The internet and apps have allowed consumers to have instant access to content. A resulting consequence is attention spans are shorter than ever before, with the average lasting less than 10 seconds. Brands and companies need to produce more than just interesting articles to attract visitors. One of the best ways to do this is through videos and GIFs.
Filmed content has grown over the past few years. It is predicted that over the next 12 months individuals within the UK will spend more than 28 minutes per day watching digital videos on mobiles. One of the main reasons for companies producing more visual content is due to its ability to grab and hold the attention of the viewer, making it easier for these consumers to retain the information.
It’s important that companies produce content variety to diversify their portfolio. Videos can range from reviews, ‘How To…’, customer stories, stats and interviews. This type of content can bring to life a situation, helping organisations create an authentic and intriguing story which truly shows off their creative edge.
Another communication tool which is starting to be utilised to its full potential is the GIF. These are a series of image files which loop and do not support sound. Many people will go as far as saying these can tell a story of the moment better than any photo or video ever could. This is due to the ability to capture an instant and slow it down so viewers can properly digest the details.
One of the main industries which have taken full effects of the GIF is the sports sector. Having the ability to slow down a phenomenal shot or a great piece of skill is the perfect way to spark a conversation. Due to their accessibility, GIFs are shared prominently across platforms allowing them to generate high viewership rates and engagement.
For your content to grow, videos and GIFs should include three key elements. The first is an enchanting subject, the second is quality footage and the third a real-time moment that resonates with viewers. You can easily produce your own, there is a range of websites which allow you to do this, these including:
You can also use Photoshop to loop an image. Companies which produce their own GIFs show clients and customers great amounts of initiative, creativity and personality.
Social networks have recognised the need for users to input GIFs with posts. Twitter and Facebook have integrated libraries which allow users to search and find the perfect image to express how they are feeling. One of the best ways to use GIFs and videos is to integrate them in a post to evoke the emotion you are trying to get across. This helps to keep your audience engaged and makes your brand come across lively and internet-friendly.
GIFs and Videos are the perfect way to advertise and explain a product whether this is on a landing page or social media. According to Instapage, visitors are more likely to spend 4x longer on a landing page which has one of these on it explaining a product or feature. Of the viewers who watch videos, 64% are more likely to buy a product afterwards. In 2017, it is predicted that digital ad spend will surpass TV ad spend. Leveraging advertisements with films will improve performance and GIFs will highlight features and data making the product and stats more interesting to your audience.
It’s important when implementing videos and GIFS on landing pages, blogs and social media as part of your content marketing strategy you use files which will optimise posts rather than draw attention away from it. It is also important to make sure all graphics which are added are not out of context or overly branded as this takes away from the enjoyment viewers receive from watching this type of content.
