According to online marketing trailblazer Rich Gorman, the year’s biggest and most important trend may well be the increased role of video in social marketing. It began when Twitter introduced Vine, allowing users—and brands—to engage via six-second video loops. The advent of social video has continued on with the introduction of Instagram videos, which allow users and brands to take advantage of an even greater span of video space. Now, more and more companies are embracing these new video marketing tools—and proving just how useful they can be for online brand enhancement.
In a new statement to the press, Richard Gorman weighs in on the trend toward online marketing. He also points out a recent Search Engine Watch article, which notes several brands that are using Instagram video to particularly good effect. Gorman is someone who is more than qualified to opine on these trends; a leader in the direct response marketing field, and also a social networking enthusiast, he has long spoken out on the latest and most significant online marketing trends.
Rich Gorman Considers Instagram Video
In his new statement to the press, Richard Gorman begins by unpacking the distinctions between Instagram video and Vine. “When Instagram launched its video capabilities in June, many marketers did not know quite what to think,” he explains. “Many noted that the announcement came right on the heels of Twitter launching Vine, signaling that social video sharing is very much the wave of the future—and yet, many questioned how much Instagram video really differs from what Vine offers. Those answers are becoming clearer and clearer, as more brands explore what Instagram can do.”
Actually, the differences are many—and they are critical for marketers to consider. Search Engine Watch lists a handful of them. “With more than 130 million active users, Instagram offers users more time for video content with up to 15 seconds (instead of Vine’s 6 seconds) and 13 special filters to enhance each video,” the article contends. “It even has an image stabilization feature to even out the shakiest of hands when shooting footage.”
“The bottom line is that the video capabilities of Instagram represent a new and unique way for companies to brand themselves, and to tell their story in an engaging and visual fashion,” Gorman notes. “With that said, it is crucial for companies to be clever and strategic in their use of Instagram video.”
Instagram in Action
Indeed, there are numerous ways in which brands can effectively implement the video abilities of Instagram. “Instead of just a photo showing behind the scenes action of a company, brands can use video to interview the CEO or employees to showcase company culture from the inside, answer consumer questions in a weekly segment or even launch new products all through this platform,” comments Search Engine Watch. The article goes on to offer some examples of specific brands in action.
To begin with, the article notes that Instagram’s video features are useful for brands seeking to showcase their new products. Nike is one example of a company that has done this well. The company has offered videos of models trying the shoes in a typical workout setting, meaning users can get a feel for what Nike’s product will look and feel like, without having to step into a shoe store. Meanwhile, “Anthropologie provides a first look at a new clothing collection on display at a New York store for followers to ‘virtually’ shop through the Archival Collection.”
“Showcasing new products is not something that will work for every business, but if your products lend themselves to visualization or to video demos—if your products are visually appealing and attractive—then this strategy can work wonders,” offers Rich Gorman.
Search Engine Watch continues to note that some brands use video to offer glimpses behind the scenes. Burberry is one company that excels at this, the article notes, offering previews of upcoming fashion lines and shows. Another brand—Jeni’s Splendid Ice Creams—showcases the ways in which various ice cream flavors are made.
Notes Gorman, “Behind the scenes videos are great for making your company seem more relatable, for earning consumer loyalty, for keeping social media followers interested and engaged, and more.”
There are plenty of other, creative ways in which brands and companies are using Instagram video. For example, movie studios have begun designing special trailers, just for Instagram, previewing movies in 15 seconds or less. MTV announced the nominees for this year’s Video Music Awards via Instagram videos, as well.
According to Richard Gorman, there are further ways in which brands can use Instagram video, even beyond the examples listed in the Search Engine Watch article. “For companies like Lowe’s, or for any home improvement, plumbing, craft, or lawn maintenance-related business, how-to videos can be great,” Gorman explains. “Offering quick visual tips and tricks helps companies to provide real, immediate value to their social media followers.”
He says that behind the scenes videos can be done in a way that simply highlights a company’s inner workings, too. “Just spend 15 seconds letting your customers get to know a team member, or tour your office space,” offers Gorman. “This is a great strategy for engendering consumer goodwill.”
Search Engine Watch summarizes: “The video component allows brands another visual opportunity to tell a story instead of just through cleverly crafted static images to engage consumers.”
Rich Gorman is a pioneer in the online marketing space, best known for his social media zeal and for his groundbreaking work in direct response marketing.
Richard Gorman is an online marketing guru, and perhaps best known for his inventive and standard-setting work in direct response marketing. As an industry thought leader Gorman gives away thousands of dollars in trade secrets and insider information, on a daily basis. Moreover, he is a technology pundit and a social media expert. Gorman frequently opines and makes predictions on matters related to social networking, search engines, online commerce, and more.