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At one point, only cutting edge marketers were trying to reach consumers through social channels like Facebook. Now the vast majority have invested in pursuing that opportunity. Online video has seen rapid growth recently, but we will seen even more rapid growth in the near future. As consumer electronics devices designed to consume multimedia become better and cheaper, as video production gets easier and cheaper, and as more people become skilled in this area, video will become more prevalent.
Consumers will become much more used to being communicated to through video as well. This expectation will be similar to the the one they have for businesses to have a website or a Facebook page today. Businesses that don't have a strong video presence will loose their share of voice the way that businesses that don't have a website have lost it today.