Digital videos need a certain narrative: Sunita Rajan – SUPPLEMENTS News


Adapting the format to the screen and the audience and creating the content that consumers want are key ingredients in a great story.

Sunita Rajan, Senior Vice President, Advertising Sales, CNN International (Asia-Pacific)

In India, half of the population is under 25 and they are curious young intellectuals with a higher aspiration to learn. These people are the real consumers of digital and video generated content across the country. With a dynamic change taking place in the creation of information and entertainment content and its distribution, and technology playing an important role, the audience is at the heart of everything; they have the power in their palm with tablets, cellphones and iPads. So, you have to understand how to keep them hooked, make sure that the content has an impact and connects with them, and also understand how to tell the story in a smart and innovative way? Sunita Rajan, Senior Vice President, Advertising Sales, CNN International (Asia Pacific), shares her point of view.

TO MAKE SURE YOU HAVE A SINGLE VOICE
To be different, you need to give your audience the kind of content they’re looking for. It’s the responsibility of content marketers to stick to the basics and deliver good, quality stories, with medium and format in mind. Know what content your audience is consuming and how? Videos have exploded, in India and abroad. Tap into the power of video content because there is a lot going on in this space. At the same time, make sure that the story connects with the consumer, especially young people, and that there is a strong brand experience. Equally important is how you tell the story and the approach you take. Find your brand’s voice, amplify and distribute your content, and channel it well.

ON NOT BEING CONSTRAINED BY DIGITAL MEDIA
A number of different formats and approaches exist in the digital space. Digital videos need a certain storytelling, and figuring out what you’re trying to say to your audience, and how quickly in a second, a minute, or two minutes, is fundamental. Digital by definition is a lean medium and the writing and video format must be captivating enough. The first six seconds are crucial and can engage audiences or alienate them, so package your content with this rule of thumb.

TELLING POWERFUL STORIES
Storytelling is 80% planning and 20% execution. Young audiences consume a lot of content via social media and preparation, research and fact-checking is essential rather than just cosmetic execution. On social media, for example, videos under two minutes do well, while those between 60 seconds and two minutes long get engagement. On the other hand, the seven second videos on Snapchat and the three second videos on YouTube work very well. It’s a good idea to know these basics and always have a beginning and an end to your story before you begin.

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John C. Dent

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