1. Note on reels and short videos.
It takes 3 minutes+ of accumulated time to convince someone to do something. You can do that by making them watch multiple short videos over periods of time IE: 30 seconds + 30 seconds + 30 seconds → you get the gist (very difficult to do.)
Or go longer form with good storytelling. The longer aspect gets pushed organically by platforms because it fits their bottom line of keeping people on their site longer. A professional can rank the video with a high retention score to cut through all the unoptimized spam. Upon completing a good long-form video. The viewer will leave satisfied and be able to actually form an opinion about the service and have the information they need to act. Further, it will take only one video’s completion instead of nailing multiple “ads” to persuade a viewer to - click links, take action and navigate away from the dopamine farming sites that are social media.
- So think LESS COMPETITION (because harder to make) AND MORE FREE DISCOVERY without spending money to boost it through google ads etc and finally WHEN THEY DO SEE IT - they are more inclined to be persuaded in some way.
I know it sounds hard to believe as it’s a paradox. We have “no time” and we have “short attention spans” yet I suggest long-form. It just means we demand more from content rather than needing it shorter rather.
So I like the idea of:
informative documentary on security > AD selling you in 30 seconds.
in terms of ad spend and priority.
ADs will come off as ads in short-form because of how aggressive the video would have to be to retain attention/retention in a saturated landscape. You can be more elegant and take your time with long-form.
I really dislike Tiktok and YouTube shorts for the most part in terms of advertising. You can get the completion but getting someone to act after completing on a short session is really hard. Think on your own behavior how often you click on their profile, their links etc after watching content in a scroll session. I can watch 1000’s of videos and almost never get the temptation to learn more because there is not enough to chew on or the video wasn’t optimized properly. It takes some Don Draper, Spielberg level content creators to pull this off. The platforms want you to stay on to keep seeing more content so you get served more ads. Social media platforms will feed optimistic small business and startups vanity metrics to feel like their ad dollars are being well-spent but in actuality I’ve seen multimillion dollar budgets convert literally nothing when you dig deeper into whatever BS they are telling you.
2. No one wants to watch an ad.
Buying attention is becoming a heavy premium so content marketing is much more effect/cost effective.
3. I’ve conducted on the street videos and they lead to a phenomenon called “story jacking”
This format is great for entertainment but the host (person interviewing or the point of view character/company) gets upstaged by the talent they are interviewing. Hearing from multiple people and their stories is great but you don’t bond with anyone individually and this is not very good for persuasion. You will get the completion but someone often walks away thinking wow that was fun and clicks off. Also this kind of content would be a bit TOO FUN to align with the target audience.
In regards to Suggestion 2:
I like the idea of a hack report channel but one channel is typically hard enough to manage.
In regards to Suggestion 3:
I touched on this higher up but another thing to consider is when I say content creator. I mean they need to be a great filmmaker, editor and talent all rolled up in one. It would be a god send to keep them in house and focused on the product but collabs can work - they are just going to be very expensive. IE 10-20k+ a video.
Not every view is equal. It is possible to make two videos of different lengths and styles with similar view counts, target audiences etc and have the effectiveness be vastly different by a factor of 100. There are billions of videos uploaded every minute. Most of them are entertainment (spectacles, twerking etc) and ads. If you want potent marketing, you are against millions of kids looking for fame and a multibillion dollar industry of everyone throwing their money away. It’s a house of cards but longer edutainment videos decimate the space because they are overlooked by an onslaught of marketing gurus giving bad advice for ad dollars.
An in house content creator can test and optimize content for the brand over time that will work specifically for the brand they are producing for. Video after video, a good in house content creator can make the tiny tweaks to hit a home run over time. Video strategies are not an all size fits all in terms of pacing, language, talent, music, art direction and many more variables.
Best advice is hire some content creator to make 20-100 videos for 70k+/Year as opposed to 10 “ads” that cost 100k+ to produce to then another 300k+ to get discovery. Further if they are on the outside, they will be looking out more for their own wallet than the interest of the client. It just kind of happens that way.
As far as “Ads” go
I like Brave’s campaign for building authority and making you like the brand. That is if the person is willing to sit through watching it or has it served to them.
They spent money producing and pushing that out. These aren’t cheap.