Mad Video Predictions for 2017

The future holds many unknowns. But the world of video is a different story. Gather around as we take a look into our Mad Bear Crystal Ball – which no surprise resembles our new Nokia OZO Virtual Reality camera. Take a minute or two to read Mad Bear’s predictions for the world of video in 2017.

Mad Bear’s Crystal Ball. No, really it’s our 360 camera. But it IS the future of video!

  1. 360 Video/Virtual Reality will be THE dominant buzz technology of the Year.

    3D video, mobile video and even drones have had their time in the “buzz light,” but for 2017 it will be all about 360 Video/VR.

Predictive statistics are already suggesting this will be the case. Here are just some of the resources pointing in that direction:

▪Revenues from virtual reality products (both hardware and software) are projected to increase from 90 million dollars in 2014 to 5.2 billion dollars in 2018. (Read the full Statista report here)

▪Consumer spending on VR headsets will go from 1.6 billion dollars in 2016 to 7.9 billion dollars by 2020 (CNBC)

▪Dip into CES 2017 for a sense of how dominant VR has become already in the shaping of what the word “immersive” means.(Forbes)

2.  Sorry Snapchat. Instagram It Is.


Instagram will continue to use “video stories” to take marketshare from Snapchat. The meteoric millennial monetization (yes… a three part alliteration) rise of Snapchat has come to an end, as many marketers will move away to Facebook owned Instagram (3 more “m’s”… I’m on fire). There was some writing on the wall several months ago when Instagram copied Snapchat and unveiled stories  (here is one article from AdWeek) but Instagram isn’t done yet. Look for further integration of video in their platform and look for more ways for businesses to utilize the platform to target ads (a la Facebook). There might even be some expiring video content and/or filters added. While I love your new Spectacles Snapchat. It just won’t be enough.

3.  Interactive Video Content Will Move from “Maybe” to “Must Have”

Clickable, shareable, trackable …. it is so nice marketers are ABLE to do these things without ever having to leave a video link. As viewers decreasingly jump between platforms (i.e. “If the content originates on Facebook please don’t send me to a landing page.”), interactive content become the key to keeping people engaged. Interactive in these terms can mean more social media features or even a deeper use of 360 video (see the #1 prediction above).

Here is a good overview article on interactive video from the co-founder of an interactive video company Rapt Media.

So there you have it… three predictions for 2017 … in a way all three say the same thing. Video will move deeper in the direction of consumer initiated engagement. In other words, the video creator will no longer fully control what people experience and how they experience it. Now, the creator is empowered to tell the story so that the viewer can control the experience. So give your viewer the keys, invite them into the driver seat and see where they go. If the ride is good enough, they will come back for more.

About the Author: Glenn Zimmerman

Glenn has what is best described as “Superhero Syndrome.”
His affliction began as a child and has progressed with age.
He got into extreme skiing and extreme sports before they were a thing because every superhero should try flying at least once.

While at Boston University, it was his desire to save the day that brought him to Post- Soviet Russia where he explored the emerging homeless population.

His Syndrome brought him to journalism school at Syracuse University to get his MS in Mass Communications.

He later became an award winning reporter with the number one station in Detroit (WXYZ-TV) and with NBC’s flagship station in New York (WNBC- TV). And, it was the reason he formed the video agency Mad Bear Productions.

With Mad Bear, he harnesses the power of story to help business, non-profits and events engage with their target audience. Video is his tool and he wields it mightily.

Glenn is a sought after speaker on video engagement and mass media. It is all part of his quest to help save the day, one story at a time.

Video Metrics: Measuring What Matters.

Your video is up and running, you’re starting to rack up views. What’s next? How do you actually measure the success of your video project? measure-success Before you start measuring your video’s success, you must define what success means to you and your business. Hopefully, you set up a goal for your video project when you were creating your content. And you kept that goal in mind as you came up with a distribution strategy. Now’s the time to see if it’s all working. The key is find the right metrics to measure success. Was your ultimate goal to increasing brand reach, engage with your viewers, drive traffic to your website?

Engagement  can mean many different things. From social shares to comments to how long a viewer stays watching the video. engagement Watch time is a great way to measure your audience’s engagement. Ideally, your viewers will stay engaged throughout the entire length of your video. Most video platforms let you track your video’s watch time (the average amount of time viewers spend watching your video) or at least, whether or not viewers finished watching your video. YouTube and Facebook’s metrics go more in depth and let you see your viewers average engagement throughout the length of your videos with their Audience Retention metric. When looking at this metric you want to see a constant horizontal line from the beginning to the end of your video. If your purpose is to drive viewers to respond to a Call-to-Action (CTA) at the end of your video, then you need to make changes to ensure the viewer stays engaged until the end. This may mean revisiting your content, even, reconsidering the length of your video. The faster you can get to the point and deliver value to your viewer, the more likely your video is to succeed. Now, let’s talk about clicks.

Click Through Rates To make this a proper click-through discussion, your videos need to be clickable. If they are not, then there still needs to be some way to make sure your viewers followed your call to action. Perhaps you create a customized URL for each video or track in clicks Most likely, your video will have a Call-to-Action (CTA), whether that is a link to your website, a sign-up request, or an ad to buy a product or service – and if it doesn’t then it should. The Click-Through Rate is the percentage of viewers that clicked on a Call-to-Action in your video. This metric helps you keep track of the effectiveness of your CTA. If you’re getting views and viewers are staying engaged, but your video still is not driving action then you may need to tweak your Call-to-Action. Make sure you’re sharing video content with a clear and strong call-to-action that is valuable to your target audience.

Beyond the Click We’ve talked a lot of looking beyond the view in other words making sure you are tracking metrics that are more than just views. How about beyond the click? Essentially, the goal is to turn your leads into customers. Go a step further and see what actions viewers are taking after they watch your videos by using your website’s analytics tool. Are your videos driving traffic to your website? And is that leading to more sign-ups or more conversions? Video metrics are a powerful tool that can pinpoint areas where your video needs some sprucing up and whether or not the content is engaging for your target audience.  Choose your metrics wisely and keep a clear goal in mind when analyzing the data. If your video is not performing the way you expected, using the right metrics will help you identify the problems and make the necessary tweaks to get your video back on the track to success. Yes. We have highly simplified this post in order to get you thinking about video differently. There are tons of other strategies to make sure your videos are indeed driving the results. Please feel free to ask us any questions you may have… happy to help!

Need a little more? Please fill out the form below to get access to a video where Mad Bear’s President, Glenn Zimmerman, gives you a more in depth look at how our video strategy can bring your business mad results.

_____________________________________________________________________________ About the Author: Roshni Hannon Contact: Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect. IMG_9991