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Have Brits reached ‘peak content’?

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25th Nov 2015
Editor MyCustomer
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A new global study from Adobe reveals that Brits are becoming more selective about the content they view, with 68% stating they now stop engaging with content they see as ‘poorly designed’.

Poorly designed, in most cases, means content that fails to display well on the devices consumers are using, whether it be a mobile, tablet or desktop computer; while in the case of video, it often relates to content is too long or not of a high production value.

And people are becoming more selective due to the sheer volume of content they’re having thrown at them on a daily basis, with 50% Adobe’s 2,000 respondents saying they have become permanently distracted by the amount of content they receive every day.

Adobe says the study shows that marketers must hone in on making their content well-designed and easy to consume, or else risk losing a captive audience.  

“Brands now have a huge opportunity to engage with their customers in so many different and exciting ways, but get it wrong and they will turn off,” says John Travis, VP, EMEA marketing at Adobe.

“Thinking about how to deliver great content and beautiful design that is easy to use and consume whenever, wherever and on whichever device the individual is using is what will make the ultimate difference to being able to embrace the opportunities presented by our multiscreen, multichannel world.”

The study also found that people in UK are opting for quicker ways to consume content. 64% would prefer to watch videos over reading articles, and 59% would prefer to skim short stories over reading lengthier articles. Crucially, almost half (47%) value content that is tailored to their interests.

Content marketing now makes up 10% of total digital marketing budgets, according to a new report from Econsultancy.

Twitter’s head of content marketing for EMEA, Paul McCrudden recently told MyCustomer.com that this would need to increase considerably to account for the rising engagement in mobile video. McCrudden has seen a 150 times growth in how people are consuming video, with “phenomenal growth” over the last year. He adds that 90% of Twitter views are on mobile, and that people are consuming video content through three different ways on the platform:

· Native video: This is any video which appears within the Tweet, just as an image would. “We’re commonly seeing brands sharing video assets they’ve created already and using it natively on Twitter.”
· Vine: A six-second looping app which has been taken on by creative audiences. “We’re seeing really nice uses of that through stock motion, animation and other techniques.”
· Periscope: A live streaming video app which we launched a few months ago, a window into the world of someone else. There’s been 40 years of live video watched every day on Periscope and provides ‘behind-the-scenes’ access for a lot of brands

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