Social Marketing Fella

Pass the Licorice – Brands Waste No Time with #InstagramVideo

As written for Technorati

Instagram’s announcement that it’s added video to its platform made waves with the masses Thursday. Analysts, social media practitioners, and news outlets quickly embraced the news. USA Today even took to the street in an impromptu poll to gauge the sentiment from avid Vine and Instagram users.

Celebrities, too, wasted no time chiming in. Shortly after the announcement, Justin Bieber was quick to the punch with his inaugural Instagram video. While “the other” Hilton made an ominous prediction:

 True to form, Facebook’s Instagram aims to trump Twitter’s Vine in the battle of start-up acquisitions, offering 15 seconds of video to Vine’s six. And while some brands are scrambling to figure out what to do with nine extra seconds, Red Vines® was poised to embrace the news in Bieber-like fashion.

 Within a couple of hours of Instagram’s address at Facebook headquarters, Red Vines got its first Instagram video published, pairing it with Twitter and Facebook ads. “Based on how well Instagram photos have performed in our content marketing mix, we’re very excited to incorporate video on the platform,” a company spokesperson tells Technorati.

In the world of confections, Red Vines predicts fifteen second videos of Instagram video will resonate with brands for more complex stories, or enable the brand to go deeper with a particular theme.

Your shot next Twitter, Yahoo or Pinterest. Some agile brands like Red Vines will be ready. And so will their fans.

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Andre Bourque (SocialMarketingFella) is Editor Emeritus of Technorati.

He covers emerging trends and news in social, mobile, cloud, and related technologies.

Based in San Francisco, he can be contacted via his social channels and at:


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