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7 Seconds Away: The Rise of Short Form Video

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Short form content appears to be the next “next big thing”, at least until the good folks at Google find a way to plant ads directly into our frontal lobes. With that Social Video looks like it might finally be coming of age.

Since Instagram joined the short form video content party, people have been asking if this will have an effect on traditional video advertising. The short answer is no. These are both new(ish) channels and they’ll have no more of an effect on standard video advertising content than LOL Cats had on full page ads in Vogue.

What this does mean for marketers is that brands are going to have to get better at using short form narrative. There are some great examples of brands using Vine (we particularly like Urban Outfitters) but many are still scrabbling around trying to see how it fits into their overall marketing strategy.

The simple fact is it can’t be treated as a sub-channel, with shortened versions of “long form” adverts being cascaded down. Short form video creates a new dynamic and therefore (unsurprisingly) we yet again need to think differently about how we approach it to attract and engage users.

Principally brands need a very strong reason to get involved in these channels. 15 and 7 second “buy my product” videos aren’t going to cut it, not if brands want to be relevant in the space. Instead it’s going to be a long term investment and strategy that are going to win out. Check out http://brandsonvine.com/ for some interesting ways brands are using Vine. As for Instagram, I guess we’ll see an influx of brands utilising all 15 seconds very soon.

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