Native Video - Another Sign That Video Is Hot

It’s quite clear to anyone who’s been paying attention that video is a growing force in online content.Video content and video production services are more and more in demand, and any smart business knows that if it wants to grab eyeballs and engage with its audience, nothing can cut it like video can. But there’s another, relatively unnoticed change in the middle of this huge and obvious trend, and it’s one that underlines the importance of video. Not long ago, YouTube was pretty much the definition of online video. Everything else was not only secondary, but often inconvenient, and mostly ignored. Now, with both Facebook and Twitter focusing on native video, YouTube has competition.

For many of us who’ve grown up with YouTube, it’s strange to think that it’s only ten years old. On the other hand, in the online world, ten years is a long, long time. Many observers think that YouTube has reached its full potential. Anything it does now is more likely to be in the form of minor improvements rather than game-changing innovations. What’s game-changing is newer players putting their weight behind native video. With more and more people consuming video content on their mobile devices, and with more of them discovering and sharing this content on social networks, this was inevitable.


In terms of flexibility, ease-of-use, reach, and impact, native video has a lot going for it. Facebook’s
native video is quick and easy for both content creators and viewers. Twitter now offers users the ability to not only shoot but edit videos within the Twitter app. What all this means is that content creators can avoid the need for an intermediary, and go directly to the platforms on which they want their content shared anyway.

This of course is not to say that YouTube is nearing its end, but that there are exciting new times ahead for online video content; promising times for brands that realize its potential, and for video production companies that know how to create quality content for the new platforms. What this means is that – in case you still haven’t noticed – Video Is Hot.