If you haven’t noticed, brands are flocking to Vine and Instagram video. A reasonable question to ask is “why is everyone so suddenly crazy for mobile video?”
Mobile video creation and consumption have exploded, thanks mainly to faster wireless networks, on-the-go viewing, and powerful built-in cameras on devices.
It’s not just users who are smitten with video: 75% of marketers plan to increase their branded video content budgets this year. Within minutes of Instagram’s video launch, Lululemon posted yoga videos and The shared a word game.
Using Vine, Regal Entertainment is teasing summer movies and Lowe’s is filming helpful how-tos; GE is also attaching quirky Vines to promoted tweets. Mobile Marketer says Vine tweets have doubled in the past two months, signaling brand opportunities.
Now, Instagram’s 15-second format pushes mobile video into the more traditional ad format, but marketers should know to use it as a creative complement, and not as a place for repurposed TV ads.