By 2022, Cisco forecasts that video traffic will account for 82% of all consumer internet traffic. In light of this evidence, it’s hard to deny that video content is having a moment. Writers need not to fear though: the written word is here to stay. But as video marketing becomes more and more prevalent, so does the need to elevate it in the content marketing mix, and to use that content to connect consumers to a larger, more humanized brand experience.
Brand strategists and social media marketers alike have operated for years under the impression that snackable pieces of video content make for a seamless and popular in-feed experience, but we think long-form content is making a comeback – especially when it comes to serialized video content and long-form visual storytelling. And it’s a trend that’s spreading fast.
To set themselves apart from the competition, more brand marketers are looking towards creating episodic video content, to entice their audiences further down the marketing funnel and put them firmly on the yellow brick road to conversion.
Episodic content presents a fantastic opportunity for your brand to connect repeatedly with your audience – whereas traditional marketing forms take an average of seven touchpoints before consumers convert. It comes as no surprise that the advantages of episodic content marketing are far-reaching: it creates a return audience; builds subscribers and establishes credibility; enhances visibility and brand awareness; helps shorten sales cycles and effectively positions your brand as an industry expert.
Businesses of all sizes can leverage episodic storytelling to inspire, evoke emotion, and appeal to their audiences needs in new and authentic ways. From fireside chats and panel discussions to behind-the-scenes episodes and riveting documentaries, we’ve gathered our top tips on how to captivate and enthral your audiences using episodic content – and keep them coming back for more.
Coca-Cola – Resonate with your buyer persona
If marketing (as a whole) focuses on reaching a broad cross-section of people, then longform video and episodic content is all about creating resonance and building long-lasting connections and consumer loyalty with the right audiences.
Video marketing app Wistia’s Cofounder and CEO, Chris Savage, was quick to comment, “Longform video has long been a vehicle for holding attention, and marketers are finally catching up to what media companies realized long ago: creating episodic content creates endless benefits to your business.”
“We definitely think this is the beginning of a trend,” Savage said. “It’s clear that companies are making investments in engaging their audiences with informative podcasts. We see video series content and storytelling as the next logical step for companies to connect at a deeper level. Marketing isn’t about who arrives. Marketing is about who stays.”
It’s safe to say that the world’s best-selling drink, Coca Cola, agrees. A recent instalment of moving episodic content “Crossroads”, delves deeper into the universal theme of friendship, targeted at millennials and teenagers in Latin America.
Exploring issues like social media shaming, rumours of sexuality and teenage pregnancy, Coca Cola released three, short seven-minute films directedby LGBT activist Dustin Lance Black(an Oscar winner for his script for the 2008 film Milk), highlighting common but defining “crossroad moments” – moments in life where teens either choose to sit back or stand up for their friends. Strategically placing Coke at the precise moment of truth puts a spotlight on their connection to the cause, and affirms Coca Cola’s commitment to these issues is very much the real thing.
When it comes to creating episodic content, Coca Cola understands the importance of taking a humanized approach. People are attracted to stories that are authentic, unbridled and as true to real life as possible. We want to see episodic content that centralizes the narrative and communicates a unique and compelling story – not product placement. We want to see the struggle, and how people overcome setbacks.
By embracing transparency while also seamlessly integrating your product into the story, you can gain the viewers’ trust – not just demonstrating you’re a company that cares, but that there’s a community of people behind the brand that are ready to take a stand.
José Luis Basauri, Marketing Director, Coca-Cola Mexico, explains, “Since we identified the moments teens use to connect emotionally, this episodic campaign was a great digital tool we used to reach them. We want to celebrate them and show them that happiness is also a choice.” He continues, “When we choose unity, teamwork and being kind to others over adversity, teens can produce significant, positive changes in the world, and that’s what we wanted to highlight.”
Using the “fist-pump” symbol from the film, Coca Cola transformed this episodic content into an integrated multi-channel campaign to great effect. With 6.8 million views in the first two weeks alone, including 18 million impressions of their hashtag #VerdaderoAmigo, Dustin Lance Black’s use of heart-felt storytelling is a touching example of the power episodic content.
Spotify – Share your insider knowledge and expertise
One of the world’s most popular digital music streaming companies, Spotify has taken to creating innovative episodic content catering specifically to aspiring artists who are looking to grow their fan base and share their music. Aside from streaming, the Spotify app allows users to upload their tracks, analyse their song stats and fan insights and promote their new music. Reaching out to struggling musician keen to launch their careers, Spotify for Artists offers useful news updates, insightful blog posts, and most recently Game Plan – a two-part tutorial episodic series that provides invaluable advice for anyone trying to make it in the music industry.
For budding artists with big dreams to hit the concrete jungle of New York or the pulsating Bourbon street of New Orleans, the Game Planroadmaps everything you need to know so you can get the most of Spotify. From the logistics of setting up your account and engaging your niche audiences through the Spotify platform to understanding the music industry on a business level and highlighting top tips in order to grow, the episodic content offers a unique educational touchpoint to help users throughout their customer journey.
Charlie Hellman, Head of Creator Marketplace, Spotify, comments, “From successful musicians to employees who are industry experts, we wanted to show that the Spotify community has a wealth of music industry knowledge.” When it comes to Game Plan, Charlie said, “We want to equip artists at all stages of their career with that powerful knowledge, and make it as accessible as possible.”
Airbnb – The brand is not the most compelling part of the story
Aside from being one of the world’s largest marketplaces for offering unique, authentic places to stay, including lodging and homestays in over 7 million accommodations across the planet – Airbnb is now breaking out into the adventure travel market.
Launching Airbnb Adventures, this new collection of bucket-list worthy, multi-day experiences covers everything from Colorado cliffside camping to lion tracking in Kenya. Guided by local experts, Airbnb takes intimate groups to epic off-the-beaten-track locations so they can walk away with more immersive travel experiences.
In order to craft those truly authentic product endorsement moments, Airbnb created an episodic travel documentary- 6 strangers. In each 12-minute video, six strangers take an unexpected trip together, where they have no idea where they’re going and what they’re doing when they get there.
This content is all about breaking down barriers. Allowing each of the 6 strangers personalities’ to carry this unique form of storytelling, the content successfully promotes Airbnb’s new Adventure collection but also reinforces one of the company’s most significant brand values – that all of us can truly “Belong anywhere”. This beautiful piece of content lets corporate product placement take a backseat, and instead highlights that Airbnb is a facilitator for a community of people who share a passion to experience the world.
In 2020, we will see more and more brands reaping the benefits of episodic content marketing. With a wealth of high-quality content at a customer’s disposal, it’s harder than ever before to break through their anti-marketing defences. However, as you can see, taking the time to invest in storytelling-rich episodic content pays off tenfold.
Now, brands have the tools at their disposal to tap into a growing number of customers binge-watching habits, to build authentic, long-lasting and deeper connections with content. This trend will not only increase brand recognition and help shorten sales cycles, but effectively create loyal audiences that will come back time and again.