It’s no surprise that everyone wants to stay ahead, or at least, on top of trends, especially in the digital world where innovation and creation move as fast as lightning. Well, what better way to do this than to talk to the 2017 Digital Dealmakers? Obviously, its not everyday that you run into a digital dealmaker at your local coffee shop or walking down the street, but VideoInk has you covered.
We sent a questionnaire out to the 2017 selection, with one of the more important questions being: what is the most important trend hitting the industry right now? The top responses — automation and the rise of social media.
There is no doubt that automated video creation platforms are on the rise. With the high demand of video content that every business faces, the low cost mixed with the lifted burden of hiring an editing team, make these services appear very attractive, especially for small/medium businesses. But, according to Max Polisar, Chief Revenue Officer at AwesomenessTV, though it’s a growing trend, as far as content goes, it’s just not there yet.
“[One of the biggest trends hitting the industry is] the perceived ability to automate just about everything related to video with platforms,” explained Polisar. “As for creation specifically, automation of content either commoditizes the art or manufactures no art at all. Some of the latest formats of programmatic content buying in the form of stitched together “micro influencer” shout outs are simply poor quality. We all need to demand better!”
If you think you’ve never seen an automated video, think again, social media platforms, like Facebook are filled with them. But, in addition, you can just as easily find professionally produced content, which is causing media companies to think different, a trend that Adam Duritza, Senior Director at Global Partnerships, finds most impactful.
“The rise of social and messaging platforms (e.g. Facebook and Snap) as destinations where people not only discover, but consume professionally produced video content is causing tectonic shifts for media companies. Different types of content must be produced in new formats―including vertical, muted, and “stories”-based―to be successful, and monetization can be more challenging.”
Some of the other responses included:
Digital advertising becoming a duopoly between Google and Facebook alongside the growing demand for mid-form, premium scripted & un-scripted content. -Chad E. Gutstein, Chief Executive Officer at Machinima
Premium Mid-Form. Netflix and Hulu are dominating binge-watch of content that is 30 minutes or longer, and TV is doing the same for appointment-based viewing. Meanwhile, social media, portals, and YouTube are dominating the 10-minute-and-under space. There’s a gap in the 10–30 minute format or, what we at go90 call “Premium Mid-Form.” We’re finding this to be our sweet spot. Our research shows that the mobile-first audience is spending more time watching videos all throughout their day and on the go during the week because this length of format is just right for regular downtime periods. Our hit shows — such as Guidance, t@gged, and QB1 — are anywhere from 8 to 18 to 30 minutes in length. The audience is watching multiple episodes at a time and coming back week after week. We think this trend is just beginning and will scale out over the next few years as more mobile, digital and OTT platforms grow. -Ivana Kirkbride, Chief Content Officer, Go90 at Verizon
The rise of the ‘celebrity as brand’. Talent are able to leverage social media to forge a direct connection with their audience and build businesses like never before. We are in the early phases of talent building businesses across multiple categories (content, commerce, etc..) and expect this trend to accelerate as consumers increasingly narrowcast their content consumption. At UTA I see this trend first hand. We’ve organized a team to help our talent take advantage of this movement and have launched a range of businesses in coordination with our agents and talent. — Sam Wick, Head of Ventures, United Talent Agency
The most important trend hitting the industry is quality over scale. As the MCN landscape continues to shift and somewhat deteriorate, the old mantra of “less is more” shines through. Building YouTube on YouTube was never going to be a long-term business; the industry must continue to adapt to the shift and evolve to be more strategic and positioned for long-term success. -Petar Mandich, Chief Talent Officer at Addition
Marketing buzz-words like “Robust” and “Ideate.” The trend is people are swearing off them forever. Seriously — data/technology — the ability to target your audience and sell through to them on the same platform. -Douglas DeLuca, Co-Executive Producer, Jimmy Kimmel Live