With millions of social videos being produced every day for brands every day, have you ever wondered what the effect that has on the evolution of company and brand messaging? Inevitably, brands are shifting their messaging strategy to meet the demands of social platforms. It's all about finding the balance between information and entertainment and staying relevant, but the worst mistake a company could make is ignore these changes. Here are 4 ways things have changed for brands' video messages on social.
1. Personalized video is the new norm
Irrelevant, disruptive, and annoying. Those are three words you don't want to hear about your ads. These days, people expect more from the content that targets them. There's nothing worse than ads that aren't relevant to a customer's buying journey. Take for instance: you buy a new mattress and you're finally getting the best sleep imaginable, then, you log onto Facebook and you're being bombarded by mattress ads from the brand you bought from. In order to avoid this faux pas on Facebook, for example, it's important to exclude certain audiences who don't need to see your ads anymore. Brands, tailoring and optimizing your message correctly means investing in ad measurement and optimization to avoid creating white noise that could damage the relationship with your brand.
Courtesty of StoryTeq
2. Brands have to think in vertical
We live in a time where mobile viewing has surpassed TV viewing. From social scrolling down our feeds (and not across) we're in a vertical viewing trend that's hard to ignore. The biggest challenge for publishers includes changing their editing style to make the most of viewer's mobile screen real estate. Vertical video editing means a more closely cropped and intimate view of the content, one that creates a sense of immediacy. If brands want to repurpose their exisiting horizontal content, there needs to be effective and quick ways to do that in-house or externally if needed.
Courtesty of Facebook
3. Creating better stories for sound off
This number is staggering. Sure, videos aren't only viewed on mobile phones, but 85% of the ones that are watched without sound. This is a massive fact to take into account during the creation of video content for Facebook and Instagram viewing. Never assume your viewers will have sound as context to your story, but instead create the most compelling story that can stand alone without sound. Brands that accept this fact and ride the soundless wave will win because they're proving they can respond to viewer behavior and respond well!
4. Short or long video? The answer is both!
Certain video lengths are more common on certain platforms. For instance, on Facebook, the consensus is usually that short-form works better. And although that can be true, short video doesn't always do the trick for your goals. For instance, a short video on social is usually the solution if you're looking for clickthrough and completions. Long-form on social can as well if you want to tell a brand story. By telling a story, it works to create longer-term ambitions like building brand affinity.
Want to see how your brand messaging can align with social media today?