With the growth if Vine and the introduction of video to photo sharing powerhouse Instagram, brands are seeing more and more focus on short-form video as a way of continuing brand conversations in the digital space.
Where imagery and copy once connected consumer to brand on social, custom-created video content now deepens the connection and increases time spent interacting with brand content.
Vine or Twitter?
It's not really a "make a commitment now" type of situation as Vine's growth and the newness of Instagram don't really cause a rush to make the boat or miss the opportunity.
For many brands, experimenting with content that tells the brand story in an exciting and engaging way is the best path at present.
Extending the Conversation
Using Vine and Instagram video to tell a story beyond the screen is something that we're thinking a lot about. Whether it's a television program showing behind-the-scenes content from filming and pushing that content via Twitter and Facebook to their 2nd screening audience or a brand using Vine and Instagram video to extend their 30-second ads by another 15 seconds by inviting users to view content on their mobiles, tablets and PCs, the idea of increasing the depth of engagement and conversation with consumers is within reach with these short-form video experiences.
Tips For Creating Engaging Short-Form Videos
Go beyond the ordinary. Many consumers are looking for a conversation and experience that goes beyond the superficial and the sale. Take the consumer behind the scenes and beyond the ad - that's where relationships are born.
Plan once. Shoot thrice. Post once. Be willing to sacrifice a bit if speed in order to create something interesting and engaging. Instagram's video offering has a leg up on Vine in that you can actually edit the video segments by deleting one that didn't quite work out. Also, use the built-in syndication of Vine and Instagram to populate content through your other social channels.
Think of how your content will live and be shared. Since Vine and Instagram are part if larger networks, consider how your content lives within those networks. Take hashtags and sharing into account when publishing through attached Facebook and Twitter accounts.
Think like a show runner. As short form video content gains more traction, you need to start thinking of your content in the context of the larger narrative. How does your short-form video content play into and off of your Instagram content and the conversation on your social channels?
Consider the paid aspect. Think about how boosting content posted via Instagram and Vine through Facebook and Twitter feeds into your paid social strategy. Look to success in terms of engagement on those platforms as a way to tap content for promotion.