Video is the most engaging type of social content. Over 100 million hours of videos are watched on Facebook every day, with videos receiving 135% more organic reach than photos. That’s why brands are eager to showcase more and more video content, with many leaning toward short-form, “snackable” videos. Conveniently for us, we’re pretty good at telling a story in a short amount of time.
When Carter’s wanted to find a new way to reach the ever-growing market of millennial parents, they knew short-form video was the way to go. The goal was to create a “we’ve all been there” feeling that would build connections on an emotional, personal level — with a target audience known for rolling their eyes at marketers’ attempts to build emotional, personal connections. We worked directly with Carter’s social marketing team to find real families and capture their authentic experiences in thoughtful and intimate social portraits. What started as three videos turned into a series of nine, garnering nearly 10 millions views and resulting in 300% growth in engagement from Carter’s social audiences.
Sure, anyone can put a cute kid in front of a camera and get a bunch of likes on Instagram. What made our work with Carter’s unique was the way we captured the everyday moments in a way that young parents could immediately relate to. They watched these videos and thought “that is so my family,” and shared them with their friends and their families. Short-form video is just beginning to reach its peak potential, and we’re excited to partner with more brands to find unique ways to share their stories.