You may or may not know (or even care) that the average YouTube video is 4 minutes and 12 seconds long. Taken in isolation, this figure is pretty meaningless and perhaps not that surprising.
But what if we take that average YouTube video length and compare it to two of the newest video platforms on the block — Instagram and Vine? With their compulsory video lengths of just 15 and 6 seconds respectively, the average YouTube video looks like a feature-length film in comparison.
Let’s put this into perspective. Placed alongside Vine’s 6-second limit, the average YouTube’s video is a whopping 42 times longer. Think about it this way — Peter Jackson’s first Lord of the Rings film, at 178 minutes, is 42 times longer than the average YouTube clip. So the difference between a Vine video and a YouTube video is epic.
The rise of omni-screening
The death of the linear brand narrative and the rise of omni-screening (watching TV whilst browsing content on a tablet or smartphone) is redefining how advertisers and marketers are interacting with their target audiences.
So what is driving this trend towards ever-shorter pieces of visual content? And how can these different marketing platforms work together?
The beat generation
Jon Mowat, managing director at Hurricane Media, spoke about this at his recent presentation at the SES conference: “If YouTube marketing is all about creating minutes, then Vine and Instagram marketing must be about creating moments.”
Just as the narrative in a film or television series follows a series of beats in which character and plot develop towards a conclusion, now marketing narratives have beats that are usually in the form of a question and answer or an emotional connection.
If the linear brand narrative is dead, then the key challenge to marketers in the new multi-platform age is developing strategies that respond to the beats of different narrative drums. In other words, you must get your moments to compliment your minutes.
This means engaging with consumers and the wider online communities at a level never seen before. It involves knocking down barriers that have traditionally existed between corporates and the consumers, with new kinds of video content produced on-the-fly.
Understanding what’s funny and what’s not, what’s on-topic and what’s yesterday’s news, has become more important than ever before on Vine and Instagram.
The three Rs
There’s no doubt that keeping it short and sweet is key to video marketing on Vine and Instagram, as is injecting brand personality. Involving your community is also essential, as well as planning and reacting. In fact, marketing on Vine and Instagram can be condensed into three stages:
Effective marketing on Vine is about reacting and responding. The ability to plan your video marketing around key events or opportunities in your sector is one thing; using quick thinking to create potentially viral content that plays off the unpredictable at these events is quite another.
You have to understand the condensed nature of the micro-movie format. Content needs to get to the point and be uncluttered. Comic content, using techniques such as animation and montage, call for precision and timing.
Many firms make the mistake of producing detached and irrelevant content that doesn’t engage their targeted viewers at all. Vine and Instagram isn’t just about content marketing but communication. Use video to open up a dialogue with your community or to respond or offer up commentary on something trending within your target communities.
There’s a completely different raft of considerations that go into creating content that is 6 or 15 seconds in length. Vine and Instagram movie-making demands marketers adapt to short narrative beats and rise to the challenges of building brand awareness on these platforms.
Joe Cox is head of content at Bespoke Digital.