All content strat needs to include short form video
14/05/2018
-- --
Short form video needs to be part of any content marketing strategy.
The production industry is currently facing disruption from brands and media owners who want short, impactful and instant video coverage, more often - and at a greatly reduced cost, although still of good quality.
-- --
Many brand and communications experts have been predicting the rise of visual content, particularly video content over the past two years as smartphones got smarter and video started to dominate social media platforms globally.
It's not just about adapting your content to today's shorter attention spans to maximise effectiveness, it's also providing an entertaining and engaging way to connect more intimately with your customer or audience.
The kicker though, is that short form digital video has now become the primary source of news for younger audiences. Campaign magazine reports that 52 per cent of 18 to 24 year olds now prefer it to reading the news.
ENGAGEMENT
According to research by AOL, as reported by Campaign: Short form digital video - video between one and 10 minutes in length - has experienced a surge in popularity in the past couple of years where viewing of short form videos has increased by more than 50 per cent. This, says Campaign, is the obvious place for brands to engage with consumers.
YouTube powered the short-form commercial standard which has now transitioned across traditional media; the smartphone brought us first-person breaking news accounts to our screens and television sets via global news networks and social media; and content marketing as a strategy is dominating communications and brand strategy - including video.
The global Mobile Marketing Association, which runs the Smarties Awards for effective and creative mobile advertising annually, recently released its inaugural MMA EMEA Smarties Business Impact Index, which ranks agencies, networks, brands and technology enablers that deliver the highest level of business impact through mobile-first advertising campaigns. Four South African agencies were ranked in the four top spots: Digitas Liquorice, Yonder Media, Gloo@Ogilvy and Gorilla.
Sarah Utermark, country director for MMA SA, said this was a significant achievement for the South African digital agencies. Digitas Liquorice won in the 2017 Smarties for a series of short video content for the brand SA Homeloans. With current trends in video content and mobile in Africa, short video content is going to be a major game changer in the near future in advertising.
Mobile is without doubt seen as the most dominant screen for video consumption. It's impactful and with the attention grabbing qualities video content possesses, has proven to yield impressive results as the most effective storytelling platform.
STORYMAKERS
Storytelling is of course key here. With content on the rise as content marketing and branded content compete with traditional paid media advertising as ways to build brand loyalty, video brings depth to brand storytelling with short-form video.
Relevance, creativity, instant view, quality, snackable videos are all the rage and research is showing that the shorter the video, the more likely the consumer is to watch it to the end. And key here is that the consumer prefers it if the brand is somewhat integrated into the video storyline, rather than as a standalone advert before or after the video. The opportunity here is for brands to own the story.
Utermark continued: A recent Facebook report showed that last year, the average length of a video published was between 3-4minutes, yet the average time watched tends to be approximately 10-15 seconds or only 4 per cent of the full video length.
However, the formula for success is far more complicated than a 15-30 second spot, it needs to be relevant to the audience, there needs to be a consideration of brand relevancy and trust, in relation to the channels in which the content is being consumed through, but most importantly, video also offers greater opportunities to be innovative and creative, making the most of a captive audience. With attention grabbing content paramount, it's always worth adding short titles to your videos, especially in the first few seconds, to captivate the audience.
AMPLIFY CONTENT
Entrepreneur.com reports that it is about more than just the consumer having a shorter attention span so marketers have to provide shorter content: Short-form videos give you more freedom to produce hard-hitting, relatable videos that get to the point, without the overhead of creating more in-depth content.
Short-form video content can be used as a livestream; a Snap; an Instagram story; to tease a campaign; or as branded content to provide the sizzle to your brand, says Entrepreneur magazine, and what video does do extremely well, is amplify your content effort, whether it is earned, owned or paid media.
The advice from Entrepreneur is to capture everything . Social media is a stage and the more a brand document's what is relevant to the brand, or a company ethos, the more emotional connections will be made and the more relationships the brand will build. In fact, treat every brand moment and experience as an opportunity to showcase it on the social media stage .
Utermark said that with data prices falling, smartphone devices becoming more affordable, Wi-Fi hotspots more accessible, as well as the continual mass sharing of content via social media, it's no surprise that there is a huge rise in video content.
She said that according to Mary Meekers Internet Trends Report, at the end of 2017, it was expected that online video will account for 74 per cent of all online traffic. We're already seeing this with social media platforms across the board adopting a video first' approach to how we
LINK: | http://www.screenafrica.com/2018/05/14/film/business/all-content-strat... |
See more stories from screenafrica |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
02/05/2024
Reality Slips Away in the Eerie I Saw the TV Glow
PARK CITY, UTAH - JANUARY 18: Jane Schoenbrun introduces the 2024 Sundance Film Festival I Saw the TV Glow premiere at the Library Center Theatre in Park City...
02/05/2024
Meet the 10 Hampton University Students Receiving Spotify NextGen's Scholarship
Spotify is committed to amplifying the voices of underrepresented groups, and th...
