Mastering the content generation: How to create successful video marketing

Mastering the content generation: How to create successful video marketing

Mastering the content generation: How to create successful video marketing. It should be given even more care and attention than TV spots, with different cuts based on data. The film industry is one of the best-placed industries to be driving forward innovation in mobile video. Coors Light has created some engaging 360º mobile video ads, Adidas seem to be positioning themselves as leaders in mobile video, and Spotify’s branded moments have really embraced vertical video. There is also evidence that vertical content has a higher number of views, share/engagement rate too, with Snapchat claiming for over a year now that vertical ads are viewed to the end nine times more frequently than horizontal ones. The key is to build a narrative with video and deliver relevant content to audiences in their time, which will encourage sharing. Cut to the chase Facebook says three seconds constitutes a video view. They wanted to ensure that audiences experienced it on the big screen first, in its native form. But that’s precisely why it’s important to identify which content needs to be created, for which audiences and which platforms, based on the marketing strategy, the data and analytics. With a workforce of over 90 people, Think Jam has worked on over 150... Find out more

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The way audiences consume video content is changing; YouTube reaches more 18-34 year olds on mobile alone than any US cable network, Facebook is currently driving 8bn video views per day, Cisco says that 80% of Internet users own smartphones and by 2020, 75% of mobile traffic will be video.

Mobile video versus traditional video

Taking into consideration time limitations and the accessibility requirements of modern day living, mobile video content is one of the most effective ways to engage with an audience and build a narrative. It should be given even more care and attention than TV spots, with different cuts based on data. Key considerations in this area are relevancy, platform, attention to scale, audio and messaging. Creative video formats such as vertical and the use of kinetic typography are also evolving at speed and should be thought about when planning a mobile video strategy.

The film industry is one of the best-placed industries to be driving forward innovation in mobile video. There are so many opportunities to create authentic, emotive and relevant content. Live and 360 for example, are perfect formats to deliver engaging behind-the-scenes teasers or Q&A sessions for fans. Over the past decade, we have seen many brands from various industries draw upon the entertainment industry for inspiration to create content.

Brands getting it right

Burberry and AirBnB are doing some really interesting work in the brand film realm, releasing a commercial which has been created in the style of a short film. Coors Light has created some engaging 360º mobile video ads, Adidas seem to be positioning themselves as leaders in mobile video, and Spotify’s branded moments have really embraced vertical video.

A vertical importance

We all need to be thinking in terms of…

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