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How to stop people hitting the skip button

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As video content continues its amazing rise, it’s vital for brands to offer intriguing and attractive video content that is easy for customers to digest.According to Rupam Borthakur, managing director of Hong Kong and Taiwan at Millward Brown, the secret to getting video digital content right and catching people’s attention is entertainment and humour – after all, nothing can break down barriers like a good joke.Working at the market research firm, he said the most frequently asked question he comes across from clients is: how to better reach the target audience.He said in the digital era, engaging consumers is getting trickier, because first of all, the way people consume content has changed drastically – they don’t just sit in front of a television to get information, rather, they proactively consume lots of content online.With the vast amount of video ads online, audiences can simply hit the skip button if the commercial doesn’t interest them. Borthakur said marketers had to be creative to cut through the clutter to gain attention and stand out.To make video advertising appealing, he thinks fun and humorous content can be the way to go. Yet the purpose for people watching online content may vary, but overall they just want to watch something interesting, enjoyable or useful to them.He used the hilarious Frutips commercial as an example. He said the video not only had viewers rolling on the floor laughing, but it also blended the brand name into the TVC seamlessly, which is why it had gone viral immediately.While humorous content usually does the trick, if the ad goes out without linking with the brand and ad message, audiences may easily forget it, which means it will fail to achieve its business purpose.Hence, he said, don’t forget to integrate the brand message into your story and making it part of the story.He said to make sure you have engaged the audience in the first five seconds – this is the point the user will decide whether to continue to watch or move on.“As long as brands provide the information that consumers can benefit from, they are willing to keep watching and reading.”

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