32 BRANDS Barclaycard
may like a certain type of content, so how do you offer that type of content to them? Can you take that audience insight and the brand’s values and combine them into something that works both as a platform for the brand, but also as a valuable bit of content for the audience? Brands also need to be smart about which platform they’re choosing to use for their video. Not every platform is suited for every type of content, or for every type of audience. “Brands are also getting a lot sharper about where they place their content. I think that Facebook is still very strong, but people are thinking much more about, where is my audience? “That becomes interesting when you look at something like Instagram, because Instagram is meant to be a phone-based experience, so it limits you somewhat
creatively. For us, it becomes about making sure it’s the best it can be without it looking as if it has been too ‘produced’. The Instagram audience knows that this stuff is slightly rough already and expects that. If you were, theoretically, trying to do a multi-camera shoot on it, you’d get some pushback.” Interactivity varies from platform to platform too. YouTube has relatively little interactivity (though its newer live services have tried to change that), whereas Facebook Live is very much a live social platform that allows creators to see responses from their viewers in real time. At Vidcon, Facebook announced interactive polling tools and features for doing audience quizzes. “Facebook is almost doubling down on the interactivity, which has always been their strength.”
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