Gaming videos are a head-scratcher. Why watch someone play when you could just … play? To find out, we asked gamers directly. This new research uncovers four key reasons people watch gaming content. For brands marketing to gamers, knowing these motivations can enable more meaningful connections.
1. For the community—to be part of something larger than oneself
2. For the inclusion—to feel accepted
3. For the fun of it—to escape
4. For the desire to improve—to learn new skills
Why It’s Hot: The implications for brands are real. Gamers are a highly influential audience with major purchasing power. But to truly connect requires knowing a bit more about why people are tuning into game-related video content.
It doesn’t take a political science degree to know that civic discourse in the U.S. is strained. As tensions wear on, brands are entering conversations they might’ve shunned in the past. But how do they ensure their statements and actions ring true?
Ben Jones, creative director at Google, recently spoke with agency and content leaders in a panel conversation at a SXSW conference to unpack how socially conscious brands can take a stand—and remain standing—through a fraught period.
Why It’s Hot: More and more consumers expect brands to be socially conscious and to have a perspective that causes the safe space to disappear. Taking a stand requires genuine and authentic brand actions. Owning the actions is more important than making the statement.
Via asked riders to share their ideas and insights to improve the experience. The fist thing they’re implementing is to make all rides to the airport ViaExpress, which means once someone hops on board, the driver will never make more than one additional pickup. He’ll also take the fastest route he can find.
When YouTube introduced bumper ads in 2016, brands, agencies and filmmakers were skeptical about cutting 30 and 15 sec videos down to 6 seconds. So YouTube challenged agency creatives and filmmakers to tell a video story in 6 seconds. Turns out that it is possible to create memorable storytelling in just 6 seconds.