In the world of social networking, where getting noticed is becoming increasingly difficult without sponsorship, videos from “Brut” and Konbini are the exception. How do these video geniuses manage to achieve unrivalled engagement rates on Facebook and Twitter ?
At a time of infobesity and shrinking attention spans, it’s essential to get to the point : the formats chosen by the new information platforms are therefore very short (maximum 2 minutes on Facebook, 30 seconds on Instagram).
These start-ups have also taken into account the radical change brought about by smartphones in the way we consume information, by offering vertical, square videos with subtitles that can be watched without sound.
Integrated directly into social networks, hence the term “digital native“, they are far more effective in terms of engagement than videos posted with a YouTube link: they are shared 477% more times and receive 530% more comments!
The platforms that produce these videos have a single objective: virality. Their video must emerge first in news feeds, being seen and, above all, shared by the greatest number of Internet users. To achieve this, they play on the well-known psychological drivers of emotion, empathy and indignation, highlighting controversial topical issues as well as beautiful stories and initiatives on issues such as the environment, animals and solidarity.
A great deal of attention is paid to storytelling, pedagogy and editing to maintain interest. To achieve this, the videos rely on hard-hitting figures; a clear message with a single idea per video; large subtitles in attractive colors; arrows and other animated elements; on-camera interviews; gifs; video extracts. Everything is done to make each video effortless to watch.
Thanks to its winning formula, Brut, with 1 million likes and 20 million daily users, is one of the leading Facebook pages in terms of engagement.
