The death of television commercials: Using social videos to enhance engagement and conversions

Abstract

The shift in entertainment consumption behaviour among
today’s consumers has signalled a corresponding change in content
creation processes. Mass marketing is no longer relevant in a world
where individuals consume data separately while staring into
glowing screens. However, many businesses are still employing video
content that is aimed at the entire market instead of segments.
This paper will highlight the differences between television
commercials and social videos, as well as provide detailed
instructions on how to create highly successful video content.
Campaigns executed by Sony and LACASA will be examined to clarify
the concept of content personalisation and its role in maximising
engagement and conversions.