BITE-SIZE ATTENTION SPAN
If you haven't already noticed, the online experience has become increasingly visual and increasingly brief. More often than not, digital content is served up in bite-sized pieces of photos or videos, thanks in large part to social media platforms such as Instagram and Vine.
So Facebook’s Instagram now offers you a whopping 15 seconds of social-video. Whereas Twitter’s Vine gives you a bite-size 6 seconds for making a quick video in the moment. No matter the time format, it’s still all about capturing and sharing real-life moments in your social world. Or is it?
Could it be that the longer Instagram format is better suited for digital advertising on Facebook? After all, traditional short TV advertising spots can be dropped in without even modifying them. A bit uncanny, don’t you think?
PACKING IT IN
Over 13 million Vine users are having some serious fun creating snippets of art and sharing fleeting peeks into their lives. What is it about Vine that would attract millions of users, and especially millennials?
At its most basic, Vine is immediate and to the point. But what's really impressive is how much can be packed into these short moments.
"Posts on Vine are about abbreviation—the shortened form of something larger," said Vine co-founder Dom Hofmann in the blog post announcing the app. "They're little windows into the people, settings, ideas and objects that make up your life."
But this new crop of social video is so short that any ads would have to get their message across in just a few seconds. This could be Instagram’s advantage when it comes to digital marketing.
IT'S PERSONAL. BUT IT'S ALSO STRICTLY BUSINESS.
Millennials like content that they can learn from quickly and share with their friends—and then, they like to move on to the next thing. As such, businesses should focus much of their content marketing efforts on short, highly shareable visual content. If you bore millennials, you may find yourself on their list of brands to ignore.
Millennials have way higher expectations of content and a whole lot less patience. Because they lead crazy-busy digital lives and have access to more information across a variety of channels, they want their experiences to be quick, easy, and personal. As a result, it's becoming much more important for businesses to consider segmenting their audiences and to try to deliver more targeted content to specific customers. If your content is irrelevant to your millennial customers, it might as well be invisible.
Use Instagram or Vine to give a Sneak Preview of your soon-to-be-released product video.
Or share a VIP Pass for a virtual tour of your tradeshow hospitality suite. These are moments that very few people get to experience in real life.
Think of Instagram or Vine as a way to give all of your followers an exclusive backstage pass!