September 14, 2012 
I’ve been a close witness to some of the impact short-form video has had on campaigns I was involved in. Small campaigns like the launch of IKKI.be (which most of you will be unfamiliar with) where the video was responsible for creating so much buzz within the target audience that we had reached the platform sign-up target within days instead of months. Or campaigns where the video travelled the world such as we experienced with “Bikers” for Carlsberg or “Push to add drama” for TNT.
All of these (and other) cases made me get a firm believe in short-form video used within online communication strategies. Fast Company believes the same – read “Why Short-Form Video is the Future of Marketing” – where they highlight some key reasons why that is the case:
- More and more users are consuming their video entertainment online
- Marketers are using video to engage with social media audiences
- Barriers to entry are low
- Quality is expanding quickly
- There are plenty of avenues for dissemination
All true, but apart from the 3rd point, all of these are mostly observations of what is happening and not really reasons of why it is happening. So I agree, but I think they are missing the point a bit.
Video is a very rich audiovisual experience but it allows brands as well to keep control of the story in a time there’s no more control. You can craft a message in such a way (editing, music, …) that you get the maximum effect and when people share it they share it generally for the full 100%. So basically if you’re doing a good job, people will share your video content adding comments etc so taking over control – but not over the message, because when it is consumed again, it will be again exactly how you as a producer crafted it in the first place. That is what makes it very powerful for online communication, the combination of this fact with the knowledge that more and more people consume online video entertainment.
This doesn’t mean video should always be the center piece of your communication online, but try to get video in that communication in some form as much as you can. It’s pretty powerful.
My 2 cents
