Call me a cynic, but I see the film Wall-E as a fairly accurate representation of the state that humanity could be in in a few years’ time.


For the uninitiated, the film’s plot is based on the Nostradamus level prediction that in a few centuries’ time, the human body will become an ever-more-rotund ball of fat, with machines taking care of everything that we previously needed muscle for.

Why is this the future that comes to mind when I close my eyes? Because people are lazy.

And bugger me, I’m one of them.

I’ve messaged my Mum to get me toast from my bedroom before. Not proud of it, but it happened. And sure, I’ve walked the dog from the window of my car. I’ve also thrown my share of shoes at the light switch hoping to not have to get out of bed. This is all totally normal behaviour.

Whether you care to paint it as “efficiency” or not, the truth is that most of us are looking to do things an easier way. It’s human nature, and if it weren’t for that fact, we’d still be dragging antelope carcasses through the dirt from a day-long hunt.

In the marketing game, this trend means that content that is delivered to your ears and eyeballs – not read or figured out – will cater more and more to the efficiently lazy or lazily efficient out there.

By 2019, according to Cisco, 80 percent of all internet traffic will be in the form of video. It makes sense. I want information delivered in a snappy, concise way. I want it delivered in a way that may allow me to multi-task – to fit it into my day without having to go out of my way for it.


This is great news for marketers, as when it comes to potential reach, NOTHING compares to internet video. One billion people use YouTube. To put that number into perspective, that’s more than triple the amount of people that would fit in your house, even if you have a really big house.

More accurately, that’s a third of the world.

Video content can give you a slice of that pie. That delicious, billion-strong, human meat pie. And knowing the human meat that you’re aiming to please is much of the battle when it comes to your content. Easily digestible chunks are the way to go, and this is what video was made for. If a picture tells 1,000 words, then a 1 minute long video is good for 1.8 million.

Big companies (with big wallets) have shown the potential shareability of video content over YouTube. Winners such as this 60+ million view corker from Volkswagen really underline the potential of the medium. And while not many of us have the 12-figure revenue stream that the Beetle maker does, the tactics they use can be scaled down as much as you need to fit your situation.

With the advent of Vine, Twitter’s six-second video platform, anyone with a decent phone and half a nugget of an idea now meets the minimum requirements to create something that could go huge.

To get the return on your investment that you’re hoping for, there are a few things to keep in mind. Firstly, you need to ensure that the format you choose to promote your organisation fits well with your intended audience. If you start trying to flog your pensioner chair lift on Vine, you may find your $ getting gleefully tossed into the ocean.

In 2014, 40 percent of online video was streamed through mobile devices. By next year, more than half of all video will be consumed that way. This means you’ll also need to focus on mobile platforms, and ensure your entire online presence is mobile friendly.

The key to effective marketing strategies will increasingly hang on the degree of video content focus. In years to come, if you don’t put a large jar of elbow grease into your video marketing, you may find yourself falling behind the pack.

So get to it, because, luckily for you, 2019 isn’t even here yet.