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Substandard Video Is As Brand Erosive As Bad Breaks On-Air - Make It Matter
September 26, 2017
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Every day it feels like one of the social platforms is either announcing a new video platform or how they are creating original long and short form video content.
You may have read how advertisers are getting behind Twitter's push into live video shows - 16 shows to start.
And Facebook recently launched "Watch," a new platform for video shows made up of episodes - live or recorded - that follow a consistent theme or story line.
In fact, if you would like to register your interest in creating a show, please visit this link.
Facebook is excited to see how creators and publishers will use video shows to connect with the fans and community.
Video is now the primary focus for every social network.
Twitter CEO, Jack Dorsey looks at video as "becoming increasingly central to the real-time conversations happening on Twitter."
And Nicola Mendelsohn, who serves a Vice President role at Facebook, revealed that their platform will "probably be all video within the next decade."
Mendelsohn added that Facebook's algorithm favors native and live video due to the user data they have been watching:
- Facebook's daily video views have grown from one billion to 8 billion in 12 months.
- People watch an average of 100 million hours of video on Facebook mobile every day.
- Facebook Live videos receive 10 times the engagement than recorded videos.
And Beyond Twitter and Facebook, Snapchat reports 10 billion video views a day.
Video gives us opportunity to be a very visual medium.
But the key is to always come at content from the fan point of view.
Access
Fans crave it. But we rarely give it.
Allow fans to be part of the show.
Get them in front of artists and other celebrities. Whether it's asking questions or setting up those "holy crap' moments - it's all about the access.
Exclusivity
What can you do that no one else can or will?
WPLJ/New York John Mingione often uses killer parody to essentially talk about pop culture.
How can your video show differentiate from all others?
Impact
The power of live video is allowing those watching to influence the broadcast
It's also about creating big powerful moments that remind everyone why your brand matters.
Scott Jameson, KQRS/Minneapolis Program Director, pulled off a huge experience for Classic Rock fans when Gene Simmons and Ace Frehley spoke together for the first time in 16 years.
People want to feel a part of something.
And video allows us to do just that. But we have to make it matter.
Always ask: Does the video offer access, exclusivity or create meaningful impact?
Substandard video is as brand erosive as bad breaks on-air. Over time the audience becomes fatigued and unmoved.
In short, they become passive fans.
And there is no value in a passive social fan base.
Have an objective that satisfies the audience and let the (phone) camera roll.
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