This year’s big trend for businesses promoting themselves through social media has been the imaginative use of video clips. Short video clips shared through social networking sites have been popular among younger users for some time; now the practice has been taken up tech-savvy businesses eager to promote their brand.
The trend started in the United States as major brands began to make use of Vine and Instagram and in 2013 McDonald’s launched a huge marketing campaign through Snapchat.
The strategy is now being taking up by businesses in the UK, particularly those who wish to target their sales at younger customers and those who are more technologically sophisticated. Amongst the first has been Co-operative Electrical who recently targeted a laptop sales campaign at the student market by means of Snapchat.
The trend started in the United States as major brands began to make use of Vine and Instagram and in 2013 McDonald’s launched a huge marketing campaign through Snapchat.
The strategy is now being taking up by businesses in the UK, particularly those who wish to target their sales at younger customers and those who are more technologically sophisticated. Amongst the first has been Co-operative Electrical who recently targeted a laptop sales campaign at the student market by means of Snapchat.
The Snapchat app allows users to send pictures or short video clips to each other. The clips ‘self-destruct’ after a few seconds creating, from a marketing perspective, a feeling of immediacy and exclusivity. MTV UK is another company which has taken up the Snapchat initiative by sending ‘exclusive’ behind the scenes clips to followers of the show ‘Geordie Shore’.
Though available only to iPhone and iPod users at the moment, Twitter’s Vine app is designed to be a platform for video clips of up to six seconds. Gap and Urban Outfitters are amongst the first companies to use this platform.
So is using video on social media simply a trend that will come and go, or does it offer businesses who wish to promote themselves something more substantial? Taking into account the amount of money that global brands are investing in social media video advertising, the latter seems to be the case. Indeed, research commissioned by Business2Community suggests that people are ‘40% more likely to have a better response to visual content as opposed to plain text’ and 'posts with videos attract 3 times more inbound links than plain text posts'. The future, quite clearly, is visual.
Though available only to iPhone and iPod users at the moment, Twitter’s Vine app is designed to be a platform for video clips of up to six seconds. Gap and Urban Outfitters are amongst the first companies to use this platform.
So is using video on social media simply a trend that will come and go, or does it offer businesses who wish to promote themselves something more substantial? Taking into account the amount of money that global brands are investing in social media video advertising, the latter seems to be the case. Indeed, research commissioned by Business2Community suggests that people are ‘40% more likely to have a better response to visual content as opposed to plain text’ and 'posts with videos attract 3 times more inbound links than plain text posts'. The future, quite clearly, is visual.
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