Opinion

Why short-form video creative is catnip to millennials

In order to win the coveted attention of millennials, savvy brands need to master the art of short-form video creative, writes Max Pepe, head of Clickwork7

Short video: Vine star Zach King often teams up with brands such as Visa
Short video: Vine star Zach King often teams up with brands such as Visa

Platforms such as Vine, Instagram and Snapchat have captured the imagination of today’s youth, purposefully limiting video length to somewhere between six and 15 seconds, depending on the platform.

The reality now, when it comes to video, is that late adopters of short form video are failing to engage. YouTube alone simply isn't enough as part of a holistic digital video strategy.

Vine is the flagship short-form video platform, and limits video clips to only six seconds. It was acquired by Twitter in 2012, and by April 2013 was the single most downloaded app in Apple’s App Store. It now has over 40m global active users on its platform, of which over 65% are between 15 and 20 years old, and there are 1.5 billion Vine loops played on a daily basis.

A recent study found that 32% of all US teenagers use Vine regularly, and over 100m people worldwide watch a Vine video every month.

Vine: Zach King's best of compilation

Millennials filter better than you

Millennials are the key adopters of this platform, and it’s not hard to see why. They are intrinsically instilled with a technological instinct and awareness that has, in a digitally Darwinian manner, evolved as a necessary communication and social survival tool among their peers. I tweet therefore I am.

Social status is prevalently awarded, generated, validated and judged through both hard and soft technology – such as ownership of physical gadgets and presence on social media.

Millennial minds have adapted to cope with the burden of increased content consumption too. How can one possibly survive in a world where limitless quantities of information are accessible every second of the day? A world where a ceaseless abundance of content is propelled into our palms and shot onto our screens at an unfathomable rate?

This generation has adapted and developed a highly advanced (yet profoundly unconscious) filtering system. They are required to make thousands of micro-decisions every second.  ‘Should I click, should I watch, should I share, should I like?’ Commonly, ignorantly and patronisingly mistaken for some sort of consumer ADD, this filter is in fact an integral part of digital survival. It enables the millennial to sift through the content glut and extract from it that which he or she deems to be relevant.

Furthermore, not only are their peers competing for attention, but of course, so are hundreds of thousands of brands and advertisers. 

Vine: Brands like Red Bull can rely on content creating itself

Consider this an attention market place if you will, and contemplate the basic premise of supply and demand. What we witness here is an outrageously disproportionate amount of supply (i.e. content) compared to the available amount of demand (i.e. consumer attention).

In response to this overwhelming crowded vista, and attuned to the chaotic landscape that the millennial occupies, Vine provides a beautifully uncomplicated solution. This solution was quite simple - limit options.

By ensuring every video cannot exceed six seconds in length, Vine managed to reduce the sense of commitment one may feel when pressing play. The risk associated to investing six seconds of time on a video is not a scary one (what’s the worst that can happen?). A decision is easier when there are fewer choices. A six-second video gets a green light from millennials and byasses their filtering system.

It is little surprise that the exponential growth of short-form video can be attributed to the millennials’ propensity to ‘share’ and ‘tweet’ such content. To put this in perspective, five Vine videos are tweeted every second , one in five tweets contains a Vine link and 12m Vine videos are uploaded to Twitter on a daily basis.

This presents a gargantuan opportunity for advertisers to gain mass exposure, and build audiences through brand advocates.

Learn to be succinct

The six-second limited video length creates an ecosystem that forces a new breed of content creation. Succinct, punchy and memorable. Brands must learn how to master this art and build an audience, not a customer base, through short-form video.

Quality of content really is the only magic ingredient needed. It stands to reason that the likes of Red Bull and GoPro are utilising this channel better than any other brand at present, as their content creates itself.

But not all brands are created equal in this sense. We as marketers need to dig deep. We need to understand our audience, understand the platforms, and most importantly understand our brands well enough to extract engaging content and turn it in to a constant stream of short form video.

Branded content already accounts for 4% of the top 100 tracked vines, and brands will get up to 400% more shares from their Vine videos than they will from standard branded videos. But still the size and scale of this opportunity has only just begun to emerge.

 


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