Ep 14: The Future of Video

In this episode of Off the Record Marketing Deconstructed, the 5 & Rise team explores the past, present, and future of video content marketing. They examine the rise of TikTok, the shift from personal to brand-centric content, and the role of short-form versus long-form videos. They also cover the history of other platforms like Vine and YouTube along with the various strategies brands can use to optimize their presence across multiple social media channels. 

00:00 Introduction to Video Marketing
00:48 The Rise of Short-Form Content
02:46 TikTok vs. Vine: A Comparative Analysis
05:24 The Evolution of Video Platforms
09:00 The Role of YouTube in Modern Marketing
11:18 Strategic Use of TikTok for Brands
15:10 Challenges and Opportunities in Video Marketing
20:48 The Future of Video Content
27:15 Conclusion and Final Thoughts

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Transcript

0:00

Welcome to off the record marketing deconstructed on today's podcast. We are going to talk about video. We're going to talk about video in the future, what's going on in video now, and um, all the things that are great about video. I think of like the ocean spray guy who's skateboarding on the street and count whatever, you know, like that was not a 30 minute. It should almost be like a hub where we put everything on YouTube and then we just People are less willing to give up a lot of time for something that they don't know that they already have an interest in. I think that people still view it as a long form platform as opposed to, for brands, an opportunity to So, long form or short form? There's, especially right now, a stark difference between the two in how they're used, right? I mean, the TikTok is the way of the world right now. I mean, what, five or so years? You've gone from stories, Instagram kind of had their, their dabbling in like Instagram TV or IGTV or whatever they called it. Obviously stories have always kind of been a thing, but, uh, they were all, like, in my opinion, at least when I was growing up, stories were like just an extension of the personal element of posting. It was like you, right. It was from you, about you. Whereas, especially in brand marketing, right. I feel like it's kind of shifted. It's shifted away from the personal element, right? Same thing with TikTok. TikTok is not really personal. I mean, in some cases, it is. But it's more like, it's entertaining. And how can we hit the broadest audience, and how can we You know, appeal to the masses, which is a lot different than what I'm doing with my Tuesday night or whatever the personal element was. Yeah. Yeah. I definitely felt like a lot of the time, like you said, it was stories and it was things like that. And it was kind of a side dish to what was the main product on, on the app, which was still pictures. And, you know, I felt like it's progressed a little bit more and more and more to where, you know, Snapchat took it and stories were almost the entire reason you used it. Snapchat for a long time and obviously sending them to people but a lot of they go away That's the basis of the model, but a lot of it was like video and I feel like Yeah, TikTok was almost an inevitable evolution to come of that. The more and more of those side pieces became more, you know, the main thing people were consuming on those ones. I think it's interesting, speaking of TikTok, and not that I want to go down this rabbit hole, and I think that we'll, we can dive into this a little bit more as we go into, like, what's coming up and trending in 2025, but, um, You hear, we actually did a recording, a podcast on TikTok and the future of TikTok and what was going to happen to it. And are we selling it? And I think that we're seeing in, in the news of late, um, And in the news across social that there's some warming up to tick tock and how it's being used and are we is the U. S. really still looking at banning it? Or are they looking at different ways that they can incorporate it? Because I don't think it's going away. What killed Vine, right? Like that's, it's been a little while. I personally was never on Vine. I, you know what? Huge fan. Huge fan? You are a huge fan of Vine. Now we're there. I'm not a big fan of TikTok, which is funny, but like. What's the difference? I don't know. I think it was the, I think it was, it was almost a challenge. Like how can you be entertaining or funny? Or worthwhile in seven seconds. It was, it was almost like a real challenge to have that, that. I think what killed Vine is because it was such a new concept and it was really the forefront of that was short form videos. I think that there was a lack of knowing how to market that and who their audience really was. But if you look at the biggest influencers on Vine, they're now some of the biggest influencers in the world on other platforms. They're the biggest influencers on other platforms, but I think that the other platforms Have figured out what the formula is in order to push it out to the masses where I think with the other and I think social media when vine came out, um, was still building. And I think that it was, I think video wasn't quite as strong as we're seeing it now. And because you couldn't push that to other platforms, like you can push everything to every platform now. So you can record on Tik TOK and you can send it. To everything else, right? Which I see all the time. Most people start recording their video on Tik TOK and then they push it out to the Instagrams, the Facebooks and that kind of thing. I think, um, from a short, from short form standpoint, um, if we go and talk about long form, Then we're looking at a lot of people will actually record long form video, put it out on