As the use of mobile devices like smartphones and tablets spreads, so does capturing media content (photos, video) 'on the go' using platforms like Vine and Instagram video.
By now you've probably heard of Vine and Instagram video. These content creation platforms are increasingly being adopted by businesses to raise their brand awareness. We explain the value of producing video in this way and the main differences between the two platforms.
Why Instagram or Vine instead of YouTube?
What's the difference between using your phone to record and upload a clip to YouTube and using Vine/Instagram? The main distinguishing factor is simply the video duration. Instagram and Vine only record tiny clips of seconds - not minutes - in duration. Also you've got to keep your finger on the record button while you film!
Why do Instagram or Vine only record short video clips?
At first these ‘limitations’ seem a bit odd (especially if you are used to producing longer videos
with a camcorder where your thumb gets to take a break!). We think there are a couple of
reasons - practical and 'social'…
What's the benefit of recording short video clips?
The are times when recording and publishing video 'snippets' is more appropriate. As with
most popular UGC (User Generated Content) spontaneity and authenticity can win over
planning and production values (think News bulletin not Hollywood epic). So you can get way
with playing 'fast and loose' with your camera work (don't even mention the sound) and focus
on the topicality of the subject matter instead.
With technology this cheap and accessible, perhaps the only risks you take are with your brand image and PR. So just be careful not to have too much punch at the office party if you’re in charge of the company's Social Media!
How are short video clips being used in Social Media for business?
Some better examples of how companies are using Vine and Instagram are:
Examples of brands using Instagram and Vine
Two very British brands that have embraced these platforms to create ‘video-snacks’ are Burberry and Cadburys.
Burberry uses Video for Instagram in the example below giving their ‘dedicated followers of
fashion’ an interesting behind-the-scenes look into one of their fashion shows. It captures some of the sophistication of the iconic brand from make-up to runway...
Cadburys UK on the other hand have chosen Vine to post regular video content ranging from
how to make a chocolate torte to a "Thank you" stop-motion video using chocolate. The tone of this content is more fun, frivolous and ‘down-home’...
What are the main differences between Instagram and Vine?
How do you know which to use for your business? The main differences are highlighted below:
If you want the flexibility to record longer clips with the option of filters and more places to
share, we think Instagram tips the scale. However, if it's control you want maybe you should
take a look at the new kid on the block "Mixbit" (- made by the founders of YouTube and allows you to 'edit' clips).
All three apps are potentially valuable in producing content ‘on the fly’ for businesses of any
size. Just don't ignore the fact that the many of the excellent videos you see on Instagram
and Vine have been planned and executed with many takes, to get the best lighting, timing, etc.
Ultimately it's talent and training (not tools and toys) that get results, but if you've got the
creative bent, time to learn and keep up a regular stream of output these micro-videos could
be a great boost to your content marketing efforts.
Have you used Vine, Instagram or Mixbit in your video marketing?
Let us know in the comments below or contact us directly on 01865 582 121 or email firstname.lastname@example.org