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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.

Inappropriate Uses for Vine in Business

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There are a hundred different blog posts about how to use Vine effectively as a business tool. For instance, this one from Chris Brogan does the job perfectly.

But what about inappropriate uses for Vine? What’s the best way to damage relationships, cash flow and reputation all within 6 seconds?  We’ve had a bit of a think and here’s a few ways we think you could do it.

1) Customer endorsements are the best! Why not see how great an endorsement your customer can give you whilst you mercilessly throw peanuts at them? You can call them 6-second endurance endorsements. Take it Ken! Take the rain of peanut misery and tell us just how much you love us as a supplier!

2) Barry in Telesales is a closer. Film Barry as he lambasts 83 year old Mavis, from Sutton-on-Trent, for “stringing him along”. Snigger along to create your own laughter track. After all, Barry IS sales and the perfect poster boy for your business. No-one escapes Barry’s sales net.

3) You’ve landed that big client! Now tell everyone what you REALLY think of them.  Maybe using gestures and props. Don’t hold back. What’s the worst that could happen?

4) Show the world what a laid back fun loving bunch you are by filming the next office social at Webster’s Karaoke & Grill. Now sit back and watch the comments come rolling in as eagle eared viewers try to decide exactly what animal it is Darren from Tech Support is strangling live on stage.

5) Film Wendy from Finance as she walks down the corridor with her skirt tucked into her knickers. This is better than the time you filmed Henry the janitor choking on a skittle. Make sure you get the company logo in the shot though!

6) Your CEO is great! Everyone loves him and when he talks it’s like he’s delivering little flying candy hearts of joy directly into your ears. Your customers can’t get enough of him on-screen. So give them what they want! Show his vulnerable side. A sneaky peak of him in action next time he pops to the loo should do the trick.

Well frankly there are just a few. Why not see if you can come up with any yourself and post them below?

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