Clyde Fitch Report: I suppose all things must come to an end. While video may have killed the radio star, it is clear now that Facebook killed the video star, or, more importantly, how viewers watch videos. What does it mean for how your arts organization’s marketing efforts? Well, the first step is acceptance: the tried and tested method of creating commercials — something that has been used since the dawn of commercials — is over.
2 comments:
It must be a scary thing for both video content creators as well as advertising companies to have to address the changes in their preferred mediums so swiftly. It really is a changed world when it comes to how people interact with advertisements in day to day life. If its not meme-worthy, it's certainly not going to grab millennial attention. If it's not on social media, the growing number of people that are cutting cable television won't see it. If it's not on Youtube as a non-skippable ad, people won't pay attention to it, as they'll be waiting for the 5 second countdown to end so that they can immediately click to watch the content that they requested. In general, I think this problem is only going to get worse, as millennials have been raised in a world where you get to choose how many advertisements they get to see, with the advent of ad-blocking technology on browsers.
It is so sad to read, "Social media is changing the rules. We have no choice but to play along." I do see from those around me (and myself) that people's attention span is getting shorter and shorter. I am an avid lover of movies, but most of my friends nowadays have told me that movies are too long for them to stay focuses, so 20-min TV episodes and youtube videos are more fitting for their casual entertainment. I personally think that this is a pathetic regression of our generation. Normally I am all about technological advancement, but in this case, I think some aspect of the internet is decreasing our ability to appreciate storytelling. Movies have long been viewed in the intersection of fine arts and entertainment, but as people are slowly losing interests and shifting towards TV, does this mean that movie is turning into some less tangible form of fine art now?
Post a Comment