The Rise of Multimedia Content

Have a look at the article to know the rise of multimedia content. ISEBOX has shared some interesting points which will proof the rise of multimedia content.

Not news: Marketers have moved beyond the written word and blog post in our campaigns. Text was once sufficient to reach your target audience by appealing to their needs and interests, but they’ve become more sophisticated in filtering marketing messages. Today’s internet users are drawn to a variety of content formats that they access through multiple channels. Video, infographics, images and – yes, even blogs – each have their particular advantages, but they’re more powerful when combined into a multi-faceted experience. No single content format will engage all of your prospects and drive traffic, which is why we need to leverage multimedia content in our marketing strategies.

Need proof that multimedia is on the rise in content marketing? Have a look at the numbers.

  • A 2014 study of more than 72,000 Facebook pages revealed that video generates the most engagement among various formats, with photos coming in second;
  • Text posts that include images receive 94% more views than articles without them;
  • Marketers that incorporate infographics drive 12% more traffic as compared to those who don’t use them;
  • Video content generates three times as much ”more” inbound linking than text-based content.

Still not convinced? Just look at how Dove has embraced multiple visual formats to accomplish what each cannot do alone.

Dove Takes on “Real Beauty”

You might expect to see stick-thin, air brushed models slathering on lotion, but this isn’t your average beauty product campaign. Dove’s Real Beauty Sketches videos open with an introduction of a forensics artist who works for the FBI. He tells the audience his task of the day: To sketch a woman as she describes herself, and then draw the same woman as described by another person.

A comparison of the side-by-side sketched images is shocking. The self-described drawings aren’t hideous, but they’re certainly not flattering – and definitely not accurate. The faces are drawn, gloomy and look years older than actual age. When asked to describe their most prominent facial feature, women went to the extreme in talking about their high foreheads, big noses and wide chins.

The drawings completed by the sketch artist based upon another person’s description capture the beauty of the women subjects. Their faces are animated, the sparkle in their eyes is more pronounced and their hair has more bounce.

Multimedia Delivers “Real Beauty’s” Real Storytelling Power

The two main elements of this multimedia content marketing campaign – the video of the sketch artist at work and the final sketched images – are breathtaking in their command of storytelling.

  • Multimedia puts the target audience in the center of the story: The video and sketches feature real women, not actresses, enabling the viewer to relate to them personally. Many women have looked in the mirror and not liked what they’ve seen – putting them in the same shoes as the sketch subjects. But this multimedia story reminds women to find try to see themselves as others see them, beautiful.
  • This campaign uses multimedia to put a new spin on an old tale: We’ve heard it many times before: It’s important to have confidence, embrace our inner beauty and not compare ourselves to an unrealistic definition of attractiveness. But “Real Beauty Sketches” shows us how damaging self-doubt can be. The video and drawings shed new light on how women see themselves – in a way that’s never been done with such impact.
  • Multimedia puts real women in the spotlight: The subjects of the sketches aren’t models chosen for their perfect skin or slender bodies. Each woman could be your sister, cousin, next door neighbor or co-worker – or you. In a sense, the multimedia elements showcase the person viewing them, putting him or her on center stage in the story.

Put Multimedia to Work

Dove really hit the nail on the head with “Real Beauty Sketches,” but you don’t need a huge marketing budget to capture the same results. Just borrow a few ideas from this campaign:

  • Use video, pictures and music to help the viewer visualize what it’s like to buy your product or do business with your company – in real life settings where they’ll subconsciously think: “That could be me.”
  • Tell a story that’s been told before. But this time, incorporate multimedia formats to reel the viewer in once again.
  • Put your prospects in the center of the story with video and images. Focus on their needs, alleviate their fears, ease their business pain.
  • When you have a process that’s difficult to describe, multimedia can save the day. Infographics use data and images to drive storytelling for a richer viewer experience.

Dove really hit it out of the park with the “Real Beauty Sketches.” The multimedia format combining video and the sketched images has earned 617 comments and 56 recommendations on the page alone; on YouTube, the video has been viewed more than 66 million times, with almost 157,000 likes. Even more encouraging, the multimedia campaign was instrumental in driving subscription for the Dove YouTube page. You may not see these kinds of numbers right away, but multimedia is a proven winner in helping you get there.

ISEBOX is an innovative platform that helps companies leverage multimedia content for content marketing campaigns, which encourage engagement, drive traffic and converts sales far more effectively than text-based formats. To learn more, please contact us at sales@isebox.com or call us at (888) ISE-7275.

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