Video Content Offers a Larger Impact for Brands in Asia


Research by Dentsu Aegis Network in cooperation with Twitter shows that video content has an even bigger impact for brands than anticipated. It is clear that video marketing is becoming the most effective way of conveying messages to customers, but this latest study suggests that video content is capable of so much more than just branding and conveying messages.

Considering that video is the future of marketing, it is interesting to dig further into the true impact of video marketing for brands, especially in different regions in Asia. How does video fit into the future of branding?

A More Prepared Market


 

Video marketing is really taking off in different parts of Asia, especially in countries like Indonesia and Malaysia. Viewers are more drawn towards video content than articles and images due to the audio-visual nature of video. Video content is ‘easy’ to enjoy and follow, placing it closer to the heart of viewers.

A big factor that dictates the shift towards video marketing is infrastructure. Over the years, there have been a lot of investments in technologies such as LTE and compression across many Asian countries. The same countries are also rated as the highest consumers of mobile devices. In Indonesia, for example, over 90 million people are smartphone users.

Combined, mobile technology and faster – more affordable – internet services make consuming video content easier and more convenient. As a result, popular video sharing platforms (i.e. YouTube and Vimeo) are getting a huge stream of traffic from Asia.

Emotional Relationship


 

There is one advantage of using video to convey messages that other mediums can’t offer, and that is the emotional bond created by audio-visual stimulation. Watching a story being depicted as a video enables viewers to be more engaged. They often develop stronger emotional relationships with the characters in the video, making them more receptive at the same time.

Some of the best ads in Thailand rely on emotional stimulation to convey messages effectively. An ad for health insurance can turn into a very compelling story about a family and the struggles they face. Storytelling is a big part of the process and many brands are starting to take advantage of this approach to develop stronger bonds with viewers.

A More Accessible Medium

It is also worth noting that video marketing is more accessible. Even smaller businesses can now produce video ads without spending millions on equipment rental and professional crews. A lot of smaller production houses are relying on specific skills to help produce the same high-quality videos on a more limited budget.

Project management is a key ingredient in this cycle. In fact, many are pursuing an online MSMPP degree from reputable universities – including US-based universities such as Brandeis University – to further streamline productions. The skills taught in the best masters in project and program management program are helping content creators and producers find ways to organize production projects in the most efficient manner.

So, how does video fit into the future of branding? From recent developments, it is hard to ignore the increasing popularity of video marketing, both online and offline. It is only a matter of time before brands start using videos more for marketing purposes.

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