Let’s think about video

Brands are relying on video content more than ever. Ten years ago, most of what we shared and consumed online was text. Then it was photos, and now it’s video. Video is at the heart of almost all digital campaigns, apps and services. But a further evolution has now taken place, some of the most viewed video content has reduced to short bursts of a few seconds.

Video content is consumed on a number of platforms but along this distribution line social media is more than likely to be a key touch point. Our customers are using social media to share their video content and so it is crucial that we optimise for these platforms and produce the best bang for their buck.

The rise of super short-form video

In 2016 Google launched YouTube’s 6-second bumper ads, this form has spread to short burst video advertising forms on Facebook, Instagram, Pinterest and Twitter.

A good part of your day is probably taken up scrolling, swiping and every now and then hovering over something that caught your attention. As you know, competing in this crowded content backdrop is tough, so we are working with our clients to make sure they are memorable within seconds or even milliseconds.

Is there still a place for long-form video?

YES. Although advertising is dominated by these new video ‘stings’ as we like to call them, there is still a place for video content marketing. When a client aims to inform a specific target audience about a longer topic of service, video is still a great way to get your message across. Make it worth someone’s time if you’re taking up 3 or 4 minutes, really concentrate on valuable advice and knowledge for long-form video.

Sweating your assets

One thing we have introduced to our clients is ‘sweating your assets’. To make the most of your content and your budget we take into consideration all the platforms where your video may appear in the future and ensure it is fully campaign proof.

We question if it’s going to be used for social advertising from conceptualisation and how you can break down your video into a number of edits, of different sizes, lengths and with subtitles etc. This will make sure you don’t miss out on audiences later on because you’re fully prepared to go out on all your channels, and you don’t have to rethink sound bites because it was already in place before scripting and concepts.

To find out more about how your business could sweat your video assets in video content marketing, get in touch.

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