YouTube and then cut it up and then push it out. So I think there's different ways on how you use the different long form short form, but kind of back to vine, like it really was that it was on the forefront and I think it just. Didn't get the traction that it needed. I think if they launched it again today, you know, they'd be up against TikTok, but I think that they'd probably have a larger platform in which to push things out. I think she's right in the fact that Vine was. Ahead of its time. I didn't really know what they had at the point. And I think, I think a lot of people who were on it and got successful on it also saw it as a means to an end, not the end. You know, you, you get popular on, on vine. People are going to follow you on Instagram. They're going to follow you on Twitter. You kind of continue. A lot of it was like funny stuff or like, especially in seven seconds, you're not promoting, you know, here's my vino, you know, stuff I, you're being funny on. A lot of it was like up and coming, like internet comedians and you get people to follow you elsewhere. That was a way to test your content. Fine. Yeah. Like the stuff that became popular. Okay. Like now I understand, you know, what I can maybe do on other things that are going to keep me Getting more followers and maybe just give me more attention, but I don't think it was it was a an intermediate channel I don't think it was what people thought was like going to be the end all be all And I think vine because it was so new didn't really have any sort of way to monetize it Where some of the other ones might have given the opportunity to do that. So people spent more time Has changed a lot too. You didn't have the influence Or the influencer like you said or the monetization Um back then it was really kind of the beginning right and then youtube started monetizing things and then it was kind of like Oh, I can make a gazillion dollars by posting on youtube and then tiktok kind of took that into the short form and You can monetize everything The other thing I think that helps the video today versus like when Vine came out, or remember when, um, was it Twitter that did Periscope? Yeah. That was like the short form, like that's not I think Twitter also still or did own Vine for some, some period of time. Oh, I didn't know that. I wasn't, because it went away. And then I think when Twitter started to try to, you know, embed more video into its platform, I think it bought Vine or. It did at some point and tried to utilize it. I don't think they do anymore. They, they took, they basically stripped behind of its parts and implemented it into the platform. I think the other thing that you see today that you didn't see then is search engine, right? Because now you can search for anything and it'll pop up a video. And you didn't have the capability so much when Vine was out there to be able to search or search necessarily like a particular person or influencer or, you know, video. Whereas now you can search anything and you can find anything from TikTok to all the video stuff that's out there. Um, which I'm excited to talk about what's coming in 2025 because I think that search part's going to change a lot too, but video. Like YouTube is a huge search engine. I think you're onto something with the, the way the content is repurposed, especially for brands. And, you know, I think, I think the thing with Vine that I think about in connection to TikTok is, when you think about TikTok, TikTok did kind of start in that seven second. I mean, it wasn't, Exactly Stipulated it had to be seven seconds, but I think of like the ocean spray guy who's skateboarding down the street and whatever You know like that was not a 30 minute long form video right and He wasn't really telling any story wasn't it like 15 to 30 seconds when it first came and then it increased to like 60 and They've increased it a couple of times. It's 10 now. Yeah now it's 10 but so when you look at the the The, the user trends and the consumer trends, those, those short form videos, whether they're seven seconds or 90 seconds, they're an introduction. That's how the, that's how the user and the consumer digest it. They want. To be in charge of their own. You're not you can't market products to them anymore in the way that you used to this is not like buy our cigarettes 1970 type of it's not that anymore they want to make their own decision they want to do their own research they're going to do their own due diligence which puts its own stress on ad strategy but that's another conversation you're no longer going to get the don draper it's toasted because there's going to be 70 tiktoks going that means nothing exactly so they're so So what happens is, you introduce this topic, you introduce this brand, this person, this whatever it is, in 30 ish seconds. And again, that ranges from 7 to 90. You get this quick introduction, but then you have this, these other platforms with longer form, uh, whether it's written work, whether it's video work, whatever, but you, you then have these other ancillary pieces that further, um, shine a light on whatever it is that you're trying to market the product, service brand, whatever. And I think that's the difference now is that you never had that opportunity with Vine. Whether Vine didn't see it or the consumer wasn't ready for it, whatever it is. But now you have to have those ancillary pieces either on other platforms or websites search Whatever it is, or you you're not there's no growth. That's huge sean because one of the things like and from a client perspective, too We get a lot of questions from clients saying Should I just be on TikTok because everybody's getting hundreds of thousands of views and I was and my answer