Should PR copy advertisers’ ‘six-second’ messages?
Advertisers are rolling out their most succinct format yet. Should PR pros follow their lead or blaze their own path?
Just how short can a message be before it loses meaning?
A recent piece in Adweek titled Why Brands and Agencies Are Preparing for the Era of 6-Second Ads, predicts that these “snackable” ads will begin to come into their own, if not by the end of this year, then by 2018. This is proven by the NFL using 6-second spots during this season’s games on Fox. Advocates argue the bite-sized videos are ideal for attracting Millennials and Gen Z, who, at least stereotypically, have little patience for longer-form formats.
Plus, research shows that these mini-ads work, at least when it comes to building brand recognition and especially when targeting new customers. A Google-sponsored study found that 90 percent of the ads succeeded in producing ad recall, while 6 in 10 ads generated greater brand awareness.
Given the gathering success of six-second ads, should we be considering a public relations equivalent? Not necessarily.
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