"Over recent years it feels like the evolution of technology has increased in speed. The way we consume media has changed and video is spearheading the charge. Being able to stream movies and TV shows, capture and upload imagery straight to your social channels within seconds, and produce high-quality content using cost-effective tools is making video production accessible to the masses."
"Just like almost every digital tool or gadget, video has evolved through time. It started off as a montage of still images that only a few would experience, and now you can gain millions of views by capturing content from the palm of your hand. Mark Darlington, head of video at LoveThat, considers how brands can better embed video into their marketing strategy."
"There's always a place for big-budget long-form content, but probably not on social media - this works best for places where people are happy to spend more time viewing content, such as events, websites and YouTube. For social video, you only have seconds to grab your consumers' attention. According to Facebook's latest marketing stats, people spend 1.7 seconds on average on a piece of content on mobile compared to 2.5 seconds on desktop. So the first few seconds are the most important."
Video has become rapidly more accessible due to streaming, smartphone capture, and cost-effective production tools, expanding reach from niche viewers to mass audiences. Different formats suit different objectives: long-form content suits places where audiences are willing to spend time (events, websites, YouTube), while social platforms demand immediate hooks. Viewers spend only 1.7 seconds on mobile and 2.5 seconds on desktop on average, so the opening seconds must capture attention. Visuals matter because most mobile viewers watch without sound (about 83%). Consider music, production quality, and on-screen talent to retain viewers and match format to message.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]