Brands Must Make Creativity & Technology the Crux of all Video Content

March 1st, 2017

Video is now ubiquitous across all successful media platforms and as consumers continue to shift online, brands must take action to meet the needs of each specific target audience. The type of video that is expected of brands is now vastly different to ten years ago. This is unsurprising when you consider that most digitally native platforms, like Snapchat, were created in the last decade! Video has moved away from long-form features to short, snappy content, and everything must now be authentic, sharp and most importantly, entertaining.

This is where creativity comes to the fore. As the market becomes increasingly competitive and saturated, viewers will become even less patient with all content unless it truly strikes a chord with them. If the audience doesn’t care or if it takes too long to get to the point, viewers will swipe down, change channel or turn off their screens – and that’s if an ad blocker doesn’t stop it in its tracks first (a report recently suggested that by the end of last year, 30% of British web users will have used ad blocking software, almost doubling the figure of five million in 2014).

Intrinsic to all of this is the impact of technology – social media thrives because it is digitally native. Video has only got better and better in quality thanks to technological advancements too. But brands haven’t yet cracked how to use the platforms at their disposal to create content that audiences want to see. Those that want to succeed will have to figure out how they can and must do so very soon or will fall behind competitors that are already innovating.

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Creativity & innovation is playing catch-up to technology

Ofcom’s 2016 media attitudes report confirmed that 78% of consumers now watch short video clips online, signifying the ongoing shift to mobile and need for brands to produce short and engaging video content if they are going to have any visibility at all on leading platforms like Facebook. The rise of video goes hand-in-hand with the dominance that social media platforms now possess. Facebook, Instagram and Snapchat have all succeeded by placing a focus on snackable video content that can crucially provide cut through for brands. With Facebook now receiving eight billion average daily video views from 500 million users, and Snapchat users watching six billion videos every day, video has become a vital facet for brands.

Any good brand will recognise and create a relationship with the audience, which is long-lasting and impactful. Coca-Cola is one of the best known brands because it has a clear purpose and is consistent in how the brand shows up. The company took this one step further over the Christmas period by integrating its iconic truck advert and creating a never-before-seen Snapchat filter. This achieved two things: it tapped into a market of much younger Millennials and used technology as a source of innovation. Personalisation was also central to the stunt succeeding, as audiences were able to create their own videos with loved ones. It was a very timely move and a perfect example of understanding how technology and video content can thrive together.

New ideas = new opportunities

Brands cannot secure a greater share of the market and continue to thrive without tapping into the young audience that live on online platforms such as Snapchat and Facebook. It’s true that each new platform that relies on video content offers an opportunity and challenge to brands. Brands will need to ensure they’re producing video that is fit for feed, fit for device and targeted to a specific local audience, in order to achieve cut through in an ever-crowded news feed being dominated by video.

It’s clear that successfully doing this will require much larger volumes of unique, creative video content that audiences actually want. Brands cannot simply throw ideas at the wall and see what sticks. They need to adopt an agile creative and video production process whilst continuing their desire for further automation, or they’re going to miss out on the huge opportunity this shift to video offers. The supply of video is vast and increasing by the day and Genero’s video production marketplace helps connect brands and agencies to the right filmmakers to achieve the desired cut through; just recently, Diageo has used the marketplace to create a video showing the transformation of the iconic Guinness harp through the ages.

Nothing is certain, but we can say that the future of video content relies on emerging platforms. It’s simply up to the brand to ensure they’re embracing new technology that helps them create content audiences want to see, not swipe away.

Mick Entwisle, CEO and co-Founder of Genero

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