Public Relations & Social Marketing Insight

It’s no secret that video content is on the rise. By 2019, video content will be the driving factor behind 85% of search traffic in the US. Whether it’s Snapchat, Instagram, or Facebook, video content on social media is what marketers need to focus on in 2017. Additionally, marketers must understand how each social channel is optimizing its platform to allow for more video content in users’ feeds, and how brands are using video content to engage their followers.

The reason why these major social networks are optimizing their platforms is because the majority of search traffic will be a result of video content, and future marketing projects will include high spending on digital. To illustrate this is eMarketer’s data on the expected ad expenditure in the US over the next four years. These future projections indicate that not only will digital ad spend increase significantly, increasing on average $13 billion every year, but social and video are the only ad types expected to grow in the near future. While social is expected to grow significantly, video ad types will boom 184% from $9.9 billion to $28 billion in ad spend – making them the fastest growing ad type....