Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
V I
D E O S
I nspires Action “Including video in an email leads to a 200- 300% increase in click-through rate” (Forrester Research).
E voke Emotions Videos get 1200% more shares than text and images combined “because of their power to evoke stronger emotions” (wave.video).
O rganically Dominate
S tore Information
Power to:
V isualize
D istract
“ 85% of marketers credit video as an effective way to get attention (distract from clutter) online” (Animoto)
“Viewers retain 95% of a video’s
“One minute of video is worth 1.8 million written words” (Idea Rocket).
“Videos increase overall organic search traffic by 11% ” (Wistia)
message as compared to
10% if reading it in text” (Forbes).
(disappear after 24 hours). They’re a customizable way to engage users through photos or videos of fun and fleeting moments in between scheduled posts.
Content Duration Proliferation
Another consideration made in the repurposing of content for ubiquity relates to the content’s capacity to span a broad range of exposure time and lastingness. Specifically, to what degree does the content address the full range of: • Platform shelf life (from short- to long-form)? • Consumption time (from ephemeral to permanent)? Stories. Stories are short in experience duration (15 to 60 seconds) and shelf time
CONSUMPTION TIME
Short-form
Long-form
Today, one billion stories are shared daily on social media across Facebook, Messenger, Instagram, and WhatsApp. They play a big role in top-funnel brand awareness by consistently staying top-of- mind with your audiences (e.g., if anyone in your audience misses a post, they'll see your story at the top of their feed).
LIVE STREAM
STORIES
COMPILATIONS
Short-Form Video
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