Online Video: Hungry for Content
Instagram, Facebook's insanely popular photo-sharing app, introduced video capability in June to compete with the rise of Vine's bite-sized videos. Within 24 hours, Instagram's 130 million users uploaded over 5 million videos.
The explosion of snackable video and fierce competition between Instagram and Vine to "own the video tweet" has many retailers wondering how they can use these platforms to increase social engagement with consumers.
There are two major takeaways for retailers: First, it further underscores that the web is becoming a video medium. Static images and text are no longer enough. The transition to a web dominated by video content, where video drives the consumer experience, is well underway. It's going to take a massive amount of video content for retailers to take advantage of the online video wave. Some of that video will be professionally produced, some will be user generated and some will come from sources we haven't yet discovered.
Second, starting with apps ("we need a Vine strategy!") is a mistake. You wouldn't plan your menu around the hors d'oeuvres, and you shouldn't plan a video strategy around a hot app either. Instead, plan your video strategy around your customer journey.
Think of the different points in their journey and use video to help them move forward at each step. Sure, sometimes that's a Vine or Instagram video to extend reach by driving sharing across your increasingly social customer base. At other stages in the customer journey, however, it may be a category video to move a shopper down the funnel, a product video to call the shopper to action, or a how-to video to help them install or use a product. Consider where the consumer is and what their information needs are, then create or curate the right type of video content to meet that need.