It was bound to happen. And already I have read enough articles on how 2018 is going to be year of 6 seconds ad.
There is enough research being done to drive home the point that this format works. “Format” is how we look at communication.
This post is like a continuation for my previous post about desire.
We are now ready to pander to instant gratification. One article called this format “snackable content”. Needless to say that someone who has spent years in communication and someone who is not a great lover of instant gratification, I am left aghast.
Long copy ads died when TV became the big thing. Have been in enough client meetings where “nobody reads copy. Cut it short” was a refrain.
Been in enough media discussions where the 30” film was questioned. Reach and OTS vs a story being told. 30” became 20” and then 15”. Even for a launch! Of course this process was driven by high cost of a spot and limited money to be spent.
And now 6”! Driven by Google and Facebook. Supposedly meant for Millennials and Gen Z. They have a very short attention span you see. So if you can’t get into their head in a short span, they will never consider your brand!
What happened to all the conversation about content being the king?? If you have a content worthy enough to watch, who will not watch it?? After all these same millennials and Gen Z spend hours and hours on binge watching. See that is where the difference is. People don’t want to wait anymore from one week to the next to watch the next episode. They want it all. And if you have a story to tell that they can relate to, why 30”, they will spend hours.
Driven by market pressures, research, unique claims, we stopped telling a story. And people stopped watching the ads and looked for ways to skip.
Yes long format worked for a while in Digital space but we got too caught up in trying to be interesting. It became the story and a extremely stretched brand connect.
If the attention span of viewers and consumers has gone down, we are responsible for it. It has become a vicious cycle. We put out crap that people don’t want to watch. People are not watching so we call it attention deficit and therefore shorter and shorter formats. Shorter the format, less story to tell. At some point it will go back to one slide that says the brand name and that’s it! A cinema slide.
Process of evolution is what most will call. Getting into consumer’s head any which we can will be the support. There will be a mad rush to make 6” videos till some new format comes along.
But 2018 is round the corner so lets hail the birth of the new format and get excited about it. Orgasmic even at our expertise to create videos in that format. 🙂