Guaranteeing that adverts
and creative campaigns translate to the social web is a growing consideration
for brands that want to foster new levels of brand engagement. Online video has
established itself as a staple for brands wanting to deliver impactful brand
messages to a new audience at a fraction of the cost associated with
traditional TV advertising. With the use of social video, brands can now reach
the scale that was once achieved through TV whilst for the first time, tracking
engagement through how people are responding to that video content in real
time.
Social video offers a new level of brand interaction by engaging with an
audience in a social setting where users have high intention and a propensity
to engage, share and interact with the content. Half of online video viewers
say they discuss content with friends and family, whilst a quarter of this
group shares content via email/social media, interacts with it and has
conversations about it with fellow viewers. Yet social video is about far more
than placing an ad on YouTube: with it comes a whole new set of considerations.
Some helpful optimization tips
include:
1. Include brand logos discreetly
People have an unconscious aversion to being persuaded, so resist big logos. Engaging with an audience in a social setting where users have high intention and a propensity to engage with a brand is not only less intrusive than other forms of video advertising but also leads to deeper engagement and brand advocacy, so you can afford to be less explicit with branding.
2. The story matters more than the product
Videos are a dynamic format that allow for creative input and more elaborate messaging than banner or pre-roll advertising, so there are almost limitless options for originality and experimentation. But story telling must still come front and center - think more about the enjoyment a video offers to a viewer instead of how it serves the brand. Engagement is key.
3. Build an emotional rollercoaster
Kony 2012 highlighted a fascinating change in the way consumers are prepared to engage with video. At 29:59 in length the Kony video proves consumers are increasingly prepared to watch longer-form content if it is well thought-out and well produced. This trend is also being replicated in the ad space, such as in Cartier's latest epic l'Odyssée de Cartier, which took over the whole of a prime-time Saturday night ITV ad slot earlier in March. Yet regardless of length, people will lose interest if the emotion remains constant. The ad must briefly remove viewers' feelings of joy and surprise and then quickly restore them again to keep the viewer engaged.
4. Hook people in within the first 5 seconds
Engagement is paramount. Time is of the essence when advertising through social so grabbing attention is the first and foremost priority. Make an emotional connection in the first 5 seconds with either the emotion of joy or surprise. People get bored easily and long drawn-out stories can cause people to stop watching.
5. Have multiple scenes
Having multiple scenes or a series of mini stories can prove much more effective than only having one or two. Each scene should have its own dose of emotion, not too much to overpower the viewer but enough to engage and enthuse. Just look at VW's The Force and Evian's Roller Babies for examples done well.
6. Surprise and shock
People won't share something that is too shocking with their friends and have names associated with it. Sparking a reaction is the key to success, but finding the right balance is essential.
7. Target people that are prone to sharing and have a voice
Social influencers are the best people to target when it comes to distribution and creating noise. These people are well respected on the social web, have a high level of influence over the audience you are targeting and are ultimately more likely to share content and exert influence. The important thing for marketers is to be aware of the specific demographics they want to speak to and target the right influencers that can ensure your ad placement hits that desired audience.
1. Include brand logos discreetly
People have an unconscious aversion to being persuaded, so resist big logos. Engaging with an audience in a social setting where users have high intention and a propensity to engage with a brand is not only less intrusive than other forms of video advertising but also leads to deeper engagement and brand advocacy, so you can afford to be less explicit with branding.
2. The story matters more than the product
Videos are a dynamic format that allow for creative input and more elaborate messaging than banner or pre-roll advertising, so there are almost limitless options for originality and experimentation. But story telling must still come front and center - think more about the enjoyment a video offers to a viewer instead of how it serves the brand. Engagement is key.
3. Build an emotional rollercoaster
Kony 2012 highlighted a fascinating change in the way consumers are prepared to engage with video. At 29:59 in length the Kony video proves consumers are increasingly prepared to watch longer-form content if it is well thought-out and well produced. This trend is also being replicated in the ad space, such as in Cartier's latest epic l'Odyssée de Cartier, which took over the whole of a prime-time Saturday night ITV ad slot earlier in March. Yet regardless of length, people will lose interest if the emotion remains constant. The ad must briefly remove viewers' feelings of joy and surprise and then quickly restore them again to keep the viewer engaged.
4. Hook people in within the first 5 seconds
Engagement is paramount. Time is of the essence when advertising through social so grabbing attention is the first and foremost priority. Make an emotional connection in the first 5 seconds with either the emotion of joy or surprise. People get bored easily and long drawn-out stories can cause people to stop watching.
5. Have multiple scenes
Having multiple scenes or a series of mini stories can prove much more effective than only having one or two. Each scene should have its own dose of emotion, not too much to overpower the viewer but enough to engage and enthuse. Just look at VW's The Force and Evian's Roller Babies for examples done well.
6. Surprise and shock
People won't share something that is too shocking with their friends and have names associated with it. Sparking a reaction is the key to success, but finding the right balance is essential.
7. Target people that are prone to sharing and have a voice
Social influencers are the best people to target when it comes to distribution and creating noise. These people are well respected on the social web, have a high level of influence over the audience you are targeting and are ultimately more likely to share content and exert influence. The important thing for marketers is to be aware of the specific demographics they want to speak to and target the right influencers that can ensure your ad placement hits that desired audience.
[ * Original post by Rebecca
Powell at Ebuzzing on Contagious ]
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