???? How does content actually engage?

Issue #328

What works? What doesn’t? There are no formulas, because we ultimately hate anything that is formulaic. We love the authentic. We love anything that reminds us of things we’re familiar with but expressed in new and novel ways. This week we’re looking at what works and what’s coming. Perhaps the most exciting thing is how social video content in particular is rejecting every orthodoxy. Take anything you were told not to do in film school and just do it. That’s a formula that might work for a week or two. Happy Thursday, Simon.

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What content do consumers want?

A new report has found that when consumers look for brand content, 66% are after edutainment - they want to learn and be entertained. While edutainment is the most popular content, its purpose differs depending on platform. Instagram and TikTok are used for mainly product discovery, while Facebook is more around customer support or care. Apart from job opportunities, LinkedIn is used for deeper educational content and community management.

It’s the story, not the visuals

Looking beyond brand content, a new YouTube report tries to understand what keeps viewers engaged. Unhelpfully, the answer is quality content but helpfully, it does try to define this. The latest special effects visuals don’t resonate (less than 1% are interested in just visuals). More important is emotional engagement, storytelling and relevance to the audience's experience. People comment and engage with YouTube content so it needs to create a sense of community.

What content goes viral?

Back in the early days of content marketing many clients often wanted content that went viral. Something easier said than done. It’s not a sure science but there are a few psychological triggers that could help your content be shared. Essentially, people share messages that matter and emotions matter the most. Add in some nostalgia and practical value and you might have something viral. Again, focus on the story.

Cool Tools

I keep thinking about how body cams will be everywhere soon. This twenty-gram steady cam just confirms it - we’re already halfway there. Pretty soon we’ll forget what it was like before, just like smartphones.

Hot Tips

I think this video speaks to the zeitgeist at the moment: just because it’s beautiful and well-made no longer means it works. Lo-fi is a perfect example. Everything about trending online content at the moment seems to reject the status quo. Gotta love that. It’s punk. I’m suddenly feeling a little like ‘the fascist regime’ though.

Viral Hits

Where is social media content going next? If you, like me, want to know where things are headed, here’s a good take . I feel like a lot of these predictions are right on the money. And if you think the share market has been volatile lately, the content scape will be even more so.

Stuff from us

Small wins feel big sometimes. Our Prudential PRUJourney teaser animation just snagged a Motion Design Award nomination. Truthfully, we're pretty stoked. If you have a minute and want to throw some support our way, a vote would be fantastic.

Happy Thursday

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This week’s newsletter was written by Tim Colman and Simon Kearney , and edited by Andre Howson . Gifs produced by Bayu Wisena .