Videos used for marketing seem to be getting shorter, thanks to the rise of social platforms like Vine and Instagram. These social networks allow users to share both photos and video content, but video clips are limited to short clips ranging from six seconds (Vine) to 15 seconds (Instagram). Snapchat, another photo-sharing social network, has also entered the short video clip, or micro-social video, scene by enabling users to share clips up to 10 seconds in length with their Snapchat contacts.
Micro-Social Videos: Limitations and Advantages
The brevity of these video clips, compared to the typical 30-second TV spot, can prove challenging for companies using these platforms for marketing purposes. Yet, the same limitations can lead to creativity and innovation. There can be some distinct advantages to micro-social videos, including:
- The demand for top-quality, professionally produced videos is usually much lower. Casual is okay, and often preferred by users, on these platforms. That means you can take short video clips with a mobile device, and it’s often perfectly acceptable for the viewing audience on these social platforms.
- Attention spans are shorter than they were a few years ago. In fact, the average attention span is now about eight seconds, compared to 12 seconds in 2000. With micro-social videos, you don’t need to worry about keeping viewers’ attention for a substantial length of time.
- Because the quality bar—at least in terms of professional production—can be lower, businesses can often create short video clips at a fraction of the cost of a full-stage production.
How Brands Use Short Video Clips
Brands are using a variety of creative approaches to marketing with short video clips, ranging from simple tips to contest promotions, demonstration videos showing users how to use a tool for different tasks, behind-the-scenes looks at a company’s office space, and even multiple clips in a series that tell a story over a period of time, such as 24 hours.
With social sharing built into the DNA of most micro-video platforms, marketers stand to generate major exposure with short yet engaging video clips. The key is finding the right voice and style that resonates with your target audience.
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