Hello, OptiMIST People!
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into a few tips from experts on how to improve your brand through online videos.
Along with the constant development of technology, people prefer to seek entertainment online. According to WARC Data, the worldwide level of digital consumption climbed by more than 30% in 2021. We now live in a time where individuals may choose their preferred entertainment, most of which takes the form of online content, and the selection is virtually limitless. This behavior definitely undermines mainstream culture and promotes the growth of the creator economy.
Nowadays, the right to judge whether a content is good or not is not in the hands of the network, but in the hands of the audience. Therefore, content creators must be more creative in meeting the audience’s content interests. Seeing this dynamic change and associating this condition with customer engagement, marketers must be able to pace with customer behavior by developing and involving online videos in their marketing strategies.
To help marketers, five experts have elaborated some tips to boost brand sales through online videos.
The first tip was given by Jessica Brown (Director and Digital Investment at GroupM), which is to look for new and quicker methods to influence. Instead of watching television, brands now need to think about how to present various content on various platforms. If you ask people between the ages of 13 and 24, “Mr Beast” is probably considered to make more high-quality content than “Law and Order” Make the video brief and snappy, yet sufficient to make an impression quickly, ideally from the very first second. This is an opportunity to test, evaluate, and optimize advertisement plans.
The second tip is to make the most of your media mix by optimizing it. This tip was stated by Geoffrey Calabrese (Chief Investment Officer at Omnicom Media Group North America. According to research, ads on Youtube-connected TV are far more effective than those on other devices. To guarantee the best possible return on their media investments, marketers must take into account all available channels, including social media and traditional television. Cross-channel optimization has been shown to be more effective than only investing on traditional media.
The third tip is to think holistically about linear and digital video, stated by Alex Stone (SVP, Advanced Video & Agency Partnerships, Horizon Media). We are all aware that connected TV and over-the-top streaming services will continue to challenge traditional marketing strategies for video production. Building comprehensive plans that assist brands in achieving their specific objectives by speaking to the appropriate audiences is essential.
The fourth tip was given by Dean Challis (Managing Director, North American Head of Media at Accenture Song) which is to prioritize your audience’s preferences. Marketers should tap into the enthusiasm of their target audience and be aware of current trends. Understanding a creator’s approach and how an audience engages with the media they consume might open up new possibilities.
Last but not least is the tip that was stated by Jon Morgenstern (SVP, Head of Investment at VaynerMedia), give creators the flexibility they need within a framework. Although consumers are in charge, creators also ought to be. They are the most knowledgeable about their communities, and when combined with an effective brand strategy, this is a recipe for success. Freedom within a framework. Effective work is produced when creators are allowed to exercise their intrinsic communication and knowledge skills.
So, the next time you’re doubting on how to make a great video for your brand, keep these tips in mind!
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