Online Video is Set to Take Over?

Mark Smith writes for the BBC this week about how digital video is gobbling up the internet;

‘Video will account for 80% of all internet traffic by 2019, up from 64% in 2014, says technology giant Cisco. Facebook founder Mark Zuckerberg says that 90% of the social network’s content will be video-based by 2018. And network company Ericsson thinks mobile video traffic will rocket 55% a year between now and 2020’.

Smith says video is revolutionising the world of marketing because ‘people are visual by nature’. Chris Sutcliffe agrees that the internet is experiencing a video based revolution, and in an article for the Media Briefing , looks at the opportunities online video offers for delivery of news;

‘There was a static nature to linear television news, despite how rapidly their content changed. While the news changed with every bulletin, the actual form in which that news was presented was dictated by the television schedule and targeted at a broad and amorphous audience’.

Sutcliffe goes on to discuss the benefits of being able to tailor the delivery of news to the different ways in which multiple audiences want to consume news reports;

‘a 30 second video news bulletin largely comprised of slides of text interspersed with images; or a 15 minute short form documentary optimised for mobile; or an hours-long documentary that could play in theatres’.

However, making decisions about how to format the news when the possibilities are endless requires a different kind of understanding of audience needs. Sutcliffe talks to Reuters, CNN and Al Jazeera about how they differentiate their products and manage not to compete with their own sites as they publish to platforms.

Josh Stearns writes on Mediashift about how local newsrooms can also harness the power of video on social media to engage communities, provide bilingual news summaries, make short news bulletins and to generate revenue.


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