Trends Report

Delivering Brand Engagement With Short-Form Social Videos

Video-Sharing Platforms Such As Vine Can Deliver For Marketers — As Long As They Focus On Utility, Discovery, And Sharing

September 10th, 2013
With contributors:
Luca Paderni , Emily Kwan

Summary

Emerging short-form social video platforms, such as Instagram and Vine, have a combined global reach closing in on 200 million users and growing quickly. For marketers, the short-form videos shared in these platforms sit somewhere between social, mobile, and content marketing. Current short-form social video efforts by brands range from informative, quirky, or amusing table-top productions to repurposed, high-quality content from other video channels. Read this report to understand what role these platforms can play in a brand's marketing plan and how marketers need to think like both native users and brand-focused content strategists to succeed.

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