#thefutureisvideomelb

THE FUTURE IS VIDEO: MELBOURNE WRAP UPHosted at The Cube Australian Centre for the Moving Image Thursday, July 23, 2015

IN THE AGE OF ‘CONTENT SHOCK’, BRANDS ARE CHALLENGED TO CUT THROUGH THE CLUTTER WITH INCREDIBLE STORIES.

Video presents a unique opportunity to reach out to an audience and connect with them emotionally. King Content hosted The Future is Video event in Melbourne, where some of Australia’s best content marketers discussed the importance of video in a content strategy. The key takeaways from the event prove that that video has a starring role to play in the future of content marketing. IT’S TIME YOU GOT STARTED.

60+ ATTENDEES, INCLUDING:

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CHRIS MAXWELL Partnerships, Experiential, Digital & Media, Carlton & United Breweries

LANCE TRAORE Managing Director Australia & New Zealand, Unruly

CHRISTOPHE EYMERY Head of Digital, L’Oréal Australia & New Zealand

CHRISTIE POULOS Global Head Of Video, King Content

SPEAKERS:

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Finding an idea that transcends formats is key to effectiveness across channels.

– CHRISTIE POULOS, KING CONTENT

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IT STARTS WITH A GREAT IDEA

A video idea should align with the rest of your content, including personas, pillars and tone of voice. That idea should permeate every aspect of your strategy. But is that idea good enough?

There’s a big difference between content and good content. Entertainment has to be top of mind if you want to make good content.

Entertainment doesn’t have to mean funny. Strong emotions on either end of the spectrum produce successful results for video.

VIDEO ON MY BUDGET?

Great idea

+ Production values that align with your brand

=Video

success

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Your duty in the marketplace is to educate consumers. It’s your responsibility as a brand to educate. If you don’t, you are missing out on the opportunity to be a leader.

– CHRISTOPHE EYMERY,

L’ORÉAL AUSTRALIA & NEW ZEALAND

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EDUCATING YOUR AUDIENCE IS PARAMOUNT

The average human attention span has dropped to eight seconds. Video presents an opportunity for brands to capture the attention of viewers and pass on knowledge and information in a visually stimulating way.

We know that when people are emotionally engaged, they’re going to remember.

– CHRIS MAXWELL, CARLTON & UNITED BREWERIES

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EMOTION DRIVES ENGAGEMENT

85%of thinking is below cognitive level. As we consume content, our subconscious influences our reaction more than we care to recognise.

Brands that create inspiring and emotionally captivating video content are a step ahead of the competition. People who watch and share video are 30% more likely to talk to their friends and family about it, so it’s clear that video is a powerful medium to build brand awareness and trust with your audience.

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If the consumer likes the content, they’re going to like and share it. It doesn’t really matter if there’s a brand behind it.

– LANCE TRAORE, UNRULY

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BRANDED CONTENT IS STILL SHAREABLE

People hate ads, but they love branded content. Think of your favourite online video – there’s probably a brand behind it.

Research conducted by Unruly reveals that people don’t really care if a video is branded as long as it’s engaging. SO GET YOUR BRAND IN THERE!

THE THREE ELEMENTS OF

VIDEO SUCCESS

1. Creativity

2. Branding

3. Distribution

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Find out more about King Content’s end-to-end video strategy and production services and register your interest in our video marketing ebook.