By Ike Brooker
No, Vine isn’t the reason why you need short form video content in your strategy, but it does prove that the time has come for video to begin taking its place at the front of a content strategy. Sure, it’s limited, but limits can foster creativity, limits and legos.
There are a number of ways in which your brand can benefit from short form video content. Here are 3 ways:
1. Google+ Hangouts On Air
The major advantage to Google+ for video content is that it allows a simple recording of content to be housed in YouTube and a Google+ page. Say what you will about YouTube’s awkward ad placement, this is a great platform to get a panel of experts and people that wouldn’t usually be seen, talking about a brand. Video content via Hangout can be made up of a series of shorts, some how-to videos, or multi camera dialogue allowing users to join in. It can humanize usually dry interactions if done in a fun way. Hangouts are the stand out feature of Google+, so it makes sense to use this feature for your brand. Check out how Cadbury used it.
2. Video on Demand Services
There’s nothing new about video on demand, it’s ubiquitous, it can replace a cable TV pretty easily. You can Hulu, HBOgo, apple tv, Netflix, or Amazon On Demand your way through most anything. People expect video, and bandwidth supports video. Video is on all screens. You need video for maximum impact.
Vine has swept the social world’s imagination with its launch. The appeal is in its 6 second video format, interesting, simple to use interface, and easily viewable content from your mobile device. That, coupled with tight Twitter integration, makes for a easily useable and fun content platform. Brands have already began jumping in, and have begun making some interesting Vines. The barrier to entry is pretty low, but the results in sentiment and brand engagement can be high. Vine’s blog has some nice examples of brands on Vine. Artists are getting in on the action too, check out this artcle from Tribeca Film about how Adam Goldberg is using Vine.
How could short form video change your marketing strategy? Let us know in the comments!