FIVE REASONS WHY BRANDS NEED FILM
In just a short space of time, the smartphone has become a fast, convenient way for people of all ages to access content. And the more we use our smartphones, the more we watch video.
This presents brands with a huge opportunity – if they get the content right. It’s not a case of beating consumers into submission by pumping any old content at them; it’s about telling a story creatively, grabbing the audience’s attention with short formats, and providing a suite of entertaining, informative content that’s relevant to them.
Here’s five reasons why brands need film – and will need it even more in the months and years to come:
1. According to The Drum.com, 78% of mobile traffic will be video by 2021.
2. Generation Z are spending more time on mobile than on all other devices combined.
3. Ofcom data shows that, in 2017, 16 to 34-year-olds watched an average of 2 hours 37 minutes of non-broadcast content every day.
4. By 2020 the average person will be spending 84 minutes a day watching videos online.
5. The arrival of 5G will increase the speed of high quality video on mobile to even crowded or remote areas a hundred fold.
The era of social live video has begun. A whole generation is growing up with social livestreaming, so if you want to create media for tomorrow that reaches this audience, you need to adopt video as content and adapt how you engage with your customers through the medium.
This LAW Creative film was commissioned by IHG (InterContinental Hotels Group) to promote boutique brand Hotel Indigo.
It’s not just about quantity but quality. The rapid advances in technology seen in recent years that have allowed everyone to easily create and serve video content online have also flooded the market with a lot of poor quality ads. But as video rapidly becomes the main channel of marketing online, consumer expectations of quality and creativity will continue to rise, and brands will devote ever greater slices of their budgets to increasing the production values of film.
The good news for brands is that the effectiveness of video content is so measurable now that the success of video marketing speaks for itself. It is now possible to accurately measure the ROI of branded video content with key metrics such as “views”, “lead to action”, “length of engagement”, “view completions” and “social sharing”; with these tools you can know for sure that video content is playing a major part in marketing your brand to interested parties.
One of our films for TRW Aftermarket, a key element of a campaign that won a Gold award for Integrated Communication at the International Motor Show.
Engage viewers and they will not only share your films but also spend longer on your website and more time interacting with your brand. We’ve proved that with our series of films for TRW, the global leader in automotive safety solutions.
When our first film in the series launched in 2015, huge numbers were attracted to the TRW website and, crucially, the film played a significant role in keeping them there. Visitors across Europe topped 423,000 and a massive 42% of them watched more than 75% of the video. Our series of short films for TRW Aftermarket has now achieved over 6 million views on YouTube. The figures are there, the opportunities are huge. All you have to do is tell the stories. Your customers are waiting to hear them.
Film is everywhere and it’s going to stay that way, so we’re committed to providing you with the very best solutions to bring your message to this medium and your audience. We offer a full range of film services, from conceptualisation, scriptwriting and storyboarding to production, direction and editing.
If you’d like us to help you tell engaging stories on film that your customers want to hear, contact keith.sammels@lawcreative.co.uk or brett.sammels@lawcreative.co.uk.
The industry stats in this blog were drawn from The Drum, Europe’s most visited marketing news platform. The Drum recommends LAW Creative. The agency is endorsed by clients for 13 services, including strategy, digital, advertising, B2B and integrated marketing, with an average client services rating of 9.6 out of 10.