A wise man once said/sang: ‘The times they are a changin’...’ And changing they are – we see more media, advertising and entertainment content than ever before.
Whether it’s paid media on social, a mind-blowing Netflix series or carefully curated Instagram accounts, there’s no escaping the fact that video is everywhere. And it comes in all shapes and sizes. In an age where M&S can parody their own ads and there’s an app to tell you to stop using your apps, content has become a dirty word. But, we like dirty! Although there is an abundance of content for content’s sake, today’s video content is more varied, versatile and in demand than ever and it's here to stay.
In numbers, this means:
It's estimated that by 2022, 82 percent of the global internet traffic will come from video streaming and downloads.
4.6 billion video ads are watched online each year.
AND
92% of mobile video consumers share videos with others.
In short, video is the new black. User generated or punchy post production, watching a video requires the bare minimum of effort from viewers and that’s why we love it. Read the book or watch the film – I know what I’d choose…
BUT…
With an ever-decreasing attention span, digital consumers want to be wowed, informed and surprised within the first 20 seconds (regardless of how long your content is), and with so much content to choose from they are quick to move on.
While YouTube viewers are likely to be a little more generous with their time as they’ve visited a video specific platform, it’s worth bearing in mind that content often needs to perform across multiple channels. What works on LinkedIn won’t necessarily work on Facebook, Twitter, Instagram, etc. and vice versa – know your audience and what makes them tick!
‘If your content doesn’t cause tension, it won’t capture anyone’s attention!’
I heard this at the Cannes Lions in 2019 during a talk by the Wendy’s creative team, who scooped the Social & Influencer Grand Prix with this genius piece of work. But the message rings true for all content – video is no exception!
SO…
Keep it short, keep it simple and open with a bang.
