May it be content creators across the country, or be it Brand Managers of Traditional Corporates and Tech Startups alike, everyone is confused about the kind of content that serves the purpose well, and is liked by the masses. What kind of content really goes “viral“, is a question that troubles a majority of people in the digital space now.
While no specific study, research or motivational gyaan of a “Mentor” can answer that particular question for you, but having some very specific answers to a few questions and an exceptional clarity of thoughts, can help you unearth the treasure! Having said that, virality remains a happy accident and no one has been able to crack that single most easily crackable code or recipe to achieve the same!
With the likes of Dhinchak Pooja and Mr. Mishra’s “Bolna Aunty” being stamped as “viral”, we had never imagined that cringe pop would actually become a thing. But then it is time, content creators realize that its a real “thing” that “something is SO bad that its good” for the Urban Youth. But does this mean that leading brand managers and content marketeers can consider creating something “so bad” just for the sake of going viral? Not really, the likes of TVF and AIB answer this for us.
While these video content creators, who have become a household name, create content that not only touches the emotional chord from time to time, but also holds the attention of the so-called “millennial generation”, i.e. the age group of 16-24. I safely consider creating content for this age group, as the toughest and most daunting task in today’s scenario. This is the “SnapChat Generation”, their attention span has fallen to less than 3 seconds on the Web, and at the same time their data usage and content consumption is ever increasing! While keeping this in mind, it is impossible to create a branded content piece or even send out a clear brand message in 3-6 seconds (apparently we all skip YouTube Ads), the key is to create something powerful, relatable and extremely innovative that holds them for over 8-10 minutes.
Wise of ith the success of TVF and AIB, a lot of young content creators, in a bid to go “viral” have resorted to using cuss words, cheap content and vulgarity, with a lot of the videos titled “See how Delhi Girls reacted on being asked about Sex”. This is not Creativity. Period. This is not going to work soon. Period.
The key, which many people have failed to notice, is also the extreme candid connectivitythat the likes of TVF and AIB establish with everyday lives of urban youngsters, and the high quality with which they create videos and content. The underlying satire, sarcasm, sense of humor are also the ingredients of creating a successful video or a vine on the web, apart from cuss words which are more like a part of the script, than just “being” there for the sake of it.
As regional content grows, it shows another new pattern in content consumption, given that the penetration of 3G and 4G in Rural Areas has been a major play. But would it be the right time to invest time, money and efforts in creating digital content specifically for regional content consumers? While, most of the videos run in Rural Areas due to AutoPlay features, and more free time, the type of content consumed also hugely differs, by being either more educational or crass comedy stuff which is circulated heavily on WhatsApp. This segment would not ideally be the right target market, for a Content Marketeer who is looking at integrating brands into digital content and storytelling. While millennials are a tough market to crack for digital content consumption, they also have better paying capacities, more subscribing appetite for content and are extremely opinionated and aware.
Thus Age group and time of day, become extremely important factors in building content. While more people tend to consume content on tablets or smartphones in early hours of the day, a majority population would consume content on laptops throughout the day. At night, smartphones witness the maximum usage for millennials. The screen on which content is being consumed makes a huge difference, and this has lead to an unspoken shift in the size and dimensions of graphics, videos and design elements that are being created for social media and digital marketing.
While it has been spoken and predicted multiple times that 95% content on the web will be in the form of videos by 2020, we are not sure if 95% content “consumed” will also be in the form of video. Content experts across the world predict that Audios are going to increase as well, considering that as people become more and more engrossed and multi-tasking, they might want to “hear” stories and content rather than spend single minded attention on viewing it. Moreover, clickbait content created for the sake of “virality” is going to see a downward trend, with an increase in quality storytelling, something that the likes of TVF have mastered at the right time.
People need fast paced, innovative and extremely relatable content in today’s age, and do not mind brand placements in such content streams at all. In fact the brand connectivity and recall value increases and this has made digital content marketing one of the most attractive advertising streams for Brands across the world. Content is a difficult thing to crack and the patterns are going to shift very quickly and dynamically. Content creators and brand managers need to be at the edge of their seats and observe the shifts closely, esp. during 2017-2020. Cheers!
Originally published by Pawas Jain (Managing Partner @ TBC Consulting) on LinkedIn Pulse