Video micro-content might have seemed like content marketing’s embarrassing little brother at some point — cute yet inconsequential. But times have changed. As smartphone use has ballooned and attention spans have narrowed, creating entertaining clips around a brand’s products or services is becoming increasingly common.
At the same time, success isn’t guaranteed. In a recent 2015 outlook, marketing firm MillwardBrown noted that only the most savvy brands will excel at video micro-content.
“Ads on these platforms must be immediately captivating and entertaining, as consumers on these sites expect creativity,” the firm wrote.
With that in mind, here are five elements any winning clip-based video campaign should prioritize this year.1. Determine the Platform
In this post, we’ll focus on three popular video micro-content platforms: Vine, Instagram and Tout. Video micro-content can also take the form of pre-roll ads on other popular video platforms.
Admittedly, the word “popular” is something... keep reading