Everyone talks about short form content. I’ve been preaching it on behalf of Facebook for years.
‘Millennials have little or no attention span’. Storytelling in ‘3 seconds, 6 seconds, 15 seconds’…
Bunkum. Let’s think about ‘Lego Movie’.
I have teenage children. They have no problem writing off a weekend watching an entire series on Netflix.
Of course, social assets have to be created with the platform in mind, but there are many different ways to tell compelling stories.
There was a golden age when people enjoyed ads. They were funny, culturally relevant, useful.
Now with the proliferation of digital platforms ‘ads’ are seen as annoying. People don’t watch live TV so much. News, sport and Love Island maybe exceptions, should it ever return.
85% of people skip the ads on YouTube. 40% of people are using ad blockers. Traditional advertising is broken.
I’m a firm believer in the idea that we need to stop interrupting what people are interested in and be the thing people are interested in.
But here’s where it starts to get interesting.
Our industry and brands now have an amazing opportunity.
When the world’s largest retailer became a broadcaster, everything changed.
The launch of Amazon Prime has shifted the goal posts.
Although many brands and media companies seem oblivious to the fact.
The reality is that soon you’ll be able to buy and receive everything you see on your screen.
‘Making the cut’ a format based on ‘Project Runway’ launched in March 2020 is Amazon’s first foray into shoppable tv.
Imagine watching the likes of Jamie Oliver touring the Amalfi coast, discovering wines, delicious recipes, hotels, meeting fashion designers and awesome experiences and having it all at the click of a button.
Branded entertainment that actually sells stuff? Love it.
