There has been a lot of hype concerning using video social media platforms for use in the marketing world in 2014. Popular among these is Instagram video and Twitter owned ‘Vine’. Some brands have taken an early lead in establishing themselves as effective viral video marketers including the following brands:
And, of course, technology giant Samsung
The attraction to this form of marketing comes in part from how short the videos are. A company can create an enticing video that only takes 6 or 15 seconds (Vine or Instagram, respectively) to capture the attention of a potential customer. This short length makes it much more enticing than, say, the 100 hours of video being uploaded to YouTube every minute. This is not to say you should stop making YouTube videos to engage with your customers, but the new form of short-video advertising is having a large impact on the up-and-coming tech-savvy generation and may be another channel to add to your list.
“Brand Vines are shared 4x more than other online videos, and 5 Vines are shared every second on Twitter.” — Heather Taylor, Vice-President, Ogilvy.
As Vine is a largely community based social network, you must carefully choose how you want to communicate. Posting regularly would be best to stay current and keep the “Re-Vines,” or shares, coming. There are large opportunities here for creative ideas and with short-video marketing being such a new segment, there are many video effects such as stop-motion and product-demo edits that are easy enough to do and can have a large effect on the audience. However, remember that in the end you want these clips to drive users to your business.
GE Soap Effect
Instagram introduced their video feature to compete with Vine and since its inception, “59% of the world’s top brands are now active on the app,” according to Simply Measured. The 15 second video clips can be a pro or a con depending on how you use it. Brands must remember to keep videos engaging because, as is the fickle nature of social network users in this day and age, if the content does not keep them interested, then they will simply skip over the rest of the video.
Instagram can be a great tool because the portfolio of your account can showcase your company’s atmosphere and ‘mantra’. Through the use of pictures as well as videos you can create a community that will be engaged with your content ideally driving them to choose you over your competition.
According to the Wall Street Journal, Instagram has reached 150 million users which is a huge database a brand can tap in to. And HubSpot reported that 40% of people respond to visual content versus written, and videos generate 3X the amount of inbound links than written posts.
And important factor for the automotive industry would be to make sure we are not coming off as a “car salesman” mentality. But using these platforms could prove to be a great way to eradicate that belief.
Social Media Video marketing is slated to explode in 2014. When interacting in Social Media, remember to showcase your community and/or office appeal as this can create more of a community than your actual product. You should not be using social media to sell your product, but rather to interact with your customers. Most importantly, be different —quirky,funny—or whatever angle you choose.
In a dealership’s case, some examples include doing 360-degree picture stitches to showcase new vehicles for a more informative angle or taking the funny route and showcasing a quirky aspect of your sales team. Best of luck and film away!