Brands acting as content creators was a theme at this year’s SXSW according to 360i. If Brands carved out just a fraction of their media budgets to create content for digital distribution, it would pay dividends.
People in marketing talk, talk, talk about how consumers are bombarded with messages day in and day out. How in 1953 we saw 50 ads a day and now we see 3000 or something ridiculous.
But media budgets are still huge - and budgets for digital content creation are tiny. Brands should be thinking about the internet like free TV, where the people that watch your commercial are actually choosing to watch it.
Brands should be hiring teams of content creators to develop fun, catchy, subtle “viral” content that is on-strategy (has to be on-strategy!). And then they should push it out everywhere. Everything doesn’t have to go “viral” but some will. And all you need is a few home runs to win the game. Plus the short game can add up.
A few more commercials is doing nothing for an established brand. Take just a tiny sliver of that money and create some viral content.
