Video has become the new photo

When companies evaluate their digital marketing strategies, text and photos are synonymous with “branded content.” However, more organizations are finding ways to capture digital momentum with arguably the hardest medium to search for: video. YouTube is the second largest search engine in the world, and now that Twitter and Facebook are experiencing booming trends in video sharing on their platforms, brands are chomping at the bit to find quality, sharable video content.

            Marissa Mayer announced today that Katie Couric will become a “global anchor” for Yahoo in an unprecedented partnership deal. This play by the media organization is one of many pushes towards building their video content library and virality. They have invested heavily into original content creators and curators, but Katie is the first established brand name to grace the purple banner.

            As more of these media organizations turn to established talent for their content, it is important to recognize the change in the winds for digital video. YouTube brought reach down the long tail in a big way, allowing any individuals to create a niche for themselves and build a significant following. As the platform evolves and Google finds additional ways to monetize it, more established brands and talent are looking to capture a piece of the pie.

            The future of digital video is a convergence of independent and professional content. Katie Couric will soon be synonymous with hundreds of similar voices each finding their own niche.  In order to remain relevant and more importantly valuable, media organizations will curate a diversified offering of both.