Microvideos. What Are They Good For?

This week’s guest post is from my good friend Seth Goldstein.  Seth is an Internet and social media marketing pinoeer based in the Philadelphia area. You can find him online in most places, but mostly on Google+ and Twitter.

imgresInstagram Video and Vine are locked in a massive battle for the hearts and minds of social media users.

Both services offer the ability to record small clips of video and post it online via their individual apps. Instagram Video gives its users 15 seconds, about the length of a short commercial, and Vine allows for 6 seconds. Now you’re probably wondering what you could do in 15 and 6 seconds respectively. A lot. You can do stop motion videos, you can do quick tips, you can record memories and even current events.

But, despite these possibilities, what are microvideos really good for? I was a bit a bit skeptical when Vine made it to Android and Instagram soon followed. I saw some neat stuff being created, but I also saw a lot of really boring, dull and stupid stuff. It took me a few weeks of seeing the good, the bad, and the ugly to finally come up with some good uses for microvideos.

Instagram Video, with it’s 15 seconds recording time, is just enough time to engage with users. It allows for a complete thought in bite sized chunks. I’ve seen it being used by photojournalists in North Korea, giving outsiders a look into this reclusive society. I’ve seen videos of the protests in Egypt. I’ve also see stupid videos of people’s cats sleeping.

There are definite uses for these services. It’s how people use then that either makes or breaks their brand.

Speaking of brands.  Both Vine and Instagram Video are great for brands to branch out and show their customers and potential clients what they’re all about in a bit sized chunks of multimedia.

Companies can use both services to show their creative side, events, offices, and personality.

Vine is better for stop motion videos. So brands need to think about what they can do that will make their Vine videos pop. On Instagram brands can expound more and can because of that be less disjointed. You can tell more of a story.

Regardless of the service, microvideos are here and will probably be around for a while as a tool for both the marketer, journalist and average user to use and build on.

Comments

  1. Very insightful Seth. I think brands are missing a big opportunity to leverage these tools for post-sales customer engagement (customer service, if you will). When I read an article a few months back about the mashup of Pintrest and Vine (Pine), I immediately thought a perfect use case for these videos would be on the “contact us” page of a brand. Today, these pages typically have a bland email form, and a static list of Frequently Asked Questions (FAQs). Boring! How much more interesting, engaging and compelling to use short form videos to delivery the answers to these FAQs rather than static text? And, how easy is it to develop your brand voice in plain text? Not very. But with video? Perfect.

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  1. […] Microvideos. What Are They Good For? – Barry Dalton This week’s guest post is from my good friend Seth Goldstein.  Seth is an Internet and social media marketing pinoeer based in the Philadelphia area. You can find him online in most places, but mostly on Google+ and Twitter. Instagram Video and Vine are locked in a massive battle for the hearts and minds of […] […]

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