Yes, attention spans have been getting shorter and marketers have been responding well to this by saying less (yet selling more) or creating compelling content that resonates well with their audiences. And although the overall result has been satisfying and interesting to watch, this will soon change as video increases in popularity as an effective marketing medium.

Series such as GOT and TVF Pitchers have shown marketers how much people love episodic content and binge-watching them. Therefore, video marketing content produced in long-form format will triumph over 30-second clips in 2018.

Facebook Watch will be at the forefront of this, thanks to the shareable quality of the platform. Facebook Watch is an on-demand video service operated by Facebook that offers personalized recommendations for videos to watch, as well as categorized content bundles depending on factors such as popularity and social media engagement. The platform has both short-form and long-form entertainment.

It is said that Facebook Watch will reward content creators who produce great series. Content on Watch can be live or pre-recorded, giving creators a lot of scope for production. Marketers are also excited about Watch as brands would be able to build huge communities of fans via the platform. Watch will also likely start competing with Netflix and Amazon in terms of broadcasting original TV shows and film content. Expect Watch to be rolled out before March 2018 in India.