It’s an exciting time in social video production. We are in the eye of a marketing renaissance storm in which we have at our disposal a multitude of exciting platforms to display on, plus new AV technologies to play with, and clients and creative teams willing to experiment with the message and story.
Consumers have, for some time now, demanded and influenced the kind of content they view on their social and digital platforms.
What began a few years back as a consumer consumption of long-form video across platforms has developed into short-form. Aping ATL broadcast messaging has evolved into immersive messaging. And one message to all, has been tuned to many messages to individuals.
Consumers move fast and we eagerly follow like a flappy-eared puppy. We’re not hampered by antiquated media channels with 60 second slots. Neither are we being forced to put all our money into one execution and hoping for a veritable feast of likes. Nor are we stuck in a qualitative or quantitative Groundhog Day trying to discover the silver marketing bullet.
It’s not about the ‘Big Idea’ today, it’s about lots of little ones that make up the bigger picture. Aristotle may have blown his lid if alive today, but, ‘the whole is equal to the sum of its parts’.
To succeed with your digital marketing plan, we recommend you start with a well-armed socially creative production team at hand. You need a team of people who have ideas and know-how. They don’t need to just get your message out there, but let it sing like a Rose-Breasted Grosbeak.
Whether you want to carry your messaging on from an ATL campaign, or, generate a completely new strategy, look, and feel for your brand or product you need to cut social video with the idea that you want to generate a conversation.
Every piece of content we create tells a story, or a part of a much bigger story. You need to cut film and splice together specific messaging to fit a particular consumer’s habits so they can relate. By doing this you can build a narrative through both pictures, music, and text that stands-out from the marketing crowd to stimulate action. Whether that be to share, comment, view more, or buy.
There are a plethora of techniques and technologies you can use to create your content. From compelling copy that gets consumers nattering, to advanced 3D that leaves them speechless.
To make sure you stay ahead of the competition, you need to be constantly exploring and experimenting with new media and ways to break the old media moulds. Consumers demand and expect to be dazzled by your message. These new expectations bring with them new challenges and opportunities within social video channels.
So make sure you surprise them with a new perspective. You want to be the brand or product they remember after the 5000 marketing messages they’ve seen in the day.
Consumers are ready for a conversation. They are ready for your big (and little) memorable ideas. Their channels are open, you just have to create the content to make their mouths open too.