is always like TikTok's not my favorite platform. It's not my favorite platform to, um, to, for a client to be on. It's not my favorite platform for a client to rely on. I think it is a piece in your overall marketing strategy because what happens in TikTok, you might have. 100, 000 people looking at a video that you put out. You may have 200 people looking at a video that you went out. You may have an average of 200, and then you have something that goes viral. But most likely, unless you actually have a consumable product that you're selling, like in the TikTok shop, or something that they can click on and go to a link and buy it, Most people are using TikTok as an introduction to be found on other platforms. So I always say to people, if you want to be on TikTok, you still have to make sure that where you're most going to be seen by the client that you want to bring into your universe. You're going to push people from TikTok to that platform. And that's where you're actually going to do most of your getting to know you, like you trust you, respect you, answer, ask questions, communicate with your potential client, customer, patient, Whatever business sector that you're in, TikTok is just a means to an end. Really? None of us are Joe Rogan. We don't have any emcee sitting at a desk to fact check us or pull something up on the screen. But I think it's SEMrush, uh, that did a study at some point in the past few years. Should we put that on our hiring schedule? There's a, and I don't know the exact numbers. I don't know the exact timeline, but there's a study that's like, 90 percent of brands, like, uh, like business brands that advertise on TikTok see estimate that their ROI is at least 200%. And it's exactly what you're saying. There aren't 90 percent of brands are not advertising on TikTok shop or they're not, yeah, they don't have products available on TikTok shop, but they're directing you from TikTok to other places in some way, or they're, uh, in the case of bigger brands, you're familiar enough with them that. You can easily find those other places. So, so the ROI is there if you're committed to it, but it's about those other pieces. It's about those other locations. It's about getting someone from TikTok to where you need them to go. And the one thing that I feel like always needs to be said, when, when a client wants to, or like recommends, Oh, you should be trying to tick tock, tick tock more than any other app is one that you actually have to put effort toward. And it's one that you need to be willing to put time toward. Yeah. Cause you're not just going to accidentally get famous on there. Like, not that you would accidentally just on Instagram, but Instagram and Facebook and Twitter, stuff like that, that. You don't have to have video. You can do it at a very easy pace, and you can do it almost in your spare time. Yeah. Mm-hmm . Just staying updated. You're not gonna have a great profile, but you can do enough to where it's not gonna look Barrier to entry, degrading. Yeah. Yes. Right? Yes. If you're gonna do video fairly frequently like that, that's a time commitment. That's a willingness to put your face to camera. That's a willingness to do a lot of different things. That you don't necessarily have to do on the other ones. And I think that's something that when people just assume it's just adding another Outlet, but it's a different type of outlet and it's a different type of effort that you need to be able to put forward So so so shift to long form then because you know Long form is You know in kind of the most traditional sense of the word. It's the news. It's television, right? It's you know, I think at the time where you had three channels, right? and then You, you move to a place where really you just take that, you put it on YouTube, right? Like, you take things that are being created for other purposes and just house them in a new place. Whereas now, YouTube is that, is the place where things are sourced, right? Especially when you think like the third largest search engine. Second, I believe. Is it now? No, it's the second most trafficked website. Yeah. But I don't know about search engines. Yeah, I think from a, I think from a search engine, I think it's like, let's say top five. Yeah. I was thinking it was like the third, um, largest. And, uh, or maybe it's second and Pinterest is third. But there's like, There's yeah, um, sorry, there's google Um youtube pinterest and then you have your bings and your yahoos and things like that, right? But really those top three Because that's where people are going to find their content that they're looking for And I think from a long form perspective people are looking to Long form video to figure out how to do things how to Learn about things to get their news because they're not super happy with what's going on in mainstream media They're looking at all different sides of a particular topic and they can do that by searching Finding a video, but they're not going to just find one video. They're gonna find A hundred different videos and so they can go and figure out what they like and when they find what they like, they're going to be more inclined to go to that channel more and more and more and more to find additional things that they're searching for. There's my opinion and, and you know, I, I think there are some, it's kind of split in terms of this, this being a favorable thing or not, but. I, there's a huge saturation problem on YouTube in my opinion because of exactly what you just said where Anyone who's anyone can go on and create content now, that's this case for every platform The difference is in how youtube is used by the consumer right and we're talking about it from a news from an education