How to Hold Attention in a World of Instant Gratification.
Although the digital marketing landscape is rapidly changing, the need for high-quality, "longer" content has not gone away. Such content is as vital as ever, and even more so in some respects, due to the very nature of how it's consumed day in, day out by our target audiences. Content that is 3,000 words or more has been consistently shown to be more effective on several levels.
Marketers must do more than just track trends. They must create video content that aligns with the brand identity they've established across other channels, ensuring that each video serves as an authentic and necessary extension of the message they want to convey.
Harnessing user-generated content is one of the most effective strategies to this end. When customers voluntarily sing the praises of a brand (which they do with some frequency, thanks to social media), their authentic voices serve as a powerful supplement to the professional content brands themselves are putting forth (and putting a lot of money behind).
Furthermore, integrating shoppable videos is changing the conversion funnel, enabling brands to transition from entertaining content to product purchases. Regardless of the type of content brands create, they must remember that each piece will be a touchpoint in the customer experience and a potential community member touchpoint. This means infusing consideration of both the experience and the community into their creative process. Tactics for maintaining a successful touchpoint in the evolution of shoppable experiences through video include ensuring the ongoing value of the shoppable video experience by constantly seeking opportunities to surprise and delight the viewers. Creating opportunities for real-time interaction and maintaining a sense of urgency. Also, keep your videos short and to the point.
Ultimately, new AI instruments promise to provide a wellspring of support for smoother video production and fine-tuning. By taking over some of the more mundane jobs associated with this process—such as coming up with ideas, performing edits, and handling distribution—these clever programs can give human marketers the kind of breathing room they need to concentrate on what counts: telling (and storyboarding) a good, convincing tale to the audience they're trying to reach.