Avoid Declining Ratings. Let’s Make Your Brand Marketing Truly Binge-Worthy
The term “binge-worthy” has become a social commonality over recent years. Usually we hear the term being used to describe a type of media entertainment — often in the form of a television series or podcast — which is so engrossing, a person will consecutively consume multiple pieces of that content.
With the rapid increase of consumers “cutting the cord” on traditional cable in favor of Over-The-Top television (OTT TV), binge-watching has only become easier than ever. According to a report by Morning Consult, 60% of all television viewers have reported watching two or more episodes of a show in one sitting during the week.
Binge-worthy content doesn’t only have to apply to forms like true crime podcasts or strangely addictive baking shows on Netflix. Credit unions can utilize bingeable characteristics for their own marketing strategies — all it takes is a little know-how on what makes content genuinely binge-worthy. Thankfully, we’ve got some tips that’ll help your brand create craveable content that your members won’t be able to get enough of.
Do your communications feature characters that consumers can relate to? Even in the most fantastical television shows, such as Game of Thrones, there are human truths that audiences respond to. Since credit unions are so locally involved, relatability is a huge factor for members. Brands should consider the unique truths that are present within their own local communities in order to flesh out relatable characters for their content.
These characters could be someone for your audience to root for or even something for them to root against — for example the infamous Mayhem, who’s been a successful Allstate Insurance commercial fixture for over a decade. The Mayhem man is a hilarious personification of disastrous and devastating events such as “a tree falling on your car”, “a bunch of wind”, “your blind spot”, a “vengeful pet cat.” Mayhem can — and has — taken the form of almost anything that can destroy some sort of personal asset. The character is always destructive, but his reliable nature for causing mayhem has made him an entertaining commercial to watch, even ten years later.
In addition to his comedic timing, the character acts as an all-too-relatable personification of the everyday disasters we as humans tend to go through. The commercials are funny and entertaining, but Mayhem’s relatability really drives home Allstate’s whole purpose — the importance of purchasing insurance (from them, they hope).
Your relatable characters need a storyline that drives them. In order for your content to be considered bingeable, your brand should tell a clear story that consumers can get on board with. According to the leading business school at Stanford University, storytelling is 22 times more memorable than facts alone. There needs to be something to evoke an emotional response with your members, viewers, consumers, etc..
Think about the type of compelling storylines your own audience reacts best to — should they be family-oriented and feel good or have a flare for the dramatic? Perhaps goofy comedy is your route of choice. Having an interactive, compelling storyline will make a major difference in your overall marketing strategy — it has the ability to transform a dull advertisement into a fun and engaging video worthy of sharing via social media.
Good Production Value
Often times one of the most important yet overlooked parts in creating bingeable content is the quality of production. In today’s advanced digital age, media-hungry consumers aren’t going to settle for poorly-shot footage or narratives that don’t flow or connect.
More than 50% of consumers prefer video content over other forms such as emails, social, and blogs according to a Hubspot survey. A well-made story can take a television show from enjoyable to bingeable – the same goes with brand communications. Trust us — don’t cut corners when it comes to production elements such as color, casting, and editing. You might think these are nonessentials or minor details in the grand scheme of your marketing strategy, but your viewers will be able to tell. Proper production can be the factor between binge-worthy versus bin-worthy (the trash bin, that is).
Let’s Wrap it Up
When creating binge-worthy content for your credit union, be mindful of what will actually draw your audience in. Use the bingeable elements you feel will resonate most with your target members, and will make your brand the most memorable.
Check out the work we’re launching with our credit union partners across the country.
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