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 * Youtube


SOCIAL VIDEO & THE POWER OF REAL

Home > News > Announcements > Social Video & the Power of Real
10 Dec 2020  |  By: Brad Wirz  |  Announcements
0  |   248


As experiential marketers we live at the intersection of “live” experience and
social content. And that means we need to understand exactly what types of
content engage viewers.

In November we set out to explore this topic – what type of social video content
will most engage viewers – with an online survey of consumers who habitually
watch social video every day.

The results are in with our recently completed insights report: Social Video &
The Power of Real

Although I wasn’t surprised by the central finding itself, I was surprised with
the certainty of the finding: Every single question we asked of consumers
pointed in the exact same direction. As a marketing strategist, rarely do I see
such clear insight.


THE POWER OF REAL

While there are many types of engaging content, the single most powerful form of
engagement is what we call the power of real: Real people, telling real stories
about their real life experiences.

When compared with the power of real, nothing else holds up in terms of its
ability to engage viewers. Superstar celebrities don’t come close. Neither do
humor, tug-at-your-heartstring emotions, or even brand-purpose.

Of course you can use real people to tell their most humorous or emotion-laden
stories. As long as they are true stories, told frankly by real people, using
their own voice and language, warts, hiccups and all.


WHAT DOESN’T MATTER

Equally interesting were the things that don’t matter when it comes to earning
engagement with social video. It turns out that a lot of the things brands
stress the most about really couldn’t matter less.

Picture perfect scenery, beautiful actors, pithy scripts. Great lighting and
sunny weather. Professional camera crews and equipment. None of that matters
when compared to the importance of real people, telling their real stories.


WANT TO LEARN MORE?

We would love to walk you and your team through the entire report, providing a
more detailed understanding of the Power of Real and that data that underlies
the insight.

We promise it will provide smart, insightful clarity to any of the content you
need to produce.

Contact Us to learn more.






BRAD WIRZ

A 20+ year agency veteran, Brad leads strategy and creative for experiential
marketing agency Encore Worldwide. He spearheads Encore’s use of data to help
its clients make better decisions before, during and after each campaign. A
graduate of Syracuse University’s Whitman School of Management, Brad lives in
Annapolis, Maryland with his wife Eileen.


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