We are a visual society with a shrinking attention span. We love small doses of video that tug at our emotions. They make us laugh and cry, we relate and reminisce. These video snippets that are on websites and in our daily feeds are telling brand stories in snackable, shareable moment.
Do you have video in your latest marketing plan? Perhaps you should. The thing is, creating a video isn’t the hard part. It’s creating a video that tells your story in a way that is both engaging and shareable, that can be the challenge.
With strategic planning and determining how to evoke the right emotion in your target audience, video content can take your brand to a new level.
Does your budget have room for video?
Maybe the better question is, can you afford to not have it? According to a recent Aberdeen research, organizations using video require 37% fewer unique site visits to generate a marketing response.
Telling your brand story through video doesn’t have to cost a fortune. In fact, it’s more cost effective now than ever. Decades ago, traditional commercial and videos were much longer, but with the ever-shrinking attention span of today’s audience, the same message can be shared in a quicker, more cost-effective way. Setting goals on the front end—to determine your needs and how to maximize the video, b-roll and vignettes in a way that allows you to tell your brand story through multiple facets—will give you the biggest bang for your buck.
Trending on social
Along with an uptick of shareable video content has come a shift in the way videos are performing on social media. According to new data from social media analytics company Socialbakers, photo posts are half as likely to be seen as are videos.
Looking at more than 670,000 posts by 4,445 brand pages (not including celebrity, entertainment or media pages) between October 2014 and February 2015, Socialbakers found that video posts had an organic reach of 8.71%, meaning that an average of nearly nine fans out of 100 see such posts. The reach was only 3.73% for photo posts, well below the results for text-only statuses (5.77%) and link posts (5.29%).
Taking it a step further with Advertainment
This is where advertising and entertainment collide. It’s utilizing various forms of entertainment to promote a product or brand. It’s going beyond the traditional 30- or 60-second commercial and using other creative ways to promote a brand. Today, we see brands everywhere. It’s not always obvious, but they are there. We see products through content sponsorship, product placement, branded short-form, performance and participatory art, episodic narrative and even cinematic long-form.
At Designsensory, we believe in telling our client’s brand story in a way that intrigues, entertains and delights. How will you tell your brand story?