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Publishers and Their Future Video Strategies: It's Complicated

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Written by on July 20, 2016

When we look at the future trends for videos, we see something that is fascinating, hugely misleading and frustrating all at the same time.

So in this Plus article, we are going to take a deep dive into the future trends of video. Is everything going to be video, as Facebook claims? Or is it more complicated and nuanced than that? Well, from the title of this article, you already know the answer to that.

Before we start, though, we need to get a huge misconception out of the way. And it's the saying that '[insert whatever thing that is the focus right now] is what people want'.

We hear this all the time. Something happens on a certain channel that begins to dominate whatever metric they focus on, and suddenly everyone starts saying that the reason why that works is because that is what people prefer.

This is not true, nor does any trend support that assumption.

What is happening instead is that human behavior, what the internet is optimizing for, and what people actually want are constantly in conflict with each other.

Let me give you a simple example:

Ever since Facebook changed its News Feed to optimize for '3 second autoplaying videos with no sound', publishers have been hyper-focusing on creating videos specifically designed for that.

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Thomas Baekdal

Thomas Baekdal

Founder of Baekdal, author, writer, strategic consultant, and new media advocate.

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