A modular strategy is built on the belief that well crafted, cinematic brand films perform better when built on a targeted framework.
The internet, social media, gaming… the opportunities brands have to talk with their fans seems to evolve all the time. There is a constant amongst all this change, though. Video.
With 4G, iPhones and on-demand streaming, we’re all watching more video online than ever before. In fact, research suggests that in 2021, we will watch, an average of 100 minutes of video online per day. That’s the equivalent of 6 feature-length movies a week! Think of the opportunity this represents. Its time to make sure your brand is equipped with adequate tools to muscle in and grab that share of attention.
As a video content agency, this got us thinking. How can we make creative brand films more reactive, and bespoke to the individuals they are looking to engage? After all, even with the vast amount of video content being watched online, the challenge of attracting and retaining attention remains.
Modular video content offers a potential solution. A modular strategy is built on the belief that well crafted, cinematic brand films perform better when built on a targeted framework. To show why we’ve highlighted 5 key reasons why companies taking this approach to brand video production will emerge as winners in 2021.
1 – TURN ONE AD INTO MANY
The main reason we’re so excited about modular video strategies is because of their ability to flex to the individual personas that make up your audience.
Take the automotive industry for example. Each model in a particular line up will appeal to many customers, each of a different demographic. Those people will be interested in a particular car for different reasons. So why try and shoot a one size fits all commercial to sell it?
Strategic shot lists that focus on a range of features mean that 34-year-old father of three, Mark, sees a commercial focused on the versatility of the vehicles load space. Where 22-year-old city dweller, Lucy learns about the 12-speaker touch screen multimedia system. Bespoke films with the ability to flex to demographic demands cut wasted time and boost conversions.
2 – MAXIMISE CREATIVE BUDGETS
Ok, we get it. Shooting commercials and brand content can get expensive quickly. But, with video making up an essential part of the content map and with the amount of time we’re spending watching video daily, investment here is essential.
By making your budget work as hard as possible your teams can sweat each asset much harder, guaranteeing a stronger ROI.
Modular video strategies work harder to make this an option. Take creating an informational spot for your latest tech product for example. You know you have 5 key personas that will be interested in this product, each with unique use cases and varying demands. By adopting a modular approach to shooting that content, you retain the ability to build multiple variants of your content from one shoot day. Thereby maximising your investment and ensuring strong returns.
No brainer, right?
3 – TARGET LIKE NEVER BEFORE
Having all the content we could dream of at our fingertips is having an effect on our attention spans. They’re practically non-existent. When was the last time you didn’t look at your phone when Netflix was on? Don’t worry, we’re just as guilty.
To put it in context, research suggests that brands have up to 5 seconds to grab a viewers attention. Even when you have their attention, retaining it is the next challenge. On average, you have up to 10 seconds to show them why your content is relevant.
So how do you get over that hurdle? Ensuring your content is as relevant as possible is a good start!
This is where a modular video strategy can really get to work, by offering multiple granularity options when it comes to targeting. As we said before, don’t waste a customers time showing them product features, or options that simply aren’t of interest to them. Use the modular aspect of this content strategy to quickly and easily build variations of your content that has a much higher chance of converting.
4 – ENGAGE ACROSS PLATFORMS
A modular content marketing strategy is driven by audience data, which you can interrogate to uncover the most engaging features and benefits of particular products.
When adopting a shooting strategy that captures these unique points individually, it allows for the content to move, remaining unbound by format.
For example, by capturing a series of product features in a modular way, you can ensure the content will work as a 4:5 Instagram tile, a 9:16 Facebook story, and a 16:9 cinematic presentation – giving you the chance to target potential customers across a range of locations.
5 – EMPOWER SALES COLLEAGUES
When paired with a simple editing platform, the ability to create bespoke product videos is open to anyone. Slashing the time required for marketing teams to respond to requests from customer-facing team members, and in some cases putting the power in the hands of your sales colleagues to create the assets they need.
Imagine a sales consultant in a luxury luggage boutique want’s to highlight personalisation opportunities to a customer that’s expressed interest in a range of cases. Creative modular video presentations empower them to cut together a short film, highlighting the possibilities with each product line their customer is considering. Resulting in a single, clean, personalised video presentation they can share. Helping them close a potentially lucrative deal.
As you might be able to tell if you’re still with us, we’re really excited by the possibilities modular video strategies offer to brands. We are working hard behind the scenes with some awesome companies, combining years of experience in creating content that moves.
The result? We’re engaging more audiences than ever, across platforms and formats.
If you’re interested in learning more about our approach and finding out more about how it could work for your brand in 2021, get in touch with Olly Purchase here.