Using Micro-Video to
Build Your Brand
& Ashley Gilmer
Executive Summary 3
Table of Contents
2Interactive Media 2014 | Elon University
Micro-video is a type of content marketing that was one of the most
dominant trends in social media in 2013 and shows no signs of slowing
down in 2014. Platforms like Vine and Instagram helped popularize
micro-video.Vine was ranked the fastest growing app of 2013, with a
growth rate of 403%. Instagram, another social media platform that now
allows users to create micro-videos, grew by 130% last year.
Top brands are taking advantage of micro-video, and according to Jayson
DeMers at Forbes, the rise of micro-video will be a major social trend in
2014. Brands are using micro-video to show off new products, share
short promotional clips, let fans go behind the scenes, or to give simple
do-it-yourself tutorials. With so much information at the publics’
disposal, the social shift has been to shorter messages that still engage
emotions about the brand. Brands need to take advantage of this new
Content marketing strategy is “the
practice of planning the creation,
distribution, activation, and
optimization of thoughtful and relevant
content, in order to inspire positive
engagement and profitable action.”
This type of marketing is about using
content to communicate who you are as
a brand. With micro-video growing
rapidly as a tool to engage emotions
about a brand, companies that want to
keep up with social trends, and
continue to be at the forefront of
communications, must implement
micro-video in content marketing
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Micro-video provides new challenges for brands and companies, as well as a
new space in which to market. This new region for marketing is largely
unexplored, but large brands have been stepping up to the challenge by using
micro-video creatively to fit their brand.
One of the issues companies face is selecting a micro-video platform that best
reaches their target audiences. There are many micro-video platforms, but
each is unique and should be used at different times. Businesses have to
ensure their voices are consistent through all platforms and aligns with their
brand, along with customer’s values.
The micro-video platform owned by social media juggernaut Twitter,
allows users to upload six-second videos online. At the end of 2013,
around 2 million Vine videos were uploaded daily.
As of eight months ago, Instagram has offered its users the option to
create 15-second micro-videos. Over 1200 brands, such as Nike,
Starbucks, and the NBA have joined Instagram and are sharing
videos online. With more than 150 million active users, Instagram is
a viable place for brands interested in micro-video.
Snapchat allows users to take photos, or record videos and share
them with others. Videos can be created between one and ten
seconds. With around 26 million users in the United States, brands
are using Snapchat as a platform for video marketing.
Launched in July 2011, Keek has garnered over 58 millions users,
allowing each to post micro-videos up to 36-seconds.
Viddy is another app that allows users to create micro-videos. The app
allows up to 30-second videos, and allows users to add effects, and
music after the video has been recorded.
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There are various ways brands can utilize micro-video to engage their
audience. Micro-video is not a one size fits all solution; the various platforms
serve different audiences. Brands must tailor their approach to present the
right message, at the right time and still remain consistent with their image.
This section discusses how to effectively use micro-video in a marketing
1. Promote what’s new:
Brands can use micro-video to tease upcoming products and services.The
fast-paced nature of micro-video will make consumers feel like they are
getting a sneak peek. For example, creatively unbox your new product and let
consumers know where they can find the product.
2. Promote sale items:
Often times, sale items can lose their luster in comparison to newer items.
Brands can revive interest in sale items with a short video. Consumers love a
good deal, and it’s a great way to boost sales.
3. Demonstrate products in use:
Providing a context or scenario showing a product in use is an effective way to
get consumers to envision themselves using your product.Try to incorporate
various scenes to show the versatility of your product.
4. How-to and demos:
Some products need a little more explaining, and a how-to video could be just
what consumers need.Your audience will appreciate your brand for educating
them on the best way to use your product.
5. Behind the scenes:
Consumers usually don’t get to see what happens behind-the-scenes. Adding
behind-the-scenes video is a great way to give your brand a face and a
Challenge your audience to create a micro-video promoting your product.
Contests are a great way to get people energized about your brand and
excited about the potential to win a prize and receive publicity. Plus, your
brand will have the rights to use contest submissions as marketing tools.
5Interactive Media 2014 | Elon University
phenomenon in frozen
pop culture has
Retail clothing distributor Dr. Jays used Vine to promote Adidas’ newest
release.They created the illusion of the sneakers unboxing themselves.
6Interactive Media 2014 | Elon University
Now that you know some of the ways to use micro-video, here are some
examples of successful campaigns.
Popular snack manufacturer Nabisco, makers of Oreo, posted a Vine video
demonstrating how to use their product to make another sweet treat. In just 6
seconds, viewers learn how to make an Oreo Freeze Pop.
“#Adidas AR 3.0
Micro-Video in Action
“We #3D printed
#pumpkin on a
7Interactive Media 2014 | Elon University
Research and technology giant General Electric showcased their 3D printing
capabilities on Instagram. For Halloween, they printed a 3D pumpkin in a
15-sec video. This is an effective way to showcase General Electric’s cutting-
1. Videos can increase the amount of time visitors view your website or social
2. Videos that incorporate company employees increase trust and add
3. Many consumers prefer watching to reading content.
4. Micro-video on social platforms allows for real-time feedback and
5. Short videos have a high viewing completion rate.
Micro-video can be beneficial for your company and impact your sales.Here are
some of the top reasons why according to Unbounce.
Micro-video is a cost-efficient way to promote your brand and engage feelings.
It is up to your brand to determine the level of effort and quality of video
production. A smartphone and a creative mind can make a big difference for
With content marketing being a key influence on the success of any particular
brand, micro-video must be implemented into brands’ content marketing
strategy. Marketers are implementing more ways to connect with existing or
potential consumers, and micro-video has created a new platform for brands to
do just that.
Through the correct use of micro-video as an extension of a company’s
marketing strategy, it is able to connect with mass amounts of consumers
effectively at a low cost.
With the extreme growth of micro-video in 2013, and the groundswell in 2014,
brands cannot afford to ignore this tool. With five tweets per second containing
a Vine link, over 150 million users on Instagram, and over 58 million users on
Keek, micro-video is a formidable tool to build relationships/community,
interact with consumers, and engage emotions about a brand.
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About the authors
Evan Atkinson earned his undergraduate degree from Elon
University in Strategic Communications, and upon completion of the
M.A. of Interactive Media program he hopes to combine his love of
sports and digital media.
Tynesha Brown is a self-proclaimed freelance graphic and web
designer. She has been designing for 5 years and has enhanced her
skills by crossing into different fields such as marketing and
communications. She is currently pursuing a master’s degree in
Interactive Media at Elon University
Ashley Gilmer is a multimedia producer with a passion for
community and entertainment coverage. Her skills range from video
expertise to social media strategy. She is currently pursing a master's
degree in Interactive Media at Elon University.
9Interactive Media 2014 | Elon University
The rise of micro video in 2014.(n.d.).522 Productions.
The rise of micro video in 2014.(n.d.).522 Productions.
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Koetsier,J.(n.d.).Video-based social network Keek hits 58M users.VentureBeat News.
13Ways to UseVine for Ecommerce (Or InstagramVideo).(n.d.) Get Elastic.
Oreo Cookie’s post onVine.(n.d)Vine. https://vine.co/v/hABV9FBMPTD
DrJay’s post onVine.(n.d.)Vine.https://vine.co/v/bplwXxY3hHM
Video by General Electric.(n.d) Instagram.http://instagram.com/p/gI97G_RP9e/
The Benefits of UsingVideo on Landing Pages.(n.d) Unbounce.