Yesterday, Facebook introduced TV advertising length video to its photo sharing app, Instagram, pitching it directly against Twitter’s video service, Vine. Instagram users can now shoot 15 seconds of video on the app, a length of time suited to advertisers who may want to transfer their short for TV ads straight to the service. The new addition to the app seems popular, with ‘RIP Vine’ trending on twitter in the UK and Worldwide. Instagram video differs from Vine, not just in the length of videos; the feature also offers filters, camera stabilisation and does not play on an endless loop like its counterpart.
"We're excited to see what the community will bring to video, whether it's your local cafe showing you just how they made your latte art this morning, or an Instagrammer on the other side of the world taking you on a tour of their city, a mother sharing her joys in parenting as her children laugh and play, or your favourite athlete taking you behind the scenes," Instagram CEO Kevin Systrom wrote in his blogpost, linking to examples of Instagram video in action.
Although Instagram is focusing upon usage features for their standard users, we wonder how brands will begin to use this new service and whether or not it will become a useful tool for marketers and advertisers. Facebook has steadily offered more options for marketers to get their messages across to users, starting with low-key banners on the right side of the page to brand pages and then photos, which can be turned into ads that run in people’s central news feeds. Video, though, is a huge step beyond photos. The appeal of moving images is why television advertising not only endures but continues to thrive; it’s a big reason why TV advertising revenues still dwarf online ad revenues.
Think about it; a photo of your beaming toddler is cute enough, but a video of your toddler taking her first steps? No comparison.
While many standard users flooded the service with hastily shot clips, some brands uploaded videos that show how beautiful and fun the feature can be. Brands have already taken advantage of the service; for example Gap, Burberry, Michael Kors and General Electric. We wonder which brand will showcase their creative talents next?