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Short Form Video

Short Form Video

What Marketers Need to Know About Vine, Instagram and Social Video Sharing

January 27th, 2014 |

21 pages


By Beth Snyder Bulik

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2014 is shaping up as the year the short-video format really catches on. Its popularity is already soaring -- more than 40 million people are on Twitter-owned Vine and another 150 million-plus have accounts on Instagram, owned by Facebook. In the first eight hours of Instagram Video's existence, more than a year's worth of video was uploaded. (That is, it would take a full year to sit down and watch consecutively all the content uploaded in those first hours.) Within 24 hours, more than 1 million Instavids, the common user term for Instagram videos, had been uploaded.

Vine's just as hot. Every second, nine Tweets that include a Vine video are sent. The Facebook page of a group called "Best of Vines" (not affiliated with Vine) posts daily video picks and has 18 million likes -- since June. Vine recently added the ability to view its mobile app on the web, opening up a new avenue for viewing, commenting and following. Major brands are taking short-form video very seriously and beginning to put more and more time, talent and strategy into the format.

This report examines a range of issues -- from the major players and platforms to ad placement and ROI metrics -- facing marketers, brands and consumers in this shortened-video world.

In this report, you will learn:

- The differences and similarities between Vine and Instagram
- What demographics are embracing short-form video
- What marketers are doing to measure results
- The new crop of creatives behind the most successful Vines and Instavids
- Tips from the video makers
- Case studies of major brands outlining what worked and why


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