On April 12th, Isnan Arif, Social Media Manager, Growmint, joins as a guest speaker at the 28th Kalbe Experiential Marketing Forum, together with Krishna Kumar, Industry Head, Google Indonesia, and Henry Manampiring, Client Partner, Facebook Indonesia.
The one-day workshop is held regularly every two months by Kalbe Nutritionals Indonesia to enrich their internal teams’ knowledge on current marketing strategytrends and insights to strengthen their brand.
In this session, Isnan started by uncovering Indonesia’s video content trends and shared critical key points on how to create an effective content marketing strategy through digital video. With a 22% online video consumption growth in Indonesia, Isnan believed that 2017 is the year of digital video.
“Indonesia now has 79 million active internet users and only 4% of them do not watch online videos. No wonder if Youtube becomes the second most visited website in Indonesia,” he said. “It combines visual and audio elements, that’s why video is the most engaging type of content,” Isnan added.
Aside from that, video duration also becomes one of the key factors in creation success. Isnan stated, “The most important thing that can’t be ignored in video content marketing is the first five seconds. In a short amount of time, brands must grab viewers’ interest or they will skip the content. For example, if you want to create a “How To” video, it would be ideally around 30 seconds or up to 1 minute.”
Based on Growmint’s past case studies, Isnan discovered that the top viral videos or videos which generate a high number of views are very relatable to daily life – vlogs, for example. These type of videos tend to create a sense of connection with the viewers, making them feel that they’re in there and having a similar experience with the video makers.
While content is king, distribution is queen. According to Isnan, brands should also know how to optimize the digital platform features to boost better marketing performance. To help brands reach their desired target audience, Isnan shared a few tips and tricks including how to use the right influencers to create maximum digital impact.
Isnan explained the three key points that brands need to watch out in choosing digital influencers. “First, do they represent the brand? Second, are they overused? And the most important, how is their digital impact? Brands need to be aware that sometimes the followers are able to see the difference between endorsement and the influencer’s real posts – which is why, an overused influencer may not generate the digital impact as desired,” Isnan said.