Brands should not ignore social video

Why brands should not ignore social video

by Mike Woods, posted on 28 January, 2014

Thanks to 4G-led improvements in mobile infrastructure and the proliferation of social video platforms like Vine and Instagram Video, it’s beyond doubt that video now has a life way beyond TV and desktop screens.

People outside of a wi-fi connection can now access fast loading, high quality video content like never before through a simple data network. According to 4G trailblazer, EE, 4G mobile video uploads are five times faster than the average home broadband. Brands need to be aware of such continuing video quality and accessibility improvements because they’re shaping social networks and consequently having a dramatic effect on the marketing landscape.

This step change in digital accessibility has been a key driver in the transition from desktop to mobile and has no doubt contributed significantly to established social channels like Facebook and Twitter giving more prominence to shareable video content.

This technical and cultural shift is a gift to advertisers and their agencies because it creates an opportunity to explore the richer merits of video content. Although social video platforms like Vine and Instagram Video may be primarily designed for Joe Bloggs and his user generated content, brands have begun to use these platforms very effectively with polished, high quality content. In fact, according to marketing tech company Unruly, brands account for 40% of the 1,000 most-shared Instagram videos.

Meta-TV content seems to be particularly shareable – and therefore ‘successful’ – when its roots are in social. If your content is good enough, the deep networks of social can do your dissemination for you. In fact, Adobe claims that: ‘socially referred video ‘starts’ are more likely to be completed than non-social video’.

So it’s clear that brands can now be sure of a wider audience for meta-TV video content. And all this enhanced technology means mobile video quality is improving all the time, so providing better opportunities to deliver rich content that is more creative and better placed to engage. It’s also worth noting that content has a better chance of going viral when it’s supported by best possible quality; ergo marketers should maximize opportunities for improved production values.

Social mobile has changed the format for moving image based creativity. Whereas we were once restricted to the 30-second TV spot, tailoring branded video content to a 15 or six-second slot provides an immensely rewarding creative challenge; one that both marketers and agencies need to embrace. After all, the ongoing transition from TV to social video has given us the ability to create truly multi-platform, serendipitous moments. And the future will only continue to raise the bar.

Mike Woods is Head of Digital at Oscar-winning content company, Framestore.

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