Brands must be “authentic” if creating short form content

Ad Week Europe 2014: creating short form, snackable video content is “no absolute golden ticket” to success but the right content can engage consumers in the right mind set.

Jamie Oliver Kevin Bacon EE 460

Panellists at the Ad Week Europe session Does Size Matter? agreed that brands and producers are still on a learning curve in creating short form video.

Mark Eaves, co-partner of Gravity Road, says: “There is nothing to stop you doing something if you have got enough money to do it. I do think there are not enough checks – the industry has run headlong into creating lots of content for everybody.

“There is no absolute golden ticket here but {there is potential} if you are absolutely authentic and clear why you are doing it rather than trying to dupe people or hiding in the background.”

Jonathan Lewis, head of digital and partnership innovation at Channel 4, highlighted how the broadcaster intended to offer a home for short form content on its 4oD platform and that it was investigating “how it might start creating digital content for mobile devices.”

However, the panel found it harder to relate video content directly back to sales. Rather they indicated that video shifted softer metrics, such as propensity to buy. Eaves did say the right piece of content can create a concept that can work right down to retail level and drive through-the-line activity.

Examples of interesting short form content cited included EE’s “Bacon Don’t Buffer” ad and Bombay Sapphire’s The Real Imagination concept.

Zoe Collins, director of food at Fresh One Productions, which produced the EE video, said: “People still want a value exchange {when watching video}. – the same as when they watch a feature film or TV show. However, there is a difference in the execution, the style, the tone and the edit speed {of video} – there is no perfect length for a Youtube video, just perfectly compelling video.”