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Social networking is also to be fed and like. The struggle for visual content is just one of investments this year and marketing struggles with 66 percent of marketers surveyed intending to spend more on visual content.
The result? A change in recent years in the way we connect together and their brand stories are told by brands.
We’ve entered a new social media age dominated. Brands and companies are learning how to reveal more and inform less, because today ‘a picture is worth a thousand words’ rings true more than ever.
The problem
Facebook, Instagram Snapchat, Pinterest, YouTube; visually-driven social networking platforms are proliferating faster than ever before. In reality, you will find over 2.3 billion active social networking users on the planet these days.
That is a lot of users for brands to connect with – and also a huge quantity of content. With so many fragmented social media touch points, creating quality, engaging content at high volume and variety when is proving hard.
The development of this new visual Social Networking era brings on a new set of challenges for marketers and brands
We need only to login to observe. And the bar is set high for brands to keep up with this content race remain ahead and related.
For viewers, our attention spans are not merely waning, but these social networking platforms are fueling our desire for more beautiful and more photographs and videos so as to catch our attentions.
What does this mean for marketers? It means that they have a content problem. Greater than 70 percent of North American B2C marketers are discovering creating more engaging articles is their top challenge and that generating more visual content (55%) is a leading priority for these (Content Marketing Institute, 2016).
But generating that content is a logistical and strategic nightmare, particularly for brands.
The emergence of this new visual social media era brings forth a fresh set of challenges for both marketers and brands that wrangle with this query every day: How to address the daily content load of having enough accurate, custom and personalised visual content in scale that will engage audiences now?
The next generation of marketing
Tech has made the lives of marketers easier on each touch point and Content as a Service (CaaS) has surfaced to fulfil the missing critical piece – to supply a scalable, frictionless, easy alternative – powered by technology.
CaaS, a advertising model was spawned to solve this struggle for marketers.
Tapping to a worldwide community
In the CaaS system, brands and large businesses, that have a demand for quality branded content at scale, now have unrivaled access to a network of people.
Brands can now tap into an army of independent content creators — musicians, videographers and designers — dispatched across the globe to execute, providing customised, on-brand visual material (photos, videos, GIFs or Cinemagraphs).
Away from the CaaS system, manufacturers would otherwise have access to such a broad array of ability who generates customized, on-brand visual material (photos, videos, GIFs or Cinemagraphs) from anywhere around the globe.
And as visual formats beyond static images continue to evolve – 360 photos/videos, cinemagraphs, GIFs, videos – CaaS represents a much more scalable and lively way of getting access to a wide range content than has been formerly available before, in a cost and scale which is reasonable.
A frictionless solution powered by tech
The legacy model is sustainable or sustainable at scale for networking content that is social. CaaS strips off all the measures involved – the face time, the procedure, the full production set, discovering creative talent, the lengthy process of editing and not to mention the astronomical cost.
This by definition isn’t scalable as it’s too dependent on human capital, and limiting creativity and talent to just those working in the bureau or part of its network.
The agency model works well for multi-million dollar TVCs or big blockbuster campaigns where manufacturers spend millions of dollars over months for creative management, strategy, ability, crew etc..
But, that procedure isn’t scalable for variety and high quantity of content. Many marketers today need technologies to assist them with daily posts – a more seamless, frictionless content solution that handles all of the complexities including recruiting, vetting, onboarding, payment, rightsand logistics – while maintaining brand management (brand identity, positioning), and this may only be solved through technology.
So as to stay informed about the material race, for today’s biggest brands, it is important to consider re-engineering their seller platform.
As marketing budgets are getting squeezed, manufacturers are looking for a strategy having a predictable subscription-based pricing which delivers reliable, consistent, and proven benefits.
