Why Brand Affinity Marketing is the Future — Chris Savage // Wistia

Quotes

• “Video is an incredibly emotional medium. You can build a lot of trust in video because people can see things and judge it with their own eyes if something is real or not. But I totally agree that audio is fantastic for bringing people into deeper conversations.” -Chris“We live in a world now where people expect that when they search for something, they get to pick whether they watch it, listen to it, or read about it. I think we need to actually give them all of those options although not necessarily the same media in all those options.” -Chris“Brand affinity matters more than awareness. It’s notenough to know that something exists anymore. People need to care about it.” -Chris“If you have brand awareness, people know what the name of your company is, usually, and they have an idea of what your company does. So if you are a company with no competition, brand awareness can be enough. Affinity is how strong is your connection with a brand.” -Chris“Anything longer than 10 -15 minutes, I think falls in the category of long-form content. We live in a world of Tik-Toks and five-second videos and it’s very hard to build affinity in that but I agree that you can try building awareness with it.” -Chris“We like to think we are in a world where people only watch or burst into things, but we also live in a world where our culture now is an internet culture. Every niche that you can get into, there are already like a million people into it and they are all connecting in sub-reddits.” -Chris“I get the idea that you can build affinity through a longer format and longer conversations. You’re not just capturing blips and snapshots and bursts but you’re actually getting a deeper engagement.” -Ben“The long-form content is a way to extend that experience with the product by making counter products. That matters so much because if you can actually connect and build an audience, you don’t have to rely on the paid tactics as much.” -Chris“I think the barrier to production is lowered and there are different shades of grey in terms of how professional you need the content to be to have it actually provide value.” -Chris“I have seen a lot of different companies but what makes them similar is that they’ve realized is that investing in the brand will help them stand out and build a strong company over the long term. In all of those cases, there are often visual things and they have a strong point of view.” -Chris“What we have seen from companies that have really gone deep on this is that you are going to start to measure the time spent with your brand, brand search, and direct traffic. Things that are clear indications that people connect with your brand and then you can start to look at how much time they are watching and listening and compare that to how they perform based on where they are on the funnel.” -Chris“One of the things that I think is very important about building long-form content to try to create brand affinity is that you actually get to own the audience. Content marketing, in general, short-form or long-form, by owning the audience you get to subtly and over time build in the various parts of your message into the content.” -Ben“When you own the audience, you get to continually message to them appropriately. That’s one of the biggest things to think about when you are going down any sort of content-building business. You are not using this to try to get the advertisements out there, in the same way that you would in performance marketing where you are paying on a CPA basis. What you are doing is building a longer-lasting relationship by being able to present your content to the same group of people routinely.” -Ben