Council Post: 15 Unique Ways To Capture Audiences’ Attention With Video In 2023

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Year after year, video retains its rank as the most popular form of content among consumers. In 2018, Cisco forecasted that video would make up more than 80% of all internet traffic by 2022. Given the ever-growing number of online platforms catering to consumers’ preference for video in 2023 and the billions of users who continue to gravitate toward it, this prediction seems to have been on track.

From TikTok to YouTube Shorts to Instagram Reels, social media and video go hand in hand, but brands looking to reach their target audiences with video shouldn’t forget about other outlets. Whether they opt to leverage TV, streaming services, digital billboards or any number of other video-friendly marketing channels, as the members of Forbes Agency Council know, the most important thing to consider is how to stand out among the torrent of video content consumers encounter every day. Below, 15 members explore the best ways to do just that.

1. Explore Greater And Deeper Narratives

Brands should explore greater and deeper narratives to target their audiences. They should look inside and get real about their values and mission and how they can best communicate this outwardly through video. Consumers no longer have an appetite for superficial initiatives or static, boring messages. Aggressive brand messaging is out, and rich, nuanced storytelling is in. – Ismael El Qudsi, SocialPubli

2. Hop On Trends And Make Them Your Own

Brands can uniquely use video to engage their audience by hopping on trends and making them their own. Use trends to create engaging content that relates back to your brand. This content doesn’t need to be highly produced. All you need is a phone and some creativity. Relatable content will capture the target audience you want to engage with. – Marilyn Cowley, PREM – PR & Social

3. Take Advantage Of Customer-Created Content

You have the luxury of taking advantage of a gig economy. Leverage the army of customers you already have by prompting them to create content on what they love about your brand. By maximizing authentic customer video content, such as tutorials, explainer videos and reviews, you can capture users’ attention with real-life content that resonates and converts. – David Shadpour, Social Native


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4. Remember That It’s Not A Monolithic Medium

The best way to approach video is to remember that it’s not a monolithic medium. Streaming video users expect a standard TV commercial; on social media, they’re looking to engage with user-generated content. You want to stand out with the merit of your message and the quality of your pitch, but you don’t want to be placing video content that’s jarringly out of place on the platform you have chosen. – Tellef Lundevall, Accelerated Digital Media

5. Experiment With Emerging Video Formats

One option is to leverage user-generated content by encouraging customers to share their own videos showcasing how they use the brand’s products or services. Additionally, brands can stand out by experimenting with new and emerging video formats, such as vertical or ephemeral videos, or by incorporating interactive elements, such as polls or quizzes. – Zohaib Patoli, Lead Origin

6. Don’t Fall For The ‘Goldfish Lie’

Don’t fall for the “goldfish lie,” as I call it. People say the average person has an 8-second attention span (less than that of a goldfish), but then how do we also binge-watch a new series in a weekend? The fact is, if brands can grab a person’s attention; there is no magic limit as to when they lose it. Focus on making content long enough to cover everything but short enough to keep it interesting. – Jim Tobin, Carusele

7. Get In Touch With Creator Culture

Get in touch with creator culture and jump on trends. The main rule when it comes to acing video content is, “Don’t be boring!” Brands should look at popular themes and trends and try to spin them to showcase their brand identity in a creative way. Working with popular creators in your niche always helps with this. Creators can create UGC or promote the brand on their page for brand awareness. – Anastasia Cecchetto, Ace Influencers

8. Use Your Unique Story, Insights And Voice

One way to make your videos stand out is to use what is unique to you—your story! Using your unique insights and voice will enable you to offer a fresh perspective on topics that have been already covered by a lot of other competitors. – Rudy Mawer, Mawer Capital LLC

9. Think Of P.T. Barnum’s Circus Parade

I always think of how P.T. Barnum, founder of the Barnum & Bailey Circus, would stage a circus parade when the circus came to town. He was one of the fathers of modern-day PR. When you’re shooting video, think of the circus parade, and make sure there’s action, color and lots of visual interest. If it’s newsworthy, send it to the news director at the local TV station with a script to earn valuable airtime. – Nancy Marshall, Marshall Communications

10. Grow Your Distribution

First, video is not the king of content. Content isn’t even the king of content—distribution is. The question of distribution (a.k.a. reach) is basically, when you’re ready to say (or sell) something, how many people see, hear and listen up? With poor distribution, the best content on the planet won’t do you any good. Grow your distribution, and you’ll see exponential growth from your content and videos. – Devin Schumacher, SERP

11. Be Bold And Try New Things

Know your audience, but be bold and experiment. Bring new formats to the forefront, such as animations, shorts, interviews, streams and even scripted videos. One of the best ways to engage the audience is to provide them with content that is relevant to them, so read the feedback, and do not be afraid to try new things and implement new ideas. – Nataliya Andreychuk, Viseven

12. Repurpose Your Content Into YouTube Shorts

YouTube Shorts confine you to less than 60 seconds, so you have to flex your creative muscles (quickly) to stand out. But they also offer you an advantage when it comes to reach. Unlike social video content that hamstrings your reach by your follower count, the algorithm for Shorts content is based on Google and YouTube searches and how users respond to it in their feeds, so you have a much better chance of being found organically. – Bernard May, National Positions

13. Bring Authority And Value Back To Videos

Owing to the popularity of short-form content, a lot of businesses are now compromising on the value they offer to be able to “engage” audiences. This can result in engagement, but from an audience that is less likely to convert. It is time to focus on value and authority by leveraging sentiment and intent to hook the audience’s attention. – Vanhishikha Bhargava, Contensify

14. Offer A Sentimental Experience

It’s easy to scroll past videos that feel like targeted ads. Since customers want to be connected with instead of sold to, hook them by offering a sentimental experience—a good story, a popular song or details that may be relevant to your target market. – Scott Keever, Scott Keever SEO

15. Map Out The Channel And The Journey

Video content needs to be produced and targeted for the channel as well as the journey. The more you can map this out “on paper,” the better. That way, your “always-on” awareness content seamlessly flows into your consideration and conversion content. At the end of the day, it’s all one story that levels up to the brand’s purpose. Fragmented and siloed video content can make the brand feel as such. – Rich Cannava, Overskies



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