With increased interest in digital video advertising, brands face the conundrum of how to create a sufficient amount of content without breaking the bank.
Leader brands in Gartner L2’s report on the topic focus on achieving scale by leveraging existing video content to channel- and platform-specific objectives. To extend the shelf life and maximize the return on investment of expensive campaigns, brands like YSL Beauty publish content to YouTube in a series of repackaged videos that range from as little as five seconds to over two minutes. Shorter videos appear to be more effective: the top 25 most viewed videos held average durations of 30-seconds. From Q3 2017 to Q1 2018 alone, YSL Beauty published over 50 pieces of content from its Black Opium campaign—first released in 2014. This is not uncommon among fragrance brands: Dior employed a similar strategy with its J’Adore campaign.
Best-in-class brands also take things a step further, deploying repurposed content in formats tailored to each platform. While many brands simply copy and paste their video campaigns across different platforms, this lack of attention to detail results in a less enjoyable user experience. Hyundai’s Rider Assurance campaign, for example, posted the same video on both YouTube and Facebook. However, the closed captioning is optional on YouTube, while on Facebook—where most videos are watched while muted—the subtitles are hardcoded on the video itself.