I’ve been thinking a little bit about video, via Snapchat, Facebook’s updated Poke app and Twitter’s new Vine service. If you’re unaware, these apps allow you to film and post very short videos. My daughter and her friends are constantly mugging for each other via Snapchat.
The key is brevity. Where Twitter’s enforced 140-character limit has trained us to be economical and effective, we can expect the same discipline via these ultra-short videos. Chris Brogan was early to throw out some ideas about Vine. And our own Chris Penn sent out what may be the first-ever 6-second webinar.
Certainly brands should be considering how to leverage these services. But I would caution them to continue to think outside the 6-second window. I can readily imagine a serialized round of 6-second “chapters” (linked via searchable hashtags), e.g., if you were giving a walk-through of a new car, the first 6-seconds might highlight the exterior; the next 6-seconds might look at the interior; the next chapter focuses on the engine; the next shows “how fast we can get this sucker moving in 6-seconds,” with the camera trained on the speedometer. Etc.
The serialization-via-hashtag allows the consumer to watch only those snippets of interest. Same approach would work for various types of product demos, how-to guides, and so on.
The winners in this next stage of marketing will embrace the economy of narrative. The earliest winners will be the ones who can be most effective and comical, with low production value. My guess is that that first class will also impress us in terms of volume. Lots of vinelets (is that a word, yet?), all of the time. The next wave of winners will power-pack those 5+ seconds of video with higher production values and animation.
What’s your 6-second video plan?
Posted on: January 28, 2013 at 11:42 am By Todd Defren