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James Williams, Creative Account Manager, Affixxius Films

 

Over the past year or so, there has been a significant increase in demand for what I call micro video content from clients. This is the quick share, short form, disposable video that is only created to fit with a certain promotion, a big launch or just for sharing sake. But, is it really worth creating at all if it won’t necessarily be for the long term? Is it a wise investment to your marketing plan? Or should you be focusing on one main marketing video that will be cemented to your brands legacy? 

When micro content is queried, I always look to educate clients to make sure they are selecting the right sort of video to achieve their marketing goals. What works for one might not work for another, so it is always important to firstly understand the core reason behind wanting to make a video.  

I find that larger scale brands do actually benefit from some sort of micro content, but this content needs to be positioned in such a way, that it sits behind a front-line brand message. This can be in the form of animations or live action content, but arguably animation gives you more flexibility. These are that of an explanatory nature, or a collection of basic information concepts regarding a product. Where brands go wrong is using micro content for a market that isn’t in high demand, or a brand which isn’t well established. This is where a campaign video will always work best, as they tend to tell an organisations story and, it’s a far better investment long term. The only problem that may occur is if a video is created that perhaps has a specific date on it, or some sort of promotion that will expire. Therefore, it is quite obvious that it won’t be for the long term, so it is all about creating something that is emotive, sustainable and eye-catching. 

Brands that will benefit from micro content are ones that have a constant stream of business updates. For example, fashion brands will continually be gaining new styles throughout a season, with places like Next having two launches of new garments during one season. This can be very hard to promote, especially if certain items might not be selling as well as hoped. By using an exciting infographic or an animation of how to style said item, it may help drive more sales. Obviously, a big campaign advert about the entire clothing collection is a must before creating a separate 30 second animation, especially in terms of revenue and website click-throughs. However, micro content will always do well and engage customers on a shortterm basis. It’s about balance and working out what you want from your micro content – what is your goal? 

Another area that over the past few years that has surged in terms of micro content, is the well-known ‘how-to’ style video. These videos don’t always tell you about a brand, but will explain how to do something. For example Unilever has a YouTube channel called, All Things Hair where influencers and celebrities show people how to create certain hairstyles. They’ll be using all the products affiliated with Unilever, but does it actually gain more sales or do people just gain the information they need and leave? It’s generated quite a mixed opinion, as some people believe it is good to have that content to perhaps monetise, lure people to watch and share the companies knowledge, but as that type of video is now saturating the internet – is it worth your time and money? 

Do I think micro content is worth creating? The short answer, yes. However, creating micro content with a good purpose, and something visually engaging, will always be key in the creation.