It’s a crash course in optmising content, video content in particular, for an audience with increasingly personalized choice.
Bonin Bough of Mondolez International and Nigel Morris of Dentsu Aegis joined Everson on stage to give the brand and agency perspective on effectively tackling the rapid change in audience expectations.
If the wisdom from three huge industry players wasn’t enough reason to pay attention, consider that 20 per cent of all time online on mobile is spent on Facebook or Instagram. Surely worth a bit of time…
You should probably watch the whole thing, but here are some key take-outs:
If your your content doesn’t work on mobile, it doesn’t work.
Everson warns against thinking about the shift to mobile as a work in progress. It’s happened. Most video views and interactions on Facebook now come via a mobile device.
Aim for the thumb stopper
Stop people in their tracks as they scroll. On average you’ve got 1-3 seconds before the thumb moves on.
Don’t forget AutoPlay
AutoPlay gets more eyes on your content, but until the audience engages, it’s eyes only. AutoPlay doesn’t do sound (yet). Make sure you’re not relying on audio for impact.
Consider what your audience wants to see. Everson’s constant refrain is useful here: “If you’re in my mobile device you’d better be relevant.” These are personal, pocket devices. Be a welcome visitor.
Look at how you work
The way we approach the audience has changed and so everything needs to be reassessed, including how an agency works. This is Morris’s tip and it makes perfect sense, and it’s worth listening to his thoughts in full.
The average Facebook user views more than 3 videos a day, going by the platforms 3 billion views a day statistic from the beginning of 2015.
When AutoPlay was introduced to Facebook’s News Feed the platform saw a huge uptick in video views, for obvious reasons. What this means creatively is that videos have to grab a users attention in 1-3 seconds (the time on average before a user scrolls past), and since autoplay videos are mute this needs to be done without using sound.
Consumer expectations are much higher, and they’re less willing to tolerate bad advertising as the cost of free web content. Content marketing is growing and hyper personalised, real-time marketing is increasingly the norm. Morris’ agency made sure to push Pimms when the weather was good, and everybody remembers when Mondolez International dunked in the dark.
When it comes to this strange future, Facebook and video will be vital says Bought.
Better get going, then.