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What Do YouTube, Facebook and Cisco Have in Common?

Back in 2005, when YouTube launched, online video was the new kid on the block. Today, YouTube's video platform is the second largest search engine in the world1.


On June 14th, Mark Zuckerberg, CEO of Facebook, and Nicola Mendelsohn, one of their heads of operations, spoke at a conference in London2 revealing something big: 

In the next five years, Facebook “will be definitely mobile, it will be probably all video,” said Menelsohn, reinforcing a report from Cisco released earlier this month3, which stated “Globally, IP video traffic will be 82 percent of all IP traffic (both business and consumer) by 2020.”

Whether you are involved in Sales or Non-Sales Selling4, if your goal is to influence others, video is the medium of communication you should be using.

The evidence is mounting, if you don't learn how to use video, you may soon be communicating in a vacuum. 

Wondering How to Get Started?

Focus on what’s easy and accessible. Forget about DSLR cameras, unless you plan on changing professions. DSLR cameras are expensive and complicated. At the other extreme, don’t go taking a selfie that never ends with your cell phone, or pointing your laptop's built-in webcam up your nose. Yes, kids and celebrities do it all the time, but that doesn't mean you should too!

My recommendation: 

  1. Buy some simple and affordable equipment
  2. Invest the time to learn this critical new skill

I’m using a Logitech webcam, USB microphone, plus ring light and stand. You can learn more about my lean and fast approach to video production in this post “The Ultimate Video Production Toolkit for Sales Pros".


  1. "YouTube processes more than 3 billion searches a month. 100 hours of video are uploaded every minute. It's bigger than Bing, Yahoo!, Ask and AOL combined!" reports Mushroom Networks, company dedicated to bridging the technology gap to the future by enabling applications today, that are otherwise not possible.
  2. Facebook is predicting the end of the written word by Quartz, a digitally native news outlet, born in 2012, for business people in the new global economy.
  3. The Zettabyte Era—Trends and Analysis by Cisco, a multi-national technology company—considered to be the biggest networking company in the world.
  4. To Sell is Human by Daniel Pink, in which he reveals a startling truth: Yes, one in nine Americans work in sales. But so do the other eight. We are all involved in selling now, one way or another.

About the Author William Franco

Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.

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  • Nick Marshall says:

    Hi Will, While I absolutely agree with your sentiment that we should all be using video, I think you may have been a bit misled by the statistic that 80% of all traffic. Of course it will be – video is bandwidth hungry compared to the humble letters of our alphabet. But predicting that text will become obsolete from such a statistic is not very sensible. I hope you don’t really think that we are all going to give up reading, that schools will educate entirely by video, that reading will become obsolete. From my point of view, that would be the end of civilization.
    Yours sincerely Nick

    • Will Franco says:

      Hi Nick,

      I thought that too! However, when I researched the methodology Cisco used to create the report, it led me to conclude they’re using several data points, including “Number of Users” (see dig. below).


      Furthermore, schools are already educating entirely by video, for example Kahn Academy. They are a non-profit educational organization created in 2006 by educator Salman “Sal” Khan with the aim of providing a “free, world-class education for anyone, anywhere”. The organization produces short lectures in the form of YouTube videos.

      “…at today’s rate of change, we will achieve an amount of progress equivalent to that of the whole 20th century in 14 years ….” says Ray Kurzweil, an American author, computer scientist, inventor and futurist. Ray Kurzweil has been described as “the restless genius” by The Wall Street Journal, and “the ultimate thinking machine” by Forbes. Bill Gates calls him “the best person I know at predicting the future of artificial intelligence”.

      Video isn’t an option, it’s a necessity! Because the rate at which information expanding transcends written words alone. The new skill is “visual literacy,” applied in the form of “visual language” combining pictures and words to say more with less.

      “Talking head” video is just the start—I focus on that because it’s easy and accessible for sales professionals. Plus, “talking head” video is the key to building trust, when working a pipeline of web and phone leads.

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