Beautiful video is nothing without an audience. From TVCs to Instagram, video content seeking a wider audience needs to be readily available to everyone. If it’s not accessible on different platforms, content has a limited reach, only ever being enjoyed by a fraction of its potential viewership. With statistics showing that 73% of the public use more than one of the ‘big eight’ social platforms (Pew Research 2018), your content needs to have a similar span.
Optimising video for social media does not stop at altering frames and formats. Most marketers planning a video campaign recognise the varying technical requirements of each platform. Different platforms serve different demographics, one style no longer fits all. When cross-platform content is specifically tailored to thrive in its respective formats, it can be a gift that keeps giving for both creator and audience.
We at S&B aren’t the only ones who see value in a concurrent customised campaign. Research shows that not only do integrated campaigns see a 31% increase in effectiveness in their impact on brand objectives, but when the same campaign is customised for each integrated platform that number rises to 57% (Kantar Millward Brown 2018). Video that is tailored technically and thematically to suit the channel’s audience, sees huge ROIs to minimal investment, making your raw content go even further.