In 2020, it seems like everyone’s in the video content
business. Media companies are spending millions
of dollars to acquire content that they predict will capture subscriber
loyalty as the streaming wars shift from a ‘distribution is king’ competitive
landscape to a ‘content is king’ competitive landscape – and brands seem to be
following suit.
And why wouldn’t they, when digital video viewers are
predicted to continue increasing in the coming years?
Video content is behind the success of many brands; one more amusing example is White Claw, which took
off after a viral video from
comedian Trevor Wallace took the internet by storm. From viral videos come viral internet memes and
other consumer-made content that you can’t help but share with friends. Before
you know it, a brand becomes popular. But how can brands and companies better
control their branded video content? And more importantly, is produced, branded content
impactful?
One biometric study from 2018 featured
in AdAge points to ‘yes.’ Specifically, the study found that “Viewers of
branded content were 62 percent more likely to show a positive reaction
compared with those who watched 30-second ads,” and that “…those who viewed
branded content were 17 percent more likely to say that they were ‘very likely’
to buy the brand being advertised.”
So, everywhere you look, it appears that content truly is
king. Storytelling has always been at the core of marketing, and as we move
into the 2020s, it seems that a keen understanding of effective storytelling
through video will be critical for success.
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