Video provides athletes with a visual and audio resource that can be used to send and receive information coaching information. Despite this, risks exist as the effectiveness of video in coaching is still debated against traditional ‘in person’ coaching as many believe ‘usefulness’ is dependent on knowledge, skills and experience of user (Weiler, 2015). Research into the use of video in mobile coaching apps suggests that niche sports can utilize this technology through video demonstrations; useful video demonstrations are helpful for skill development and safe exercise execution (Modave et al., 2015). Video demonstrations can be utilized effectively by niche sports businesses in particular given the limited availability of accredited coaches.Authors Modave et al (2015) point out some considerable barriers to standard approaches to coaching including the disparity in face-to-face access to professionals, resources needed for a personal coach, and lack of knowledge of exercise principles necessary for someone to design their own training regimen. All of these barriers create an opportunity for niche sports businesses to capitalise on the video technology available.
With the cost of video production reducing, video is taking content marketing by storm with the demand for online videos outpacing the budgets required. According to Cisco, they predict globally in 2019, consumer internet video traffic will be 80% of all consumer internet traffic, up from 64% in 2014 (Cisco, 2015). This shows the huge potential this can provide organisations, but will this trend result in online video being the main focus for agencies in content marketing strategies? And should the marketing agencies be adopting these strategies for themselves? And how should videos be approached?