The smartest thing Instagram did was mandating that the user base had to be on a mobile device to publish. They say a picture is worth a thousand words. Sharing them with a few nifty filters and building a mobile community around it was worth a billion dollars to Facebook. It was money well spent.
Well, because although we love our pictures, we like to see them move too. There’s only so much time to consume video on the go, however, so following Vine’s lead, Instagram added its video feature. Clearly short, sharable mobile video is here to stay. Six seconds, fifteen seconds, it doesn’t really matter as long as it’s short and defined across the community.
Like Twitter’s 140 characters, the clearly defined limitation forces the user base to be economic with their video messages. This appeals to both attention spans and the reality that there’s still only 24 hours in a day. The defined limitation also makes brand messaging inherently less annoying – and as of right now, users opt into following brands themselves (but one can surmise Instagram’s version of Twitter’s Promoted Tweets will be on the horizon). Nevertheless, brands that inform, entertain, inspire and/or offer deals in the visual stream will continue to connect and encourage positive social signals.
Brands must consistently create quality content to constantly improve social scoring because consumers are keeping score…
We’re at a critical disruption interval in the marketing world. Whether B2B or B2C, brands must consistently create quality content to constantly improve social scoring because consumers are keeping score with Likes, +1’s, Re-Tweets, Re-Vines and whatever is next. The digital content marketer’s job is to inspire a consistent stream of strong social signals so that brand advocacy contributes to social SEO. Short videos designed for sharing with mobile tools are an effective measure in the content marketing toolbox.
Here’s a slick example from Samsung on Vine:
I suspect they too hacked it so a professionally edited video could be uploaded – I did this with some friends. That’s some nifty pro-slow motion:
What do you think? Do you think short sharable videos will remain a viable marketing tool for the foreseeable future? Comment below.