from You know, and I'm not saying that people do this, but I'm saying people could show you how to replace a breaker in your home when you've got, you know, a breaker that goes out and all of a sudden you've burned down your home because they told you how to do it wrong. And again, I'm not saying people do that. I'm saying it's possible. So in the way that people are consuming that, I actually think there's a huge saturation problem. That leaves it up to the consumer and the viewer in this case to be discerning about the content that they watch and I don't know that I don't think that that's fair to the consumer. You know what, though, like I'm on the other side of that. I think I'm not understanding because I want to be able to I don't I don't want somebody to force something down my throat. I want to be able to see all the different sides and somewhere in between. I can find exactly what I'm looking for. And I think that there's so much that you can watch a couple of videos and in the first few seconds, you can discern whether or not this is something that I want to continue watching or it's crap because somebody just wants to be heard and seen out there. And I think there's a big difference on, from a content. producer or somebody that's actually, you know, producing that video that's out there. That is it something that they truly want to be known for educating the audience or sharing their product or sharing their brand, or is it somebody that just wants to be, you know, five seconds of fame? And I think as a, we can discern that, right? If I didn't, if I couldn't discern that, I might just be pushed all this crap out there and never see the stuff that I really want to see. Well, but I, so that, so my humble opinion or whatever it's worth, right? What's the saying about you have to, it's a penny for your thoughts, but you've got to put your two cents in, right? Or whatever. Um, so I, I'm surprised that Insta, that YouTube hasn't become the platform when it comes to video because. They've got the short form opportunity now with shorts. They also have the infrastructure of long form, which as we're saying, that short form is kind of just your teaser, right? And then you're trying to reel them in with some other pieces, right? So if you already have the infrastructure of long form, getting someone introduced with short form and then moving them to the long form or to the next step in that kind of funnel should be incredibly easy. TikTok just increased to 10 minutes. They've also got. What, a third of the lifespan of YouTube and the content quantity is probably skewed because I'm sure they have a ton of content, but a lot of short form. Um, like I would guess that the rate they've had content uploaded on TikTok is probably faster than YouTube in those first five years. But again, it's all short form. I don't know that for a fact, just a guess. Um, but so to me, it would be very easy for YouTube to become the platform for video because they already have that long form infrastructure. But we're not seeing that at the scale or the pace that I would have guessed it was going to happen. So what do you see as the main video content channel then? Well, I think, I think it's totally dependent on what you're looking for. I think, uh, obviously TikTok is the thing, is the thing right now. I think Instagram, uh, and Facebook, the, you know, Reels there, I think are both very, very popular. I'm not, I don't know that the numbers in terms of which are consumed more between TikTok, Instagram, and Facebook, and in terms of short form, short form video, my guess is TikTok is probably leading that race right now, but I don't think that that means that Instagram and Facebook don't have quality, you know, products or, you know, whatever. I think it's just a numbers game, but I would guess that YouTube is probably at the bottom of that race. Because I think that people still view it as a long form platform, as opposed to, for brands, an opportunity to, to get into short form game and easily, within the same platform, move people to the long form, that next step. I think you're right and I think you might have, I don't know, maybe jumped the gun at how fast you thought it was going to happen. But one thing that you always been able to see with video, is it constantly like, yes, there was a, there was a time where everybody was like, Oh, nobody's willing to watch anything that's more than 10 seconds. Everybody's attention span is going down. I just think people are less willing to give up a lot of time for something that they don't know that they already have an interest in, which is why short videos, because you don't have to devote or devote. You know, half an hour, an hour to see if you find something funny, you find out right away. But if you want as a, as a comedian to get somebody to come watch your hour long podcast or whatever it is, or like you said, with Joe Rogan, he's, you know, three plus hours, uh, Lex Friedman, not comedian, but like, he's got very long, uh, interviews as well. But if you can give somebody 10 second clips, if you can give somebody 30 second, 90 second clips. That are interesting or if they're a comedian or funny, it's almost an advertising. It's an introduction. It's an introduction. And so that's why I think, because like he just said, TikTok is now at 10 minutes. Twitter went from a minute 20 long videos to two minute 40 long videos to now you can upload your entire podcast. It's unlimited if you have the subscription and you can go live. They just keep getting bigger. I think that's because people are starting to realize that people are willing to watch those. They're just not willing to watch anything for that period of time. But think about it. Don't