Leading brands take on the Social Video challenge
The success of social video platforms such as Vine and Instagram was bound to get attention from brands wanting to engage consumers in new ways. One of the most daring examples was Dunkin Donuts, who premiered the world’s first TV commercial entirely produced on Vine during ESPN’s Night Football show. But one does not need to air Vines on TV to take advantage of social short-form videos. Beside the occasional “stunt” idea, early adopter brands seem to have embraced the following trends as part of their “always on” content strategy:
- Stop-Motion: Capitalizing on the recent revived hype around animated gifs French Connectionand GE are demonstrating creativity in promoting their products via popular stop-motion technique.
- How-To videos: Quick instruction on a simple task needed? Lowes and Oreo have successfully demonstrated how to solve the challenge of limited but effective storytelling.
- Product Teaser: Entertainment brands specifically are increasingly levering the use of the 6-seconds creativity model teasing their latest release, such as Wolverine’s exclusive Vine teaser trailer or Telltale Games’ Walking Dead: The Game teaser
- Employ established Viners: brands were quick to understand the value of leveraging star Viners’ follower base. One of the most notable examples was Trident’s teaming up with Jerome Jarre to promote one of their latest, newly launched flavours grape & lemon.
- Crowd sourcing brand content: Vine’s user generated nature strongly hints at the potential to use the platform for crowd sourcing branded content. Although anecdotal still, we expect to see an increasing number of efforts to engage the Vine community around branded messages.
Creativity has no limits on Vine. The usual test & learn approach is part of the learning process but as long as brands play by the rules of social media, so far exploring new ways to engage with today’s busy consumers in this space looks promising.
Measurement & ROI
Actual measurement metrics of short video apps to fully understand the value of the investment in short video content are still limited to topline metrics such as number of followers, likes, re-posts andcomments. However third party tracking tools provide additional data to determine the success of content and insights into how to optimize the content strategy before direct measures of ROI may be in place in the future. Additionally Twitter and Vine increasingly look at how to apply traditional measures like reach, in order to become a credible advertising alternative.
At this stage, experimentation is key, and brands taking the lead will not only earn a fast growing community’s respect, they might also get to learn skills that could prove decisive in a media world where attention shortens every year.