How To Create Videos For The 21st Century Content Stack

The digital video landscape is changing…and fast. No longer are marketers able to create one-size-fits-all content that can be used effectively to achieve campaign objectives across a variety of different formats.

With short-form, long-form, live-streaming and narrow-cast niche social platforms seemingly springing up every week, the opportunities for marketers to distribute video in different ways have never been more diverse.

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We’ve all done it. You find a link to an interesting article or funny video you’ve seen online and decide to share it with a friend through email, Instant Messenger or SMS. This is classed as dark social. The reason it’s dark is because it isn’t tracked by conventional web analytics platforms.

It’s a lot more common than you think. A Radium One study recently reported that nearly 70% of online referrals now come from dark social.

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