Our 4 Resolutions for Creating Better Video Content In 2017

January 10, 2017 9:00 am | Published by


At the end of last year, we shared with BuzzPlant Blog readers 30 reasons why video is THE medium for social in 2017. Video drives more web traffic than any other form of content, it’s intimate, engaging, and easily accessible with better internet and data plans in the hands of an increasing number of people. The fact that we’ll be focusing on video content in 2017 is settled. Naturally, the next question is… how will we do it with excellence?

A new report from Think With Google explores the Top YouTube Ads of 2016, pulling takeaways from the year’s most successful videos, which can be applied to video content production in 2017. What better place to start?

#1 Don’t Just Join a Conversation. Add to It.
It’s easy to look at what audiences like and attempt to mimic that in your own content. It’s much more challenging to create something truly fresh and new that builds on that cultural conversation. In 2017, we’ll be looking for ways to make our digital world a better place through enriching and deepening conversations our audiences are already having. This is a major part of our communications philosophy, which you can read about in my new book, Finally Human.

#2 Measure for Attention.
According to Think With Google, two-thirds of TV viewers pick up another device during an ad break. To say our attention is fragmented is an understatement. Viewers’ attention spans are all over the place. So, rather than focusing on the number of views or the total minutes watched, start considering your video’s performance in terms of audience retention, if you are not doing so already.

#3 Meet Your Audience Where They Are: Mobile.
Did you know that YouTube reaches more 18- to 49-year-olds than any broadcast or cable TV network, on mobile alone? Let’s reiterate: on mobile alone. Audiences are watching an incredible amount of video content on their phones. And they’re also paying much more attention to video ads on their phones. In fact, “on YouTube’s mobile app, attention to paid advertising is 84% higher than advertising on TV,” reports Think With Google. (Be sure to check out this post for more on the connections between mobile and TV.)

#4 Don’t Assume. Discover Where Your Audience Is.
Lastly, in 2017 we will improve our diligence in researching audiences. Growth patterns and audience demographics can change quickly in emerging technologies. Instagram, for example, may have had a primarily young user-base two years ago, but that’s certainly not the case now, as a broader range of demographics has joined the platform. Do your research, find out where your audience is active (especially when it comes to video), and follow them!

What will you do with video this year?
Do you have any plans for video content this year? Any 2017 resolutions? Tell us in the comments below!

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