How Do People Discover Full-Length Video Content?
Reading Nielsen’s U.S. Video 360 Report 2018, it is clear that to help viewers discover full-length video content (defined as movie, TV shows or other full-length video content), word of mouth (WOM) is the most powerful. However, how does WOM get built? Nielsen could take a deeper dive here but after 15 years of industry experience, we know that you have influencers that get supercharged by actively searching data, images and of course trailer content to be the “in the know” person about a title. They then convey that excitement to their friends and connections.
But to help these influencers build WOM for your movie or TV show, content marketers need to empower them. Every marketer has heard of the 4 P’s but now it is time for the 3 E’s: Engage, Educate, Excite. With so much content for consumers to engage with and most of that content coming to them from a screen, engagement means identifying your consumers for your movie or TV show and how to reach them. Influencers who are interested in your content will find you but only if your content is indexed on search or on the sites where they go to find more information. This is where educate comes in. To market a movie or TV show properly, you need to make your metadata (title, release year, cast, director, genre, etc.), images and of course trailers readily available. Keeping this promotional content behind a walled-garden or creating scarcity defies how the internet works. Not everyone goes to YouTube to find trailers. Some might go to sites like Common Sense to educate themselves about a title. Feeding data specialists like Internet Video Archive (IVA) with promotional content should be a primary goal of any content marketing plan.
Lastly, to excite influencers, the promotional content (and hopefully the title) has to generate that excitement. But how and when you promote a title can be key. The typical pattern for movies is starting with a drip early such as stills from the set or a teaser trailer 9 months prior to its release and then two weeks before the release, open the spigot with featurettes, cast interviews, clips and more. Unfortunately, not all TV marketers have mastered this and in this highly competitive playing field for eyeballs, a misstep in marketing can be a death knell for the TV show you are promoting. TV marketers could just provide their on-air TV spots each week to data specialists like IVA and keep your influencers excited about a title and its tune in date on a weekly basis.
IVA works with content marketers to get their metadata, images and trailers in front of millions of eyeballs every month. As a B2B company, we empower the sites who influence the influencers with the technology they need to programmatically manage entertainment data. By working with the marketers directly to aggregate a comprehensive database about entertainment content, we save those companies resources in doing it themselves. IVA does not charge marketers for placement and can help them reach their targeted consumers online at NO COST.
WOM might be the number one driver for consumers to learn about new movies or TV show but that is built by those marketers who know that executing the 3 E’s and getting your promotional material out beyond your app, social media presence or YouTube channel is how you can reach them best. You can either wait for people to find your garden or you can have presence wherever people are discovering content.
To find out more on how IVA can assist you with your content marketing, click here.