Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Instagram, Vine and Marketing to Our Short Attention Spans [VIDEO]
Posted on August 22nd 2013
Marketing in an Ever Noisier World
The advent of social media, mixed with the accessibility of technology which allows us to create content easily, has caused our world to become increasingly noisy. With an audience already overwhelmed , where does that leave brands and their marketing efforts? The louder the noise, the harder it is to hear one specific message. A current trend in marketing and advertising can be summed up in one word—short. In recent years this trend has also been seen in movies and music videos. Short shots, sometimes only three seconds long, have conditioned us to only want to pay attention to snippets.
Short is in Demand
With the recent announcement that Facebook plans to adopt video ads, marketers will soon (this fall) be filling 15 second spots in your Facebook News Feed. Why so short? According to a recent poll, 15 seconds is the max acceptable time limit on ads and Facebook has taken this fact into account.
Youtube's current ad length ranges from 15 - 40 seconds, but with most you can skip the ad after the first five seconds. Youtube knows that people think it’s unacceptable to wait longer to gain access to the content they are trying to watch. For higher demand videos, they don’t allow you to skip it because they know you’ll wait.
When Instagram adopted their video feature they chose 15 seconds as well. Companies have flocked to the platform to create content that will keep their brand name top of mind.
Ford on Instagram:
Vine, Instagram’s video snippet predecessor owned by Twitter, takes “short” to another level. Six seconds. You may be wondering how you could possibly get any sort of message across in six seconds, let alone an entire story but you’d be surprised what viners are coming up with.
Brief, Quality Content
Short doesn't always mean a loss of quality. "The limitations of six seconds can actually lift the storytelling," explained Gabrielle Kessler, account manager for Something Massive, which manages social media for Regal Entertainment Group.
Vine’s six-second format in particular has clicked with viewers. “The short form is extremely valuable, because we want to consume quickly … Brand Vines are shared four times more than other online videos, and five Vines are shared every second on Twitter,” says Heather Taylor, a vice-president at Ogilvy.
Companies like GE, Lowes, Microsoft and more are reaping the benefits of six-second advertising.
How Does this Apply to B2B/Advisory?
Just a few examples of ways B2B companies can utilize short video platforms like Instagram and Vine are:
- How-to tips and demos. You're an expert in your field. Give a sample of your expertise and leave your audience wanting more!
- "Take a Tour" or "Inside Your Business" — your audience is curious about you and want to really know the people behind the business. Let your audience in and strengthen that bond between brand and audience.
- Offer a contest. Get your audience involved and excited about your brand by offering them an incentive to be your brand ambassadors.
Apply this Marketing Trend to All Content Creation
For business to business (b2b) and advisory firms, you may feel it’s not appropriate to use something like Vine or Instagram for video or you may not have the time to create something meaningful. While there are many things you can do as a b2b company with those platforms, it’s also useful to take this lesson in marketing trends and apply it to other elements of marketing.
Ways to be brief yet get the point across and keep your audience engaged.
- Focus on images
- Keep it short
- Quick, interesting or clever headlines
Regardless of the medium, make sure that your message is interesting and meaningful. It can be informative, amusing, entertaining and/or inspiring. Your posts online should connect with your audience in some way, whether it be emotionally or intellectually. And above all it needs to represent your brand well. Be sure the brand message is clear and relevant to your audience.
One of the greatest benefits of content creation platforms is the ability to "humanize" your brand. Buzzfeed did a great job in this simple Vine of some employees dancing. It conveys that they are a fun company and gets their audience excited about supporting that type of company. We talk more about humanizing your brand in our previous blog post about meaningful brands.