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The Millennial Evolution From Content Vs Advertising: By Matt Britton

Name: The Millennial Evolution From Content Vs Advertising: By Matt Britton
Uploaded: 2018-10-17T03:35:11Z
Channel: Matt Britton
Description: This YouTube discussion examines the shift from traditional TV-style advertising to short-form, "snacking" social content (e.g., Instagram Stories). The…

17 Oct 2018

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This YouTube discussion examines the shift from traditional TV-style advertising to short-form, "snacking" social content (e.g., Instagram Stories). The speaker argues many brands still produce advertising rather than content — focusing on pushing USPs instead of addressing consumer needs — and recommends starting briefs with consumer needs and building repeatable systems to produce short-form content that audiences will care about.

There is a general trend for snacking. Isn't that content Short bite sized Instagram stories, You know, how are brands responding in that sort of snacking world compared to the sort of TVC Super Bowl?
Well, I think a lot of brands understand that you need to create content built for the flick. I think the biggest issue that brands have is there's not a lot of them aren't really creating content, they're still creating advertising. There's a big difference. You know, advertising is what is my unique selling proposition? How can I sort of cram it down a consumer's throat, so to speak? You know, content is what does my consumer think about when they wake up at 6 o' clock in the morning and where's my brand fit in? And to shift that whole briefing process to start with the consumer's needs first is something that's a big shift for a lot of brands. And then to consistently create a system that pumps out this type of short form content that consumers are actually going to care about is something a lot of brands struggle with.