It's here, it's there... video content is truly everywhere? Where once there may have been eBooks, white papers and blogs, there are now videos, animations and vlogs.
If not a revolution exactly, it is certainly a force that - according to Raj Chander writing for the HubSpot blog - is "taking over modern marketing".
Indeed, with senior Facebook executives foreseeing a video-only network in just 5 years and companies like Cisco predicting that video will account for 80% of online traffic by 2019 - it's meteoric rise to prominence is difficult to deny.
And in the face of such heady competition, should content writers be packing up their keyboards and heading for the nearest exit?
Well not just yet. It is abundantly obvious, of course, that all video content - be it awareness stage "how to" videos, service explainers, testimonial reels, animations - still need to have quality writing at their heart. Whether in the scripting or at the storyboarding stage, words still need to be crafted to inform and enhance the images that the viewer is seeing, and to ensure that the right meaning and sense is communicated.
As Chander puts it: "...remember, images, audio, and video content all require good writing to put them in context. Instagram captions, podcast scripts, landing page copy, training video highlights – the list of places written content is required has actually grown in the age of visual consumption."
And that's really the point.
Visuals can certainly speak a thousand words and do so rapidly (an attractive proposition in our time-starved world); but, people still love to consume long-form content - according to Pew Research Center, a similar number of views but twice as much engagement time than short-form - relishing the greater depth and frame of reference that it offers the reader.
Clearly then, there's still an appetite and a role for both video and written content. MarketingProfs' Ann Handley underlines the storytelling capabilities of both mediums:
"The bottom line: Our world supports both kinds of content for different purposes.
So, fear not content writers. Whilst it's true that diversifying your skills to suit different media is a wise way to ensure your writing remains relevant and responsive to change, if your enthusiasm lies in a deeper exploration of a topic or a lyrical appreciation of an idea, the death knell has not been tolled just yet on your lengthy tome.
It's no exaggeration to say that video is taking over modern marketing. Just take a look at these numbers: - Global venture firm KPCB estimates that by the end of this year, video will account for nearly three-fourths of all online traffic. - Brightcove says that videos are shared 1200% more than hyperlinks and text combined. - Facebook's European VP, Nicola Mendelsohn, predicted that the network would be 100% video in just five years. These trends are great for videographers and others who make a living from the medium, but where do they leave writers? Apparently, very worried. In late 2015, a Gartner report predicting that 20% of all business content would be machine-generated by 2018 led to a string of articles proclaiming the death of writing jobs.