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micro video

How to Use Micro Video for Marketing

How to Use Micro Video for Marketing

HOW TO USE micro video

Last week we gave you the scoop on everything you need to know about micro video marketing. This week, we are going to give you some pointers on how to use micro video for marketing, and some examples from companies who are already using it well.

First, here are a few things the experts are saying about micro video…

"The next year will see a rise in 3- to 15-second video that can be created and shared by smartphone users. Twitter’s Vine and Instagram’s video sharing functions are examples of micro-video apps in action. Running marketing campaigns that encourage customer participation through creating and sharing these micro-videos is something to consider in 2014, especially if you’re into mobile marketing.” -Online business coach Ali Rittenhouse

"Micro-video offers the promise of more engagement than traditional online video for brands, with branded Vines four times more likely to be shared than traditional online video. This makes the trend an enticing one for those brands willing to leap in feet first. These short formats, however, demand a focus on creativity coupled with simplicity, a trend that may well transcend micro-video and start to influence more traditional online video and perhaps even TV advertising.” -Jarrod Payne from marketing consulting company Millward Brown

Entrepreneur magazine advises brands to leverage micro video while it is on the rise because of how well it performs on mobile devices:

"With more opportunities to reach customers and prospects by mobile, companies can stay relevant by creating mobile-focused content marketing strategies."

What it takes to be successful with micro video for marketing...

Creativity & Experimentation

This is a new format, and so there isn’t a standard or template to follow for success - which is why it is so compelling to customers. It’s something new that they haven’t seen a million times over, which provides a great opportunity for businesses who are creative enough to find ways to use it. But since you’re not following a mold, it does take some creativity and experimenting to achieve success.

Great Lighting, Sound, Camera Angle & Editing

Because these clips are so small, your video production needs to be on point so that the message can get across. We’ve suggested developing a good relationship with a video production company before, and this is why. Working with the right video production company can bring your micro video ideas to life with high quality and professionalism.

Ideas and Inspiration for Marketing with Microvideo...

Offer a behind the scenes look.

Sneak peak and behind the scenes content works great on social media platforms, and 6-15 second video clips are the perfect length to offer this type of teaser content. A few ideas are…

  • Take time lapse photos of setup and breakdown of an event you are having, like a conference or charity event.
  • Give a tour of a new location before it opens, a part of your office that’s not visited by the public, or part of your production process.

Make How To Microvideos

Like we’ve talked about before, how to videos make great content for sharing on the web. Lowe’s has really done a great job of creating how to micro videos with their “Fix in Six” series on Vine.

Bacardi UK also does a great job of showing us how to make cocktails using their product:

Have Fun

Oreo is a great example of a brand that is having fun with micro videos. From their french press method for dipping Oreos in milk, to Oreo popcorn, and Oreo sprinkles, their showing us fun and innovative ways to consume their product.

For more ideas on how to use micro video for marketing, read our blog about 5 Ways Business are Using Instagram Video.

Do you know of a business that is using micro video well? Share your favorite micro video marketing examples with us in the comment section below.

Micro Video Marketing: What Marketers Need to Know About This Next Big Trend

Micro Video Marketing: What Marketers Need to Know About This Next Big Trend

Micro Video Marketing

Like we shared in our last blog post, micro video is going to be a big video marketing trend in 2014. Here are four things you need to know about micro video for marketing:

What is micro video content?

Micro videos are short, 6-15 second video clips, often created through a micro video social media platform such as Vine, Instagram, or Snapchat.

Why is micro video becoming popular?

There are many different opinions on how long a marketing video should be to be most effective. Regardless of the length, we know that the video needs to capture the attention of the viewer within the first few seconds or else they lose interest and have already clicked on something else. We also know that the video needs to provide value (whether entertainment value or educational value) to the viewer in order to get them to watch the video all the way through, and to prime them to want to watch other videos you produce in the future.

Now, think of the behavior of internet and social media users. Think of how you initially read this blog post. Did you start reading from the beginning? Or, did you skim down through the bold titles to determine if this post was worth your time before you started reading?

Just like reading a newspaper, your customers are skimming web pages, mobile apps, and social media platforms for information that interests them. They are not stopping to watch or read everything they see.

So what micro video does is combine those two important elements of a successful marketing video into one and then delivers it in a format that can be viewed in the amount of time it takes to skim down a page.

We will talk more about how this is done next week, but the primary reason micro videos are popular is because they can be consumed quickly and easily.

Where is micro video popular?

Micro video hit the big time at the beginning of last year when Twitter launched an app specifically for creating and posting micro videos called Vine. Instagram quickly followed by adding a video feature to their already wildly successful app. Also in 2013, Snapchat became another popular way for people and brands to create & share micro videos.

But, micro videos are not just popular on platforms that were created specifically for them. They have also become popular on Facebook, and they can be shared in other areas such as YouTube, website pages, blogs, Twitter, and Google+.

Who is micro video popular with?

Newer micro video platforms like Vine, Snapchat, and a host of other apps being introduced daily are most popular with the early adopting crowd, which tends to be millenials. However, Instagram use is rapidly growing among baby boomers, and micro videos are becoming popular in more established areas of the web like websites, YouTube and Facebook.

Facebook recently released an update for their mobile app that automatically plays videos in NewsFeeds, which is a great opportunity for marketers to use micro videos.

Next week, we will share some examples of how brands are using micro videos successfully, and share some tips on how your business can take advantage of this trend and beat out your competition.