02/05/2024
Advertisers and Creators Come Together at Our First-Ever Spotify Sparks in London
With more than 600 million users around the world tuned in to Spotify, there'...
02/05/2024
Gear up for the 2024 Cycling Grand Tours on Australia's Home of Cycling, SBS
Gear up for the 2024 Cycling Grand Tours on Australia's Home of Cycling, SBS Media releases All of the rivalry begins with the Giro d'Italia this we...
02/05/2024
New SBS documentary dives into one of Australia's greatest underdog stories of all time!
New SBS documentary dives into one of Australia's greatest underdog stories ...
02/05/2024
Alone Australia cements its place as one of Australia's biggest hits of 2024
Alone Australia cements its place as one of Australia's biggest hits of 2024 2 May, 2024 Media releases Alone Australia has cemented its place as one o...
02/05/2024
The Making of All of Us Strangers
I always like to base my lighting choices in reality, says cinematographer Jamie D. Ramsay, SASC. For his recent collaboration with writer-director Andrew Haig...
02/05/2024
Hiltron Introduces Field-Upgradable Motorisation Kit for CPI 2385 Satcom Antenna
Accompanying image shows Hiltron's new HMAM-based field-upgradable motorisation kit for the CPI 2385 satellite communications antenna. Backnang, Germany,...
02/05/2024
Millennium Space Systems Selects L3Harris to Build Space Development Agency Electro-Optical Infrared Payloads
MELBOURNE, Fla., May 2, 2024 - L3Harris Technologies (NYSE:LHX) has received a c...
02/05/2024
Samba TV Launches New Generative AI Ad Solution
NEW YORK Samba TV is debuting new capabilities for Samba AI, the company's suite of generative AI technologies. Samba AI's new capabilities provide a re...
02/05/2024
Television Academy Foundation Names Anne Vasquez Executive Director
LOS ANGELES The Television Academy Foundation has announced the appointment of Anne Vasquez as its executive director effective May 13....
02/05/2024
SAG-AFTRA to License Nielsen Streaming Data
NEW YORK SAG-AFTRA has inked a deal with Nielsen to become its third-party provider of streaming content measurement and has announced that it will use the Niel...
02/05/2024
Cineverse Unveils Public Beta of AI-Powered cineSearch
LOS ANGELES Cineverse has debuted cineSearch, its previously announced new content search and discovery service in public Beta....
02/05/2024
Can AI find a way to reduce the broadcast industry's energy consumption?
OpenDrives Trevor Morgan asks if AI has the answer to making data centres for the media and entertainment industry more sustainable By Contributor Published:...
02/05/2024
Bill Baggelaar Asks the Questions: An Unfiltered Look at Media Supply Chain Transformation
Bill Baggelaar Asks the Questions: An Unfiltered Look at Media Supply Chain Tran...
02/05/2024
Two Boston Conservatory at Berklee Alums Nominated for Tony Awards
Two Boston Conservatory at Berklee Alums Nominated for Tony Awards An additional eight alums and two current students performed in nominated productions. By...
02/05/2024
Viewers Call Finding New TV Content Frustrating' in Comcast Advertising Report
A majority of viewers 51% said the difficulty in finding new content on TV c...
02/05/2024
Programming Legend Art Moore Retiring After 53 Years With ABC Stations
Art Moore, who headed production of long-running syndicated series, including Live, said he plans to retire in September as VP of programming for WABC New York....
02/05/2024
Nexstar Will Move The CW Affiliation to WGN Chicago
Nexstar Media Group, which owns The CW, said the network's affiliation will be moving to Nexstar-owned WGN Chicago....
02/05/2024
Future Today Puts First Original Shows on Fawesome Channel (NewFronts)
Future Today said that it plans to launch the first original shows on its Fawesome streaming channel....
02/05/2024
Behind the Music' Returns on Paramount Plus
Behind the Music is back on Paramount Plus with new episodes May 1. Those profiled in the season two episodes are Bell Biv DeVoe, Trace Adkins and Wolfgang Van ...
02/05/2024
All American: Homecoming' Returns on The CW July 8
All American: Homecoming starts season three on The CW Monday, July 8, while season two of 61st Street kicks off Monday, July 22....
02/05/2024
Jerry Seinfeld's Pop-Tart Movie Starts on Netflix May 3
Unfrosted, a movie about the race to create a game-changing breakfast pastry, such as, say, the Pop-Tart, debuts on Netflix May 3. Jerry Seinfeld directs, his f...
02/05/2024
Former BT Sport COO Jamie Hindhaugh joins EMG / Gravity Media
Charlie Cubbon has also been appointed chief operating officer By Matthew Corrigan Published: May 2, 2024 Charlie Cubbon has also been appointed chief ope...
02/05/2024
Durable Goods Signs Lionel Coleman
Durable Goods Signs Lionel Coleman Brie Clayton May 2, 2024 0 Comments Durable Goods has signed multi-hyphenate director Lionel Coleman for commercial...
02/05/2024
Hitsujibungaku's Music Video GO!!! Shot by Kyotaro Hayashi with Blackmagic Cinema Camera 6K
Hitsujibungaku's Music Video GO!!! Shot by Kyotaro Hayashi with Blackmagic C...
