Whilst film is important in any marketing strategy, perhaps what’s more important is *where* film sits in the strategy.
Is the film a showreel? A promotion? Or even a documentary? Diagnosing the problem will help businesses realise where film can sit in their strategy and be most effective. For the first time, smartphones have overtaken desktop as the most popular device according to market research from Mintel. This has massive implications for film – is the film optimised for mobile, and more importantly, in the ‘attention economy’, is the message going to be received by the right people?
When we talk about the attention economy, we talk about how attention is the most valuable currency in the media world and how new platforms are taking over. Video is no longer a one size fits all world, it’s optimising across all platforms to make sure the content is relevant for that audience. For instance, did you know that Facebook native video (video recorded on the Facebook app/camera) is 97% more likely to feature in someone’s newsfeed over a standard YouTube link? If you think Facebook, you think mobile. How does this challenge filmmakers? It’s simple. The average length of a Facebook video in 2015 was 44 seconds, with research showing that 21-second videos were the videos that were watched the most in full. Also, think of the data available on Facebook the segmentation opportunities – you’re able to run campaigns to target very specific demographics and interests.
Facebook and YouTube are both social networks, but offer different journeys when you’re watching video. However, it could be argued that on Facebook the attention span of the user is more limited and videos are shorter, because of other activity happening and it’s easy to scroll past content on Facebook… Whereas on dedicated video sharing platforms, more often than not you’ve made an informed decision on clicking a link and going through to YouTube/Vimeo. When crossing over to a video streaming service, users have a longer session time. Filmmakers need to keep this in mind and use this extra time wisely.
Realising the subtle differences between platforms can help drive shares and get more eyes on a video. Some platforms (Twitter and Instagram) are ideal for trailers due to their ability to curate a massive amount of shares in such a short amount of time
When choosing the style of your video, as well as the platform, you should be thinking of a few things:
- What is the video and what do you want it to achieve?
- Who do you want to reach?
- Is it suitable for the chosen platform?
These are key in your video content strategy in finding what you want to say and to who.
Author: Jason Purvis
Jason has always loved film - He spent his youth arguing the case to his parents that he actually needed to see The Empire Strikes Back five times. After studying advertising at Watford College he begun a career on the mean streets of advertising, later working for one of London’s leading moving image design studios working for clients such as Channel 4, BBC and MTV. He believes passionately that todays digital technology coupled with a strong idea can allow any business to achieve the same creative excellence that at one time only global brands could command.