The Internet has changed the way people consume content. According to expert Nicolas Carr, writer of the book The Shallows, the Web is rewiring our brain - changing the way we think and remember in the process. One of the results is that our attention span is shorter, which is a challenge for brands reaching out to their audience. As highlighted in my previous article on why brands should become content publishers, many turn to online content marketing as a way to approach this challenge.
Recently, Nucco Brain has been collaborating with Innovate UK, the national agency that supports science and technology innovations, to produce different video formats for their YouTube Channel as part of their new digital content marketing strategy. One of these series, “Predictions”, has been particularly successful and our studio is currently working on releasing 8 new episodes throughout 2017. “Predictions” is a series of short 3 minutes videos explaining what daily life will be like in a few years.
The challenge brought to us by Innovate UK was to maximise the visibility and engagement of their YouTube channel. Our solution? We believe that video views, engagement, and awareness grow exponentially, due to our focus on the following 3 steps recipe:
1. Research & Strategy
Know your audience: Who do you want to reach? What kind of content do they like? Where do they spend time online? With Innovate UK, we first focused on engaging with different sub-brands of the organisation by creating a specific video format for each targeted audience segment - taking into account the different needs of each.
Have a theme: What is your brand’s area of expertise? What themes related to it could be transformed into a concept for a video series? We decided to highlight Innovate UK’s expertise in sciences, innovation, and technology throughout “Predictions”. Remember, storytelling is key in engaging your target audience, and most people engage with either informative or entertaining content. Thorough research into a relevant theme will ensure that the content is both rich with information and tells an entertaining story.
2. Relevant Content Creation
Format is key: Apart from ensuring that the format fits the needs of the target audience, consistency in style is crucial. Ask yourself: how can I best illustrate my chosen theme in a way that is original and unique? With “Predictions” we chose to mix live footage interviews of Innovate UK’s futurologists with animated graphics of their future predictions. This combination resulted in a series of videos that provides both information by experts and an engaging visual universe.
Video length matters: Your audience is accustomed to viewing very short videos on YouTube; no longer than 1-5 minutes max. Keep in mind that not every format can fit every length - it is important to find the right pace that condenses information without overloading your audience.
3. Smart Distribution
Think Multichannel: Even though your video will be published on YouTube, all content created should be shareable on any other social media platforms. This means that all your brand's’ social media platforms must be consistent in style so that the video’s style blends in.
Create an editorial calendar: Essentially, how often will the content be published? Unlike one off advertising campaigns aiming to attract as many potential customers through one action, content marketing is a continuous initiative over a long period of time. The aim is to get your target audience to follow your brand on a daily basis. Establishing an editorial calendar will leave time for your target audience to share previous content and recommend your channel.
For more examples of other video formats we have created, have a look at Innovate UK’s YouTube channel.
Stefano Marrone & Alizée Musson
Managing Director & Marketing Executive