Now Reading: Three Content Formats That Will Take Off in 2015.
http://contently.com/strategist/2015/03/13/3-content-formats-that-will-take-off-in-2015/?utm_source=facebook&utm_medium=paidsocial&utm_campaign=contentformats
In 2014, interactive branded stories, branded documentaries, and personalized content encompassed big brand content strategies and were the ways that brands worked to stand out. Nike, Netflix, and Microsoft produced interactive stories. NVIDIA released a 10-minute documentary debunking lunar landing conspiracies, and Cisco worked with CNN to produce a documentary series on progressive cities. But these content formats are becoming expected now by the consumer–so what’s the next big thing for brands in 2015?
According to Contentedly, three formats have presented themselves as the new leaders: branded web series, data-driven infographics, and branded web comics.
Branded Web Series
A great example of a branded web series is Chipotle’s “Farmed and Dangerous” featured on Hulu. According to the New York Times, “Farmed and Dangerous,” billed as a “Chipotle original series,” hopes to promote the company’s concerns about sustainable agriculture and the humane treatment of animals used for meat. This stealth marketing strategy, Chipotle executives say, is not about “product integration,” but “values integration.”
“ ‘Farmed and Dangerous’ is meant to strike large emotional chords — it’s not about selling burritos,” said Daniel Rosenberg, a former Hollywood executive whose New York-based company, Piro, produced the series with Chipotle.
Chipotle’s partnership with Hulu continues its outside-the-box marketing campaign. Over the past few years, the chain has released two short animated films on YouTube that highlighted the ills of factory farming. Together, they have had 20 million views on YouTube, aided by a distinctive animation style and catchy songs performed by Willie Nelson and Fiona Apple.
Aside from activity like 20 million views on YouTube, there is impressive data behind these trends. Adobe Digital Index reported there was a 43 percent year-over-year increase in online video starts. And Cisco’s most recent projections show that by 2018, video traffic will make up 79 percent of all consumer Internet traffic.
Data-Driven Infographics
Infographics or “infocrapics” as they have been nicknamed apparently are a popular way for brands to communicate information. The infographic has gone down a rocky road because of issues of credibility and accuracy but the industry as a whole has started to mature. Fierce is a big fan of infographics for their clarity and simplicity of what is often very difficult or extensive data. Contentedly explains that rather than regurgitating web-researched stats for their infographics, more brands are packaging original research on their industries, users, and processes into creative graphics. And by collecting and using their own data, these brands are doing more than just publishing pretty charts: They’re producing content and insights their readers won’t find anywhere else.
Branded Web Comics
Branded comics are an interesting challenge. They are an excellent (and popular) way for communicating stories but they are not right for all brands. Just because they might be a trend doesn’t make them the right choice for your brand. There are many diverse ways to approach this medium and many brands have used it successfully. In 2013, MailChimp published a series of whimsical animated comics (about chimps, of course). Medium’s re:form, a collection sponsored by BMW, includes a comic about the history of flags.
One success story is the marriage of Marvel comics with the Florida Department of Citrus. Together they created Captain Citrus who has been a big hit. Over a million copies of the comic were distributed in schools. Marvel Entertainment creative director and editor Bill Rosemann said, “Captain Citrus will show readers that while they may not be able to fly or shoot solar blasts, they can make healthy choices in their everyday lives and unleash the hero within.”
A quick synopsis from the article sums up the caution on when to use the proper format for your brand:
A branded web series that gets it right will have episodes the audience will look forward to seeing week after week, just as they do with their favorite TV shows. The best data-driven interactive infographics will seem more like data journalism, simplifying complex topics for the audience in a way that gives them clear insights. Branded web comics that take full advantage of the medium will be more than just pictures with speech bubbles; they’ll tackle even the most sensitive subjects in just a single panel.