02/05/2024
Diamond Sports RSNs Go Dark On Comcast Systems
Bally Sports Regional Networks were taken off Comcast's systems on April 30 when their existing distribution agreement expired and Diamond Sports Group was ...
02/05/2024
Diamond Sports Group, DirecTV Renew Distribution Deal
SOUTHPORT, Conn. and EL SEGUNDO, Calif. Diamond Sports Group ( Diamond or the Company ) and DirecTV have announced that they have reached a multi-year renewal...
02/05/2024
Three Nexstar Stations to Become CW Affiliates
IRVING, Texas Nexstar Media Group has announced that its owned and operated television stations in Chicago, Illinois (DMA #3), Norfolk, Virginia (DMA #43), and ...
02/05/2024
FCC, FTC Ink Agreement to Cooperate on Net Neutrality Enforcement
WASHINGTON, D.C. The Federal Communications Commission and Federal Trade Commission have signed a Memorandum of Understanding to coordinate consumer protection ...
02/05/2024
Haivision Celebrates 20th Anniversary
MONTREAL Haivision Systems Inc. is marking its 20th anniversary by detailing some of the accomplishments and developments that have helped the company become a ...
02/05/2024
Agora Introduces Adaptive Video Optimization Technology
SANTA CLARA, Calif. Agora today unveiled its Adaptive Video Optimization (AVO) technology that uses machine learning to adjust parameters dynamically at every s...
02/05/2024
Study: Streaming Market Is Saturated But Subscriptions Continue to Grow
NEW YORK Kantar has released a new study showing the U.S. streaming market has hit a saturation point, with the household penetration rate stagnating and at nea...
02/05/2024
Samba TV To Spotlight New Capabilities For Generative AI Ad Solution
NEW YORK Samba TV is debuting new capabilities for Samba AI, the company's suite of generative AI technologies, at the 2024 IAB (Interactive Advertising Bur...
02/05/2024
GSTV Pumps Up Research, Programming at NewFront
GSTV, the network that programs screens at gas stations, will be talking about new research and new programming at its NewFront presentation Wednesday....
02/05/2024
EMG / Gravity Media Taps Jamie Hindhaugh To Head Up UK, US, Australia, and Middle East; Names Charlie Cubbon as COO
EMG / Gravity Media appoints Charlie Cubbon COO and Jamie Hindhaugh regional CEO...
02/05/2024
Watch SVG NEXT Conversations, Ep. 2: How XR and Other Emerging Technologies Are Transforming the Landscape of M&E'
Watch SVG NEXT Conversations, Ep. 2: How XR and Other Emerging Technologies Are...
02/05/2024
SVG Sit-Down: Program Productions' Bob Carzoli, Integrum's Kathy Reiland on the Strategy Behind the New Alliance
SVG Sit-Down: Program Productions' Bob Carzoli, Integrum's Kathy Reiland...
02/05/2024
YES Network App Logs Record Usership With New Expanded Pick-N-Play Live Interactivity, YES Rewards
YES Network App Logs Record Usership With New Expanded Pick-N-Play Live Interact...
02/05/2024
Rohde & Schwarz presents its test solutions at CCW 2024 that enable a successful migration to mission-critical broadband
Rohde & Schwarz presents its test solutions at CCW 2024 that enable a successful...
02/05/2024
Baselight training. Paris. Les Lapins Bleus. 27-31 May 2024
Baselight accredited training partner, Les Lapins Bleus, is conducting a five day Baselight training course in Paris in May. Location: Paris Dates: 27-31 May ...
02/05/2024
Skeem Saam: Wednesday's episode, 1 May 2024 [video]
Skeem Saam: Wednesday's episode, 1 May 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African soa...
02/05/2024
Prison Journalism: It's alright not to have
Prison Journalism: It's alright not to haveWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Restore's...
02/05/2024
Tonight on Smoke and Mirrors: Thandiswa's quest to reclaim Caesar's house intensifies
Tonight on Smoke and Mirrors: Lulu navigates the complexities of her relationshi...
02/05/2024
GeForce NOW Delivers 24 A-May-zing Games This Month
GeForce NOW brings 24 new games for members this month. Ninja Theory's highly anticipated Senua's Saga: Hellblade II will be coming to the cloud soon -...
02/05/2024
NVIDIA AI Microservices for Drug Discovery, Digital Health Now Integrated With AWS
Harnessing optimized AI models for healthcare is easier than ever as NVIDIA NIM,...
02/05/2024
ARRI announces the ALEXA 35 Live - Multicam System
ARRI announces the ALEXA 35 Live - Multicam System posted: 02/05/2024 Arri Alexa 35 Live - Multicam System ARRI announces the ALEXA 35 Live - Multicam Sy...
02/05/2024
The Women': Author shines light on forgotten women in war
The Women': Author shines light on forgotten women in warThe bestselling author of The Nightingale', Kristin Hannah, has outdone herself with her new h...