Bigger is not always better when it comes to video
Is your marketing team producing long-form video ads and pushing them out on a single channel? Then you might as well grab a wad of marketing cash, hold it up, and put a match to it. Single channel video marketing is dead.
Before the internet, brands held all the power. There was no viewer control; no skip or fast forward button. Video ads appeared exclusively on TV, and viewers were forced to sit through them. The World Wide Web changed everything and now — the viewer is the boss. The marketplace is over-saturated with video content, and viewers have complete control of what ads they choose to sit through and how they watch them. If brands want to capture complete views, they need to know where people spend time and what information will interest them the most.
By now, most marketers recognize that social media is the place to be. Teens spend as much as 9 hours per day on social channels! As for the average Jane and Joe — approximately two hours per day. But unfortunately, the mass majority of marketers are still missing the mark when it comes to piquing interest. How do we know? Because a whopping 90 percent of consumers regularly skip online video ads.
If you’re a regular follower of our blog, you already know that we have a solution in store for you…
Fractionalized Content
Instead of using your entire marketing budget to produce one or two long-form videos that target a massive, general audience, fractionalized content involves using the same budget to create multiple short videos that target smaller segments of your target audience. You can use demographic information, behavior, context, shopping history, etc. to create more specified niche target groups, and produce ultra-short videos that directly appeal to these niche groups.
Fair warning, fractionalized content requires more effort and creative stamina. But the ROI is worth the extra oomph.
According to one study, video ads that are between five, 10 and 15 seconds in length performed best (especially among younger generations) because they’re easier to recall. Short ads are also less disruptive and quick to get to the point.
In addition to length, fractionalized content uses a highly strategic distributed approach across multiple channels. No two social media sites are the same. Each is its own ecosystem with special features and a unique experience that appeals to different demographics. As you develop your short videos, your distribution strategy should inform details about how you produce the video in terms of look and feel.
Fractionalized content is best for established brands with a stable following. If you’re a newer brand and still developing your reputation, you may need more space (and time) to explain your offering. Not quite sure where to begin? A video marketing agency will help you develop and execute a full fractionalized content strategy that expertly aligns with your target audiences. Click here to learn more!
Leave a Reply