Social Media’s Effect on Motion Media
While many see the shift in video consumption as the result of YouTube’s inception, the real transformation in online viewing began with the increase in social networks’ active users. Twitter gained traction in the spring of 2007, and Facebook became open to the public shortly before this. These new spaces for sharing, consuming and interacting with video content provided YouTube with the ability to reach viewers far beyond the group of unique visitors to the site. Currently, 100 million people take some sort of social action on YouTube each week, whether that be liking, sharing or commenting, not to mention how often someone may send a link to a friend going, “You have to see this!”
Recently, Nielsen reported than online video viewership has increased more than 26 percent over the past three years. This was reported with additional important data points revealing that the time spent viewing video in this same time period has increased twofold.
The comScore Video Matrix October report showed Facebook as the second most popular site on which to view video content, with viewers spending an average of 18.4 minutes consuming video content on the site.
With this change in the way and where people consume video, it’s time to rethink defaulting to broadcast television commercials as the strategic option. Branded video pieces that don’t put products at the forefront, but use lifestyle, comedy or education to influence and engage potential consumers and brand advocates should be a serious option for anyone looking to create consumer messages in a visual format.
Things to consider when creating motion media projects:
- It’s important to understand the way your target audience is consuming motion media. Are they spending hours a day in front of the computer watching online videos or are they only watching a few hours of TV in the evenings? Knowing this will help you decide the best platform for your content.
- Don’t bunch your potential consumers into one all encompassing group or you risk watering down your message and reducing its impact. See if their are ways to identify smaller niche groups where you can create personal, targeted content specifically for them.
- Consider taking your project in a unique direction. Is there any opportunity to make your audience laugh or cry? Can you tell their story in a way that emotional engages and promotes your clients?
David Anderson
David Anderson is the CEO of Chimaeric, a motion media storytelling firm. His experience ranges from feature film roles as Director of Photography, Post-production Supervisor and Colorist to producing, directing and editing countless commercials and corporate films. Anderson received his Bachelor’s Degree in Communications from William Woods University and is also a graduate of the New York Film Academy at Universal Studios in Los Angeles, CA.
