Do you ever wonder how on earth you will get your company’s message out above all the digital noise? The verdict is out – VIDEO IS KING!
Research shows that 60% of online consumers will watch a video before reading any text and video has the highest click through rate of any form of digital advertising.
Did you know?
- 82% Of Consumer Internet Traffic Will Be Video By 2021
BUT NOT ALL VIDEOS ARE CREATED EQUAL…
As the quantity of video increases, consumers are becoming more discerning and selective about what they choose to watch. Consumers are now deciding how and when to interact with their brands of choice and are increasingly rejecting traditional overt marketing and advertising methods.
QUALITY OVER QUANTITY
Brands then, need to keep on their toes to reflect the changing online consumer environment when it comes to creating content that their audience will want to engage with. Video is great – but just producing lots of standard video content is no longer enough. The challenge now for brands is to achieve quality over quantity. Video content creation is moving into a more strategic and thoughtful phase. As the emphasis shifts towards longer form, more meaningful and memorable content that consumers actively want to watch, and that social channels reward, documentary-style branded video is coming into its own.
So WHAT IS DOCUMENTARY-STYLE VIDEO CONTENT EXACTLY?
Imagine a documentary you see on television about a subject you are passionate about. Now imagine a brand has taken the initiative to create that documentary content and distribute in online for free without a strong advertising agenda. It’s the newest form of video content that is emerging and there’s a very good reason why it is so successful. Rather than creating a commercial that relies on a big advertising spend to distribute it successfully, by creating free, short-form documentaries, the brand will not only have the potential for massive organic sharing on social media but also to lift its image in the eyes of its customers.