Consumers looking for quality entertainment only have a limited amount of time to devote to watching video-presented programming, so brands have to reach them right away, grab their attention and keep them riveted. Such video best practices are better known by their famous mantra of “give the customer what they want when they want it,” which makes sense. They are under no obligation to stick around, so it is the brand’s job to give them something they want — even if the viewers didn’t realize it was they wanted — and give them a reason to stick around.
It is important that brands respect and are responsive to their viewers’ choice in programming, and that is no small feat when they have competition from so many entertainment venues that include satellite programming from around the globe, video and computer games, smartphone and tablet capabilities and much more vying for their potential audience’s attention.
According to Nielsen, approximately 40 percent of those owning a smartphone or a tablet use those devices while watching television. Multitasking has become an epidemic, so each brand’s job is more challenging than ever to find their respective audience and convince them to stay with the programming.
In addition to smartphones and tablets, consumers own at least one computer that is connected to their television set. With nearly unlimited DVR and other recording ability, consumers have an abundance of viewing choices that they can make at any given time, which makes each brand’s job that much more challenging. They need to offer viewers something wherein they feel they have gotten clear value for the time they have given the production.
When brands adhere to the video best practices of respecting each customer’s time, they will find their way toward new business and retaining loyal customers. Brands should be open to varying their production’s time limits and how that fits into their target audience’s lifestyle as well as how the product fits into their life.
With the advent of so much entertainment technology, long gone are the days when you could keep a family locked into your programming due to few other choices. So what is your video strategy? Are you engaging at all?