More and more brands are looking to connect with their customers individually. Gone are the days of generic ads that reach a singular audience. Now, through social networks and online video, it is more possible – and important – to tailor content to reach specific communities and to share a personal story that touches viewers.
A recent Red Paper, the “Digital Social Contract” published by Ogilivy and Mather on November 2, offers an outstanding analysis of why traditional advertising doesn’t work on YouTube, and why connecting with specific audiences does. The shift for digital advertising (and video in particular) is that the industry no longer makes the rules, the community does.
To get some insight on creating meaningful video content, check out the Digital Social Contract here: