The advertising world continues to evolve and innovative approaches to message delivery pop up like Frogger characters. Some thrive and reach targeted masses with action-inducing content while others are gone as quickly as their leaping amphibian namesakes.
There are two noteworthy content delivery categories –video and audio – whose roots are embedded in the soil of traditional media and have evolved from radio and television.
Video has become our main consumption meal. Research reports 90% of shared content for social media in 2017 was in video form. Major brands attuned to contemporary marketing use video to achieve awareness and move product. Facebook, Instagram, Twitter, Snapchat and YouTube invest in the video spectrum to expand engagement and reach. Facebook Live, Instagram Live and YouTube Live present immediate content in raw form and have been instant successes in a crowded delivery field. YouTube Live alone has over 6.5 million subscribers.
Audio content is also booming. Podcasts are today’s audio education and entertainment vehicles. Like video, they are stationary or mobile content delivery systems that are unplugged and available on-demand, at home and on-the-go. Where radio requires listeners to tune in at a specific time to hear messaging, podcasts are always available at the touch of a button.
National and local organizations and companies are using increased video productions and podcasts to build their brand, engage with customers and to enhance loyalty and top-of-mind positioning.
Our firm has joined the revolution. The Condron Media team now produces “Campaign Critique,” a reoccurring podcast focused on spotlighting the good and bad of marketing campaigns. Through this twenty-first century communication form that grew from Marconi’s invention we will assist our clients and friends to be better marketers.
Photo credit: Csongor Schmutc & Siddharth Bhogra.