Understanding content requires a combination of soft and hard skills such as technical understanding of camera equipment, platform requirements and knowing the smallest details such as where to put a caption on screen in a location that attracts the user’s attention.
But just as important is the deep understanding of human behavior. What makes a person stop scrolling in the feed? What do you need to put in the first 3 seconds of a video to make someone decide to stop? What sparks a person to share a piece of content or take any other action?
We think content should make an impact. Content should surprise and create an emotional reaction. It should be explosive in impact and create a long lasting relationship with the viewer.
We all have those example we refer to, months or years back. The: Superbowl ad from Pepsi, or the TikTok video from Shakira that people couldn’t stop sharing.
According to an analysis from Kepios (https://kepios.com) there were 4.74 billion social media users around the world in October 2022, which equals 59.3 percent of the total global population. These users spend an average of 2,5 hours per day scrolling through their feeds and messaging their friends and favorite brands. Mostly, they consume content. They like, comment, share, and upload more content than ever before.
Visual and moving image assets have increased rapidly in the last years. They receive more likes, comments and views than static content because they catch the users attention. But it’s not enough just knowing what content to create, what format suits what platform the best? Creating a vertical video as opposed to a horizontal one for Instagram can increase your engagement by up to x4!