Marketers are now using content to contribute to a narrative with the end goal of being part of a consumer’s daily life, rather than focusing on selling their brand through advertising and other paid resources, a new report by Magisto has found.
Magisto CEO, Oren Boiman believes “attention” is now the “only real currency” for brands and content is an incredible tool for not only engaging with a target audience but offering the real value consumers expect in exchange when they consume high quality articles or videos.
The report noted that persistent media creation was crucial for driving genuine engagement, day in, day out, on social platforms and corporate websites. Less than a third of the 545 decision makers surveyed in the U.S. said they still depend on recall from advertising, while almost half said organic social was the best method for determining the success of a content campaign.
“The critical nuance is that it’s not just a shift in the channel, but also in the voice, cadence and structure of communication,” Boiman added. “Today, the goal isn’t stamping out a company’s brand message but rather contributing to the social narrative with the goal of ‘belonging’.”
Video and other visual resources such as infographics are now a crucial part of being part of the “24/7 conversation”. These carefully tailored creative endeavours are also enabling brands to socialise their message, which appears more authentic to the end user rather than having to broadcast it in a brute force manner via advertising.