With the increasing popularity of the internet, people have access to content like never before in human history. But with so much content at people’s disposal, it is difficult to keep them engaged to your content for long. In their fast-paced and busy lives, people don’t always have the time to read lengthy articles or even watch a 3-5 minutes advertisement. And pictures aren’t as effective. So, with the time, content sharing platforms have also evolved. Content creators and advertisers have realized that people, who use the internet, have a relatively shorter attention span. That is where the real importance of shorter videos came in the forefront. Interacting with customers or potential customers by using videos, GIFs and vlogs has become an important part of almost every digital marketing strategy.
The evolution of social media platforms has been a blessing for all content creators to reach their target audience with ease. Social media platforms have welcomed and incorporated quite a few changes to make sharing of the video even simpler. In a study by Facebook, it was found that shorter videos garner more complete views. Shorter videos attract the attention of viewers, but it doesn’t go on till the viewer loses his or her interest. JOBS (2013) became the first movie to release its trailer on Instagram. This tells how far short videos have come in this day and age.
New formats like GIFs have also gained popularity lately. GIFs are a series of static images or animation or soundless video that will loop continuously. GIFs were considered childish and unprofessional at first; they have spread on the internet like wildfire since the start of this decade. So much so, that GIF was announced as the word of the year by Oxford Dictionary in 2012. The short and looping quality of this format makes it more catchy and engaging. Quite a few advertisers and companies have started incorporating intelligent and light-hearted GIFs in their digital marketing strategies.
Influencers in the world of marketing have been used for quite some time now. With the progress in advertising on social media platforms, advertisers have started using influencers, who are video content creators. They are called vloggers, it is an amalgamation of the words ‘video and bloggers’. Vlogging has been growing in popularity as it is used to talk about different topics and products. Vloggers are influencers with a huge following on social media platforms. They are sometimes paid and sometimes not to review a product and share the video with their followers. One thing is for sure, vlogging is here to stay.
Clearly, video and GIFs have become necessary from a marketing point of view. But this is just the initial part of the video revolution in the advertising space. We are sure to see more creative ways advertisers will use videos to target their prospective customers.