Marketers have more than enough ways to convey their message to their audience; they can choose from print, blogging, online streaming, TV ads, or social media presence. Whatever suits their taste, they can easily customize they approach using any of those platforms.
But if you only had 15 seconds to market your brand to the world, how would you do it?
Short videos are becoming wildly popular in cyberspace these days, mostly driven by apps available for iOS and Android mobile devices, and then shared afterwards in social networking sites. Twitter’s Vine introduced the 6-second video posting concept to the mainstream, and was then followed by Instagram’s 15-second version. Then there’s MixBit, launched just two months ago, which also provides editing of multiple clips into longer one- and two-minute videos.
So what is up with these short videos?
There are numerous reasons why it has become an overnight sensation. The most obvious one is the fact that it’s something new; before, videos can only be shared thru full-length video sites and apps. Vine and Instagram videos are more shareable, and because of its shortness, it’s easier to upload and view, even with a crappy connection.
Vine encourages creativity (marketers would have to give everything they’ve got and cram them all in 6 seconds). It’s a bit unique because of the fact that it allows video looping, as well as stop-motion animations that give creative marketers the liberty to customize their frames.
Meanwhile, Instagram allows more space for companies to upload 15-second “mini-commercials”, but doesn’t really allow much editing functions. It’s more of a traditional video uploads where you don’t have to be extra-innovative.
Both platforms encourage social sharing, which makes marketers grab it as an opportunity to engage with customers on a more personal degree. In a user’s point of view, Instagram videos are generally intended to be on Facebook, and not on Instagram’s own network. People like to link both accounts because Facebook is a much stronger and broader network.
In the same manner, Vine is intended for Twitter, and because it is basically a micro-blogging site wherein majority of tweets are pure text, posting videos can become very attractive to followers, especially for company Twitter accounts that are able to establish a huge following.
With a medium like micro-videos, marketers’ brains will be stretched to their limits as they think of ways to maximize that very little time they have to create a video and send a brand message to the public. With the right concept and a dose of creativity, a few seconds is all it takes.