Image credit: Matt Nazaro
In the biggest user divide since Apple and PC, the showdown between Twitter’s Vine
and Facebook’s Instagram Video has prompted heated conversations about which
service reigns supreme for branded entertainment. However, as a marketer, you don’t necessarily need to get caught up in the debate, since both platforms offer unique benefits for content marketers and advertisers looking to start conversations with customers and prospects around engaging, sharable video.
Overall, online video engagement is booming as users rush to view, create, and share “viral” videos and clever branded content with friends and family. It’s no surprise, then, that social video sharing has seen massive growth across all devices. For marketers, both Instagram Video and Vine present an opportunity to distribute branded entertainment in a short-form, packaged format most consumers are actively participating in and seeking out.
Already, brands have begun to take advantage of Vine and Instagram Video, two of the
most popular social video sharing apps. Though technically these services are
competitors, you don’t have to choose a side: both platforms have their advantages and short-comings, and both can be leveraged in order to connect with consumers cross-platform in interactive and authentic ways.
- 6 seconds
- Embeddable for easy sharing
- 13 million+ iOS users & ~1 million Android users
Consumer attention spans have never been shorter – particularly when it comes to intrusive and uninteresting content. When use properly, six seconds can be more than enough time for a company to create unique, sharable messages for its fans and social media followers. With Vine, sending a clear, creative and succinct message is imperative. But remember, less is more. Keep the video simple and avoid bombarding
fans with too much information in the short clip. Moreover, Vine’s intrinsic loop function makes the app particularly suited for repetition-friendly content like animated GIFs, memes and recurring sequences. There are also great opportunities for brands and agencies to incorporate Vines into contests, product launches, sneak-peeks and helpful tips, hints and informational content. At the end of the day, if your brand has a large presence on Twitter, Vine is a must.
- 15 seconds
- 13 filters
- 130 million current Instagram users
Yes, you have a few more seconds of story-telling time with Instagram Video. Nonetheless, make sure your clip captures viewers’ attention early on so viewers don’t drop out early. Filters and editing ability allows more creative freedom, but don’t abuse it. Again, simplicity and creativity are key. If your company already has a large fan base on Instagram, use video features to broaden brand awareness, improve your messaging to mobile users and engage your social media followers with richer content.
Ultimately, Vine and Instagram Video both share benefits video marketers shouldn’t ignore. In particular, both services are optimized for search engine indexing with the ability to use hashtags and tag individual users. Brands can search for user-generated content and monitor the ways fans share or respond to specific branded content campaigns, messages and hashtags.
Since Vine and Instagram Video have natural distribution channels through their respective parents Twitter and Facebook, distributing content is relatively cheap across both platforms. Moreover, with branded Vines are shared four times as often as branded online videos, and branded content making up four percent of the top 100 tracked Vines, there’s evidence to suggest short-form video users are receptive (or, at least, more agnostic) to creative branded messaging.
As a marketer, if you aren’t already using Vine or Instagram Video, it’s time to
start. Keep it simple; send a clear, effective message; don’t be afraid to experiment; and amplify the consumer-brand conversation through innovative social video.