As we found out a few weeks ago, the rumors were true: Everyone’s favorite image-based social networking app, Instagram added 15 second video clips to its bag of tricks and almost overnight, Vine’s buzz went down several notches in volume. Proponents say that, while YouTube has a massive catalog to rest on (for now), Instagram has effectively eliminated Vine’s value —a contention supported by immediate brand buy-in and a major drop in Vine sharing on Twitter shortly after the launch and continuing to drop with top brands engaging quickly on Instagram video now that several weeks have passed.
Instant Value for Instagram video:
- The community is already ready and waiting. Instagram has an enthusiastic and passionate group of users willing to offer the benefit of the doubt as the platform introduces new functionality.
- 15 seconds could be “just right.” Sometimes, YouTube videos can feel like they’re going on forever. However, since they’re capped at six seconds, some Vine videos feel too short. Undoubtedly, Instagram video will be “just right” for certain messages.
- Photo filters with video add significant value. Doesn’t everything look better with a little more contrast and brightness?
- Instagram is backed up by a content “beast” with a giant user base. Facebook hosts more content than any other website in the world, and because Instagram integrates beautifully with the Facebook interface, it may end up adding user numbers —especially if Facebook-ers who aren’t already using Instagram fall in love with the format when they see it go by.
As marketers, we want to connect with customers in the places they actually spend time, so if your customers are already engaging with you on Instagram and Facebook, using Instagram video can probably help you spread your messages more effectively. And in 15 seconds, it really doesn’t have to be that fancy. To get some ideas started, here is a great Mashable post that shows 5 excellent examples of brands who have taken full advantage of Instagram video in inspiring ways. I particularly love the Lululemon video. What does your brand have to say in 15 seconds?