What do we want? Accessible, immersive content. When do we want it? Now. It’s no surprise then that this was answered with the rise of vertical videos, storytelling narrative and 360° video content. And what do these three all have in common? The way we consume our content.
Since the birth of social media and smartphones there has been continual shifts in the way users consume the video content they are provided. It’s time for brands to step up and consider changing the type of content and creative production they use.
Let’s pick the top three types of content apart.
It’s a common known fact that vertical is regarded as less favourable, but this perception is changing fast. Everyone is on their phones constantly. You see it everywhere you go. So with mobile taking charge as the most popular device it’s hardly shocking that 60% of videos are currently watched on mobile phones. It’s clear that watching content vertically is appealing for one reason only, and that’s because it’s convenient and accessible. Which begs the question, if we consume content vertically then why not film it vertically?
Since Snapchat pioneered the rise of vertical video in the social media space many other social platforms have followed. However, many brands still aren’t taking advantage of this type of accessible, easy-to-watch video content.
Now, we all love a good story. We’re always searching for one. It’s in our blood. Humans have been telling stories for around 9,000 years. But what does this mean for brands and marketing?
Storytelling is becoming more and more important for building a brand and attracting customers. You need your brand to stand out and tell a story. Storytelling allows your customer to understand the brand and the personality behind the brand, and therefore elicits an emotional response from them. Your brand becomes more memorable than if it was only presented with cold, hard facts. If you’re wondering why you’re not getting engagement like you thought you might then maybe consider taking a look at your content marketing strategy and tweak it to include storytelling. Remember, you need to make your brand relatable to your customer so they feel like they’re the main character in the story.
What’s one of the main driving points for the shift in content that we’ve seen? Users want immersive content. They want to feel like they’re on a journey, going through an experience. They want a story. And what better way to do this than through 360° videos. For those of you that don’t know, 360° videos means the viewer can see every angle of the video by moving the phone or tablet around.
For brands 360° videos are perfect. They have been found to elicit a higher emotional engagement than normal videos. This is because they allow the consumer to become invested and experience the product/service before they buy. Many brands have already turned to 360° videos for innovative and attention-grabbing advertising and marketing campaigns, but many still have not.
Everyone knows the shift the 21st century has brought to the way we consume our content, and how this has also impacted our everyday lives. We want everything to be quick, accessible and create an experience for us to enjoy. While many brands have taken the leap and followed these three trends to keep up with consumer habits, it’s time more brands did the same otherwise there is the fear that they may get left behind. How can your brand start using this type of content to make sure they stay current?