Downtown Marketing Trends 2023 | Video

If a picture says a thousand words, then a video tells the whole story, right? And video is everywhere these days, thanks to the fact that nearly all of us have a handheld recording device in the palm of our hands at all times. 

 As video technology and publishing technology have rapidly increased, conversely, our attention spans have shrunk exponentially. Sadly, it is now estimated that the average human attention span is eclipsed by that of a goldfish!  Purportedly, goldfish have a leg up (ahem, fin, perhaps?) on us humans, with an additional second of focus, so that’s Humans 8, Goldfish 9. The stats and research have been disputed, but there’s no discounting the fact that we have very short attention spans. Modern media is not helping the trend. 

 As evidenced by the popularity of ephemeral media like Snap, TikTok, Reels and more, we live in an era of hyper-paced media consumption, so video is a great way to get your message across in seconds. But there are a few things to note:

• 73% of consumers prefer short form video¹⁴
• Short form video has the highest ROI¹⁴
• 30% of all short form videos are watched 81% pf the way through¹⁴
• Users spend an average of 45 minutes at a time watching TikTok videos¹⁴
• HubSpot considers short form video to be under 60 seconds, with the optimal length between 31-60 seconds¹⁵
• 85% of marketers say short form videos are the most effective format on social media¹⁵

 So why do we still see so many long form videos being produced by organizations and marketers alike?  Ego, mainly is our gut take. But perhaps they’re trying to reach Baby Boomers. According to HubSpot, “56% of Gen Z, 54% of Millennials, 48% of Gen X, and 26% of Boomers say they discover new products most often on YouTube,”¹⁶

 

The kind of content and length of video you make really depends on your audience. HubSpot notes, “While each generation might watch fairly similar content, it’s important to remember that the goal is different. For Gen X, it might be to reminisce, while for Boomers, it’s to save time, and for Millennials and Gen Z, it could be to learn something new,” so the old adage, “read the room” definitely applies here as well.¹⁶

 But for many marketers and smaller organizations, professionally produced video is a luxury or out of reach for some budgets. Again, that handy-dandy device in your pants pocket can come in handy. A few things to note:

 

• Not all video needs to be perfectly polished. In fact, 90% of consumers said that authenticity is important when deciding which brands they like and support¹⁷
• 92% of marketers believe that most or all of the content they create resonates as authentic with consumers¹⁷
• 51% of consumers say that less than half of brands create content that resonates as authentic¹⁷

So when you’re out and about in your district, keep your smartphone within reach, and don’t shy away from shooting some impromptu, casual and non-professional video on the fly. And telling your district’s story with short form video on social media can be as simple and as a quick intro video and hello with your favorite barista while grabbing your morning coffee, lunch out with coworkers, an afternoon break meeting people in the park, happy hour, or more. For many, video can provide a virtual snapshot of what it’s like in your district. Having video on hand also comes in handy when you need to tell your story as part of a campaign.

 

UPCYCLE

We like to say that “A little B-roll goes a long way”, and that’s especially true for short form video. A few things to love about B-roll:

• Oftentimes, a media company (say the local paper, culture rag or TV station), will shoot and produce video for you as part of a larger package. It’s often a “value add” as part of larger campaign. Invest once, then repurpose, reuse, recycle and upcycle
• If you’re doing a professional shoot, ask the videographer to get (and give you), plenty of B-roll that you can re-purpose later
• Cut down 15-second snippets to use for TikTok, Reels, Twitter and more. Produce once, then repost or share across multiple channels
• 15-second spots are also the perfect length for many streaming TV buys, YouTube and Google advertising and more (clearly your social channels)

 

But where else does B-roll come in handy?  PR. Most definitely PR. If you’ve ever tried to get the local media out to cover one of your events, it can be challenging — especially if you’re not buying an advertising package from them. Recently one of our colleagues shared with us an enlightening anecdote from a Top 20 U.S. metro.  On the very same day that she was holding a big press conference/media junket for the unveiling of a placemaking project that took nearly a year to develop, there was a massive auto accident about an hour outside the city. All the local TV stations were covering the accident live, and pulled the TV crews she was anticipating for her event. Not one to be discouraged, she and her assistant moved forward with the event, shot B-roll with their iPhones and sent it to local newsrooms instead.  And guess who got featured on that night’s news? Yep! 

With tapped newsrooms, reduced editorial staffs and slim-lined news crews, plus consumers’ short attention spans and their preference for authenticity – B-roll shot on your iPhone can be a lifesaver in your annual content calendar.

 

AUTHENTICITY

While we’re on the topic of authenticity and consumers’ preferences for the real deal, we wanted to call out some of our favorite campaigns from downtowns, districts, and DMOs showcasing the faces behind the community. A few come to mind, and while not video (these were photography-based), the essence is the same — keepin’ it real!

 Downtown Fort Collins (CO) did a very popular “People Behind the Plates” campaign to support their annual “Great Plates of Downtown” promotion. Great Plates of Downtown is a nearly two-decade long promotion, similar to the restaurant weeks many downtowns produce. There’s a prix-fixe menu at participating locations, with a portion of the proceeds donated locally. Downtown Fort Collins interviewed 25 employees from participating locations to genuinely showcase the veritable faces behind the plates. The result is approachable, credible, and personable and tells the story of a tight-knit downtown that supports its community. We absolutely loved this one!

 Another example comes from Downtown Tempe (AZ) in late 2020. During the full brunt of the pandemic, the BID ran a social campaign entitled “I Mask Up Because…” and featured interviews and quotes from local business owners wearing their masks, and describing what it meant to them and the community. With varying viewpoints, perspectives, and positive impacts, the campaign put a human face (albeit a masked one) in front of the district’s fans and followers and drove additional support to their struggling businesses during some of the darkest days of the pandemic. Kudos on a personalized campaign bringing awareness and driving support to their stakeholders!

So whether you’re shooting photos or videos for your district, keep authenticity, varying viewpoints, and stakeholder support top of mind. The more real you are helps tell your story, and pays off in dividends regardless of media type.