Bob Dylan said it best, “times they are a changing” and as time changes so does the battle for consumers’ attention. For the past couple decades there has been an on-going technological revolution. Twenty Years ago few would have imagined that today’s society would be walking around with pocket sized computers capable of fulfilling most of their entertainment, personal, and business needs. In fact, today’s society is constantly bombarded with endless forms of media. A 2017 creative trends report by Tongal shows that every minute 200,000,000+ emails are sent and received, 2,500,000 pieces of content are shared on Facebook, and 215,000 photos are published to Instagram.
This influx of information has created a new generation that is less susceptible to traditional advertisements and marketing strategies. An obvious example of this is the increasing want for ad skipping, which is due to consumers declining attention span that now stands at eight seconds, according to the Tongal Report. Now the pressure is on for brands to produce relevant messages that captivate consumers.
But what do consumers want?
It’s obvious that most consumers, especially millenials and generation X (the “YouTube Generation”) don’t want ads at all. But according to the study, if tailored the right way, it is very possible to reach younger generations. Here are a few key takeaways from the report.
As it turns out, consumers want to discover content, not be interrupted by it. They defined “good” advertising experiences as those which can be skipped. In addition to skippable ads, consumers are seeking authentic content that not only entertains, but informs.
Tongal surveyed 461 members of its global creative community to define best practices for creating good content, which they defined simply as “content people want to watch.”
- 67% agreed they’re more likely to watch branded video if it’s educational.
- 97% said it was important that branded content has an entertaining storyline, the most cited attribute.
- 51% said they agreed/strongly agreed that featuring real people makes them more likely to watch a branded video.
- Only 30% said a celebrity or influencer makes them more likely to watch a brand’s video.
- 26% said that the inclusion of influencers or celebrities would not make them more prone to watch the content.
Another huge factor in creating watchable content is the content creator. When working with freelance creatives, understand that they’re most motivated by their own passions — not the money. Twenty-six Percent of creatives surveyed said the biggest motivator in choosing whether to take on a branded content project is their personal passion for the brand or assignment, followed by the freedom to create around their own vision (24%). Only 18% said money was the number one factor.
What can brands do?
In addition to the information listed above, brands should keep a close eye on Google’s YouTube, which still reigns as the number 1 place for consumers to discover video content. And don’t forget about Facebook, as it has been innovating quickly and ranked third (above Amazon and Hulu) in Tongal’s research of top video platforms.
And If the rise of Netflix has proved anything, it’s that consumers will hand over their hard-earned cash to experience great content. According to the Tongal, the death of non-paid viewership has been exaggerated, so don’t be afraid to invest in growing audiences around your content organically. Consider “The LEGO Movie,” which reflects content marketing at its very best. Ask yourself, if your brand had a show, what show would you create?
Tongal is the independent creative network that helps brands tell stories and engage today’s audiences more effectively. The company has pioneered a new model for creating content, powered by a network of more than 120,000 creatives and a proprietary development platform.