Facebook-owned mobile app, Instagram last week delivered an exciting new feature to its users with the option to record videos which can last up to fifteen seconds. And true to Instagram, 13 video-specific filters have been designed to choose from, along with the option of choosing a still from the recording to be used as the video’s cover.
Upon hearing about this latest feature, I instantly thought: copycats. The development seems to be a reaction to Vine – the video app from Twitter at the beginning of the year. Vine allows its 13 million (not a huge amount) users to record a looping clip which lasts six seconds. Unusual and entertaining it can be used to showcase anything, from advertising a new product to making a marriage proposal.
So, will the ability to post video on Instagram be a threat to Vine? While Instagram has scale (100 million monthly users) I highly doubt it. After having a play with the new option to video, I do have to admit that it is useful and fun, but unlike Vine, it doesn’t amaze or delight me. The ability to add effects to your video recording does create a better finish – but this is nothing new, with vintage video apps being a around for a while.
Vine’s stop-motion feature means a video you record becomes looped and therefore a lot more interesting. Your recording almost becomes a piece of art and a product of your individuality, while the six-second restriction demands a creative approach. Instagram on the other hand seems rushed and unfocused – is it about making videos appear prettier, or about telling a story, or both?
Of course, there is nothing wrong with Instagram’s video feature, but I expected a much more innovative development. As a regular user of Instagram to edit photos, I would have liked to see features to make videos faster, slower or more distorted. Maybe that’s work in progress, but for now, I’m sticking with Vine.
Despite already enabling us to share our pictures from Instagram and our videos from YouTube, Twitter now has a new way to share videos within its tweets. Twitter has shown us how brands can connect with their target audience, by providing an open door to the vast ocean of consumers. Due to the concise nature of Twitter posts, the public give every word they tweet the full consideration that they need to give to produce an accurate response or opinion that they have in mind. The function of the RT (retweet) for the average person can boost promotion of brands; it provides free advertising. Video sharing presents an interesting marketing opportunity.
Step forward – Vine. Vine is the new app behind video sharing on twitter, the essence of which is to display segments of video recordings or footage which have been trimmed down to six seconds (which some may argue is not long enough). When you capture a shot with your smartphone it captures one continuous shot, but with Vine it gives users an interspersed recording, it snatches snippets of the video thus auto-generating a longer piece stitched from these shots. This whole conception came about when Dick Costolo, CEO of Twitter, tweeted a six second video of himself making Steak Tartare using Vine, the small video-sharing start-up that Twitter acquired in October. Costolo’s tweet is most likely a hint that Twitter plans to integrate Vine in the same way they let users share Instagram photos with their tweets. At this moment in time Vine will only be available for ios users since the service requires them to download it as a free ios app. The Financial Review reports hearing from sources that Twitter will add integration in Australia in the “coming weeks”.
People who have used the app say that it is simple to use, with users only needing to press and hold a record button to start making a clip. When the button is released, the video pauses, enabling a full six-second clip or series of ‘vignettes’ that provide a smash cut effect, and then uploaded videos can be posted on Twitter.
By adding the feature, which allows users to record and distribute videos to millions of people, there is a sense that privacy will be lost by accidental postings, much like we see today with pictures and misdirect messages. I give it a week, if Vine is launched on Twitter, that someone, somewhere will record something that no-one on this earth needed to see or hear.
For brands, it will be possible to show things like: What they intend to sell, how much it will cost, specific functions or features of the item, and when the item will be out in shops. But all in just six-seconds? To be honest I don’t really see a movement from TV advertising (which offers at least a minute of advertising for brands) or movement from YouTube advertising (which offers at least 15 seconds) of advertising, to six short seconds on Twitter. For brands that can advertise in just a few seconds, for example about a simple product like a bar of chocolate, there is potential to take up this idea and promote and advertise their brands using Vine.
The benefits of video marketing in general include: Less investment needed for video marketing; a branded video doesn’t need an expensive, spectacular studio to impact audiences online; the very essence or message of a video just needs to resonate with audiences. So the components of even a six second video on Twitter could cause it to go viral. These components include; funny, edgy, inspiring, shocking, authentic, visual or something that relates to peoples own personal experiences. Some companies and brands such as Samsung, Jobsite, and eHarmony have found that having a savvy storyboard and integrating into social media (YouTube) offers an abundance of exposure, interactivity and, more importantly, a 6 second video will be much cheaper. Precise targeting, using digital video marketing, gives brands the ability to specifically focus on their target audiences or consumers with ease.
With good content and good access (which Twitter already offers), this may drive a mass of consumers to a brands’ Twitter, Facebook or even its YouTube channel, providing more exposure for the brand. People that like brands’ videos are likely to tag, hastag or even retweet them, again gaining more exposure and increasing the levels of traffic on their social media channels.
Obviously, the goal of video marketing is to get content to catch like wildfire and spread across the globe (like the Gangnam Style video). With Twitter’s new way to share videos there may be a flood of brands using this method that’s cheap, interactive and gains major exposure on social media.
“They’re little windows into the people, settings, ideas and objects that make up your life. They’re quirky and we think that’s part of what makes them so special”. He also claimed that “the two companies share similar values and goals.”
In addition to this, Michael Sippey, Twitter’s Vice President of products, wrote:
“Like tweets, the brevity of videos on Vine inspires creativity.”
