Hyper Awareness: The Rise of Narrative Video Content.

Of course, content marketing are buzzwords on everybody’s digital lips.  Heralded as the company-to-consumer communication panacea. Content marketing is how a brand reaches customers through the social media ecosystem.

Until now, content marketing has mostly been social media posts, online articles, snappy quotes on images, blog blurbs and e-newsletters.  Though content marketing promotes interaction, engagement and can capture leads, it hasn’t always been as effective as digital advertisers envisioned.

But, Content Marketing is about to explode.

Another recent buzzword is the ‘Point Of Interaction’ (POI).  New technology driving social mobile video is changing he Point Of Interaction. 4G mobile video uploads are 5x faster than the average home broadband.  And 40% of YouTube video views are mobile nearly double that of 2012.  Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks  And, Cisco expects online video users to double by 2016 and globally, online video traffic will be 55 percent of all consumer Internet traffic.  Wow!

Video Is Everywhere.

Much of our lives are now conducted via screens.  We are increasingly looking for imagery that engages all of our senses.But despite video’s growth, a report from Kantar Media cites that only about 24 percent of national brands are using online video to market to consumers  Another Wow!

Video means exciting opportunities for content marketers and the digital advertising industry.  Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users.  92 percent of mobile video viewers share videos with others. There are more than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos

That said, this increasingly connected customer is also increasingly distracted.   In a study by University of Massachusetts Amherst and Akamai Technologies found that consumers give up on an online video if it doesn’t load in 2 seconds.  2 seconds?  Another Wow!  How do you beat that time clock?

Super Sensory Narrative Video.

What’s important for brands in this quick-click media world?   Narrative imagery and sound that is even more immersive!  That give video content the magnetic ability to hook and hold attention.  That revs up and activates the mid-brain’s sensory cortex and unplugs left brain logic.

What gives a movie, documentary, branded video or commercial a transcendent quality?   A super-sensory narrative.  Vivid narrative imagery, sweeping music and an alluring storyline engage all of our senses and it create an experiential euphoric cocktail.  Yes, I said euphoric.  Super-sensory sight, sound and motion release unconscious emotional neurochemicals in the brain such as dopamine – stirring anticipation and arousing feelings of euphoria – and even craving – into our anatomy.

Great narrative video content gives an audience the experience of peak emotions!  And pulls on emotions and informs and entertains in ways that other content (and digital advertising) just can’t do.

Thematic Brand Video.

In a report from Borrell Associates, online video production will account for more than one-third of all online advertising spending within the next five years.  Research over a 10 year period by Millward Brown identified that thematic brand stories  strengthen a ‘brand ideals’ and are clear way to outperform the competition by as much as 300%.  Compelling thematic approaches to a brands storyline is the foundation of your content marketing strategy.  They build communities of engaged fans around brands.  This is true for Red Bull, Ikea, Nike, Guinness, Marmite, Louis Vuitton, American Express Open Forum and many others.

Owning a theme separates the inspired content marketing from ignored content marketing.


At 90,000,  we are professional brand strategists, narrative writers and filmmakers.  We collaborate with brands to rise above the clutter, engage attention, build loyalty and imbue your story with the most effective way of persuading, motivating and engaging people.  We translates ideas into action and create meaningful thematic messaging that adds value to the world.

If you’d like more perspectives from 90,000 Feet on how we can help you brand, contact laurie@90000feet.com.

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