GUEST ARTICLE: Five short format content marketing strategies that OTT platforms use to promote their properties

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by Lindsey Francy Nov 29, 2022 News
GUEST ARTICLE: Five short format content marketing strategies that OTT platforms use to promote their properties

Almost every day this year I have said that short-form video content is the key to marketing. We work with numerous OTT platforms and are responsible for marketing all of the great movies and shows. Short-form content marketing strategies are what we live by.

To everyone, keep it short. There used to be time, patience, and energy to sit through long pieces of content. The attention span is getting shorter. The reels and Tik-Tok are to blame. The average user will decide within the first five to 10 seconds if they want to continue watching or scroll. You should make sure your video is engaging. It's important to get as much information and brand awareness in as little time as possible. We analysed the different pieces of content that we produced, ranging from six minutes right down to 30/15 seconds, and found out that length really does matter for videos. Your video is long, which may explain why it isn't doing well.

If your content is going to be short, you have to engage it. Give your target audience the information they need to pay attention to it. You need to get the most bang for your buck as a platform if you want to get your return on investment. Due to the large amount of content already out there and the number of titles they are marketing on a daily basis, it's difficult to engage content for platforms. We make sure the OTT campaign is different from the other titles they are marketing at the same time. Sometimes we are working on more than one title for the platform. We make sure that we have different creative teams working on the titles to make each campaign unique and engage the audience.

There are so many OTT platforms out there competing to be the best and most unique. It's so easy for a creative agency to trend their content because they all want it to. It's important to be authentic to the brand you represent. It's not possible to reuse and recycle the same strategies for the way the content is shot and edited. Everything you create has to be in line with the brand identity in order for it to work.

You can connect with your audience on a one-on-one basis using social media. It's almost impossible to avoid BTS content for OTT platforms. The campaigns are captured on set. It gives you access to your favorite shows and movies. The audience can connect with your characters and take a deep dive into the world that you have created. Give your cast and crew a chance to get to know each other before the movie's release. It is very cost-effective and will save you a lot of money on the creation of marketing concepts after you shoot your film or website.

As a marketer, you may think your main goal is to create content that reaches users, but a true winning moment is when the user engages with your content to use it as a basis to create their own content You would like to create a campaign that's all over the place. User generated content can be the final leg of your campaign if you plan your content in such a way. You want those songs to be popular, you want those videos to be popular, and you want those meme to be popular. It's important that your show is the talk of the town. You want your key cast to promote, promote, promote, even if you hire the wrong people to kick off the trends. All of it has to be in line with the larger campaign.

The cherry on top of a great marketing strategy is an additional tip. Quality is a must for OTT platforms and marketers. Even though it is short, the quality of your content is still important. Don't rush and don't skimp on production quality We invest in high-quality equipment, experienced videographers and photographers, and editors who are well versed in various software programs. You need an agency or studio that understands you and cares about the success of your titles. You don't want to cut costs in that area. Content is more important now than it has been before.

The co- founder of By The Gram is Eman Batliwalla.