In recent years, and particularly since the emergence and democratization of social networks, it has become essential for companies to communicate, but above all to stand out from the crowd. Content creation is an essential step in gaining 2.0 notoriety, and various trends are emerging to guide us in producing better, more effective content. Here’s a look at the trends we’ll be following in 2017.
On your cameras!
Although not new, the video production trend is still very effective and increasingly used. On social networks, and particularly on Youtube but also on Facebook, more and more videos are being broadcast, and the number of views continues to rise. In 2016, over 400 hours of video were uploaded to Youtube…every minute! On the user side, 46,000 years of videos are viewed every day. Whether filmed or in motion design, all fields of activity are concerned, and many fan pages stand out thanks to quality video content. A content production strategy must therefore include regular video production. There are many ways of producing video, even with limited resources. Think, for example, of using Facebook’s live video features to broadcast your events.
Think mobile.
In recent years, content consumption has also tended to focus on mobile devices. For example, more than half the videos viewed on Youtube are on mobile. As for Facebook, there are 24 million monthly mobile users in France (out of a total of 30 million monthly users across all media). So you need to think about a format that can be adapted to a mobile version. Think about adding subtitles to your videos, and adapting the format of your infographics and texts so that they are more easily seen. When creating landing pages, it’s important to think about the mobile format, which is often proposed in the settings so that the page can be consulted on a smartphone.
Produce quality content.
It’s essential to produce quality content, adapted to the target audience and its expectations. Content won’t be the same if it’s aimed at medical professionals or teenagers. You need to know your target audience and not hesitate to invest in equipment when necessary. For example, if you’re shooting video, you’ll need an SLR camera, a tripod, a tie microphone and one or two projectors to create content that’s easy on the eye, generates more views and gives a positive image of your company. When it comes to writing articles, it’s essential to proofread your work and even have someone else proofread it before publishing. Quality content is always more likely to be seen and shared, and to add positive elements to your strategy. And don’t forget that this content is a reflection of your business, and it’s always easier to trust a company that publishes well-written, spelling-error-free articles.
After creation, distribution.
Finally, it’s important to remember that producing content isn’t an end in itself. You also need to take particular care in disseminating this content, and make it part of a real communications strategy. Distribution on social networks is essential, whether for personal use (Facebook, Instagram, etc.), or more professional (LinkedIn, Viadeo). It also provides direct feedback from the community and helps build brand awareness. But a content creation strategy needs to rely on other distribution channels than social networks. Think, for example, of integrating your content into your newsletters, even in the form of links for videos. And don’t forget to promote your content internally, among your colleagues.
If you’d like to find out more about content creation, or if you’d like us to help you create videos, articles and visuals, please visit our studio, which you can find here.
Mis à jour le 23 January 2025
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Mis à jour le 23 January 2025
