Short videos posted on social media platforms are not new, right? Vine has been around since the beginning of this year with its 6 second loop videos. So, what is so special about video on Instagram? Christopher Heine offers up “5 Reasons Why Instagram Video May Cut Down Vine,” an article posted on AdWeek.com:
1) Longer videos
15 seconds could turn out to be a far more engaging length than Vine’s six-second clips. Not to mention, in terms of advertising, that’s the length of TV spots constantly employed by brands.
2) Cool filters
Anyone who has made a Vine knows that they are fun but kind of rough-looking. Instagram’s filters and cinema elements really seem to give it the upper hand here.
3) Brand Engagement
On the pure marketing level again, social media teams are getting stretched like crazy these days, as they have for a few years been trying to market items with Facebook, Instagram photos, Twitter, LinkedIn, Google+, MySpace, Foursquare, Pinterest, etc. If brands can incorporate good-looking Instagram videos into their messaging via those channels, will they bother with Vine? It undoubtedly will be interesting to watch.
4) Built in scale and community
Instagram—as a photo-sharing app—has 10 times more users than Vine. Those folks are used to constantly updating the app, so consumers are going to start using Instagram videos in the next few days if not hours. It should not take long for it too overtake Vine in terms of sheer audience.
5) Oh yeah, and Facebook is also big
FB has a billion users who are likely going to start regularly seeing Instagram videos of children, puppies and random footage of things like street mimes. CEO Mark Zuckerberg’s huge platform should be an unusally strong advantage to the forthcoming Instagram video vs. Twitter Vine battle.
Heine also writes about marketers utilizing Instagram Video in another article on AdWeek.com titled “Brands Are Already Using Instagram Videos and Planning for More: Stoked marketers quickly whip up 15-second ideas.” He quotes the social media lead for Red Vines, the super delicious licorice candy, as saying the following regarding Instagram Video:
“It was wise to make them 15 seconds, because it allows for more engagement than the six seconds you get with Twitter Vine,” said Michael Kelly, Red Vines’ social media lead. “It allows you to tell stories that are at least a little more complicated.”
Marketers are hoping that they can utilize these 15 second videos to give consumers a more intimate look behind the scenes. There is a benefit in the homemade feel of these short clips because it puts the brand in the same creative space as the consumer: they’re all just a bunch of people using their smart phones to tell stories about the things they love. And the relatively unpolished Instagram Videos feel like home videos, so consumers can feel more connected to the products that they use every day. Here are a few examples that Heine shows in his article:
I will admit that I am not a fan of Vine. I had a project in another class that involved Vine and I just don’t see the point of it. Most of the videos seen on Vine feature teenagers doing stupid things that they think make them cool. Vine’s network isn’t as big as other social media giants. The benefit of video on Instagram is that the network is already built up, so users aren’t jumping into a new platform with no friends. They can share video with the friends, celebs, and brands that they already follow. And, the Instagram platform supports both photo and video, so you aren’t stuck with just video as you currently are on Vine.
It will be interesting to see how the video war plays out. What do you think?