Brand-casting is incredibly beneficial to the advertising, marketing and creative production community as more corporations see the advantage of accessing a key demographic online, build an audience and see a big return on their investment because of the low costs of production and distribution. With younger people having moved away from broadcast viewing, reaching future customers online will be more and more important. For the price of a national commercial, a corporation can create their own tv channel for a longer shelf life, constantly positioning their brand, experts, features and benefits to an audience they wouldn’t reach any other way.
With as much as a third of all online activity being spent watching videos and all the major social networks making it a focus (Facebook, Twitter, Instagram, LinkedIn, Tik Tok) what is your online video content strategy and how does it stand out? Is it informative niche-casting, social-casting, sports event sponsor-casting, a pure entertainment play, webinars or online courses? Creating a format that is relevant to your brand audience is critical to any strategy. An example of a company doing this very well is Red Bull TV (redbull.tv) and their focus on extreme sports. Corporate-casting may combine successful niche or social-casting models with a brand attachment. This trend may grow rapidly as companies realize that like in most marketing, being first matters.
Once your brand decides to get on board and develop an online video content strategy as a good business decision, where do you start? The key is a shift in mindset from control to adaptability. To really leverage any emerging opportunities, the most adaptable and quickest to respond gets rewarded. Media is creating itself and this fan-generated media is about following what happens and turning what happens into an opportunity rather than trying to control it as they have in the past. In this environment the more the old media tries to spin, the more it doesn’t work. Media streaming’s explosive growth model rewards this kind of aggressive adaptability.
But being adaptable doesn’t mean that you can afford to not be creative. Even if you have a current online audience, what are you doing to stay ahead of the curve? Putting together the right team of creatives that understand your brand voice and story along with the video production and technical know-how that matches your current media environment and budget ensures that your money is well spent. Brand-casting is clearly not some passing fad and brings a great great ROI when it comes to developing a brand loyal audience. What is your brand or your clients brands doing in brand-casting? How are you staying nimble in a changing media environment?
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