The promise of sight, sound, motion and story—along with guaranteed viewership—is a promising alternative to the engagement shackles that we’ve chained ourselves to for the past two decades.
What makes this format so promising for anyone from the largest of agencies to solitary PR pros?
In a nutshell, the industry is maturing and realizing that we have other tools out there that are affordable and easy to execute.
Meanwhile, we’re questioning the efficacy of traditional ad-based digital media, such as banners and pre-roll content. There are valid concerns around who is actually viewing them and how well they reach their intended audiences.
It’s also pretty easy to launch a video content campaign these days. You no longer need to rely on a multimillion-dollar budget or wait the equivalent of the gestation period of a human baby to launch the whole thing (the campaign, not the baby).
The trick, however, is to do so successfully and without falling into the same bad habits seen across other media.
Tell a good story
It’s a simple thought on paper that’s hard to execute.