Let’s talk about Facebook.
You’re scrolling through your feed. Snippets of your family, friends, and most likely people you haven’t met yet updates are passing by like a movie trailer. Then you’re hit with something that doesn’t quite pertain to you. Not that what the offering is doesn’t mean anything to you, it’s the form that it’s presented that doesn’t make it as relatable.
Take a food offering for example. Food has always been at the center of things shared within the social space — both online and everyday life. As wearable and interactive technology continues to expand, our audiences require more from our content offerings. A quality still image used suffice as a visual for people online. As we reach the tail end of 2016, we’ve started to see a shift to video widely accepted.
A still image of a hamburger could elicit a feeling of hunger or a memory of eating that specific burger once before. But with the expanse of video content, we can now tap into more feelings easily. What if I wanted to not only elicit a feeling of hunger or a memory of eating a specific burger, but actually make someone feel the entire process of anticipating the waiter bring the food to your table, only to find out it’s for the table next to you. Moments later, your food arrives, and that satisfaction of the charred burger smell is brought back to your senses even though you aren’t actually at the restaurant.
These are the ways we need to start approaching quick, social content offerings. A static image can capture 1 or 2 feelings and emotions, but a video is able to hit multiple touch points.
Since companies like Facebook have been pushing native video over the last 2 years, and it’s finally started to catch on with the boom of “influencers,” “content creators,” and upgrades to tools like iMovie on the iPhone that allow for quick video edits — making distribution of content faster than ever for the average person. To be honest, I can’t remember the last time I uploaded video and images from my DSLR to my computer for editing. With my wifi SD card, I can transfer right to my phone and begin editing on the fly.
This is the time we live in. You can either continue letting someone snap a few photos for Instagram on their phone in hopes to increase likes and followers, or you can create more compelling pieces of content that will increase visits to your space.
Gone are the days of simple likes and followers as a KPI.