When it comes to content, the past two years reset all of our typical patterns. It’s no exaggeration to say that video was the primary application of this period. Whether short, long, streamed, or shared, we lean on video to fill our limited lives.
Our content libraries, self-optimized and algorithmically tuned to our interests, came to reflect years of unbridled curiosity, skill development, passion and interests. Today, they are worlds made of what we love.
What excites us in the moment may be a day or a decade old
Rendering the conventional wisdom of the TV-dominated era obsolete. It turns out, for country wise email marketing list example, that the top TV show among Gen Z Americans is “The Office,” even though it ended in 2013. We’re interested not just in what’s new, but in what captures our imagination, whether it’s iconic concert footage — for me, Talking Heads — or old videos that teach you something, like how to make compost or use a chainsaw without losing a finger.
I’m fascinated by these moments of attunement, because they drive a radical digital transformation across all industries. They represent a call to industry to design creative that not only reaches people but resonates with them.
Creativity is king, regardless of the format
Advertising creativity is now firmly established as the dominant driver of ROI. As what are some effective pricing methods? increased privacy protections properly phase out legacy data sources and media automation frees up marketing budgets, producing standout creative will only increase in importance as the key driver of strategic differentiation.
The ability to unpack what drives performance within a video and across campaigns is growing by leaps and bounds. New data, tools, and methodologies have given us huge, rapid increases in value that are measurable, don’t require new skill sets, and can scale immediately. And yet, they are under-leveraged.
At a macro level, we’ve seen streaming explode
People are watching longer films produced in studios with high production values cmo email list on connected TVs. At the same time, they’re also watching super-short videos produced by creators intended for small screens. That two diametrically opposed types of media grew in popularity at the same time tells us that it’s not the format or production quality that matters to viewers. It’s quality as measured by relevance, intellectual stimulation, sensory experience, and emotional resonance.
The average YouTube viewer today regularly watches 15 or more types of content, according to a 2022 study.
They have unlimited choice and unprecedented control over their options. People don’t choose content based on screen size, publisher, production quality, or length. The end result is control over their experience and infinite depth of content that feels personally relevant.