UNAIR NEWS – In this digital age, the number of digital content continues to increase. In the world of marketing, it affects the intense competition of marketers in fighting for the attention of media consumers.
Media and Digital Marketing Manager from Nutrifood Indonesia, Meirza Hartoto shared some criteria for creating competitive video-based content in the midst of digital competition.
Attract
“What is important here is how the content can attract people’s attention to watch in the first three seconds,” he said.
In a webinar organized by Directorate of Career Development, Entrepreneurship Incubation, and Alumni Affairs of Universitas Airlangga (DPKKA UNAIR) on Saturday, April 23, 2022, Meirza said that scene movements must be made fast to attract attention. At least there are two shots in the first five seconds viewed. The appearance of a human figure in a video will also attract consumers’ attention to watch the video until the end.
Brand
Brand placement in a video is also an important component in marketing. A video must be able to place a logo, name, and other branding elements that are easy for consumers to remember.
“The repeated mention of the brand name, or with a song, and using unique visuals and colors can give a distinct impression on the brand in consumers’ memories,” explained Meirza.
Connect
How the story is presented can make consumers think or feel the emotion relevant to the content. For this reason, specific emotions and associations in human life can be good bait.
“We can use influencers or celebrities associated with our products, such as TropicanaSlim and Nana Mirdad, who have strong associations with a healthy lifestyle,” he said.
Meirza also emphasized considering the relationship between influencers and brands, the number and categories of followers, and the level of engagement in determining influencers in the campaign.
Direct
Clear directions help consumers understand what steps to take after viewing content. The referrals can be in the forms of special offers, limited offers, or specific calls-to-action as says book now, or click here.
Meirza said that by using these four criteria, the possibility of video content getting many viewers would be higher. Thus, it can also increase the purchase rate, which is the goal of digital marketing itself. (*)
Author: Stefanny Elly
Editor: Khefti Al Mawalia
