Why are consumer brands expanding video interactivity to drive user participation?
Brands today need to reach a wide audience across locations quickly and prompt their interaction and immediate engagement. A video is an effective tool to build trust and loyalty for your brand and get a message across in a persuasive way.
Video also works wonders in eliciting high social media shares and allowing users the flexibility of viewing it whenever or wherever. Forbes describes the envisioned future of video as one where “finding, placing, and consuming the right video at the right time becomes the big challenge for everybody.”
Consumer packaged brands (CPG) currently recognise a need to go beyond storytelling and brand awareness to expand their presence in Asia. This next phase requires content dedicated to driving sales, product awareness and customer acquisition. The Harvard Business Review argues that brands will need to refocus their marketing approach to secure the long-term trust of customers. The article observes, “Transparency, motivation, and generosity all build trust in ways that most big companies — CPG or otherwise — are not good at.”
Over the next 3 weeks, we take a closer look at how Wootag is helping consumer packaged brands to help identify, position and place their product in the right channels to the right audiences. What are the qualities that Wootag picked up on? Insights on the broad interests of the brand’s audience and intents of their viewers engaging with its touchpoints.
Empowering consumers also complements the challenges of consumer packaged brands including:
- Speed in access to market and market efficiency
- Tracking their customer satisfaction and sustaining it
- A globally scaleable solution that provides support and value
- Bringing the online and offline experience closer
- Directing consumers to nearby stores and opportunities for free samples
- Giving their brand a human touch and visual personalisation
To stay relevant and remembered in a competitive industry, CPG brands will need to develop more realism and maturity in their content and create stories that resonate with their current user needs.
Next week, we’ll walk through the Southeast Asia landscape and understand more about audiences’ consumption of online video there and how this leads to brands having to promote and share video content differently.
