt their content strategies around video. As more brands become increasingly successful with video content, competition is heating up. Some of the most innovative strategies are coming from brands who have accepted the future of digital. Video content is optimized in everything from tutorials to interviews and short films and all have one thing in common: they are telling a story and they’ve got your attention.
To take a look at some of the best video content from brands ranging from Dove to GoPro, check out this hubspot blog post.