Video creativity: Why are brands creating blah content?

Published on
by Brafton Editorial
​Video content reach is at an all-time high, but brands still don't generate more than 1,000 views. Where has all the creativity gone?

​Brands follow Google closely, looking for any hint about how to increase search rankings and get more content on Page 1 of high-trafficked SERPs. The company’s Search Engineer Matt Cutts talks a lot about building websites for end users that feature high-quality online content. However, too many marketers interpret his advice literally, and dedicate all of their resource to content writing, rather than dispersing creativity across channels.

Approximately 100 hours of video content ​are​ uploaded to YouTube per minute. More, videos are 53x more likely to show up in Google search than text-heavy content. Recently, comScore released its June 2013 Video Metrix report, showing that 183 million Americans viewed more than 44 billion online videos last month. Video ad impressions also reached a record-high 20 billion. Consumers watched the highest volume of videos on YouTube, with 158.3 million unique viewers accessing visual media on the Google-owned site in June 2013. YouTube also accounted for 3.3 billion ad impressions, making it a valuable channel for marketers to consider when creating video content marketing campaigns.

With Americans clicking on and watching more videos than ever, brands must set their campaigns apart from the competition, which Pixability, a YouTube-certified marketing company, found is easier said than done. The agency noted that more than 50 percent of 200,000 business videos across 1,270 YouTube Channels have fewer than 1,000 views. Because the aggregate production value totals more than $4.3 billion, it’s clear companies aren’t seeing the content ROI they hoped for during production.

Marketers should spend more time during the planning stages of video campaigns, analyzing content analytics to understand what subject matter resonates with their audiences. Brafton reported that visual branding requires more than high production value – sound can make or break campaigns’ success. Scripts should have poetic flow, coaxing emotion from viewers and providing them with a lingering desire to learn more about brands and their offerings.

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