I personally would give Vine a try, and am interested to see how consumers will respond to this new way of video sharing because the public, consumer or customer is very honest about a product and will surely express whether they like it or not. Then again it could just be another social flash in the pan that we all get excited about and then it just fades away.
Today’s digital age has made social media the centre of most interactions. This form of communication is increasingly becoming more in demand as company’s use the World Wide Web to deliver their business ideas and marketing messages to consumers. As individuals we are faced with hundreds, if not thousands, of brands every week all of them with one goal to become the best and whilst some succeed others fall well behind.
Goviral is a branded video distribution network which looks at brands that have used video content in their marketing strategies. It investigates how video content is reviewed based on the quantity of views, the interaction of the audience, and the response they receive through materials uploaded to social networks like YouTube, Vimeo and Facebook. It investigates how brands are becoming aware of the potential that digital interaction can have between the consumers and the product by engaging them in dialogue as appose to just selling the product online, in other words giving them something to talk about. And so it is no surprise that this year Red bull is first in place at goviral’s top 100 list. On Oct 15th we saw Felix Baumgartner attempt the first record-breaking skydive engaging around 8 million viewers on YouTube. A great example of how a brand can make a connection to its product and the consumers. It certainly drew on their famous catchphrase ‘Red Bull Gives You Wings’.
It is also interesting to see some brands that have created hours of content receive only less than one million views and others creating a lot of views but hardly any audience involvement and interaction. This demonstrates Ads that fail to produce the necessary content needed to connect with the audience, for example brands like Smirnoff, Corona and Jack Daniels all listed in goviral’s 90’s fail to make an impact because they haven’t “sparked agenda-setting conversations”.Unlike successful brands like Nike, Old Spice and Red Bull that are not scared to and so continue to take risks. “An effective social video strategy can elevate a brand beyond the product, creating an experience consumers really want to part of.” Mads Holmen, planning director at goviral.
Here at Prohibition PR we regularly seed videos for clients but we always ask what are the core objective of the project. For instance is it views, engagement, likes, comments, hits, sales or is it just overall brand awareness? If you can get the brief correct at the beginning the rest of the process is far simpler. Here is a video, also below, we seeded recently for our client The Sleep Council.
Do you think a brand needs the controversy to be successful online? Have a look at govirals top 100 list HERE and feel free to share your thoughts with us.
The Social Media Revolution video has been upgraded. The first two have been rather popular especially the version with Fat Boy Slim’s Right Here Right Now. This latest version is for 2013 and offers some interesting quotes and statistics. These videos are always good for people that aren’t sure or fully understand social media.
Here is the original in case you didn’t catch it but this video has been seen by more than 1million people at the day of writing.
Here is a nice little video I found on Lee Hopkins blog on B2B social media and I thought it was worth sharing as its quite short and to the point but it has a few interesting statistics in it which could be useful when speaking to clients.
If you have seen a good social media video please feel free to share it with us in the comments as I am always looking for useful videos.
Here is a clever little PR stunt by Ibis hotels. The hotel chain has developed a robot that creates an artistic imagery from how you sleep and from the video – it’s actually rather stunning. From the question, “What does your sleep look like?” it creates a picture of your movement during sleep. The video clip below has been watched more than 33,000 times already and the story has received international coverage all over the place. Hotels all across its Europe network are getting involved in the experiment with 40 lucky people being selected from the Facebook page through an integrated app to have their own piece of art created. It has been reported that the robot works using special mattresses which measure heat, pressure and sound. The robot receives the information and plots it onto a canvas creating your own bespoke design. The campaign looks like it has been created to get likes and generate conversation. I really like the idea of the campaign as it’s properly integrated but I had been involved in the development of the application I would have made it a bit easier (and clearer) to like the Ibis page as it’s not clear when you are in the app, which may explain why 2.3K people have liked the app rather than the page. It becomes quite confusing and the scroll function makes it a tad difficult to navigate too but these are semantics as the idea is a brilliant and sound one. The very concept of seeing your dreams in reality is genius and I would love to see mine but I think it would be far better to see my wife’s as my six month old son is keeping her awake at night at the moment. If we were running this campaign, I would now get a number of famous faces to test it out and get their dreams visualised. The work could then be auctioned off for the relevant charities the celebrities (or artists) are patrons of. I would also see what art critics thought of the work itself and have it analysed by a psychologist to see if it really did tell you anything about the person This has been cross posted on Dead Prohibition
Here is an interesting concept – everyday we hear more and more about Facebook growing and I read a lot of posts of people asking for new features or making recommendations on how Facebook can change and get better.
This has prompted Venessa Miemis to create “The Future of Facebook” project which is basically a campaign to gather enough money together to interview a huge amount of big hitters and ask the big question “What is the future of Facebook?” Let’s hope it’s better than that of Friends Reunited.
For the record my view on the future of Facebook is that it will become a mobile hub that allows us to buy, interact, share and post wherever we are without us needing our credit cards. I also believe that to do this the ongoing battle with Google will be resolved eventually and the garden walls will be removed and we ‘the users’ will be able to share our content wherever and whenever we want.
I think this is quite a clever way to get the funding to do a video which is going to be watched by millions – so it gets a tick from me. They need to raise $5,000 and they have 42 days left on their deadline having already received $3,356. Let’s hope the video is worth it and doesn’t go on for too long when it is finished.