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Accelerating Engagement: Content Velocity

April 2024

As traditional advertising methods continue to wane in effectiveness, content marketing has risen to the forefront as a potent tool for building brand awareness and driving consumer engagement.  

With that, the need to produce content at an unprecedented pace has become paramount, as timely and frequent interaction with the audience is deemed essential for staying relevant. This shift towards speed in content creation and dissemination not only reflects the evolving preferences of consumers, but also underscores the fierce competition among brands vying for attention in a crowded digital landscape.

In this Direct Hit, we delve into the strategies, challenges, and implications of this phenomenon, shedding light on how brands are navigating this fast-paced marketing tactic to drive engagement and maintain their competitive edge. 

SPEED IN CONTENT

While traditional advertising methods are losing efficacy, content marketing is becoming a more attractive option for brands looking to generate awareness and push people down the funnel. However, brands must navigate the challenge of maintaining quality while meeting the demands of platforms’ algorithms, often falling victim to producing quantity over quality. With that, brands are now pushing out content at an unprecedented pace, realizing that timely and frequent engagement with their audience is essential for maintaining relevance and driving engagement. 

Driven by the perpetual demand for short-form content (Discussed in the previous Direct Hit: From Scroll to Stop: Winning Strategies for Short Form Content) and instant gratification among consumers, brands are not only increasing their content output but are also incorporating metrics like content velocity into their analytics platforms to track and compare their performance against competitors. 

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However, increasing content volume is not without its challenges. Maintaining quality while scaling up content production can be a daunting task for many brands. To address this issue, strategies to increase content velocity include: 

  • Collaboration with brands or content creators: Spreads the responsibility of content creation, sparks an opportunity for new ideas and innovation, and, when done correctly, connects two audiences together for an authentic and meaningful experience.  
  • Trend Monitoring: Trends will come and go, but timeliness is of the utmost importance when it makes sense for your brand to leverage. Using listening platforms and staying up to date with social channels is critical to this efficiency.  
  • Content Planning: Creating a calendar with key campaign dates and moments important for the company culture/product/service and brand ahead of time helps advance content production and provides the flexibility to adapt where needed. 
  • Quality over Quantity: Strategic thinking and audience knowledge must be applied to what is shared. It’s always better to create meaningful and authentic content and post less frequently than to share more without a purpose. 

Case Study: Spotify

Spotify's Instagram profile page.Spotify’s content strategy revolves around frequent posting and strategic collaborations with artists, creating a symbiotic relationship that benefits both parties. By consistently sharing content on platforms like Instagram, TikTok, and Twitter, Spotify stays top-of-mind for music lovers, keeping them engaged and informed about new releases, curated playlists, and exclusive content.

Additionally, Spotify partners with artists, leveraging their social media reach to amplify Spotify’s brand and services. When artists promote their music on social media, they indirectly advertise Spotify, driving traffic and new users to the platform. This collaborative approach not only expands Spotify’s audience but also strengthens its brand presence in the music industry. 

SPEED IN TRENDS

Navigating trends and virality, particularly when it comes to engaging with younger demographics, presents its own set of challenges. Platforms like TikTok have their own unique culture and language, making it challenging for brands to effectively communicate with younger consumers. Understanding the culture behind these platforms and acting swiftly is crucial, as authenticity and speed are valued attributes in participating in trending conversations. 

SPEEDY CONTENT!

It doesn’t end here. This need for haste also extends to content consumption habits. Scrollers are increasingly seeking faster playback modes for videos and audio content, options we see on platforms like TikTok or YouTube. This trend is further evident in the customization options provided to users, allowing them to tailor their viewing experience based on their preferences and device usage patterns. 

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In conclusion, content velocity has become a defining factor in today’s marketing landscape. So, brands must prioritize speed while remaining strategic in their approach to stay competitive. By embracing this approach and incorporating it into their content strategy, brands can enhance scroller satisfaction, drive engagement, and ultimately, stand out in today’s fast-paced world.

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