Instagram Video launched on June 20th to much fanfare and media attention. Now the dust has begun to settle, we ask how has it been received and look at the inevitable Vine comparisons. Also, what value can it create for marketers in future?
Instagram Video – The Vital Statistics
Instagram Video arrived with a strong array of user functions. It promised 15 second clips, easily created via any IOS or Android device. Instagram maestros were delighted to hear that it contains 13 filters, which is arguably the killer app for their existing photo platform. To place a cherry on top, the on board stabilisation technology ‘Cinema’ is truly impressive function within a free product.
Instagram users can now create quality video and have it online within minutes. Great news for everyone, from the #catstagram documenters of everything furry and feline, to brands and businesses looking for an easy to use, cheap way of creating visual content and sharing with their audience. With millions of existing subscribers ready to use this new addition, has Instagram Video changed the game?
Instagram Video vs Vine
Not only are these two video apps vying for your attention, but they are steered by the two social media behemoths – Facebook own Instagram while Twitter are behind Vine. Vine has a six month head start and now has over 13 million users. Instagram has over 100 million users who (with a simple app update) instantly have video at their fingertips.
The debate over which platform may triumph is mainly centered around the functionality of both and the 6 seconds of Vine content versus the 15 seconds Instagram offers in particular. Getting your message or story across in these small times is a challenge, but this allows creatives types to get creative! TechCrunch asked a professional photographer and Viner (who builds Vine content for some of America’s biggest brands) to shoot the same content via both platforms and then polled her followers over which offered the best aesthetic results. The verdict? Vine has the edge… An interesting early blow in this clash of the titans.
Interestingly, just prior to the Instagram video launch, on June 8th, Topsy Analytics noted that the amount of Vine shares via Twitter for that 24 hour period surpassed Instagram for the first time ever, with 2.37 million Vine links to Instagram’s 2.17 million. We now know that Instagram were biding their time until their video launch but Vine’s growing presence means they will not be going anywhere soon.
Instagram Video For Digital Campaigns
Instagram Video has great applications for business – from the biggest brands to small and medium enterprises too. You can move from a campaign concept to launch in mere hours, and share your video online with your followers and fans to build social engagement (and maybe even virality if you are lucky!). Without needing big marketing budgets or specialist expertise to create, shoot, edit and share a visual idea, both Instagram Video and Vine bring content creation into the hands of businesses of any size. We expect to see more instances of visually creative and quirky story-telling, behind the scenes footage, ‘how-to’ guides and even customer created video content appearing on brand’s social media feeds soon.
The Early Adopters – Brands Taking the Instagram Lead
Already there are many big brands active and experimenting with the new platform. Jamie Oliver (a brand unto himself) announced the launch of his new restaurant via Instagram Video, while Starbucks show you around their first ever cafe (opened in 1912). Many of the early adopter brands and businesses using Instagram Video are doing so to give a ‘behind the scenes’ view of their business. This humanises brands and in Starbucks case especially so, they show that even the biggest corporations had humble beginnings.
Other brands have already released slickly edited and gorgeously shot ‘advert’ style content, none more impressive than Burberry. Just click the image to the left to take a look. This example is but an early indicator of the stylistic promise that this medium holds in future.
We leave you with the finest examples of Instagram Video so far that we have given a well deserved standing ovation to – Burberry’s slick statement of intent, and then National Geographic’s quirky, fun, made for social sharing approach that we are sure will become a popular use of this medium in future. Click on the photo to the right to view (Instagram have not allowed off-site embedding for their video, not yet at least).
If your business would like assistance and guidance in creating and using video as part of a great digital campaign, we would love to offer our advice. You can get in touch with us at firstname.lastname@example.org.