Working on our own clients’ strategies, we’ve seen a number of opportunities for you to connect with audiences without breaking social distancing guidelines.
When social distancing is keeping us all apart, traditional video shoots are on an indefinite pause. Instead, two trends we’re seeing success with include:
Increase in B-roll and stock footage usage.
Many companies are turning to existing libraries of B-roll and stock imagery to keep the creative coming. We’ve worked with a number of clients to use previously shot footage and edit in new, fresh ways, ensuring the look and messaging aligns with the current environment.
How you can do this:
Increase in animated motion graphics.
Using simple, engaging animated graphics and storytelling that fits the current collective mood, motion graphic videos can be a highly successful tool for connecting with at-home audiences.
With audiences staying home, the normal media usage expectations are shifting. Changes we’ve seen for reaching audiences today include
Radio in particular is trending up with 29 percent of users reporting using it more since the outbreak and 36 percent using it to stay up to date about cases (according to swellshark and Innovid). Additionally, the largest share of smart speaker listening is AM/FM radio; currently DOUBLE that of Pandora, and 60 percent more than Amazon Music.
Now is also a good time to run unique reach social media campaigns if you need to get the word out. Recently, organic social reach has been almost nonexistent. With changes to platforms, posts don’t even reach 10 percent of your own follower base. Now is a time to be boosting important updates. However, the updates must be genuine to the current collective experience. Now is the not the time to get shortsighted and overly salesy. People are scared, lead with empathy.
By Heather Smith, Manager of Media and Production