you think, again, and we did a podcast on this where we talked about what the demographics were for the different platforms. I think a lot of it too is. Who's watching what on what platform and I think one of the things that we talked about is that YouTube scales higher to the male demographic. But I also think it's a lot to do with who and what is long form on that particular platform. I think as you see more people putting video on YouTube and actually seeing it as where they should house their content. I mean, honestly, I think it should almost be like a hub where we put everything on YouTube and then we disperse it to all these different places. Because with long form content, that's the nice thing about long form content is you can do long form content and you can cut it up and you can put it to different things and different platforms based on, you know, the parts and pieces of that content, right? So you could push something to TikTok or to Instagram that might not be the same thing that you would push out to Twitter or to Facebook or another channel or a medium. Whereas, um, with short form, it's really about the same. With long form, you can make the decision about what content goes where. So as, as marketers, I don't know exactly how long it's been, but we, every marketer has publicly said that attention spans are shorter, which is why short form video has been so popular. So, okay, so we need to make it shorter. We need to make content quick and and easy and right like that's that's been the approach Which is why short form marketing has taken off like our short form video was taken off like a wildfire So if that's the case And within youtube you have the ability to introduce them to shorts Uh, and then without even changing the platform draw them draw them in do brands and marketers Have the ability to do that To transition people from those other platforms to u to YouTube for their own self-interest. Mm-hmm . Do they have the ability to do that or is it reliant on the cust, on the, the users and the customers to do that themselves? I think it's reliant on us as marketers to share how to do that with people, because I do think I, again, you know, if you're looking at YouTube as a central hub for. I think if you're on Twitter as a brand or somebody that wants to get their message out but only has, you know, 30 seconds to 10 minutes or whatever to do it, I would be inviting people to watch something on my YouTube channel that has longer content and maybe more dimensions of that content that I'm trying to get out. So maybe I'm talking about this guy. Content a specific piece of this content in this video, and then we're actually maybe looking at the other side of that content in this video. Right? So you can get lots of different sides to a story. On youtube and if you can use that platform tick tock instagram facebook twitter blue sky like all the different, you know platforms that are out there, uh, I think that it if you push them to youtube They can watch everything right they can watch Your podcast, just like this podcast we put out on, from an audio perspective, we put it out on a video perspective. Same with somebody like, um, Joe Rogan, you mentioned Lex Friedman, right? Um, so I think there's so many different ways to get that content, but if you really want to see the whole picture, YouTube is probably the place to put all of it, right? Sean, to possibly wrap it up. I think YouTube's. Biggest, uh, benefit would be a continuance of the threads and a blue sky and, um, rumble. And some of the more, everything just gets spread everywhere. The more people are going to get sick and tired of it. Yeah. It used to just be, you have Twitter, you have Instagram and Facebook. Yeah. Then now, now there's, now there's five or six other ones that people are kind of spread across, whether it's cause they wanted freedom of speech or whether it's just cause they want something different or. What are they just like being a part of everything? I think most people don't have the attention span that they want to be kept up to date with Seven different places and they're just going to want one Central localized thing and the more video looks like it's taking precedent over a written form, unless you're specifically going for a written form, I think that's YouTube's biggest benefit is if you can be that one local centralized place, what's to stop you? I think, um, I think Kirk, you're right. I think that there's a lot of dilution out there. I do think, and then this goes down a whole nother, like, I think that maybe there's a another topic or podcast or something that we can talk about this too. But I think part of that, the whole dilution side of things is, is because People are unhappy with the messages that are being delivered, how they're being delivered, and where they're getting them from. And I, and I think there's a lack of trust in media as a whole across the board, whether it's social, whether it's, um, mainstream, whether it's these offshoots. And so I think that if there's one platform and, and I think that there's growth amongst all of the different platforms to get to this point. But if there's one platform where everybody can get both sides. All three sides, all four sides of a topic or a story or a brand or whatever it is, then they're more likely to stay on that platform instead of going to platforms, which dilutes everything. Thank you for listening to today's episode of off the record marketing deconstructed. If you would like more information about our team, you can follow us on social media at five and rise. Or you can visit our website at fiveandrise. com. We invite you to share, subscribe, and leave us a review and tune in to our next episode.