Technology creates a world of choices. Microvideo allows users to only focus on a few seconds at a time.
By Jessica Green, Account Manager
The Internet is growing so fast, our attention spans are adapting to keep up the pace. At least, that’s the consensus of various technological experts in a 2012 Pew Study. They say that by 2020, those raised in today’s always-online environment will be more knowledgeable, but lacking when it comes to concentration and in-depth analysis.
Perhaps this explains the short and sweet trend in online videos. Mobile and social apps like Instagram and Vine edged into the video market by only allowing users to upload videos that are a few seconds in length. Data shows that consumers are responding positively to this format. According to Appannie.com, Vine became the top-downloaded non-game app in the iOS app store in June, overtaking reigning giant YouTube.Though the technology is fairly new, it is already being used as a marketing tool. A clip of a woman performing a controversial dance move (twerking) and setting herself on fire captivated thousands of viewers after it was uploaded on Vine, and it gained even more views after being uploaded on YouTube (http://www.youtube.com/watch?
Though RBOA previously offered great tips for creating viral videos here, there are a few things to consider when delving into microvideo professionally. The following are tips given by author and PR professional Greg Jarboe on SmallBusinessComputing.com:
• Be authentic. “Whether you’re giving customers a behind-the-scenes snapshot or a “tweaser,” short videos provide a great opportunity for businesses to create a shared moment with their consumers and an intimate, authentic experience,” Jarboe says.
• Make emotional connections. Because of the intimacy of the short, mobile video form, it’s key to create videos that elicit powerful emotional responses
• Give your audience a reason to share. “When creating the short video, think about why people would share your content,” says Jarboe.
• Use hashtags in captions. Hashtags are highly trackable, allowing you to accurately monitor the ROI of your marketing campaign efforts.
• Act in real time. “Users flock to Twitter and Facebook for all the latest news,” Jarboe says. “Engage potential customers by showing them today’s specials or last-minute deals.”
And finally, regardless of whether it’s to keep up with shrinking attention spans or changing times, professionals looking to jump into the Instagram/Vine pool need to remember one thing before getting their feet wet – common sense still reigns. Think before you post, and a few seconds can turn into millions of views.