The launch of the first Dentsu Aegis Network exchange4media Digital Report took place recently in Mumbai. The report looks at the growth of digital advertising, factors responsible for the growth and the future of the digital medium and digital advertising.
On the sidelines of the event, Vinay Singhal, Founder and CEO of WittyFeed, gave his thoughts on how brands could use the digital medium and social media to create content that brings reach as well as engagement with the audience. According to him there are five basic rules that content marketers should follow.
The first is the content is discovered on social media. “When I say social media, I mean Facebook. 50 per cent of traffic to most publishers comes through Facebook. For us it is even higher at around 90 per cent. The days of SEO and SEM are gone,” he said.
The other thing to keep in mind, he said, is the importance of video. “Video is not the future, it is happening right now. 72 per cent of total internet consumption will be video by next year while 65 per cent of total ad budgets will be on videos. Videos are also no longer the costly affair they were thought to be earlier. Because of digital, the whole equation has changed. Video is effective and it is viral,” he said.
Talking about content, he said that it is important to listen to one’s gut but he emphasised that it is more important to trust in data. The data should back your gut feeling, he stated. “Content marketing is not only about creativity. You need to back it up with data and find people who will help you with the data,” he added.
Even though he agreed that video is going to be a very important medium, he cautioned the audience that they should not consider any format as “boring”. “You have to reach the audience in a way they understand. It is the emotion that goes viral. If you hit the right emotion, your content will go viral,” he said.
He also advised the audience to not just think about size when it comes to social media. According to Singhal, size does not matter, it is more important to understand what the audience wants and then provide it.