Post by Felicity Whelan, Managing Director – GLUE Content

It is that time of year again where we finally start to slow down and enjoy a few (or more) drinks to celebrate the conclusion of another busy year with clients, friends and family. This much-needed headspace also gives us the opportunity to think about next year.

With 2017 marketing budgets already set, you may start to consider which avenues you’ll allocate funds to. Before you commit, I implore you to consider the trends of 2016. Even if you have mapped out your 2017 spend, content marketing is evolving fast and you can’t afford to simply rehash your 2016 content marketing strategy and expect the same results.

The game just got a lot harder…

Have you noticed that everyone got a lot better at video content marketing in 2016? Long gone are daggy corporate video productions or boring website video production.

As website video production and corporate video production became more common in 2016, companies and brands became more creative and innovative when engaging their audience.

Companies began to secure their own YouTube channels, giving them greater control over their brands content delivery, while improving SEO and audience reach (You Tube is now the most popular search engine after google). We also saw companies begin to consistently use video as part of their social media marketing strategy, producing videos specifically created, designed and formatted purely for distribution on their social media channels.

The result?

2016 saw more marketers report greater success than in previous years.

The above tables show that 62% of B2B content marketers are “much more” or “somewhat more” successful with their content marketing than they were last year. 63% of B2C’s say the same thing. That is a monumental shift from the previous year where only 30% of marketers were saying their content marketing was effective.

In 2016 video content ate social media

Video content became one of the dominant, fundamental ways we consumed information online and social media platforms scrambled to keep up.

Facebook founder, Mark Zuckerburg recently said “I think video is a megatrend, almost as big as mobile

2016 saw Instagram transition from allowing the upload of still images only, to 15 sec videos, then 60sec videos, before concluding the year offering ‘video expire content’ like the new powerhouse Snapchat. Put simply video became core to the internet experience, so much so, entire platforms evolved to the format.

Looking to 2017, personalised content will start to outperform repurposed and generic content

In 2017 and beyond we will see brands start to promote their own generated content as a priority rather than republish existing images or content that’s sourced from around the web. More competition online will force companies to invest in personalised video content production – content made specifically for their brand or company.

Post and pray is a thing of the past – allocate budget for content advertising.

With greater competition in 2017 the concept of posting your video and praying that the content gods deliver it to the screens of millions of people is a thing of the past. It’s a strange concept that we started content marketing because advertising wasn’t working and now we are back to using advertising to promote our content. Weird or not, it’s working (for now) providing quick results and more exposure. You can back it in, the brands that had the most successful video content campaigns in 2016 were paying to promote the content.

Be clever in the content you put money behind.

Before you go and allocate budget to promoting your video content make sure you have produced video content that is worth watching. You can pay to get your content in front of your target market but unless your video content production is creative, strategic and platform appropriate, it won’t necessarily correlate to engagement.

Advice for 2017?

Standard corporate video productions and website video content production just won’t cut it anymore. Allocate the funds at the start of the year to ensure you have the wriggle room to engage professionals who can help you experiment with new and unique ways to deliver your brand to the market. Successful brands in 2017 will no doubt have worked with video content strategists whose job it is to monitor which video styles are succeeding online and why.

Basically, there is more competition, audiences have more choice and want more personalised content. Keep up to date with the trends and allocate your budget accordingly.

Need help telling a story for your next video production in Melbourne? We are a Video Content Digital Agency in Melbourne that specialise in producing great video content and animations that will set your brand or company apart. Get in touch today!


Felicity has a decade of experience working as a presenter, host, MC, producer and content strategist. She’s worked both in front of and behind the camera for Fox FM, Triple M, Channel 9’s Today Show and Network Ten. She is now the founder and Director of GLUE Content and delivers video content for major corporates, creative agencies and sport brands. At the forefront of content development Felicity’s knowledge gives her an edge when it comes to driving engagement. Whether using the power of content to engage fans in sporting stadiums or innovating new ways for corporates to induct and train staff, Felicity is looking to the future and evolution of content by using the power of video to engage the next generation.