Senior Account Manager
Posted on March 22, 2017
Content marketing has revolutionised the way brands interact with their audience. Having moved on from the traditional advertising approach of bombarding people with promotional messages, brands are now producing content that is relevant, consistent and most importantly valuable to their audience.
Delivering this content in video format is becoming increasingly popular, but interactive or episodic tactics should be considered as a way of taking your video content to the next level.
Interactive video ads
An interactive video ad presents the viewer with a series of onscreen options. Choosing an option will take the viewer to a different part of the video, a different video or to a webpage. It’s a useful way to tailor their experience to their interests. You can find some examples here.
Interactive ads require a participants’ engagement. When developing the concept for the campaign you must first focus on solving a problem and marketing to the consumer second. They act as a tool that is useful for the consumer and not just a piece of content that you have to drive traffic to.
Telling a story
Episodic storytelling uses short pieces of content that drives awareness and encourages people back into your channel. The award winning ‘Always’ #LikeAGirl video campaign is a great example of a hero ad https://www.youtube.com/watch?v=XjJQBjWYDTs followed by a series of individual stories and behind the scenes information that continues to engage consumers http://www.always.com/en-us/about-us/our-epic-battle-like-a-girl
Could these be used in financial services?
This episodic content can be translated into financial services, through the use of educational videos delivered in parts, getting users engaged in a sequence of videos and getting them to sign up for a notification when the next video is released. For something more out of the ordinary it can be used as a delivery method for a brand awareness campaign, with the right creative concept behind it.