| August 05, 2013
By Jarrod Payne, Associate Account Director, Millward Brown
Just when it seemed that everyone in the marketing world was starting to get to grips with viral video, the Internet, as it does from time to time, has shifted the goal posts once again. The culprit this time is the new craze of short video clip sharing to video sharing services like Vine.
On the face of it, six second, looping video clips shot from a mobile phone seem to have limited appeal. After all, before Twitter’s acquisition of the platform, traffic was fairly low and not too many people were taking an interest in the concept.
The last six months have, however, changed this perception rapidly. Vine has quadrupled its U.S. iPhone user base and the desktop site now garners millions of unique visitors per month. Add to this mix the recent Vine Android app (the dominant mobile operating system) and a similar offering from Instagram, the trend of micro-video sharing is set to continue.
Vine's incredible growth, teamed with the fact that branded video posted to Vine is more likely to be shared than other branded video, means that brands are beginning to take notice. The challenge to brands is to create branded micro-video, just six seconds long, that has the potential to be shared on a platform that is fundamentally different.
Given this challenge, it is important to remember that the fundamentals of advertising do not change. What is needed is merely a change in mindset to suit the platform. First and foremost, creativity is key. On Vine, this has become increasingly important given the dramatic increase in the quality of the videos being uploaded in recent months. Without a creative hook, the video is likely to be lost in the massive volume of content that is being uploaded every day, and if it is not creative enough to be shared, then we run the risk of extensive wasted effort.
What makes creativity so key here is similar to what makes creativity matter for brand viral video generally – it needs to be entertaining enough to be shared as content in an organic fashion. The video should also have the brand as the hero, the catalyst, the reason for the video’s existence. After all, producing enjoyable and engaging content that is not remembered in the name of the brand is likely to be ineffective as a marketing tool.
Finally, it is essential that the message the video is meant to convey is single-minded and simply articulated. This is an important consideration in all advertising, but in six seconds this becomes an absolute necessity.
The only thing left to do is go forth and make some short, funny, exciting and well-branded videos! You can watch some brand Vines here. What do you think of them? Please share your thoughts.