Stiles Says: Freedom’s scary isn’t it? You brands can’t use TV’s limitations as an excuse anymore. The content world is your playground and you’ll sink or swim depending on how in tune you are with your customers.
The Bullets:
- Online video provides marketing opportunities and formats not typically found on TV.
- As TV viewers’ attention has grown splintered and DVRs let them skip commercials, brands need content on YouTube.
- Studies show 66% of consumers who are engaged on at least two digital channels visit YouTube daily.
- Others show digitally active users spend about 5 hours a week watching YouTube content.
- The questions for marketers: what type of brand content engages and excites them?
- The data shows consumers watch long-form content.
- Longer content is also getting longer view times, with a completion rate of 93% vs. 68% for short-form.
- YouTube lets marketers develop narratives that draw in the audience, be they touching, entertaining, nostalgic, funny, or meaningful.
- Content on YouTube, when done well, can cost effectively spread beyond the brand’s channel.
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