Short Form Content. The Future of Mobile Marketing. Richard Rabbat, CEO Gfycat

Transcription

1 Short Form Content The Future of Mobile Marketing Richard Rabbat, CEO Gfycat

2 The Shift to short content Facebook users watch only the first 10 seconds of a video on average and the average view time is decreasing. Source: Locowise (link)

3 When did the shift start? The GIF predates the Internet! It was invented in 1987 People have shared short, looping animations on the Internet for as long as it s existed

4 A brief period of obscurity GIFs fell out of favor as new, more efficient video formats took over

5 The Smartphone Era Short animations have rebounded in popularity! Consumers love short content: it s perfect for viewing on your phone

6 How many times do you look at your phone per day?

7 The evolution of messaging The shift to visual communication began with text messaging. First text only, then emojis, then stickers, and ultimately GIFs and Snaps

8 Why do we skip long videos? Evolution dictates that we pay attention to new motion, color, and change. We get bored of long videos

9 Short content and your brand Users are already turning marketing content into GIFs and other types of short for content and brands are capitalizing on this by turning their long content into short moments.

10 Short content is a powerful tool Tango saw that GIF users sent 250% more messages and had 30% higher retention GIFs in marketing: Dell saw 109% increase in revenue

11 Pay attention, marketers Marketers must compete with other media Users are bombarded with content in every direction. Short-form content is an important part of marketing strategy.

12 A visual future Trend-setting marketers are already using GIFs to build an in-touch brand voice, share quick product demonstrations, and provide visuals to break up text.

13 GIFs not your forte? Work with a studio! Look for a content team that specializes in GIFs and short content

14 Make it interactive Put your content in the hands of the audience! Make it an experience that allows their voice to be heard. Let consumers feel like they have ownership over the things they share.

15 Explore new technologies Use emerging tech to capture consumers attention. Users don t just want to consume content: they want to create it too. AI can enable new content creation experiences.

16 AI Generated Content

17 AI and trends AI can predict trends. For instance, our facial recognition tech allows us to see when celebrities are trending

18 Augmented reality AR will become increasingly important to how we experience content: Location-specific, personalized, and part of daily life not just something we look at on laptops or phones.

19 AR is already everywhere We ve seen from the explosion of games like Pokémon Go and others that augmented reality games are increasingly going to be A Thing. TechCrunch Apple s new AR features are proof that wearables are coming WIRED Augmented reality will be as practical as it is playful. VentureBeat

20 AR experiences can happen anywhere

21 360 and VR Immersive experiences are powerful! Once you draw consumers in, you have the opportunity to influence their emotions

22 The immersive 360Loops from Mission: Impossible Fallout are quite remarkable, giving us a behind-the-scenes look at the stunts that Tom Cruise loves to do. Deadline

23 VR enables impossible experiences

24 About Gfycat Gfycat is the world s largest user-generated GIF platform. We partner with brands to bring your content to our millions of users.

25 Questions?

26 Richard Rabbat, CEO Gfycat

27 1. Title slide 2. Shift to short content 3. Origin of the GIF 4. Rise, fall, rise of the GIF 5. Smartphone era 6. Times/day consumers look at phones 7. Evolution of messaging 8. Why do we skip long video? 9. Short content and your brand 10. Short content stats 11. Pay attention, marketers 12. Visual future 13. Hire a studio 14. Wonder woman 15. Interactive (Power Rangers) 16. New technology (Chris Pine) 17. AI generated content 18. Derpfakes 19. AI and trends 20. Augmented reality 21. AR quotes 22. AR can happen anywhere 23. Snapchat AR filters and VR 25. Mission Impossible 26. Henry interacts with VR enables impossible experiences 28. About Gfycat 29. Questions? 30. Richard contact info