FIGARODIGITAL.CO.UK
ESSAYS
users were sending 350 million ‘snaps’ daily (up from 200 million in June). The intimacy of private messaging
makes brand involvement more awkward which is probably the reason brands have yet to fully take advantage of Snapchat. However, MTV used the platform to engage its audience in visual dialogue about ‘Geordie Shore’ by sending snaps to friends of exclusive images and video clips. Taco Bell have used the recently added Snapchat feature ‘Stories’, which stitches snaps together to show a series of photos and videos telling the story of a group of friends’ journey to Taco Bell. The mobile nature of the platform, the
trend towards erasable media as a backlash against the permanent records of other platforms, and the fact that it has been adopted by a key demographic means Snapchat is not going to disappear anytime soon.
VINE
This new kid (and brand darling) on the
block was only launched in January 2013 and was pounced on by brands. Vine’s six-second-loop
share content in an engaging and entertaining manner. Sadly, there are also some disasters
out there. To avoid them, remember it’s only six seconds so don’t try to cram too much in. Make use of stop-motion and don’t forget to use hashtags so others can fi nd your video.
INSTAGRAM According to a report from social media analytics
company Simply Measured, Instagram is fast becoming one of the hottest networks around, with 71 of the top 100 brands using it to engage users. Whilst Instagram adoption among top
video format makes it easy to fi lm, upload and share videos to social. The beauty of Vine is that it allows you to create your inner creativity using only your smartphone. According to 7th Chamber, fi ve Tweets a second contain a Vine link, and studies show that a branded Vine is four times more likely to be seen than a branded video - any brand not using Vine risks losing out on some serious social media exposure. The opportunities for
innovation are endless – just look at Samsung, Oreo and VW for how the platform can
50 issue 20 january 2014
FIVE TWEETS A SECOND CONTAIN A VINE LINK”
brands is still the lowest among the fi ve major social networks, it is the fastest growing platform for marketers worldwide, increasing by 55 per cent since last October, and brands are using it frequently. Fifty-seven of the top 100 brands are posting at least once a week. Over a third now have over 10,000 followers and 19 per cent have 100,000 followers or more. Because of this blitz, user engagement is also on the rise with a 350 per cent increase in total engagement (‘Likes’ and comments) year on year - so whilst it may be a struggle for sectors such as B2B and fi nancial services as well as some FMCG companies with less visually stunning offerings, who in their right mind isn’t
using Instagram? Mercedes-Benz has found a
wonderful way to make Instagram
photos stand out by making them the centerpiece of a unique social media installation called #Untamed, which premiered in Paris. The company, guided by the unconventional, ‘untamed’ elements of the new CLA, asked fans to contribute to this experience by submitting their interpretations of the word ‘untamed’ and displayed the results to an audience of art enthusiasts in a redesigned urban loft space where the Instagram images became backdrops for fully designed living spaces.
VIMEO
The video-sharing site was founded nearly a decade ago
as a platform for fi lmmakers to share their work and it quickly earned a reputation for high-quality content. The fact that Vimeo videos don’t have the pre-roll or banner ads that annoy users on YouTube means the focal point is the video itself and this, in association with some dedicated curating, makes it a channel worth investing in. Vimeo appeals to a niche but highly engaged community of 120 million unique visitors each month who are ready to offer feedback, engage in conversation and watch full-length fi lms. According to comScore, users spend an average of 28 minutes on the site during each session - testimony to content that really draws people in. Car makers have embraced Vimeo, with Honda using the platform to good effect. BMW used it in their fi lm ‘Man & Machine’ to support their sponsorship of the 2012 Paralympic Games, making the link between David Weir’s connection with his chair and the affi nity the brand’s customers feel with their cars.
gravitythinking.com
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