I was excited to start this class because content creation is my favorite part of marketing. I just love the idea of listening to a client need and coming up with a creative solution that can help build their brand and exceed their expectations. When it comes to creating content, my strengths lie primarily in taking an artistic view on the product. In this case with KIND Snacks, I put thought into what activities a KIND purchaser would be into, and then build content around that. Another strength of mine would be understanding where this content would be viewed. If we are to take the time to make content, we want it to be seen. This to me is an equally important part of the process and needs to be understood by everyone involved. Certain outlets, like Instagram for example, only support square videos. With this being said, if we are to create content to be promoted on Instagram, we need to make sure it is a square so it is posted properly.

As I move forward in my career, I will pay more attention to market trends. The type of content others is posting may dictate what our viewers are more incline to pay attention to. I’ve noticed lately that companies are posting 2-3 second looped videos due the popularity of Instagram Boomerang videos. Although I believe this is a fad, it is still important to understand what other marketers are using to gain viewers’ attention.

*Full Sail University assignment for Content Strategy, Development, and Marketing, 07.18

As we continue on to create the content for KIND Snacks, we must look at the social media channels that would be beneficial to our brand story. KIND Snacks does a great job utilizing all social media channels to begin with, but this specific content is aimed at a demographic that is basically over looked by KIND Snacks. In order to decide what social media outlets to use, we must first identify our target market and see where their attention lies.

The content we are creating is a short form video aimed at active, healthy minded, teens. According to Statista.com; 92 percent of American teens have access to the internet, and 24 percent are connected constantly through mobile devices. Proving that no matter how active teens are, they are still browsing the web. When it comes to social networks, Statista also discovered that Snapchat is the leading app, reporting usage by 50 percent of all teens. Instagram comes in at a distant second with usage by 26 percent of teens, followed by Twitter which is used by 9 percent of teens. (Statista.com)

Now that we understand where our audience resides in the digital world, we are able to get our content directly to them. But once they see this video, what are our next options? Both Snapchat and Instagram allow you to embed your website directly into the video. So, after teens see this advertisement they have the choice of perusing KIND Snacks line of healthy options. Twitter is set up a bit different but still allows you to attach your website link to your Twitter post. It is unlikely that teens will be purchasing KIND Snacks online, but our main goal here is to make them aware of our brand and all of the delicious options that we have to offer.

I believe that if we make content that resonates with the lifestyle of the teens that will see this video, it will make a lasting impression for the next time they are stocking up on snacks for their busy schedule. Maybe they don’t want chips or high sugar snacks, they want to live a healthy lifestyle. Well now they know to keep a look out for KIND Bars the next time their parents ask them what they want as a quick snack.

*Full Sail University assignment for Content Strategy, Development, and Marketing, 07.18

For this month I will be working on content for the brand KIND Snacks, specifically KIND Bars. The content I have decided to go with is a video, a 10-15 second video at that. This video will promote healthier eating, specifically with in teens, which is a market that KIND Snacks rarely addresses.

According to Entrepreneur.com, the average human attention span is getting shorter. Short-form videos give you freedom to get to the point by appealing to viewers emotions in a logical sense within a short period of time. Todays teens live in a world of social media, dominated by short-form videos and text that is limited to 140 characters, so a 10-15 second video should speak to them on a level they are comfortable with.

Why aren’t KIND Snacks already communicating with teens? They promote healthy eating in adults and have snacks designed for children, but what about those adults who have been raising children into healthy minded teens? These teens also need snack options. I know first hand how busy teens can be with school and other activities they are involved in. I have two teens of my own and they are constantly on the go, always looking for something to snack on in a hurry, and many options out there are not healthy ones for them. I feel if KIND were to approach the teen market, they would be surprisingly successful and would help grow our healthy teens into healthy young adults.