L&T discusses emerging trends with live streaming expert Amanda Patterson.

As virtual reality, 360 video, and other platforms of media consumption once considered “futuristic” continue to enter the mainstream, brands must capitalize on every opportunity to reach their target audiences in new and innovative ways.

I sat down with Amanda Patterson from The Call List to get her take on what 2017 (and beyond) will hold for savvy, forward-thinking marketers. Here’s what she had to say:

Adela Fine: How are the ways in which people consume video content changing?

Amanda Patterson: In 2015, U.S. consumers spent over $6.5 billion on video streaming; that number was anticipated to be more than $8 billion in 2016. 18-34 year-olds are consuming less traditional TV, and 32% more video streaming than in past years. However, 60% of those using their phones to watch videos are only interested in content under 10 minutes long.

Brands are really taking advantage of this trend by creating well-produced cinematic shorts to captivate audiences and evoke an emotional tie to their mission. For example, my family felt very warmly toward Apple this holiday after watching Frankie’s Holiday.

People are also learning life-hacks for everything from cooking and stain removal to IT certifications through platforms like Udemy. Why go to a seminar when you have expertise on-demand?

AF: What innovations can we expect in the realms of VR and AR in 2017? Do you predict the emergence of any other new media formats?

AP: We’re already seeing the first features in VR and the emergence of VR theaters. I expect the biggest VR benefits will be expansion in education and wellness offerings. We will see people learning a new skill or exploring surgical possibilities through virtual practice. Teachers will bring their subjects into the classroom, creating experiential learning where kids can poke and prod. People will collaborate with teammates across the world, as if they are in the room writing on the same whiteboard. Fans can have a butterbeer with Hagrid.

Companies like Magic Leap are going to change everything from education to entertainment. VR offers the opportunity to interact with once-inaccessible worlds. I imagine mixed reality technology will integrate into wearable technology, allowing people to enhance their visual world at will.

AF: Sarah Wood, CEO of Unruly, predicts that “the revolution will be live.” Do you agree? What will The Call List’s influence be in this space?

AP: With streaming to account for an expected 82% of internet usage by 2020, I believe live will emerge as a way to experience events and explore passions as if you were there. There will be a trend towards virtual event attendance, creating a new line of communication between hosts and participants.

The Call List offers hosts an opportunity to interact with live video audiences, gaining visual feedback and facilitating more natural verbal exchange. I think this will manifest in collaborative content creation and iterative journalism, as well as having an impact in the arts and entertainment industries. Authors may open discussion around a topic or host live interviews before publishing content, giving audiences an opportunity to participate in the creative process.

The same technology could be leveraged by brands hoping to evaluate remote consumer sentiment with the integration of facial recognition software. Meanwhile, the HIPAA compliant version will connect patient communities to medical experts for topical video chats or psychosocial support, providing a sense of intimacy and encouraging participation.

Interested in learning more about the changing face of media? If you’re in New York City on February 16, check out our event on the future of journalism, featuring a panel of expert speakers. You can register here.

Longneck and Thunderfoot offer thought leadership services to turn your company executives’ opinions and insights into authoritative content that starts meaningful sales conversations. Learn more about thought leadership here.

Author Adela Fine

After graduating from Wesleyan University with a BA in psychology, Adela ​joins L&T​ as the newest member of our​ social team. She has previously ​worked at startups in San Francisco and New York Cit​y, specializing​ in social media management and content generation. In her free time​,​ she enjoys exploring New York and is currently on a quest to find the best donut in all five boroughs.

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