If 2014 is the year of anything, it’ll be the year of micro-video. The rise of the ultra short form film in 2013 might have surprised many – after all what can you say in a few seconds – but already smart brands are starting to master this medium.
Promise of engagement
Micro-video offers the promise of more engagement than traditional online video, with branded Vines four times more likely to be shared than traditional online video.
Added to this, the mobile-based nature of micro-video and its expansion onto sites like YouTube, means that micro-video may have the potential to further increase a brand’s reach by providing additional touch points within the digital space.
The plus points for consumers is that the time commitment is small, making them more willing to watch, but brands still need to be aware of the following:
- Micro-video films need to be entertaining, informative or intriguing. This is currently a push medium so entertainment value is critical.
- Typically, consumer films are shot on a mobile and the lo-tech aesthetic is important; quick rather than slick should be the watch-word.
- Micro-videos are short and thus brands need to adopt simple visual cues that make the brand clear right from the start. Audi and Samsung place the products they produce at the core of their micro-video, making them a key part of the action.
Will your business be producing micro-videos and for which apps/websites?