OnlineVideo.net
Online viewers have shown they’re happy to watch entertaining brand-sponsored content, but that doesn’t mean that all branded videos will find an audience. Ace Metrix conducted a study on sponsored or co-branded long-form video (video between 90 second and 5 minutes long) and offers the following 5 tips for brands.
These tips com from “Capitalizing on the Content Era: Leveraging Native Video to Drive Brand Equity,” which analyzed 79 long-form native videos created by BuzzFeed, Funny or Die, Mashable, College Humor, Vice, Refinery29, and Maker Studio.
Ace Metrix found that top performing long-form native videos often formed a strong emotional connection with the viewer. Conversely, many low-scoring videos attempted to use humor, but fell flat. Creating a bond with emotion is less risky, the study finds.
Story is a powerful tool. How do you get viewers to stay with your video until the end and not click away? Give them a story they want to follow. That means a clear story arc with a satisfying resolution.
Tips alone are not enough, Ace Metrix finds. Those tips need be both practical and relevant to the viewer’s life. Perform a service for the viewer.
All of the top-performing long-form native videos Ace Metrix looked at had one thing in common: They all used online text. Using text ensures that viewers will understand the core message, and gets the point across even when the volume is off (like in Facebook newsfeeds).
Viewers are okay with sponsored content, but they’re aware that the videos are still ads. They’ll tune out if the content feels forced or inauthentic. Focus on the role that your brand plays in the viewer’s daily life.
For much more, download the full study, “Capitalizing on the Content Era: Leveraging Native Video to Drive Brand Equity,” for free. It also includes six key native video insights and learnings on long-form native video.
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