The Future of Social Video is the Short Clip Form

Aug 13, 2013


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1.8 million words. That’s the value of watching 1 minute of video, according to research by Dr. James McQuivey of Forrester Research.

It is no surprise videos are powerful marketing tools changing the way companies engage with consumers. The appeal? Consumers are highly visual and it is the conversational language of millenials. Increasingly, savvy companies are migrating to short-form video to tell their brands’ stories across social media platforms.Thus, the short-form “social video” could be the future.

These punchy, quick videos aim to inspire, provoke or excite millenials short attention span, unlike the viral-ready YouTube hits of the past. In short, micro-videos want to keep social media audiences engaged and create brand loyalty.

Curious to know which video apps are making a splash in video marketing? Vine and Instagram stand as the obvious leaders; however, here are three others that rival the competition.

Born: 2011
What: Short, personalized video messages called ‘keeks’ (Middle English for ‘look’) no longer than 36 seconds; has been dubbed the “visual Twitter” and the “micro-version of YouTube”
Users: 45 million
Best use(s): #Hashtag Campaigns

Born: 2010; Video in 2012
What: Sub-section of online picture-sharing pinboard that allows users to create seamless video sharing experience of ‘pinned’ videos
Users: 70 million
Best use(s):


Born: 2010
What: Photo and video-sharing platform that encourages users to “see the world through other people’s eyes” (rival of Instagram); differentiating feature is that it spreads your reach by feeding posts into channels by subject matter
Users: 6 million
Best use(s): #Hashtag Campaigns

Bottom line? Video shows no sign of declining; the short form will articulate stories of the future. Keek, Pinterest and Mobli are only a slice of what is to come. If companies are not attuned to the power of video marketing, they risk being left behind.

Thus, it is ideal that companies make haste and adopt a video marketing strategy with social media at the helm.

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  • Andrew Ryback Reply
    2018-03-07 21:55:41

    We're glad you found this to be useful, Margaux. Let us know if there's anything we can help with.

  • Margaux Ford Reply
    2018-03-07 05:57:06

    I appreciate the tips on hiring a production staffing company to have more time to focus on the creative aspects of the project. Hiring a production crew is a tedious task, and can take up much of your time. We're currently working on a huge production, and I'll share this article with my boss so he'll consider on delegating the recruitment to a staffing company. I like that you mentioned that staffing company can ensure to have the right team onboard for the project. Thanks!

  • Robert McWilliams Reply
    2017-10-31 19:05:18

    Todd: I have an ad agency in addition to our production company. We put one of our clients on OTT two months ago up in Nevada. Seems to be working! Thanks again for the work earlier this month. Rob

  • Nicole Rohde Reply
    2017-05-27 22:28:45

    Hey Andrew, Any word as to whether or not the Jokers will be back for Comic Con this year? Please let me know. Thanks!!!

  • Aaron Estabrook Reply
    2017-02-23 16:26:57

    I'll be tuning in for sure!

  • David Patton Reply
    2015-01-16 13:16:02

    Interesting blog post Andrew. For those who are nearly ready to cut the cord, but still want access to key channels such as ESPN, I'd recommend checking out Dish Network's new service, Sling TV. It provides access to a handful of channels for $20/month.

  • Andrew Ryback Reply
    2015-01-13 14:44:19

    Go for it! I'll admit that I was a little apprehensive about pulling the plug at first, but honestly, the transition away from DirecTV has been seamless. The only missing link is live sports, but there are a few work arounds depending on what sports you watch. Good luck!

  • Gregory Hart Reply
    2015-01-13 06:35:00

    While I am part of the 55 year old demographic that still has TV boxes and does TV viewing, I do my viewing using DVRs and networked PCs playing video files from an in-home server. I too have noticed that I view a handful of shows on a regular basis and have found various other sources for these shows. And now it has gotten to the point to where I am seriously considering ending my very long relationship with DirecTV and going streaming. Working in the TV industry also helped to open eyes to this as well. This transition from "old" TV is coming and the networks (Les Moonves, I am looking at you!) had better plan for it.

  • K. Lona Lymen Reply
    2014-01-31 17:54:25

    You are spot-on that voters don't believe that Obama can accomplish any of his plans. I vote in every election, but I am disgusted with all the arguing and last minute actions that band-aid a problem for a few months, and then break out into new arguments. The comparison to the Superbowl was interesting because, like politics it is a great American sport. But, instead of Peyton Manning giving a State-of-the Union, the President's address should get better commercials!

  • Gary Reply
    2013-08-08 09:44:39

    You've left out a HUGE part of this story by not mentioning Howard Stern's effect on the Sharknado buzz! #siris-ly

  • Marybeth Harrison Reply
    2013-08-07 14:46:29

    I can almost hear the theme song from Jaws as I read your post!