Everyone in the marketing world by now knows about the power of video. As visual creatures, humans love to see how thoughts and concepts are translated into things they can see. When TV came onto the market, the transformation of advertising was remarkable. Then web video, which is still relatively new, was figuring itself out. And now, short, shareable videos, both online and on mobile devices, are making a huge splash.
According to Unruly, out of the top 1,000 videos on Instagram, 40% of them originated from a brand.
Pretty wild, right?
Indeed, the most shared brand on the mobile network was MTV, while Peanuts, EA Sports, and HBO’s Girls respectively held the top three spots for most-viewed videos.
Why is that important for marketers?
Well, it seems that networks like Instagram and Vine are more tolerant of branded content than Facebook. There seems to be more willing interaction with brands in short video. The amount of shares in total was impressive, and in the five months that Instagram has had videos, the tweets sharing those videos amount to 10 percent of the tweets that share YouTube videos.
Short videos are a sleeping giant. If your brand isn’t adding this to their arsenal now, they probably should very soon.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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