February 02, 2015

Micro-content videos for corporate communication

A lot can happen in a few seconds – and micro-content apps like Vine and Instagram are proving that to …

A lot can happen in a few seconds – and micro-content apps like Vine and Instagram are proving that to be true. The two applications have exploded in popularity over the past few years and clever brands have been quick to embrace this fast paced media as a way to engage with audiences in real-time.

In these fast moving times, marketers are increasingly challenged to stay up-to-date with the movements of social media. But before diving into the micro-content trend, brands should explore the differences between Vine and Instagram and determine which platform is right for their brand and strategy.

Vine vs. Instagram

As most you of you know, Instagram offers users the ability to post pictures and up to 15 seconds of video. Vine is limited to 6 seconds of video – no more, no less. And Vine videos run in a constant loop. In the opinion of many social media experts, Vine focuses on the viewer, while Instagram focuses on the creator.

Vine’s ultra short format means the majority of the content will seem low budget in comparison to Instagram videos. Which is not necessarily a bad thing. Vine offers a great opportunity for corporations to add content that seems human and ‘off-the-cuff’. In a world where corporate communications can seem overly planned and slick, the humour and charm of Vine can be a breath of fresh air.

Content differences

One scroll through each app and you’ll see a noticeable difference between Instagram and Vine content. Vine content tends to be more comedic as compared to Instagram, which typically focuses on documenting moments of beauty (e.g. sunsets, meals, and sandy beaches).

It is difficult to tell how much of Instagram is video content, but with nearly 150 million registered users, it certainly takes the prize for the largest micro-content app. Vine has around 40 million users and its audience tends to skew younger than Instagram.

Inspiration

Looking for a few examples? We’ve complied several of our favourite micro-content videos for a corporate communication audience below.

Instagram video: foundations or charities

In this Instagram video, Charity: Water, showcases the highlights of its activity in 2013. This is a simple, but effective technique that companies could emulate to also promote annual reports or financial results. 

Vine video: CSR

The Bill and Melinda Gates foundation created this Vine to promote its activities fighting HIV and its work to provide individuals diagnosed with HIV the proper medications. This is another great example corporations could replicate to highlight CSR efforts or the like.

Vine video: public affairs

President Obama and the White House offer great examples of how a Vine can be used in public affairs and corporate public relations. In this Vine, the First Lady is promoting her healthy eating programme in a way that appeals to the targeted demographic – kids and teens.

GE shows in this Instagram video that even a B2B business can utilise the platform in creative ways. This video personifies the company’s corporate message of science and innovation in a way that is both relatable and fun. 

How will you use micro-content?

Instagram video: B2B Marketing

GE shows in this Instagram video that even a B2B business can utilise the platform in creative ways. This video personifies the company’s corporate message of science and innovation in a way that is both relatable and fun.How will you use micro-content?

So which platform is right for your brand? Well, in our opinion it doesn’t have to be a zero-sum game and it’s best to approach it with a test-and-learn attitude. If your company has the time and resources to produce great content on both applications, do so. If not, it’s important to purposefully analyse whom your target audience is and what your brand wants to say.

One thing is for sure – with the spike in registered users and engagement, micro-content videos won’t be disappearing anytime soon.

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London

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James Handslip
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Further reading

February 12, 2015

Telling your corporate investment story the right way

January 29, 2015

Digital Impact Awards 2015 – open for entries

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